Brand Intent

An open file format specification for making brand intent machine-readable.

Five layers. One brand. Any agent.

Identity → Brand → Format → Purpose → Composition

What this is

Design tokens capture decisions. Brand guidelines capture rules. Neither captures intent: the reasoning, the derived expression conditions, the signal-level decisions that make a brand specific.

Brand Intent is a set of five composable file types that encode brand knowledge from strategy to composition, in a format any AI agent can read and respect.

| Layer | File | Question | |-------|------|----------| | Identity | .identity | Who is this brand? | | Brand | .brand | How is it expressed? | | Format | .format | Where does it appear? | | Purpose | .purpose | What is this content for? | | Composition | .composition | How are elements composed? |

Get started

1. Install the VS Code extension

Syntax highlighting, autocomplete, and validation for all five file types.

ext install studiostoll.brand-intent-lang

2. Run init

Installs two skills into your AI agent: /brand-intent and /brief. Together they cover the full loop. Onboard your brand, explore the Krume bakery reference, generate and validate on-brand content, and export a portable brief.

npx brand-intent init

3. Use your brand

Two skills are now installed in your AI agent.

• /brand-intent authors, validates, and generates on-brand content from your Brand Intent files.
• /brief exports a portable {brand-id}-brief.md. Use it to hand the brand to a tool that doesn't read Brand Intent directly, like a Claude Design project, another LLM, or a collaborator.

Edit your Brand Intent files whenever strategy or expression evolves. Regenerate briefs after any change.

Documentation

• Specification: formal grammar for all five file types
• intent.stoll.studio: project landing page

License

MIT

By Christophe Stoll / Studio Stoll