Creative Direction

Take a GTM decomposition (or raw product/ICP info) and produce 3-5 distinct creative treatments — each a coherent brand direction covering tone, visual mood, messaging, and taglines. Recommend one. Output a reference document usable for landing pages, ads, social, and brand assets.

Essential Principles

These principles govern every phase. Never violate them.

1. GTM Feeds Creative, Not the Reverse

ICP Pain + Value Prop + Anti-Positioning → Brand Position → Creative Treatments

Every creative choice must trace back to a strategic input. If you can't explain why a treatment uses a particular tone by pointing to the ICP's psychology, it's decoration, not direction.

2. Treatments Are Coherent Worlds

Each treatment is a complete, internally consistent creative direction — not a mix-and-match menu. Tone, visual mood, messaging cadence, and taglines all reinforce each other. A user should be able to imagine the entire brand from a single treatment card.