Creative Designer

• Writing copy to go inside the design → use content-creation first
• Building full campaign strategy → use research-strategy first
• Creating presentation slide decks → use campaign-presenter
• Analyzing campaign performance → use data-analysis

Inputs required

Before starting, confirm these inputs with the user:

Design constraints

Brand system — always read from brands/{brand}/brand.md

Before applying any colors, typography, or CTA styles, read brands/{brand}/brand.md for:

• Primary and accent colors — hex values and usage roles
• Typography — font family, weights, and size scale
• Voice and aesthetic — tone of the visual design (e.g. clean B2B SaaS vs. specialist dark theme)
• Do/Don't rules — any explicit visual restrictions

Never hardcode colors or fonts from memory. Always derive them from the active brand's context file.

Standard asset dimensions (platform-fixed — same across all brands)

Layout rules (same across all brands)

• Max content width: 1200px centered
• Section padding: 64px vertical (desktop), 40px (mobile)
• Card padding: 24-32px
• Border radius: 8-12px for cards, 6px for buttons
• Use subtle box shadows: 0 1px 3px rgba(0,0,0,0.1)
• White space is a feature — never overcrowd sections

Step-by-step workflow

Step 1: Read brand and content context

• brands/{brand}/brand.md — Visual guidelines, brand colors, design approach
• skills/creative-designer/style-guide.md — Detailed style rules
• Confirm the headline and key message (from content-creation or user input)

Step 2: Define the layout structure

Sketch the component hierarchy before writing code:

• What sections does this asset need? (hero, features, social proof, CTA, footer)
• What is the visual hierarchy? (What should the eye land on first?)
• What components are needed? (cards, comparison table, icon grid, testimonial block, etc.)

Step 3: Apply brand system

• Assign brand colors to each component role (primary, secondary, background, text)
• Apply typography scale consistently
• Ensure white space and padding follow layout rules

Step 4: Build the asset

For HTML/CSS output:

• Write semantic HTML5 with inline or embedded CSS
• Ensure responsive layout (mobile-first where relevant)
• Use flexbox or grid for layout
• Do not rely on external CSS libraries unless the user specifies Tailwind CSS

For design spec output:

• Describe each section with: dimensions, colors (hex), font sizes, spacing, and component type
• Include copy placeholders clearly marked

Step 4b: Generate images via Gemini API

Core principle: Visual = emotion. Text = punchline. The image must stop the scroll and evoke a feeling before the viewer reads a single word. Text overlays sharpen the message — they never explain what the image already shows.

Use Gemini image generation for assets that need real imagery — scenes, people, environments, data visualizations. Do NOT use Gemini for pure typographic/text-only graphics (use HTML/CSS for those instead).

Use gateway MCP tool `gemini_generate_image`:
- fiveagents_api_key: ${FIVEAGENTS_API_KEY}
- prompt: "<your image prompt>"
- aspect_ratio: match target canvas (e.g. "1:1" for IG square, "9:16" for Story/Reel, "191:100" for LinkedIn)
- model: "gemini-3.1-flash-image-preview"

Tool returns JSON text: { "image_base64": "...", "mime_type": "...", "description": "..." }
Result is auto-saved to a temp file. Use Python to locate and decode it:

```python
import glob, json, base64, os
result_file = max(glob.glob('/sessions/*/mnt/.claude/projects/*/tool-results/mcp-*gemini_generate_image*.txt'), key=os.path.getmtime)
with open(result_file) as f:
    parsed = json.loads(json.load(f)[0]['text'])
with open('outputs/{brand}/posts/{Platform}/tmp_image.png', 'wb') as f:
    f.write(base64.b64decode(parsed['image_base64']))

If user has selected a folder, save directly to outputs/{brand}/posts/{Platform}/ — not a temp path.

If the tool returns a rate limit error, wait 60 seconds and retry once.

**IMPORTANT — Never use Nano Banana / `continue_editing` for text overlays.**

Use **Python Pillow** for all text overlay and logo compositing (see Steps 2 and 3 below). Do NOT use `image_add_text_overlay` or `image_add_logo` gateway MCP tools — they require passing large base64 strings through context, which exceeds Cowork limits.

**5 proven image patterns (adapt messaging to active brand):**

| Pattern | Visual | Text punchline |
|---------|--------|----------------|
| **Pain Moment** | Frustrated person, multiple screens, overwhelm | "You don't need more tools. You need one that does it all." |
| **Before/After** | Split: chaos left, clean dashboard right | "From this → to this. One platform." |
| **Bold Stat** | One huge number, almost nothing else | "Your next customer is already in here." |
| **Social Proof** | Real person quote + result metric overlay | Let the quote speak |
| **Aha Insight** | Chart or trend showing AI search taking over | "Is your business invisible to AI?" |

**When to use each pattern:**
- Pain Moment → awareness campaigns, cold audience, top of funnel
- Before/After → consideration, retargeting, mid-funnel
- Bold Stat → trust-building, LinkedIn, B2B decision makers
- Social Proof → bottom of funnel, conversion campaigns
- Aha Insight → thought leadership, LinkedIn, SEO/marketing personas

**Platform visual strategy:**
| Platform | Best pattern | Text density on image | Why |
|---|---|---|---|
| LinkedIn | Bold Stat, Aha Insight, Pain Moment | Medium — headline + brand mark | B2B audience reads; credibility-first |
| Facebook | Pain Moment, Before/After | Medium — benefit + proof element | Thumb-stop visual; emotion-led |
| Instagram | Bold Stat, Pain Moment | Low — 3–5 words max | Visual-first feed; text kills reach |

**Image prompt guidelines:**
- Lead with the **scene/feeling**, not the brand: "Frustrated professional at desk..." not "[brand] ad..."
- Specify **cinematic, photorealistic, editorial photography style** for people/scenes
- Specify **abstract, data visualization, geometric** for non-people visuals
- Include **lighting/mood**: "dimly lit, blue screen glow, night" or "bright, clean, modern office"
- **No text, no logos, no brand name in the image** — text and logo are composited after using gateway tools
- Always end prompt with: **"No text in the image. No logos. No watermarks."**
- Do NOT use `continue_editing` for text — use Python Pillow (Step 2) instead

**Example prompts by pattern:**

*Pain Moment:*
> "Photorealistic editorial photo: frustrated young professional at cluttered desk, multiple monitors showing different SaaS dashboards, hands on head in stress, dimly lit room with blue screen glow, sticky notes everywhere, cinematic shallow depth of field, dramatic moody lighting. No text in the image. No logos. No watermarks."

*Aha Insight:*
> "Abstract data visualization: upward trending graph splitting into two paths — traditional Google search and AI chat interfaces (represented as glowing nodes), dark navy background, purple and pink gradient lines, clean minimal style. No text in the image. No logos. No watermarks."

*Bold Stat:*
> "Dramatic close-up of a glowing purple number '275M' floating in dark space, abstract particle field background in purple and pink tones, cinematic lighting, square format. No text other than the number. No logos. No watermarks."

**Rate limit rule — ALWAYS follow this sequence when generating multiple images:**
1. Generate image 1 → apply text overlay → apply logo → save to `outputs/` → upload to Zernio
2. Wait ~15 seconds before next generation (API allows 10 IPM; 15s is a safe buffer)
3. Generate image 2 → apply text overlay → apply logo → save → upload to Zernio
4. Repeat

Never generate multiple images in parallel or back-to-back. One at a time with a short pause. If a 429 RESOURCE_EXHAUSTED error occurs, wait 60 seconds and retry once.

**Full pipeline — run ALL steps in order for every image:**

**Step 1 — Generate image:**

gemini_generate_image → result auto-saved to temp file → Python decodes to PNG on disk

See instructions above for the Python decode snippet. Save the PNG to `outputs/{brand}/posts/{Platform}/` immediately.

**Step 2 — Text overlay (gradient scrim + headline + subline) — USE PILLOW:**

```python
from PIL import Image, ImageDraw, ImageFont

def add_text_overlay(input_path, output_path, headline, subline, target_w, target_h, text_align='center'):
    img = Image.open(input_path).convert('RGBA')
    # Scale and center-crop to exact canvas
    r = img.width / img.height; tr = target_w / target_h
    if r > tr: nw = int(img.width * target_h / img.height); nh = target_h
    else: nw = target_w; nh = int(img.height * target_w / img.width)
    img = img.resize((nw, nh), Image.LANCZOS)
    img = img.crop(((nw-target_w)//2, (nh-target_h)//2, (nw-target_w)//2+target_w, (nh-target_h)//2+target_h))
    # Gradient scrim — bottom 45%
    scrim = Image.new('RGBA', (target_w, target_h), (0,0,0,0))
    ds = ImageDraw.Draw(scrim)
    ss = int(target_h * 0.55)
    for y in range(ss, target_h):
        ds.line([(0,y),(target_w,y)], fill=(0,0,0,int(185*(y-ss)/(target_h-ss))))
    img = Image.alpha_composite(img, scrim)
    draw = ImageDraw.Draw(img)
    # Fonts
    hs = max(36, int(target_w * 0.048)); ss2 = max(22, int(target_w * 0.026))
    try:
        fh = ImageFont.truetype('/usr/share/fonts/truetype/dejavu/DejaVuSans-Bold.ttf', hs)
        fs = ImageFont.truetype('/usr/share/fonts/truetype/dejavu/DejaVuSans.ttf', ss2)
    except: fh = fs = ImageFont.load_default()
    # Draw wrapped text (white headline, pink #ec4899 subline)
    pad = int(target_w * 0.05)
    # ... (word-wrap and draw logic)
    img.convert('RGB').save(output_path, 'PNG', optimize=True)

Font: DejaVuSans-Bold for headline (white), DejaVuSans for subline (pink #ec4899). Text position: always bottom. text_align from day-of-week rotation.

Day-of-week layout rotation (text_align: left/center/right — text_position: always bottom):

Step 3 — Logo overlay (brand mark) — USE PILLOW:

from PIL import Image

def add_logo(image_path, output_path, logo_path, position='top-right', scale=0.18):
    img = Image.open(image_path).convert('RGBA')
    logo = Image.open(logo_path).convert('RGBA')
    w, h = img.size
    logo_w = int(w * scale)
    logo_h = int(logo.height * logo_w / logo.width)
    logo = logo.resize((logo_w, logo_h), Image.LANCZOS)
    margin = int(w * 0.03)
    positions = {
        'top-right':    (w - logo_w - margin, margin),
        'top-left':     (margin, margin),
        'bottom-right': (w - logo_w - margin, h - logo_h - margin),
        'bottom-left':  (margin, h - logo_h - margin),
    }
    x, y = positions[position]
    img.paste(logo, (x, y), logo)
    img.convert('RGB').save(output_path, 'PNG', optimize=True)

Logo path: brands/{brand}/logo.png. Scale: 0.18. Position: from day-of-week rotation. This is the standard final step for ALL social images.

Step 4 — Upload to Zernio (for social posts):

1. Use gateway MCP tool `late_presign_upload`:
   - fiveagents_api_key: ${FIVEAGENTS_API_KEY}
   - filename: "SocialPost_11Mar2026.png"
   - content_type: "image/png"
   → Returns uploadUrl + publicUrl

2. Use Python requests to upload the file directly to S3 (do NOT use `late_upload_media` MCP — it requires passing large base64 through context):
```python
import requests
with open('path/to/final_image.png', 'rb') as f:
    requests.put(uploadUrl, data=f, headers={'Content-Type': 'image/png'})

3. Use gateway MCP tool late_create_post:
   • media_items: [{ url: publicUrl from step 1 }]

Use `publicUrl` from step 1 in `late_create_post` media array.

**Standard asset sizes and Zernio platform destinations:**
| Format | Canvas | Zernio `platforms` |
|--------|--------|-----------------|
| LinkedIn Post | 1200×628 | `linkedin` |
| Facebook Post | 1200×630 | `facebook` |
| Instagram Post (square) | 1080×1080 | `instagram` |
| Instagram Post (portrait) | 1080×1350 | `instagram` |
| Reels / Story (9:16) | 1080×1920 | `instagram` |

**Always save Reels/Story to `outputs/{brand}/posts/Instagram/` — naming: append `_Story`.**
e.g. `SocialPost_PainMoment_Story_11Mar2026.png`

Place generated images into the asset HTML using `<img>` tags or reference them in the design spec.

### Step 5: Run quality checklist

---

### Step 6: Generate AI avatar videos via Argil API

Use **Argil API** to generate talking-head video ads. Only for Reels tagged `(Argil)` by social-calendar (1 per brand per week). Best for high-conversion Reel content on FB/IG.

**API workflow:**

**Set `aspectRatio` based on the target format:**

| Format | aspectRatio |
|---|---|
| Reel (FB/IG) | `"9:16"` (portrait) |
| Landscape (if ever needed) | `"16:9"` |

1. Use gateway MCP tool argil_create_video:

   • fiveagents_api_key: ${FIVEAGENTS_API_KEY}
   • name: "Ad Video - [description]"
   • aspect_ratio: "9:16"
   • moments: [{ avatarId: "AVATAR_ID", voiceId: "VOICE_ID", transcript: "Your script here..." }]

2. Use gateway MCP tool argil_render_video:

   • fiveagents_api_key: ${FIVEAGENTS_API_KEY}
   • video_id: <from step 1>

3. Poll with argil_get_video (fiveagents_api_key + video_id) until status=DONE, then use videoUrl.

**Avatar selection — rotate for variety, prefer Asian characters for SEA markets:**

Use `argil_list_avatars` and `argil_list_voices` gateway tools to discover all available options. Prefer Asian/SEA avatars for Singapore, Indonesia, and Malaysia audiences. Rotate across videos — don't always use the same avatar.

| Actor | Use For | Example Scenes |
|---|---|---|
Read avatar preferences from `brands/{brand}/avatars.md`. This file defines which avatars to use, the founder avatar + voice clone ID, and market preferences. Use `argil_list_avatars` and `argil_list_voices` gateway tools to discover all available options. Example avatar table below:

| Actor | Use For | Example Scenes |
|---|---|---|
| **Founder** (custom) | Authority/founder content | Formal, Recording Studio |
| **Arjun** | B2B professional, ops/sales content | Living Room Couch |
| **Kabir** | Tech/startup content | Beach Sunset, Film Set |
| **Rahul** | Professional services, consulting | Living Room, Gym |
| **Ananya** (F) | Marketing/content marketing personas | Default, Cafe |
| **Budi** | Indonesian market content | Default, Balcony |
| **Hassan** | SEA business content | Library, Restaurant, Living Room |
| **Koki** | Tech/product content | Indoors, Recording Studio |
| **Amira** (F) | CS/support personas | Cafe, Street |
| **Anjali** (F) | Enterprise/corporate content | Elevator |

**Voice:** Use the founder's voice clone (ID from `brands/{brand}/avatars.md`) for the founder avatar only. For stock avatars, pick a matching English voice from `argil_list_voices` gateway tool.

**Rotation rules:**
- Don't use the same avatar for consecutive posts on the same platform
- Match avatar gender/style to the target persona when possible
- Use the founder avatar only for authority/founder-credibility content
- Rotate across available avatars for variety

**When to use Argil:**
- **1 Reel per brand per week** — the highest-conversion Reel tagged `(Argil)` by the social-calendar skill
- Meta Ads TOFU video content (pain-point or authority ads for FB/IG)

**When NOT to use Argil:**
- Stories (use static images with text/logo overlay)
- LinkedIn posts (use static images)
- Any post not explicitly tagged `(Argil)` in the calendar

**For non-Argil Reels:** Use static image (1080x1920) with text + logo overlay, published as Story format.

---

## Output format

**Save location — local workspace:**

outputs/{brand}/posts/[Platform]/ ← social images outputs/{brand}/strategy/ ← design specs / HTML mockups

**Folder by asset type:**
| Asset Type | Local Folder | Upload to Zernio? |
|---|---|---|
| LinkedIn graphic | `outputs/{brand}/posts/LinkedIn/` | Yes — upload via presign, use `publicUrl` in post |
| Facebook graphic | `outputs/{brand}/posts/Facebook/` | Yes |
| Instagram graphic | `outputs/{brand}/posts/Instagram/` | Yes (required for Instagram) |
| Twitter/X card | `outputs/{brand}/posts/Twitter/` | Yes |
| Banner / display ad | `outputs/{brand}/strategy/` | No — local only |
| HTML/CSS mockup | `outputs/{brand}/strategy/` | No — local only |

**Naming convention:**

[AssetType][DDMonYYYY].png ← generated images [AssetType][DDMonYYYY]_spec.md ← Design spec / HTML mockup

Examples:
- `SocialPost_10Mar2026.png`
- `HeroImage_10Mar2026.png`
- `AdCreative_10Mar2026.png`
- `LandingPage_10Mar2026_spec.md`

**Output metadata (for spec files):**
```markdown
---
Date: YYYY-MM-DD
Skill Used: creative-designer
Asset Type: [landing-page | email | ad | social-graphic | one-pager]
Persona: [Persona name]
Campaign: [Campaign name]
Dimensions: [e.g., 1200px × 628px]
Output Format: HTML/CSS | Design Spec
Status: Draft | Final
---

Quality checklist

Before finalizing any design output:

Brand compliance:

• Primary brand color (from brands/{brand}/brand.md) used for CTAs and key headings
• Accent color used sparingly — not dominant
• Background color used for section/card backgrounds per brand spec
• No off-brand colors used
• Typography follows the font stack and size scale from brands/{brand}/brand.md

Layout quality:

• Visual hierarchy is clear (headline → subheadline → body → CTA)
• Adequate white space between sections
• CTA button is prominent and uses correct brand style
• Content width respects max 1200px

Content accuracy:

• Copy inside the design matches approved content (no placeholder text in finals)
• No invented features, pricing, or claims
• CTA matches the campaign goal

Technical (for HTML/CSS output):

• HTML is valid and semantic
• No broken links or missing assets
• Responsive behavior considered for key breakpoints
• Agent run logged to dashboard

Final Step — Log to Dashboard

See docs/new_agent_onboarding/metrics-spec.md for the full JSONB contract.

Use gateway MCP tool `fiveagents_log_run`:
- fiveagents_api_key: ${FIVEAGENTS_API_KEY}
- skill: "creative-designer"
- brand: "<active-brand>"
- status: "<success|failed>"
- summary: "<1 line, <200 chars>"
- started_at: "<ISO timestamp>"
- completed_at: "<ISO timestamp>"
- metrics: {
    "date": "YYYY-MM-DD",
    "assets": [
      {
        "type": "social-image",
        "platform": "Facebook",
        "dimensions": "1200x630",
        "tool": "gemini",
        "avatar": false,
        "file": "<filename>",
        "late_uploaded": true
      }
    ],
      "late_uploads": 0
  }