Enact
For the work you said you'd do.
Foundation
Three things you need to hold in your head before producing anything in this brand. What Enact is, who it's for, and how it speaks. If a piece you're making contradicts any of the three, the piece is wrong.
What Enact is
A personal tool that turns anything you've consumed — a YouTube link, a PDF, an article — into a Claude artifact (SKILL.md or DESIGN.md) that activates the next time you sit down to do the work it taught you. The eval harness is the moat. We refuse to ship artifacts below threshold.
Who it's for
Knowledge workers paying for Claude Pro or Max with an unfinished knowledge backlog. Plus developers building agentic apps on the Anthropic API who need custom skills that work in production. The buyer is past being motivated by exclamation marks and peppy SaaS copy.
How it speaks
Veteran-companion register. Earned wisdom delivered as friendship. Quiet, undramatic, slightly old-fashioned, dry humor, never patronizing. If a sentence sounds like a HubSpot CTA, rewrite. Default to fewer words. The character has read books.
Logo system
The wordmark is Enact set in Geist Bold, sentence-case, in Carbon. The symbol is a Signal-yellow filled square. Default lockup: Signal block on the left, wordmark on the right, with proportional gap. Full inventory and 16 SVG variants: design/logo-system.html.
Clearspace
Minimum clearspace around the primary lockup is one signal-block height on every side. No copy, image, or other element may enter that space.
Min size · screen
Below 120 px, switch to wordmark-only. Below 64 px, switch to the symbol (Signal block) alone.
Min size · print
Below 0.75 inches, use wordmark only. For embossing or foiling, use the Eclipse pure-black variant.
Color · six members. One signal.
Most surface area is Paper or Mist — no exceptions. Signal yellow marks one thing per surface — never a flood, never a default button background, never a body-text color. Carbon is the only text color for body. Graphite for meta. Backgrounds are Paper, Mist, or Carbon. Nothing else.
Type · Geist only.
One family, two faces. Geist for everything visible. Geist Mono when something is operational — a measurement, a status, a count, a path. No serifs anywhere. Tight tracking on display (-0.05em to -0.06em). Forbidden: Inter, Roboto, Open Sans, Lato, Arial, generic system fonts (per Anthropic's own anti-pattern list).
EVAL 0.91 trigger · 9 / 10 passed
Voice · veteran-companion.
The voice of Cosmo (the character) is the voice of the brand. Earned wisdom delivered as friendship. If a sentence reads aloud as something you'd be embarrassed to say to a tired friend, rewrite.
"Nothing here yet. Whenever you're ready, paste a link."
"Made one. It'll show up the next time you're working on something it knows about."
"Welcome back. Three skills are ready when you are."
"Heard you used the Jeff Su one. Good."
"Most people don't apply most of what they learn. Enact is the bit that helps with that."
"That one didn't take. Try a different source, or send it to me again."
- Read it aloud.
If you'd be embarrassed to say it to a friend who's tired, rewrite.
- Cut the exclamation marks.
Use one only when something is genuinely happening.
- No emoji unprovoked.
Use one only after the user does.
- No "Let's."
Cosmo is not a cruise director.
- No applause.
"Awesome / Great / Nice" is forbidden.
- No urgency.
"Now / quick / hurry / fast" is forbidden.
- Default to fewer words.
A two-word sentence is often the right length.
- Periods, not ellipses.
Trailing off is for cruise directors too.
- First person singular, sparingly.
Cosmo says "I" only when a person would.
- The character has read books.
If a sentence sounds like a HubSpot CTA, rewrite.
Iconography
Sixteen line icons at 24×24 native, 1.5px stroke, round caps, currentColor-based so they inherit color from CSS context. Reference register: Lucide and Heroicons in build, Linear in restraint. Eight previewed below; full set: design/icons.html.
library
plus
link
youtube
pdf
article
eval
settingsIllustration
Four abstract / system illustrations. Carbon strokes on Paper, single Signal accent per illustration, geometric not playful. Use for landing-page hero areas, brand-guidelines demonstrations, technical-explainer slides, social-post anchors. Cosmo (the character) lives separately — see Section 09. Full library: design/illustrations.html.
Photography
Default position: type wins. Software products like Enact don't need much photography; the brand carries through type, illustration, the signal block, and product UI screenshots. A photo earns its place only when (1) the buyer needs to see a person — founder shots for press, About page, social profiles — or (2) a hero moment requires emotional weight beyond what type can carry. v1 working assumption: Enact ships with zero original photography at launch. Full direction: PHOTOGRAPHY.md.
Cosmo · the character.
A small soft-matter creature, hand-stitched-plush construction, "looks made not rendered." Veteran-companion personality (the bible: CHARACTER.md). Cosmo is the warmth release valve on a sharp tech-product brand — the same role Memoji plays on iOS. Lives in two layers:
Hero plush (large-scale, marketing, onboarding moments) — routes to a freelance illustrator per ILLUSTRATOR_BRIEF.md. Pixel-art Cosmo (small-scale UI mark, favicon, status indicator) — five directions explored in design/cosmo-pixel-explorations.html; direction lock pending.
Until Cosmo direction locks, only the pixel placeholder is used in product surfaces. The freelancer's hero plush has not yet been delivered.
Applications
Every brand surface in one place. Each is a self-contained HTML mockup with its own production specs.
Do · Don't
The strict rules and the strict prohibitions. If a piece you're producing fails any item on the right column, fix before delivery.
Do
- Lead with white. Paper or Mist for 90% of surface area.
- Use Signal yellow once per surface. Mark one thing.
- Set Geist Bold with negative tracking (-0.05em or more) on display.
- Use Geist Mono for measurements, status, and paths only.
- Reference logos from
design/assets/logos/rather than regenerating. - Read every copy line aloud before shipping it.
- Default to fewer words. Two-word sentences are often correct.
- Add atmospheric depth via subtle gradients or grid textures only.
- Honor
prefers-reduced-motionon every animation. - One orchestrated entrance per page, never per section.
Don't
- Use Inter, Roboto, Open Sans, Lato, or generic system fonts as primary.
- Use cream / warm-paper backgrounds (rejected v1 of the rebuild).
- Use Signal yellow as a flood color or default button background.
- Use any color outside the six-member palette, even "for one campaign."
- Use gradients of any kind. No purple gradients especially.
- Render the wordmark in all-caps (
ENACT) or all-lowercase (enact). - Outline the wordmark or stencil it.
- Use exclamation marks except for one genuine event.
- Use "Let's" / "Awesome" / "Great" / "Nice" / "now" / "quick".
- Animate backgrounds. Animate scroll-triggered. Use cinematic transitions.
- Use stock photography or AI-generated portraits anywhere on Enact surfaces.
- Use Cosmo at hero scale until the freelancer-drawn final exists.
Asset locator
Every brand asset by file path. Pull from these locations rather than regenerating. If you need an asset that's not in this table, build it in the brand system per the rules above and add a row.
| Asset | Path | Status |
|---|---|---|
| Strategy & spec | ||
| Brand framework | BRAND_FRAMEWORK.md | Locked |
| Brand development | BRAND_DEVELOPMENT.md | Locked |
| Character bible (Cosmo) | CHARACTER.md | Locked |
| Illustrator brief | ILLUSTRATOR_BRIEF.md | Locked |
| Photography direction | PHOTOGRAPHY.md | Locked |
| Brand-enforcement skill | .claude/skills/enact-brand/SKILL.md | Locked |
| Logos | ||
| Primary lockup (default) | design/assets/logos/primary/enact-primary.svg | Default |
| Primary · reverse | design/assets/logos/primary/enact-primary-reverse.svg | Locked |
| Primary · on signal | design/assets/logos/primary/enact-primary-on-signal.svg | Locked |
| Primary · 3 mono variants | design/assets/logos/primary/enact-primary-mono-*.svg | Locked |
| Symbol · 4 color variants | design/assets/logos/symbol/signal-block-*.svg | Locked |
| Wordmark · 3 color variants | design/assets/logos/wordmark/enact-wordmark-*.svg | Locked |
| Tagline lockup · 3 variants | design/assets/logos/tagline-lockup/enact-tagline-*.svg | Locked |
| Logo animation | design/assets/logos/animation/enact-logo-animation.html | Locked |
| Iconography & illustration | ||
| Icon library · 16 icons | design/assets/icons/*.svg | Locked |
| Illustration library · 4 abstracts | design/assets/illustrations/*.svg | Locked |
| Cosmo | ||
| Cosmo pixel v2 · 5 directions | design/assets/cosmo-pixel-v2/*.svg | Lock pending |
| Cosmo v1 · archived | design/_archive/cosmo-v1-rejected/ | Archived |
| Cosmo hero plush | — · routes to freelancer per ILLUSTRATOR_BRIEF.md | Pending shoot |
| Application surfaces (HTML) | ||
| Brand system | design/brand-system.html | Locked |
| Logo system viewer | design/logo-system.html | Locked |
| Icon library viewer | design/icons.html | Locked |
| Illustration viewer | design/illustrations.html | Locked |
| Cosmo pixel viewer | design/cosmo-pixel-explorations.html | Lock pending |
| Landing page | design/landing.html | Locked |
| Business card | design/business-card.html | Locked |
| Email signature | design/email-signature.html | Locked |
| Letterhead | design/letterhead.html | Locked |
| Social media kit | design/social-media-kit.html | Locked |
| Brand guidelines (this file) | design/brand-guidelines.html | Locked |