Your own brand department
Meet the department
A designer you know by name leads and signs. A workforce of AI agents does the making.
This is the department your team leads once we have refreshed your brand with you. Here is everyone in it: the two of us who lead and sign, the brand pack every agent reads first, and every agent by name, with what it knows and what it can do.
Twelve AI agents, and one more when your website takes bookings, orders or sign-ups.
- Decide and sign The people Yohay Etsion and Reece Heron write your brand pack with you, sign it, and guide your team.
- Read first, on every job Your brand pack Who you are for, how you sound and how you look, each rule with its reason.
-
Make the work
The AI agents
One agent per role. Your team gives them the work.
- Leads Project Manager Director of Product Marketing Director of Design
- Plans the message Product Marketing Manager Content Strategist
- Writes Copywriter SEO Specialist PR & Comms Specialist
- Designs Visual Designer Infographic Designer Presentation Designer UI Designer
- When needed Interaction Designer
The people who lead and sign
Two of us, by name. We write your brand pack with you, sign it and every change to it, and stay on to guide your team, with up to 5 hours a month of our time.
Yohay Etsion
Managing Director
Runs Maad House. Takes the larger work, and signs it.
Reece Heron
Creative Director
Leads every 30-day project. In your own department, he guides your team, signs each change to your brand pack, and signs the work you need signed.
Your brand pack, read first on every job
One short file we write with you when we refresh your brand. Every agent in your department reads it before it starts a job, so the work starts from your brand, not from a guess.
We sign it, and every change to it. Each signed version carries a fingerprint, so a copy changed by hand shows up at your monthly session. Once a month we bring it up to date with you, and you keep every signed version as your own files.
What it holds
- Who you are for, and the problem you solve
- How you sound
- The words you use as written, and the words you never use
- Your colours, with the pairs that stay easy to read, your type and your buttons
- Which files to use, from your logo down
- The reason behind every rule
The AI agents, and what each one knows
Each agent has one job. It reads your brand pack first, then works from its reference guides (we call them knowledge packs) and its methods (we call them skills). Every agent keeps the name it has in the software, so your team knows who is answering. A title on an agent names its job, not a rank: the two of us lead your department and sign.
We list only the guides and methods for brand, design, writing and search work. Some agents carry others, for work outside this department, and those are left off.
Leads
They lead in their own areas, and answer to your team and to us.
-
Project Manager
AI agent
Leads the work
When a job has more than one piece, it plans the job with steps and checkpoints, brings every agent’s piece together into one result, and tracks it until every piece is done.
Knows and can do: works from the agent’s instructions and your brand pack. It carries no brand guide or method of its own.
-
Director of Product Marketing
AI agent
Leads on branding
Decides the branding questions your brand pack does not already answer: who a piece speaks to, how you stand apart from others, and the main message.
- Knows
- Posts, articles, newsletters and pages
- Press and thought leadership
- Can do
- Saying who you are for, and why you are different
- Planning a campaign
- Pages comparing you with others
- Why people buy
- Getting mentioned by AI assistants
-
Director of Design
AI agent
Leads on creative
Decides how the work looks where your brand pack leaves it open, checks designs against your brand pack, and keeps your design rules (colours, type, page parts) as one agreed set.
- Knows
- Keeping every design consistent
- Handing designs to a developer
- Web page layouts for phone and desktop
- Pages and colours everyone can read
- Your brand’s look: colour, type, layout, icons
- Can do
- Briefs for Figma’s AI design tools (experimental)
Plans the message
Works out what to say, to whom, and when.
-
Product Marketing Manager
AI agent
Works out what to say about an offer and who to say it to, and turns that into campaign plans and marketing material.
- Knows
- Posts, articles, newsletters and pages
- Can do
- Saying who you are for, and why you are different
- Planning a campaign
- Pages comparing you with others
- Getting mentioned by AI assistants
- Why people buy
-
Content Strategist
AI agent
Plans what you publish, where and when: your themes, a calendar, and the messages worth repeating.
- Knows
- Posts, articles, newsletters and pages
- Google search (SEO)
- Press and thought leadership
- Can do
- Planning a campaign
- Saying who you are for, and why you are different
- Getting mentioned by AI assistants
- Pages comparing you with others
- Why people buy
Writes
Writes the words, in your voice.
-
Copywriter
AI agent
Writes your headlines, page copy, taglines, posts and calls to action, in your voice.
- Knows
- Posts, articles, newsletters and pages
- Headlines, page copy and brand voice
- Opening lines people keep reading
- Can do
- Saying who you are for, and why you are different
- Planning a campaign
- Why people buy
-
SEO Specialist
AI agent
Helps your website get found on Google and by AI assistants: the words people search for, page titles, descriptions and how the site is organised.
- Knows
- Google search (SEO)
- Posts, articles, newsletters and pages
- Being found by AI assistants
- Can do
- Getting mentioned by AI assistants
- A monthly check of what AI search says about you
- Pages comparing you with others
- Planning a campaign
- Why people buy
-
PR & Comms Specialist
AI agent
Writes press releases and pitches to journalists, and plans your public statements and thought pieces.
- Knows
- Press and thought leadership
- Posts, articles, newsletters and pages
- Can do
- Planning a campaign
- Saying who you are for, and why you are different
Designs
Makes how your brand looks, on every page and piece.
-
Visual Designer
AI agent
Designs the look: colour palettes, type, icons, illustrations, style guides, and pieces such as social graphics.
- Knows
- Your brand’s look: colour, type, layout, icons
- Keeping every design consistent
- Web page layouts for phone and desktop
- Pages and colours everyone can read
- Can do
- Briefs for Figma’s AI design tools (experimental)
-
Infographic Designer
AI agent
Turns information and numbers into charts, diagrams and infographics.
- Knows
- Posts, articles, newsletters and pages
- Your brand’s look: colour, type, layout, icons
- Can do
- Planning a campaign
-
Presentation Designer
AI agent
Designs slide decks and pitch presentations.
- Knows
- Your brand’s look: colour, type, layout, icons
- Posts, articles, newsletters and pages
- Can do
- Planning a campaign
-
UI Designer
AI agent
Designs your website’s pages and their parts, laid out for phone and desktop. It designs pages; it does not build them.
- Knows
- Keeping every design consistent
- Web page layouts for phone and desktop
- Handing designs to a developer
- Pages and colours everyone can read
- Your brand’s look: colour, type, layout, icons
- Can do
- Briefs for Figma’s AI design tools (experimental)
Called in when needed
Joins only for some websites.
-
Interaction Designer
AI agent
Joins when your site takes bookings, orders or sign-ups
Designs how a visitor moves through your site: the steps, the menus, page sketches and clickable mock-ups.
- Knows
- Web page layouts for phone and desktop
- Keeping every design consistent
- Pages and colours everyone can read
- Can do
- Briefs for Figma’s AI design tools (experimental)
How a job runs
- Step 1
You give it the work.
Your person describes the job in plain words: a menu, a post, a page.
- Step 2
The right agents take it.
The software picks the agents the job needs. When a job has more than one piece, the Project Manager plans it and brings the pieces together. Branding decisions go to the Director of Product Marketing, and design decisions to the Director of Design.
- Step 3
Every agent reads your brand pack first.
Then each does its part, from your brand, not from a guess.
- Step 4
Your person judges what comes back.
It comes back as one piece of work. Your person reads it and asks for changes.
- Step 5
You sign it, or we do.
The call is yours. Send us anything you want signed, within your monthly hours.
- Step 6
Once a month, your brand pack is brought up to date.
We decide the changes with you and sign the new version.
In your 30-day project, Reece leads the work, and one of us signs what is made.
The brands behind it
Made with this workforce today
Our own brands. The same workforce of AI agents does their brand and marketing work.
- SKYMOD
- Legionis
- Maad House
Clients we work for today
We work on design for Linkilaw Solicitors, and run the websites of Carbon Integration and Events by Ardour. We name them as our clients, not as work this department has made.
- Linkilaw Solicitors
- Carbon Integration
- Events by Ardour
Where it runs, and what it does not do
Where it runs
On your own computer, Mac or Windows: in Claude Code, on your own paid Claude plan, or in Codex, on your own paid ChatGPT plan. We set it up with you, once.
What it does not do
It does not run your social accounts (posting, scheduling or replying), run paid ads, or build or code websites. It designs web pages; building them is quoted separately.
Talk it through with us
30 minutes, no pitch. Tell us about your brand, and we will walk you through how your own department would work with it. It starts after the All-In or a Brand Build, which writes your brand pack.