Brand & Design Intelligence Johan Engelbrecht
2026

Brand OS

An internal AI tool that turns a written brief into finished, on-brand Strategy assets. I designed and built it alone as a proof of concept.

Building a presentation on superintelligence from a one-line brief.
The brief: describe the outcome and choose a format.
Story format with an image, and the image controls open.
Generating a background image.
Key stats layout with the Strategy Mosaic lockup, dark theme.
Card grid layout, editing the headline in place.

Project

Role
Creative Director, designer, developer
Client
Strategy
Year
2026

Tools

  • Claude
  • FAL
  • Figma
  • GitHub
  • Cursor

Brand guidelines ask people to make the right decisions. Brand OS makes the wrong ones impossible. I wanted to know whether the Strategy system could be encoded tightly enough for anyone in the company to produce work on brand, without a designer involved.

How it works

You describe what you need in plain language. The tool returns four directions, each with a different layout, theme and copy angle, shown as live frames. Pick one and it becomes the working canvas. Full-quality images are only generated after you choose, so exploring costs almost nothing.

It covers five social formats and a set of A4 documents, from one-pagers to reports, which export as print-ready PDF. There are four themes and three logos, and no colour picker or font menu. The brand rules are written in code, so an off-brand asset can’t be made.

The layout engine

Every size and position comes from the canvas itself. The margin is 5.5% of the short edge. Type scales from the geometric mean of width and height, so it reads the same on a 9:16 story and a 4:1 banner. The scale follows the golden ratio. Long headlines wrap; they never shrink. Adding a new format means adding a ratio.

Build

One HTML file, no framework, no build step. Claude interprets the brief and writes copy, and a hosted image model handles photography. The same layout function draws the screen and the export, so a 3x PNG is the design itself.

Building it also improved the guidelines. Several rules that read clearly on paper turned out to be ambiguous once software had to follow them.