`) - [ ] Header: brand name, threat level badge, Brief/Full toggle, back link - [ ] `Full` toggle links to working `index.html` - [ ] No 404s — run: `grep -o 'src="[^"]*"' brief.html | sed 's/src="//;s/"//' | while read f; do [ -f "$(dirname $0)/$f" ] || echo "MISSING: $f"; done` - [ ] No `border-radius` visible on any card or image - [ ] Page loads without console errors ## Hero - [ ] Left panel: brand name + tagline + 3 stats visible on dark background - [ ] Right panel: brand identity (logo/wordmark OR iconic product) — NOT campaign photography - [ ] Right panel: no campaign imagery (celebrities, seasonal ads, specific moments) - [ ] Right panel: no images with baked-in rounded corners ## TL;DR Strip - [ ] 4–5 stats present (MAU/users, revenue, markets, founding year minimum) - [ ] Strategic call present and sharp — "Borrow / Watch / Reject" framing - [ ] Strategic call is a recommendation, not a description ## §01 Quick Facts - [ ] Image: primary product artifact, not a campaign image - [ ] Fact grid: founded, revenue, MAU/users, parent, markets, employees (minimum 4 cells) - [ ] No empty fact cells ## §02 Positioning - [ ] Image: brand's cultural world — lifestyle or brand environment (opens LEFT COL, should be impactful) - [ ] Image height: 280–340px (largest card in left col) - [ ] No campaign-specific imagery (if celebrity is brand ambassador, check if it's a specific ad or brand identity) - [ ] Face fully visible if person is the subject — not cropped at forehead or crown - [ ] Quote from brand/executive present if available ## §03 Brand Evolution - [ ] Image: wide/panoramic brand overview (natural ratio preferred — creates short contrast card after tall §02) - [ ] Timeline present: minimum 3 stages with years - [ ] Current stage marked clearly ## §04–05 Color & Typography - [ ] Card image: brand visual system or typography in use (not a product shot) - [ ] **Expanded — Logo sub-section:** wordmark image + logo construction/spacing guide image - [ ] **Expanded — Color sub-section:** CSS color swatches with hex values (minimum primary + dark + accent) - [ ] **Expanded — Typography sub-section:** type specimen image OR typeface name demonstrated at display size - [ ] Missing any of the 3 sub-sections = FAIL ## §06 Layout & UX - [ ] Card image: website homepage or app landing screen (shows full design intent) - [ ] Card image: natural ratio (not forced crop) - [ ] **Expanded — minimum 3 screens:** homepage/hero → core feature → secondary feature - [ ] Screens at natural ratio, full-bleed (margin: 0 -20px) - [ ] No app store screenshots with rounded device borders - [ ] No small image grids with forced crops ## §07 Assessment - [ ] Strengths list: minimum 4 items - [ ] Vulnerabilities list: minimum 3 items - [ ] Items are strategic insights, not generic observations ("Daily habit loop" not "popular app") ## §08 Verdict - [ ] Image: brand's most iconic artifact — "this is what [brand] IS" - [ ] Three columns present: Borrow / Watch / Reject - [ ] Each column: minimum 2 items - [ ] Link to full analysis present ## §09 Brand Personality - [ ] Archetype present (e.g., The Outlaw, The Creator) - [ ] Tone described in 3 adjectives - [ ] Primary audience: age + geography + psychographic (not just "Gen Z") - [ ] "What they never say" or equivalent — defines what the brand ISN'T ## §10 Social - [ ] Image: social-native content — designed TO be shared, not a screenshot OF a feed - [ ] Face fully visible if person is in frame (not cropped at crown) - [ ] Social platforms covered: minimum 3 with distinct descriptions per platform - [ ] #hashtag strategy or giveaway mechanic documented if relevant ## §11 Campaigns - [ ] Image: cinematic, film-grade — the brand at its most produced (left col visual anchor) - [ ] Natural ratio preferred (panoramic landscape) - [ ] Minimum 2 campaigns documented with: name, year, agency, channels, description - [ ] Campaign sub-images present (3-column mini-grid of campaign assets) ## §12 Audience - [ ] Image: documentary/lifestyle — shows actual demographic (face visible if portrait) - [ ] Core demographic: age range + geography + psychographic descriptor - [ ] Retention driver identified - [ ] Vulnerability / aging curve noted (when do they become our prospect?) ## §13 vs [Client] - [ ] Image: frames the comparison well — cultural or campaign image - [ ] Comparison table: minimum 5 dimensions - [ ] Win/loss columns clear (`.wc` = competitor wins, `.we` = client wins) - [ ] Strategic call present at bottom - [ ] Link to full analysis present ## Brand in Practice - [ ] Preview: 3 images visible before expand - [ ] Expanded: minimum 9 additional images (total 12+) - [ ] ZERO images duplicated from section cards — check manually - [ ] Images cover variety: agency work + 3D objects + product variants + illustration + motion (where available) - [ ] All images load (no broken grid cells) ## Final - [ ] Page reviewed at 1280px width (desktop standard) - [ ] Page reviewed at 768px width (tablet — mosaic should stack to single column) - [ ] Page reviewed at 375px width (mobile — all text readable, images not broken) - [ ] Scroll progress bar works - [ ] All expand/collapse interactions work (click card → expands, click again → collapses)