# SPOKEN — Brand Knowledge Base
## Source of truth for the new site. All known context consolidated.
## Last updated: 2026-03-29

---

## 1. THE BRAND — OVERVIEW

**Brand name:** Spoken  
**Domain:** spoken.institute (institute) / spokenmethod.com (method/app)  
**Founders:** Daniel Kremer (daniel@spokenmethod.com) · Agnė Kremer (agne@spokenmethod.com)  
**Origin:** Physics teaching app (Mechanics). Designed to be domain-agnostic.  
**Core thesis:** Understanding = ability to speak about something fluently. If you can't say it, you don't know it.

### Two Entities Under One Brand
| Entity | What it is |
|--------|-----------|
| **The Spoken Method / App** | Voice-interactive learning platform. Students speak their answers. Physics-first, designed for any domain. |
| **The Spoken Institute** | An Israeli R&D school built around the method. Teacher as researcher, mentor, polymath — not bureaucrat. |

---

## 2. THE METHOD — CORE INTELLECTUAL PROPERTY

### The Learning Cycle (per concept)

```
Absorb → Repeat → Recognize → Reformulate → Transfer → Create
(Present)  (Rehearse) (Harmonize)  (Restate)    (What If)  (Create Your Own)
```

Each rung requires more cognitive ownership than the last. You cannot skip rungs.

#### 1. PRESENT
Show the concept. Learner absorbs passively. "Here's how it works."

#### 2. REHEARSE
Learner speaks the explanation back — while still seeing it. Words in their mouth. App transcribes. Practice the *shape* of the explanation.

#### 3. HARMONIZE
Multiple choice, but spoken. Select the correct answer by speaking it.
- If wrong: Don't give the answer. Ask *why* the wrong answer is wrong.
- Scaffold back → targeted follow-up → loop until correct.

#### 4. RESTATE ("Change Octaves")
Say the same thing a different way. Not repetition — reformulation. The learner generates their own version. Multiple valid framings exist.

#### 5. WHAT IF
Change a parameter. Tests whether understanding is mechanical or conceptual.

#### 6. CREATE YOUR OWN
Capstone: learner builds their own example and explains it. Highest proof of ownership.

---

### Structural Principles

**A. Decomposition**  
Every complex topic breaks into atomic concepts. Each atom gets its own full learning cycle.

**B. Recombination**  
After mastering atoms individually, a "Full Review" reconnects them. Learner must speak about the whole.

**C. Cross-referencing**  
Same concept across multiple problems/contexts. Navigate by concept, not just by problem.

**D. Variation ("What If")**  
Change a parameter. Tests generalized understanding vs. memorized steps.

**E. Creation**  
Capstone: learner creates their own example.

---

### Content Architecture (3 Levels)

```
Level 1: MAP (the masterclass)
  └── 5-6 Problems/Scenarios (same core, different configurations)
        └── Concept Nodes (e.g., Friction, Torque, Acceleration)
              └── Interactions (Present → Rehearse → Harmonize → Restate)
                    └── Full Review (all atoms reconnected)
                          └── Create Your Own (capstone)
```

### Navigation Architecture

**Vertical (Problem-centric):** Sequential problem-by-problem. Hierarchical tree: Problem → Concept → Mode.

**Horizontal (Concept-centric):** Cross-problem topic filtering. Click "Friction" → see friction across ALL problems. Generalized understanding, not context-locked knowledge.

---

## 3. THE APP — DESIGN SYSTEM

### Visual Identity
- **Logo:** "S P O / K E N" in a 2×3 grid, lime-green on purple
- **Theme:** Dark purple space aesthetic + lime-green accents
- **Background texture:** Dot-grid pattern
- **Interaction paradigm:** Voice-first — students speak, not tap

### Color System
| Token | Value | Use |
|-------|-------|-----|
| Background | Dark purple/violet | App canvas |
| Accent | Lime green | Active states, correct answers, key highlights |
| Correct | Green pill | Correct answer confirmation |
| Incorrect | Red/coral pill | Wrong answer flag |
| Review | Green-tinted | Review cards |
| Create | Amber gradient | Create Your Own cards |
| Annotation | Yellow tooltip | Diagram labels |

### Screen Architecture
1. **Course Overview Grid** — 2×3 card grid. Problem cards + Review + Create Your Own.
2. **Node-Based Canvas** — Problems arranged spatially with Bézier curve connections. Concept map.
3. **Lesson Content (Split Layout)** — Left sidebar navigation / Center: 3D annotated diagram / Right: Rehearsal button + mic
4. **What If** — 2×2 scenario grid around central 3D model. Depth-of-field blur on periphery.
5. **Quiz (Harmonize Mode)** — Question + 4 spoken-answer choices + audio waveform
6. **Correct Answer Flow** — Other answers remove. Green pill. "Say: Restate."
7. **Incorrect Answer Flow** — Socratic follow-up. "Explain why B is wrong."
8. **Restatement (Change Octaves)** — Multi-select. "Say the same thing a different way."
9. **Problem Gallery** — Grid browse by topic (Torque, Friction, etc.). Stacked card depth effect.
10. **Knowledge Graph** — Concept map with green Bézier connections. Cross-problem navigation.

### 3D Illustration Style
- Photorealistic 3D rendered physics objects (pulley systems, rolling cylinders, inclined planes)
- Force labels, velocity arrows, omega symbols as annotations
- Yellow tooltip overlays on diagrams
- Glassmorphism card styling
- Frosted glass content cards

---

## 4. THE SPOKEN INSTITUTE — SCHOOL IDENTITY

### Core Philosophy
**"בית מורים" (House of Teachers) — not "בית ספר" (School)**

The teacher is at the center. Not delivering curriculum — driving development. The R&D Teacher (מורה מו"פ) researches, mentors, and connects fields. The bureaucratic teacher is over.

### The R&D Teacher Profile (Target)
- Intellectually curious polymath — late 20s to early 40s
- Passionate about physics, philosophy, psychology, mathematics, meditation, art
- Feels too expansive for conventional teaching roles
- Based in Israel — academics, researchers, educators

### Campaign Thesis
> "The days of the bureaucratic teacher are over. The teacher is a driver of development."

### Recruitment Message
> "You're already this person. We built a place that deserves you."

### The Qualifying Question (Assaf/Daniel's line)
> "Do you have something to say about eight of these?"

The list of topics IS the filter. If you read it and feel excited — you're the target.

### The Topic List (The Chalkboard)
Turbulence · Psychodynamic therapy · Quantum non-locality · Maxwell's equations · Meditation · Lebesgue integral · Dialectics (Plato, Marx, Hegel) · Pre-Socratics · The equivalence principle · Non-Euclidean, Riemannian, differential, and algebraic geometry · Kant · Phenomenology · The Langlands program · Phase transitions · Black holes · Psychology and mentoring · Human beings

> The Langlands program = the largest unifying project in modern pure mathematics. Embodies the institute's ethos: seemingly separate fields, deeply connected.

---

## 5. CAMPAIGN — A DAY IN THE LIFE OF AN R&D TEACHER

### Film Structure (75 seconds)
| Scene | Beat | Time |
|-------|------|------|
| 1 | Cold Open: The List | 0:00–0:10 |
| 2 | Morning: The Physicist | 0:10–0:25 |
| 3 | Midday: The Mentor | 0:25–0:40 |
| 4 | Afternoon: The Connector | 0:40–0:55 |
| 5 | Evening: The Student | 0:55–1:05 |
| 6 | The Turn | 1:05–1:12 |
| 7 | The Close | 1:12–1:18 |

**The organizing idea:** One teacher. Five scenes across his day. The world changes around him — he doesn't. The teacher is the fixed point.

### The Character (LOCKED — never changes)
| Attribute | Spec |
|-----------|------|
| Age | Mid-30s |
| Skin | Fair with light olive undertone |
| Hair | Light brown, wavy, falls across forehead |
| Beard | Neat, trimmed, dark brown — **always present, non-negotiable** |
| Eyes | Warm brown |
| Build | Slim and athletic |
| Shirt | White linen, untucked, top button undone, sleeves rolled |
| Pants | Light beige chinos |
| Shoes | Simple leather sandals or shoes |
| Energy | Calm, confident, warm, intellectually intense |

### Photography Direction
**Style:** Israeli documentary. Caught, not composed. Observational, not directed.

**Light:** Harsh Mediterranean sun. Strong shadows. High contrast. Subjects in open shade. Golden hour for evening.

**Color:** Kodak Portra 400/800 color science. Warm stone, cool shadows, bleached sky. Whites are warm, not clinical.

**Texture:** Real film grain. Material surfaces: concrete, plaster, wood, stone, fabric. No AI-smooth. Micro-imperfections essential.

**Composition:** Shot through architecture — columns, doorways, foliage. Imperfect framing. Generous negative space. Israeli Brutalist + white plaster + Bauhaus.

**Camera references:** Leica M6, Mamiya 7 medium format, Contax G2, Nikon FM2

**What this is NOT:** No HDR. No teal-and-orange grade. No AI-smooth. No stock. No posed. Not New York or European. **This is Israel.**

### Setting
Modern Israeli educational campus — research institute in the Galilee hills, near Haifa.
- Israeli modernist architecture: Brutalist concrete, white plaster, wood accents, deep shade overhangs
- Mediterranean landscape: dry golden hills, olive trees, eucalyptus, cypress, pine
- Spaces: generous, airy, connected to nature — not a typical school. A place where research happens.

### Standalone Headlines (per scene)
| Scene | Headline |
|-------|---------|
| The List | "Do you have something to say about eight of these?" |
| Morning | "Physics is a language. Come teach it that way." |
| Midday | "The next teacher is sitting across from you." |
| Afternoon | "When science meets philosophy, everything changes." |
| Evening | "And at night, you are still learning." |

### CTA
**spoken.institute/teach**

---

## 6. DESIGN EVOLUTION LOG

### What was tested and dropped
- ❌ Illustrated style (hand-drawn digital, teal-cyan + warm peach)
- ❌ Hebrew-only language on overlays
- ❌ Red-haired, glasses character
- ❌ Diamond motif (◇), logo badge, blue Hebrew typography
- ❌ Cold open with Hebrew text scrolling on white
- ❌ Sandy-blond hair, clean-shaven

### What's locked
- ✅ Photorealistic, Israeli documentary, Portra film stock
- ✅ Light brown wavy hair, neat trimmed dark brown beard (non-negotiable)
- ✅ White linen shirt — always
- ✅ Teacher in center frame, every scene
- ✅ The world changes around him, he doesn't
- ✅ Quadrant montage in Scene 6 with connecting line
- ✅ "The days of the bureaucratic teacher are over."
- ✅ English text overlays

---

## 7. PRODUCTION ASSETS

### Files
| File | Location | What |
|------|----------|------|
| SPOKEN-METHOD.md | `work/active-projects/spoken/` | Formalized method doc |
| CANON.md | `work/internal-ce/operations/products/spoken-institute/` | Full canonical script |
| BRIEF.md | same | Campaign brief |
| ILLUSTRATION-BRIEF.md | same | Illustration consistency rules |
| spoken-storyboard-style.json | same | Style JSON + prompt template |
| storyboard.html | same | Visual storyboard |
| PDF-ANALYSIS.md | `work/active-projects/spoken/design/` | App UI analysis (21 pages) |
| DESIGN-ANALYSIS.md | same | Deep design system analysis |
| generation-prompt.md | `work/active-projects/spoken/` | AI image generation prompts |

### Generated Images (approved)
- frame1-list-v2/v3 — Scene 1 (The List)
- frame2-physicist-v1 — Scene 2 (Morning)
- frame3-mentor-v1/v2 — Scene 3 (Midday)
- frame4-connector-v1 — Scene 4 (Afternoon)
- frame5-student-v1 — Scene 5 (Evening)

### Google Doc
Full canonical script: `https://docs.google.com/document/d/1mXuVKwhKYwD6B_T7114Ntvd-u1Vf5pT4fplFykiJJag/edit`

---

## 8. KEY CONTACTS

| Name | Role | Contact |
|------|------|---------|
| Daniel Kremer | Co-founder, Spoken | daniel@spokenmethod.com |
| Agnė Kremer | Co-founder, Spoken | agne@spokenmethod.com |

---

## 9. OPEN QUESTIONS / NEXT STEPS

- [ ] What is the new site for — the app, the institute, or both?
- [ ] What's the primary audience for the site: students, teachers, schools, investors?
- [ ] Does the site need Hebrew + English?
- [ ] Is this a marketing site, a product site, or a recruitment site?
- [ ] What's the URL / domain for the new site?

---

*Compiled from: SPOKEN-METHOD.md, CANON.md, BRIEF.md, HANDOVER.md, DESIGN-ANALYSIS.md, PDF-ANALYSIS.md*
*Consolidated: 2026-03-29*