{ "key": "design_guidelines", "market": "HR", "version": 1, "status": "approved", "skill_id": "analyze_old_designs", "skill_version": "1.0.0", "provider": "openai", "model": "gpt-4.1-mini-2025-04-14", "created_at": "2026-10-07T09:34:32.194987+00:00", "decided_at": "2026-10-07T09:35:42.097061+00:00", "decided_by": "b074d63e-0233-4414-b5ea-37a401e4454b", "input": { "locale": "hr-HR", "market": "Hrvatska", "use_files": true, "market_code": "HR", "detail_level": "detailed" }, "sources": [], "warnings": [ "Exact proprietary font, official colour tokens and master assets were not supplied; keep these as known gaps until the brand/design team confirms them." ], "data": { "agent": { "tokens": [ { "name": "primary_teal_dark", "usage": "gradient edge", "value": "#0A8391", "confidence": "observed" }, { "name": "primary_teal_bright", "usage": "gradient center", "value": "#13B7C7", "confidence": "observed" }, { "name": "board_section_purple", "usage": "internal board section/topic colour", "value": "#7863BE", "confidence": "observed" }, { "name": "marker_static_magenta", "usage": "internal board STATIC marker", "value": "#FF00FE", "confidence": "observed" }, { "name": "marker_reels_cyan", "usage": "internal board REELS marker (approximate)", "value": "#00D4FF", "confidence": "approximate" }, { "name": "board_workspace_black", "usage": "internal board workspace background", "value": "#1E1E1E", "confidence": "observed" } ], "patterns": [ { "id": "V1", "name": "Lifestyle/product hero", "formats": [ "feed", "stories", "reels" ], "construction": [ "full-bleed product or lifestyle photograph", "headline and optional subline near top", "white text on dark photo or dark text on light photo", "mandatory short health warning at bottom separated by thin divider" ] }, { "id": "V2", "name": "Product feature explainer", "formats": [ "feed", "stories", "carousel" ], "construction": [ "teal/cyan tech background", "white rounded rectangle near top for headline and explanation", "product render in lower portion, optionally overlapping text card", "subtle concentric/glowing technical circles for depth", "one feature per frame" ] }, { "id": "V3", "name": "Informational/service frame", "formats": [ "feed", "stories", "carousel" ], "construction": [ "teal background with white icons/text or approved photo with readable overlay", "short heading plus concise list", "approved UI mock-ups/screenshots for maps/app screens" ] }, { "id": "V4", "name": "IQOS ILUMA i end card", "formats": [ "feed", "stories", "carousel", "reels" ], "construction": [ "teal radial gradient", "short CTA near top with iqos.com emphasized", "IQOS + ILUMA i wordmarks centered", "mandatory short warning at bottom" ] }, { "id": "V5", "name": "Customer support end card", "formats": [ "feed", "stories", "carousel", "reels" ], "construction": [ "teal radial gradient", "approved IQOS symbol/wordmark", "Korisnička podrška and/or Više na iqos.com", "large negative space" ] }, { "id": "V6", "name": "Full risk end card", "formats": [ "feed", "stories", "carousel", "reels" ], "construction": [ "teal radial gradient", "centered white outlined rectangle with rounded corners", "full approved risk/adult/nicotine statement centered", "no competing imagery or CTA" ] } ], "sequences": [ { "format": "feed_static", "pattern_ids": [ "V1" ] }, { "format": "feed_carousel", "pattern_ids": [ "V1", "V2", "V3", "V4", "V5", "V6" ] }, { "format": "stories", "pattern_ids": [ "V1", "V2", "V3", "V4", "V5", "V6" ] }, { "format": "reels", "pattern_ids": [ "V1", "V2", "V3", "V4", "V5", "V6" ] } ], "known_gaps": [ "Exact proprietary font family and files", "Master IQOS, ILUMA i and symbol assets", "Official colour tokens and gradient definitions", "Logo clear-space and minimum size rules", "Approved product-render library", "Definitive safe zones and warning sizes", "Confirmation of REELS marker colour (internal board token)" ], "typography": [ { "role": "headline", "family": null, "weight": "bold/semibold", "fallback": "Inter", "confidence": "observed" }, { "role": "supporting_copy", "family": null, "weight": "regular/light", "fallback": "Inter", "confidence": "observed" }, { "role": "legal_copy", "family": null, "weight": "regular", "fallback": "Inter", "confidence": "observed" } ], "mandatory_elements": [ "approved short health warning", "approved full risk/adult/nicotine statement", "adult-only treatment" ] }, "collected": { "files": [ { "name": "design_guidelines_source.md", "characters": 9810 } ], "evidence_pdfs": [ "August-September.pdf", "June-July.pdf", "May.pdf", "October.pdf" ] } }, "markdown": "# Design guidelines — IQOS\n\n> Status and scope\n\nDerived from the supplied SOCIAL MEDIA CRO 2026 boards (`May.pdf`, `June-July.pdf`, `August-September.pdf`, `October.pdf`) and the Figma page `DISCL + TEMPLATE`. This is not an official PMI brand book. Exact proprietary font family, logo clear-space rules, and master asset files were not supplied and must not be invented. Intended for social media channels including Facebook feed, Instagram feed and carousel, Facebook/Instagram Stories, Reels, and YouTube Shorts.\n\n## Board preparation\n\nMonthly production boards are divided into three sections: `FB FEED`, `IG FEED`, and `STORY-isti`. Each scheduled row includes:\n\n- Publication date in `D.M` format (e.g., `3.10`, `15.5`)\n- Local-language content copy on the left\n- Circular `STATIC` or `REELS` marker\n- English topic card with one emoji, uppercase short title, and one-line subtitle\n- Optional production notes such as `FB ISTO KAO I IG`, `NEMA`, `[REELS]`, or `[REELS/YT SHORTS]`\n- Design frames to the right\n\nInternal board colours used for organisation (not consumer-facing):\n\n- Section/topic purple: `#7863BE`\n- STATIC marker magenta: `#FF00FE`\n- REELS marker bright cyan (approx. `#00D4FF`, confirm before official use)\n- Board workspace near-black: `#1E1E1E`\n\n## Visual system\n\n### Palette\n\n- Primary graphic background: teal/turquoise radial or soft linear gradient\n- Working range: dark teal `#0A8391` to bright cyan-teal `#13B7C7`\n- Gradient darker at edges, brighter behind main logo, product, or text\n- Text and logos on teal backgrounds are white\n- Product photography uses warm wood, beige, charcoal, silver, and muted architectural backgrounds\n- White cards with dark charcoal text for feature explanations\n\n### Typography\n\n- Clean geometric sans-serif throughout\n- Headlines: bold or semibold, short (1-2 lines)\n- Supporting copy: regular or light, smaller than headlines\n- Legal copy: regular, small but legible, centered\n- Topic labels on internal board: uppercase title plus sentence-case subtitle\n- Avoid decorative, condensed display fonts, and multiple type families\n- Exact typeface unknown; use Figma template fonts or Inter as fallback\n\n### Composition\n\n- Premium, minimal, product-led\n- Generous negative space\n- One clear focal point per frame\n- Product renders centered or in lower two-thirds\n- Feature cards may have product overlapping bottom edge of white text card\n- Keep text away from busy photo areas; use subtle darkening for contrast only\n- No stickers, meme treatments, decorative clutter, or unapproved promotional badges\n\n### Photography direction\n\n- High-quality product or adult lifestyle photography\n- Soft natural or premium studio lighting; shallow depth of field common\n- Recurring environments: modern desk, laptop, café/table, modern retail interior, neutral architecture\n- Product color echoed by small environmental accents\n- Close-ups focus on texture, engraving, accessories, or device controls\n- Adults only; no youth-coded casting, school/college context, toys, candy-like styling, health/wellness cues, or social-success claims\n- Do not use generative AI to recreate IQOS devices or logos; use approved renders and assets\n\n## Frame patterns\n\n- V1 — Lifestyle/product hero: full-bleed product or lifestyle photo, headline/subline near top, white text on dark photo or dark text on light photo, mandatory short health warning at bottom separated by thin divider. Use for campaign hooks, service/support intros, accessories, seasonal openings, device feature covers.\n\n- V2 — Product feature explainer: teal/cyan tech background, white rounded rectangle near top for headline and explanation, product render lower portion optionally overlapping text card, subtle concentric/glowing circles for depth, one feature per frame. Use for Pause Mode, FlexPuff, AutoStart, touch screen, induction system, firmware/app instructions.\n\n- V3 — Informational/service frame: teal background with white icons/text or approved photo with readable overlay, short heading plus concise list, use approved UI mock-ups/screenshots for maps/app screens. Use for support channels, locations, app steps, warranty, FAQs.\n\n- V4 — IQOS ILUMA i end card: teal radial gradient, short CTA near top with `iqos.com` emphasized, IQOS + ILUMA i wordmarks centered, mandatory short warning at bottom.\n\n- V5 — Customer support end card: teal radial gradient, approved IQOS symbol/wordmark, `Korisnička podrška` and/or `Više na iqos.com`, large negative space.\n\n- V6 — Full risk end card: teal radial gradient, centered white outlined rectangle with rounded corners, full approved risk/adult/nicotine statement centered, no competing imagery or CTA.\n\n## Sequence recipes\n\n- Feed static: one V1 hero frame; if educational with multiple cards, use carousel instead of dense copy.\n\n- Feed carousel: V1 hook/cover, 2-4 V2/V3 info frames (one idea per card), V4 ILUMA end card if relevant, V5 support card if relevant, V6 risk end card.\n\n- Stories: V1 hook/product/lifestyle frame, 2-4 V2/V3 explanation frames, V4 ILUMA end card, V5 support card, V6 risk end card. Typical sequences have 4-8 screens; each screen independently understandable; avoid caption repetition.\n\n- Reels/YouTube Shorts: hook first scene, demonstrate one action/feature per scene, short on-screen copy readable without pausing, include end card and mandatory warning, default under 30 seconds unless otherwise specified.\n\n## Text hierarchy and density\n\n- Cover headline: up to 7 words ideal\n- Subline: one short sentence\n- Explanation frame: one heading plus 2-4 short lines\n- Story: one idea per screen\n- Do not paste full social caption onto visuals\n- Preserve approved product names and trademark notation\n- Content text in Croatian for HR and Slovenian for SI\n- Internal topic card in English: one emoji, 2-5 word uppercase title, one short subtitle\n\n## Compliance treatment\n\n- Every photo/creative frame requiring it includes approved short warning at bottom, visually separated by thin divider\n- Story and carousel sequences end with approved full warning card when required\n- Wording from active `brand_info`; this guide does not override legal copy\n- Keep warning text readable and unobstructed\n- Never crop, paraphrase, or decorate approved warnings without legal review\n\n## Format rules\n\n- Feed/card preferred aspect ratio: 4:5 (1080×1350); 1:1 (1080×1080) only if approved brief/template requires\n- Story/Reels: 9:16 (1080×1920)\n- Carousel cards must share one aspect ratio\n- Respect platform-safe areas and current active `meta_formats`; those override this guide\n\n## Do / do not\n\n### Do\n\n- Start from topic and approved channel copy\n- Select smallest sequence communicating the idea\n- Use approved product images, logos, UI screens\n- Keep established teal system and end cards\n- Reuse structure, not old wording or identical scenes\n- Call out uncertainties in `designer_notes`\n\n### Do not\n\n- Invent product variants, colours, features, availability, UI, or locations\n- Generate/reconstruct logos or exact devices with image models\n- Introduce unrelated colour palettes because they are trending\n- Use youth-oriented illustration, nightlife glamour, or health imagery\n- Overload frames with caption-length text\n- Treat sampled hex values or Inter fallback as official brand standards\n\n## Evidence reviewed and known gaps\n\nEvidence reviewed:\n\n- `May.pdf`\n- `June-July.pdf`\n- `August-September.pdf`\n- `October.pdf`\n- Figma `SOCIAL MEDIA CRO 2026`, page `DISCL + TEMPLATE`\n\nKnown gaps:\n\n- Exact font family/files and permitted weights\n- Master IQOS, ILUMA i and symbol assets\n- Official colour tokens and gradient definitions\n- Logo clear-space/minimum-size rules\n- Approved product-render library\n- Definitive safe zones and warning sizes\n- Confirmation of REELS marker colour (internal board token)\n\nUntil supplied, Figma templates are the visual source of truth for these details.\n" }