Brand Kit Extractor
Before Claude makes creative, it needs to know what the firm looks and sounds like. This skill builds a reusable brand kit from the firm's own website. Do this once per firm; reuse the kit for every creative.
Step 1 — Get the site
Use the firm's domain from get_my_profile. Fetch the homepage (and, if useful, an "About" or "Practice Areas" page) with WebFetch. Prefer the raw HTML/CSS so you can pull exact values, not just rendered text.
Step 2 — Extract the visual identity
- Colors — pull exact hex codes. Look in the CSS for the recurring brand colors (header/nav background, button/CTA color, link color, accent). Identify:
- Primary (the dominant brand color)
- Secondary (supporting)
- Accent / CTA (the color on buttons — this is what makes a "click here" pop)
- Neutrals (text, background)
Capture 4–6 hex values. If the logo is an image, note its dominant colors too.
- Fonts — the heading font and body font (from
font-family declarations or Google Fonts links). Note the personality (serif = traditional/authoritative; sans = modern/approachable).
- Logo — the logo image URL(s). Note orientation (horizontal/stacked), whether there's a mark/icon, and light/dark variants.
- Imagery style — look at the photos on the site: real attorney photos vs stock, office vs courtroom vs lifestyle, warm vs corporate, faces vs scenes. Ads should match this register so they feel like the same firm.
- Visual motifs — recurring shapes, iconography (scales of justice, shields), badges (Super Lawyers, Avvo, BBB), trust signals.
Step 3 — Extract the voice
Read the copy (hero, about, practice descriptions) and capture:
- Tone — aggressive/fighter vs compassionate/counselor vs premium/white-glove vs approachable/local.
- Person — do they say "we/our firm" or "I" (solo) — match it.
- Signature phrases — taglines, repeated promises ("we fight for you", "no fee unless we win", "trusted since 1998").
- Proof points — years in practice, case results, awards, community ties. These are your ad credibility assets.
- Reading level & formality — plain and punchy vs formal legalese. Ads should sit slightly punchier than the site.
Step 4 — Save the kit
Write the brand kit to .agents/brand-kit.md (or the project root) so every future creative reuses it — see references/brand-kit-template.md. Confirm the extracted colors/fonts with the user if anything's ambiguous (screenshots or a quick "is your brand blue #1A3E5C?" beats guessing).
Notes
- If the site is thin or the CSS is obfuscated, ask the user for their logo file and 2–3 brand hex codes directly — faster and exact.
- Cross-check colors against their existing ads (from
competitor-ad-teardown run on their own page) — a firm's real ad creative is the truest source of their live brand palette.
- Canva may already hold the firm's Brand Kit — if the Canva MCP is connected, check
list-brand-kits first; the saved kit beats extraction.
Next: ad-creative-studio uses this kit to generate on-brand ads.
1---2name: brand-kit-extractor3description: Use before generating any creative for a firm — extracts their brand identity (colors, fonts, logo, imagery style, tone of voice) from their website so new ads and content look on-brand. Triggers include "what are my brand colors", "extract my brand", "build a brand kit", "make it match my site", or any request to create visuals/creative where brand consistency matters. Output feeds ad-creative-studio. Requires ranql-recon (for the firm's domain).4---56# Brand Kit Extractor78Before Claude makes creative, it needs to know what the firm *looks and sounds like*. This skill builds a reusable brand kit from the firm's own website. Do this once per firm; reuse the kit for every creative.910## Step 1 — Get the site1112Use the firm's `domain` from `get_my_profile`. Fetch the homepage (and, if useful, an "About" or "Practice Areas" page) with WebFetch. Prefer the raw HTML/CSS so you can pull exact values, not just rendered text.1314## Step 2 — Extract the visual identity1516- **Colors** — pull exact hex codes. Look in the CSS for the recurring brand colors (header/nav background, button/CTA color, link color, accent). Identify:17 - **Primary** (the dominant brand color)18 - **Secondary** (supporting)19 - **Accent / CTA** (the color on buttons — this is what makes a "click here" pop)20 - **Neutrals** (text, background)21 Capture 4–6 hex values. If the logo is an image, note its dominant colors too.22- **Fonts** — the heading font and body font (from `font-family` declarations or Google Fonts links). Note the personality (serif = traditional/authoritative; sans = modern/approachable).23- **Logo** — the logo image URL(s). Note orientation (horizontal/stacked), whether there's a mark/icon, and light/dark variants.24- **Imagery style** — look at the photos on the site: real attorney photos vs stock, office vs courtroom vs lifestyle, warm vs corporate, faces vs scenes. Ads should match this register so they feel like the same firm.25- **Visual motifs** — recurring shapes, iconography (scales of justice, shields), badges (Super Lawyers, Avvo, BBB), trust signals.2627## Step 3 — Extract the voice2829Read the copy (hero, about, practice descriptions) and capture:30- **Tone** — aggressive/fighter vs compassionate/counselor vs premium/white-glove vs approachable/local.31- **Person** — do they say "we/our firm" or "I" (solo) — match it.32- **Signature phrases** — taglines, repeated promises ("we fight for you", "no fee unless we win", "trusted since 1998").33- **Proof points** — years in practice, case results, awards, community ties. These are your ad credibility assets.34- **Reading level & formality** — plain and punchy vs formal legalese. Ads should sit slightly punchier than the site.3536## Step 4 — Save the kit3738Write the brand kit to `.agents/brand-kit.md` (or the project root) so every future creative reuses it — see `references/brand-kit-template.md`. Confirm the extracted colors/fonts with the user if anything's ambiguous (screenshots or a quick "is your brand blue #1A3E5C?" beats guessing).3940## Notes41- If the site is thin or the CSS is obfuscated, ask the user for their logo file and 2–3 brand hex codes directly — faster and exact.42- Cross-check colors against their **existing ads** (from `competitor-ad-teardown` run on their own page) — a firm's real ad creative is the truest source of their live brand palette.43- Canva may already hold the firm's Brand Kit — if the Canva MCP is connected, check `list-brand-kits` first; the saved kit beats extraction.4445Next: **`ad-creative-studio`** uses this kit to generate on-brand ads.
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