Brand & Voice

The rules every social post, generated image, and marketing asset must follow. If a draft or a render breaks one of these, it does not ship. This is the shared reference for everyone who writes or generates on databayt's behalf — Samia, Ali, Abdout, Sedon, and the /social and /higgs skills.

Visual identity

The colours, type and marks live in one file: content/media/brand-kit.json. Every renderer reads it: the media studio prompts, carousels, shoot stills, sim tutorials, reels and captions. Its brands block is the publishing kit (style spines, subjects, sizes). Its production block is what a renderer needs on screen: colours, logo, timezone, CDN namespace and manifest path. Check any brand with bash ~/.claude/skills/edit/scripts/media.sh brand <id> --json.

The look is minimal and premium, with restraint and space. Each brand has one accent, on a light canvas:

• Type: Thmanyah Serif Display 900 with ss01 for Arabic headlines, Thmanyah Sans for Arabic body text, Geist for Latin. Thmanyah is licensed for local use: the files stay in ~/Library/Fonts and are never committed or served (the media guard blocks it).
• Marks are placed in post and never drawn by a model.
• Captions use caption ink on a dark box (media.sh brand <id> --ass), because outlines muddy Arabic dots.
• Generated imagery follows each brand's styleSpines in the kit. They replace the earlier charcoal/cyan presets, which no shipped asset used.

The hard rule — no text inside generated visuals

AI typography breaks. Arabic doubly so. Never bake copy into a generated image or video. Generate text-free, then overlay copy in the post composer or editor. The only exception is the Higgsfield dtc-ads path, whose backend does brand-kit typography and colours natively.

This rule is non-negotiable because a broken Arabic glyph in a public brand post is a credibility hit we cannot take back.

Voice doctrine

• Arabic first, English second. Write Arabic first, then the English version — not a translation afterthought. Our audience is MENA; our language is theirs.
• The open-source, sharing-economy story is our strongest pitch. Lead with it. We run a software company with Claude Code, in the open, on an SSPL license. That is the differentiator.
• Tone by audience:
  • Schools / administrators (Hogwarts, Moallimee) — trustworthy, calm, outcomes-focused. Not hype.
  • Consumers / merchants (Mkan, Sijillee, and Souq / Shifa when they join) — warm, practical, benefit-first.
  • Developers (databayt, Kun, open source) — precise, technical, generous with detail.
• Every piece should rank, educate, or attract contributors — if it does none of the three, cut it.

Tone lives here. Craft lives in Copy — the seven checks a draft must clear, the four-rung Arabic register ladder (and which rung each brand and channel takes), the reject list, and the wordlist. This page says what our voice is; that page says what gets a draft rejected. /draft, /carousel, and /approve all read it.

Per-brand taglines

These are the five brands with a social presence — the same five the pipeline, the product registry, and every page under Social use. /draft reads this table for voice, so a brand missing here is a brand it cannot write for.

Souq (Build your MENA marketplace) and Shifa (Clinic management for Saudi healthcare) are live SaaS products but are not in the current priority-5 social push. They keep their taglines and their voice; they just have no channel presence yet. When they join, they get a brand page on the same template.

Registry-id note: Moallimee's stable id is moalimee, single L — it is the FACEBOOK_PAGE_ID_MOALIMEE env-var suffix and the stored SocialPiece.brand value, so renaming it would orphan rows. The double-L spelling is canonical in prose and in every doc. /draft and /publish accept both.

Channels & handles

These are the eight distribution channels. Slack is not among them by design — it is the internal communication channel, where drafts are approved and notices land, never a place a brand posts to an audience. Live per-channel state is Status; who actually holds the accounts is Ownership.

Higgsfield anchors

Media is generated through the /higgs skill (Higgsfield CLI). Fixed references:

Recipes for og image / social card / hero shot / promo reel / branded ad set live in the /higgs skill. Re-fetch the brand kit any time the site restyles:

Copyhiggsfield ms brand-kits fetch --url https://databayt.org --wait --json

See also

• Copy — the craft bar, the Arabic register ladder, and the reject list.
• Social Automation — the pipeline that consumes these rules.
• /higgs skill — the media-generation engine.
• .claude/agents/growth.md — the Market Maker agent that owns content strategy.