Brand Foundation
Define who the brand is: purpose, positioning, value proposition and identity.
DEFINEIXKarminaAI StudioAgents · Services · Training
SERVICE · APPLICABLE BRAND
Your brand must remain itself, even when the people, channels or AI change.
We turn positioning, voice, design and business decisions into a living system that the team can understand, apply and share.
A BASEBRAND
PLAYBOOKLive · Shared · Governed
VEUDESIGNUXAIPLAYBOOKLive · Shared · Governed
DOCUMENT TO THE DECISION
A brand book explains how the brand is recognised. A playbook explains how it acts.
When the criterion only lives in old people, folders and parts, each briefing starts again. The voice changes, the image fragments, and the AI accelerates different responses.
The Brand Playbook turns this knowledge into reusable examples, rules and decisions for AI people, external teams and tools.
RECOMMENDED NAME · BRAND PLAYBOOK
More than another manual: the layer that turns your brand into decisions.
Brand Playbook
It translates this identity into voice, design, content, experiences, sale and use of the AI.
ACTIVESystems and channels
Social Media OS, Creative Flow teams and agents use the same base to operate.
APPLYSET · APPLICATIONS FROM BASE TO REAL FASHION
A rule is only useful when we can see how to apply it.
Each module combines a human definition, specific criteria, approved examples, counterexamples, and an update pattern. The final format can live in documents, templates and Karmina Brain.
BEFORE YOU CLOSE ABAST
You do not need to arrive with a defined solution.
We can review the challenge, starting point and priorities in a free video call. Putting order before writing the scope usually saves time and budget.
Video call · free · no obligationBook a free video call ↗A short conversation to understand your starting point and bring clarity.
01 / 07
YOU AND TO
One voice. Different tones.
We define what does not change and how the brand adapts to an article, a sensitive response, a landing page or a commercial conversation.
- Vocabulary and expressions to avoid
- Approved examples and counter-examples
- Criteria by language, channel and situation
APPLICATED EXEMPLARY
“We don’t sound the same in a crisis as in a launch. But we are always recognizable.”
INSTITUTIONALPROPEREXPERT
02 / 07
CONTENT AND STATEMENT
From a blog post to a proposal: an architecture for your messages.
We order territories, arguments, tests, hierarchy and calls to action so that writing more does not mean improvising more.
- Mother and derivative messages for the public
- Editorial Structures, Headlines and CTA
- Sources, claims and criteria of validity
An idea.
Three levels of reading.
The owner opens the conversation without promising what the brand cannot prove.
The body develops the argument, preserves the source and leaves visible the nuances that need to be reviewed.
03 / 07
VISUAL SYSTEM
Beyond colours and a logo: a direction that enables creativity.
We document composition, photography, illustration, typography, movement and accessibility with enough examples to solve new pieces.
- Stable and variable visual principles
- Library of assets with rights and uses
- Criteria for content generated or edited with AI
05 / 07
DIGITAL EXPERIENCE AND UX
A landing page is also an expression of your brand.
We connect narrative, hierarchy, interaction, forms and microscopy so that the design of experience does not start from scratch in each project.
- Principles of hierarchy and navigation
- Components, Microcopy and States
- Accessibility, trust and conversion
A CLEAR PROMISEThe form continues
CTA consistent ↗
The form continues
judgement.
CTA consistent ↗06 / 07
PERFORMANCE AND CONVERSION
Measure without distorting the brand promise.
We define what variants can be tested, what should remain stable and how campaign learning returns to the system.
- Hypotheses, messages and test limits
- CTA, landing pages and variant traceability
- Dictionary of Metrics and Decisions
07 / 07
AI AND ASSISTANCE
The same foundations, whatever the tool.
We prepare the knowledge so that a person, ChatGPT, Copilot, Gemini or a custom agent can consult current guidelines without inventing a new personality.
- Minimum context for mission and piece type
- Fonts, permissions, examples and Human Gates
- Consistency testing before expanding use
01
Branded Voice
Revised proprietary source ·
02
Claims and evidence
· Conditioned Use with Source
PERSONCHATGPTCOPILOTAGENT
IF YOU ALREADY HAVE MATERIAL
Do you already have a brief? Send us.
It can be a finished document, a few notes or an email with context. We will read it before proposing a conversation or a first step.
A · SERVICE FIVE SPECIALIST LOOKS
The playbook captures real knowledge from the Karmina ecosystem.
The mark is not applied only in a graphic piece. This is why the project connects strategic criteria, creativity, communication, governance, performance, sales and operations.
Criterio
Identity, visual system, packaging and brand experience.
Design ↗Dunder Mifflin
Creative concept, advertising, audiovisual production and social formats.
Production ↗Karmina
Communication, content, community, performance and learning.
Communication ↗Utopiq
AI, ethics, governance, literacy and responsible criteria.
Governance ↗Smart Team
Sales, operations, B2B, outsourcing and trading processes.
Operations ↗If it is not saved, it is lost.
The document is human. The system is shared.
01DECIDIMExpert People
→02DOCUMENTEMBrand Playbook
→03GOVERNEMKarmina Brain
→04APPLYTeams + AI
↺The Brand Playbook defines the criteria. Karmina Brain Keeps them connected, versioned and available according to permissions. Thus, the knowledge does not depend on a folder, a person or the AI model of the day.
An important correction does not stay in an email: it returns to the system, is validated and improves the next application.
WE WILL DELIVE
Documents made by people. Ready to work with people and AI.
We do not sell an automatic folder or a long prompt. We build an editorial and operating system with decisions, examples, responsible and a clear way to maintain it.
- 01
Brand map and sources
What exists, what continues to exist, what contradicts and who responds to it.
- 02
Playbook modular
Voice, content, design, audiovisual, UX, performance and AI according to the scope.
- 03
Library of Examples
Approved pieces, counterexamples, templates and difficult situations.
- 04
Model of Governance
Owners, permissions, versions, revisions, rights and points of approval.
- 05
Base for Karmina Brain
Structured knowledge so that each team or agent consults only what they need.
BUILD · EXPLAIN ·
The service continues after we send the PDF.
Audit and construction
We interview, review materials, identify gaps and convert decisions into applicable modules.
DIAGNOSIS · BALLERS · PLAYBOOKTraining and onboarding
We explain the logic of the system and practice with real cases so that the team not only receives it: it knows how to use it.
SESSIONS · EXERCISES · PROVESFollow-up and evolution
During the first few months we review applications and doubts. Not to audit, but to detect what needs to be clarified, corrected or incorporated.
FIX · LEARN · VERSIONSKarmina, the agency behind the Studio
Why Karmina?
Behind Karmina AI Studio there is an agency with track record, team, scale and applied experience in real organizations.
Karmina · AI Studio · Criterio · Dunder Mifflin · Utopiq · Smart Team
+€119mIn advertising investment for clientsAds Platforms
Partners
MetaGoogle Ads
TikTok
Pinterest
BarcelonaMadrid
Buenos AiresOur offices · Meet the team ↗
+50 KCommunity
B CorpCertified companySUCCESS CASES · CONNECTED EXPERIENCE
Training, knowledge and communication applied in real organizations.
01
Public infrastructure · Social Media OS + Agents
Aena
View case study ↗02
Nonprofits · Training + adoption AI
Associació Alba
View case study ↗03City Council
Terrassa
Terrassa
Public administration · LLM Strategy
Terrassa City Council
View case study ↗04
Consumo · Social Publisher
De’Longhi
View case study ↗05
Editorial · Knowledge Guide
Salvat
View case study ↗06
Public administration · Meeting Notes
Diputació de Barcelona
View case study ↗07
Food and drinks · Benchmark Scout
D.O. Cava
View case study ↗08
Restoration · WhatsApp Desk
UDON
View case study ↗09
Beauty · Landing Builder
Labeau Organic
View case study ↗10
Food · Dashboard Builder
Damel Group
View case study ↗11
Retail and Fashion · Market Scout
Zara
View case study ↗Move horizontally to see more cases
The team
Strategy, community, content, design, audiovisual and governance in the same team
Eva Trigo
Creative Director
Florencia Caligaris
Senior Designer
Montse Martinez
Graphic Designer
Raquel García
Senior Graphic Designer
Lucia Gimenez
Graphic Designer
Paula Massimino
Graphic Designer
Paula Nieto
Design Trainee
Candela de Filippis
Graphic Designer
Jonan Basterra
AI Social Strategy Director
Laura Sabio
Agentic Social Media Lead
Agustina Córdoba
Content AI Specialist
Mar Berzal
AI Content Strategy Lead
Marc Rodríguez
AI Video Production Specialist
Harri Echevarría
Responsible AI & Governance ConsultantSTART BY BASE
Where is the brand personality lost today?
Explain to us what exists and where the contradictions appear. The first conversation serves to delimit whether you need an audit, a specific module or a full Brand Playbook.
hello@karmina.aiA BRAND IS NOT THE ONE THAT SAYS A DOCUMENT