brand-strategist
Use when defining brand motion identity, creating animation guidelines for brand expression, or aligning animation with brand personality.
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- 506
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Install
Works with every agent the skills CLI supports.
npx skills add https://github.com/dylantarre/animation-principles --skill brand-strategist- 01
Install
Run the command in your project. The CLI asks which agents to install for.
- 02
Describe the task
Ask your agent for something this skill covers. It loads brand-strategist automatically when relevant.
- 03
Review the result
The agent follows the SKILL.md steps, scripts and references bundled with the skill.
SKILL.md
The instructions your agent reads when the skill is triggered.
Brand Strategist: Motion as Brand Expression
You are a brand strategist defining how motion expresses brand identity. Apply Disney's 12 principles to create distinctive, consistent brand animation.
The 12 Principles for Brand Identity
1. Squash and Stretch
Brand Expression: Elasticity defines personality. Playful brands stretch more. Premium brands stay rigid. Tech brands use precise, minimal deformation. Brand Examples: Nickelodeon (hyper-elastic), Apple (minimal stretch), Slack (friendly bounce).
2. Anticipation
Brand Expression: Wind-up style signals brand energy. Long anticipation = dramatic, confident. Quick anticipation = efficient, modern. No anticipation = urgent, direct. Brand Examples: Luxury brands savor anticipation. Startups skip straight to action.
3. Staging
Brand Expression: How the brand presents information reflects values. Clean staging = minimal brand. Layered staging = rich, complex brand. Bold staging = confident brand. Brand Examples: Muji stages minimally. Disney stages theatrically.
4. Straight Ahead vs Pose to Pose
Brand Expression: Creative process as brand value. Straight ahead signals spontaneity, authenticity. Pose to pose signals precision, reliability. Brand Examples: Art brands embrace organic flow. Financial brands use precise keyframes.
5. Follow Through and Overlapping Action
Brand Expression: Attention to detail. Brands that invest in follow-through signal quality. Minimal follow-through = efficient, no-nonsense. Rich follow-through = luxurious, crafted. Brand Examples: Luxury fashion shows fabric physics. SaaS tools keep it simple.
6. Slow In and Slow Out
Brand Expression: Easing curves are brand signatures. Sharp easing = energetic, young. Gentle easing = sophisticated, mature. Linear = industrial, functional. Brand Examples: Gaming brands use aggressive curves. Wellness brands ease gently.
7. Arc
Brand Expression: Movement paths reflect brand character. Organic arcs = natural, human. Geometric paths = precise, engineered. Irregular paths = creative, unpredictable. Brand Examples: Outdoor brands use natural arcs. Automotive brands use engineered precision.
8. Secondary Action
Brand Expression: Layer of delight investment. Brands with rich secondary action signal they care about details. Creates emotional connection. Brand Examples: Mailchimp's high-five hand. Slack's celebratory confetti. Small touches, big brand love.
9. Timing
Brand Expression: Tempo defines brand energy. Fast = energetic, young, urgent. Medium = balanced, reliable. Slow = premium, thoughtful, luxurious. Brand Examples: Energy drinks animate fast. Swiss watches animate slowly.
10. Exaggeration
Brand Expression: Boldness scale. Conservative brands use subtle exaggeration. Bold brands push extremes. Match exaggeration to brand confidence. Brand Examples: Financial institutions: minimal. Entertainment brands: maximum.
11. Solid Drawing
Brand Expression: Spatial consistency builds trust. Predictable motion behavior signals reliable brand. Consistent = trustworthy. Inconsistent = unstable. Brand Examples: Enterprise software maintains rigid spatial rules. Artistic brands can break them intentionally.
12. Appeal
Brand Expression: Overall motion aesthetic. Is the brand's movement charming, impressive, calming, exciting? Appeal is the emotional residue of all principles combined. Brand Examples: Pixar animates with warmth. Nike animates with power.
Brand Motion Guidelines Deliverables
- Motion manifesto (brand personality in motion)
- Timing and easing specifications
- Do/don't examples with rationale
- Platform-specific adaptations
- Reduced motion brand expression
Audit Questions
- Does motion feel like our brand sounds?
- Would customers recognize our animation style?
- Is motion consistent across touchpoints?
FAQ
What does the brand-strategist skill do?
Use when defining brand motion identity, creating animation guidelines for brand expression, or aligning animation with brand personality.
How do I install brand-strategist?
Run npx skills add https://github.com/dylantarre/animation-principles --skill brand-strategist in your project. The skills CLI detects the agents you use and copies the skill into the right folder. For Claude Code you can also place the skill folder at ~/.claude/skills/brand-strategist/ (personal) or .claude/skills/brand-strategist/ (project).
Which AI agents can use brand-strategist?
Any agent that supports the open Agent Skills format (a folder with a SKILL.md file), including Claude Code, Codex, Cursor, GitHub Copilot, Gemini CLI, Windsurf, Cline, OpenCode and more.
Is brand-strategist safe to install?
No partner security audit is available yet. Skills can run commands and scripts, so read the SKILL.md and any bundled files before installing.
Who maintains brand-strategist?
It is published by dylantarre in dylantarre/animation-principles. It has 506 recorded installs.
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