Agency Brief: Building Your Brand Kit

Agency Brief is your brand snapshot — what your business does, who it speaks to, how it sounds, and what it looks like. It's the first thing every AI specialist checks before doing anything.

It's also one of three context layers. Your brief sets the workspace default, individual projects can override it, and your own profile decides how the AI explains things to you.

This guide covers all three: how to build your brief section by section, what each part actually changes, and how to override it for one client.

The Three Context Layers

Why It’s Worth Filling In

Your brief isn’t reference material the AI glances at. It’s the reference it’s told to trust above everything else.

It settles disagreements

If a page on your site contradicts your brief, the brief wins. A page is treated as evidence about that page, never as a definition of your business — and the AI flags the mismatch rather than quietly following the page.

It stops the AI improvising

Specialists are instructed to pull exact values from your brief rather than inventing them. Give it your real colours and fonts and it commits to those; leave them blank and it falls back to generic defaults.

It prevents placeholder content reaching your site

The AI won’t invent a real-world value — an email address, phone number, price, or statistic — into content that publishes live. If your brief doesn’t supply it, the field is left out instead of faked.

It tells each specialist what to hold work to

Step-by-Step Guide

Step 1: Opening Agency Brief

1. From the main dashboard, select Settings.
2. In the menu on the left, under AI Web Agency, select Agency Brief.
3. Confirm you’re on Visual Brief — the guided, tabbed view, selected by default.

A toggle at the top of the page switches between two views of the same brief. A tick marks whichever is active.

Step 2: Generating Your Brief From Your Website

What this does: reads your site and pre-fills every tab — brand name, project type, audience, tone of voice, colours, and key context — so you’re editing a draft rather than starting from nothing.

1. Under Project Brief Source:, enter your agency’s website address. The field shows the expected format, example.com.
2. Select Generate Brief. The field and button are disabled while it runs.
3. Wait for the confirmation — a green tick reading Brand Kit ready, with Review and edit below underneath.
4. Work through the four tabs and correct anything that doesn’t fit.
5. Select Save Changes.

Step 3: Project Overview

The summary tab, showing your value proposition, primary goal, and brand colours at a glance.

Why it matters: this is what the AI reads first, and it’s where your primary goal lives. Specialists are instructed to tie every piece of work back to that goal — making it the single field with the widest effect on what you get back.

1. Open Agency Brief and stay on the Project Overview tab and click on Primary goal
2. Select the Project’s Primary Goal card. This opens the Business Details tab, where the full set of goal fields lives
3. Read the Unique Value Proposition card. Select it to edit.
4. Select the Site preview at the top of Project Overview. A tooltip reads Open Brand Assets, and selecting it takes you to that tab to edit your colours, fonts, and logo.
5. Select Save Changes.

.

Step 4: Business Details

The commercial context behind your work — what you sell, who to, and what success looks like.

Why it matters: this is where Index draws your products and goals for SEO work, and where Lexi gets the business context behind copy. It’s also what stops the AI leaving gaps — it won’t invent a price or a metric, so anything not recorded here simply won’t appear in published content.

1. Open Agency Brief and select the Business Details tab.
2. Complete Business Overview — what your business does, in plain terms.
3. Complete Project’s Primary Goal — the one outcome that matters most.
4. Complete Unique Value Proposition — what you offer that others don’t.
5. Add any Secondary Goals.
6. List your Products & Services.
7. Describe your Target Audience.
8. Define your Success Metrics — how you’d know the work succeeded.
9. Select Save Changes.

Step 5: Brand Guidelines

Your project category, brand personality, communication style, design direction, and visual boundaries.

Why it matters: these are the fields Pixel checks a design against and Lexi writes to. Fill them in and proposals arrive already matching your style; leave them empty and you’ll spend your time rejecting suggestions instead of using them.

1. Open Agency Brief and select the Brand Guidelines tab.
2. In Project Type, type a category and press Enter to add it. Add as many as apply — each appears as a tag with an × to remove it.
3. In Style and Vibe, add keyword tags the same way.
4. In Tone of Voice, describe how your brand should sound.
5. Add your preferred visual direction in Design Preferences.
6. Add anything to avoid in Visual Constraints.
7. Select Save Changes.

Step 6: Brand Assets

Your full design system in one place — logo and favicons, colour palette, fonts, spacing and motion values, and the technology detected on your site. It’s more than a logo-and-colours form.

Why it matters: Pixel is instructed to commit to your existing aesthetic and avoid generic defaults. These values are what it commits to. Without them it has nothing specific to match, and falls back to the safe, anonymous choices you’d recognise anywhere.

Identity

1. Open Agency Brief and select the Brand Assets tab.
2. Under Identity, select Add a logo, paste the URL of your logo image, then select Add logo.
3. Select any favicon slot — 16×16, 32×32, 48×48, or 96×96 — to upload a replacement or remove it.

Palette

4. Under Primary, select Add a color. Drag on the gradient to choose visually, or type a hex value into the field beneath it, then select Add color.
5. Do the same under Accent for your supporting colours.
6. Review Surfaces — Canvas, Subtle, Brand soft, Inverted, and Atmospheric. These are detected from your site, and you can add more or adjust them.
7. Select a swatch to change a colour, or select its label or hex value to rename it. Hover any card to reveal its delete button.

Typography

8. Under Typography, select Add a font. Search Google Fonts by name — each result previews in its own typeface — then select one and assign it a role.

System

9. Under Radius, set the corner radius for Button, Card, Input, and Image.
10. Under Shadows, set the three elevation tiers.
11. Under Motion, set durations in milliseconds for Fast, Normal, and Slow.
12. Under Layout, set Container max width and Gutter in pixels.

Tech stack

13. Review CMS, Builder, Frontend runtime, and Meta framework. Override any field, or leave it blank for none.
14. Scroll to the bottom and select Save Changes.

Step 7: The Advanced Brief

The same brief, shown as raw fields instead of guided tabs, with a free-text box for instructions you write yourself.

Why you’d use it: when the guided sections can’t express something specific about how you work, or when you want standing instructions the AI follows on every request.

1. Open Agency Brief.
2. Select Advanced Brief in the toggle at the top of the page.
3. Read the Are you sure? dialog. It explains the visual brief can no longer be displayed, and only Advanced Brief content will be used for AI responses.
4. Select Switch to Advanced Brief, or Keep the Visual Brief to cancel.
5. Complete the fields shown on screen.
6. Optionally add supporting documents in the upload area beneath them.
7. Select Save Changes.

Step 8: Adding Context Files

A separate library of supporting documents — brand guidelines, QA checklists, tone-of-voice docs, policies.

Why it matters: the AI reads them as background reference during page reviews and chat, so you don’t repeat your standards in every request. Upload a QA checklist once and reviews follow it; upload a privacy policy and you can ask how well a page communicates your data practices.

Uploading Your Files

1. From the main dashboard, select Settings.
2. Under AI Web Agency, select Context Files.
3. Find the section headed Provide better context with file uploads.
4. Drag files onto the dashed upload area, or select Choose files to browse. While you drag, the area fills with a prompt reading “Drop PDF and TXT files here”.
5. Confirm your files appear in the grid below the upload area. Each card shows the filename, the file type in capitals, and a small icon. Files you have not saved yet carry a New badge in the top-right corner.
6. Select Save Changes to store them.

Step 9: Giving One Client Their Own Brief

A brief that belongs to a single project, separate from your workspace one.

White-label clients and sub-brands need their own voice. A project brief keeps that client’s tone, audience, and brand details attached to their project alone.

Opening a Project Brief

1. Open the project’s dashboard.
2. In the top bar on the right, select the document icon. Hovering it shows the tooltip Project brief. It sits immediately left of the gear icon for Project settings.
3. The Project Brief modal opens.

Step 10: Setting Your Own Profile

Your role and experience level, held on your user profile rather than in the brief.

Why it matters: your role sets what you can do; your experience level sets how things are explained to you. It’s deliberately separate from brand voice — anything a client sees follows the brief regardless of your setting.

1. Select People in the sidebar.
2. Select your own name from the list.
3. Under Which of these describe you best?, choose every role that applies.
4. Scroll to Level of experience and pick one.
5. Your selections save automatically.

The role options are: Web Designer, Content Creator / Copywriter, UI/UX Designer, QA / Tester, Web Developer, Product Manager, Project Manager, Marketing Professional, Agency Owner / Freelancer, Internal Team Member, and Other.

FAQs