Visual Copy Pairing

Use this skill to produce structured deliverables where visual direction and copy must be decided together: PDP modules, email blocks, one-pagers, hero KV packs, sales sheets, event signage. Each deliverable is a stable, consumable artifact rather than a per-channel post.

Read ../../references/channel-tone.md for tone guidance. Read ../../references/vertical-recipes.md if the deliverable matches a known vertical surface.

Use when

• The deliverable couples visual direction and copy into one artifact (PDP block, email block, one-pager, hero KV pack).
• Headlines, body, CTA, and hero imagery must be decided as one set, not separately.
• The deliverable is a campaign hub artifact other surfaces will reference.

Do not use when

• The brand context or theme pack is not yet ready (route to marketing-context-normalizer then brand-theme-pack).
• The request is a paid-ad placement (route to ad-creative-builder).
• The request is an organic social post batch (route to social-asset-batch).
• The request is product UI mocks (route to Design Director).
• The request is a slide deck (route to Morph PPT).

Failures to avoid

• writing copy and visual direction in separate passes that contradict each other
• letting the visual hero override a claim or proof point promised in copy
• skipping per-module hierarchy so the artifact reads flat
• inventing claims, prices, or proof points not in the brief or docs/brand/

Workflow

1. Confirm inputs

Verify these inputs are present:

• normalized brand context
• brand theme pack id and version
• brief (objective, audience, claims with proof, mandatory phrases, banned terms, primary CTA, secondary CTA)
• target surface type (PDP, email, one-pager, hero KV pack, signage)

If any input is missing, stop and request it.

2. Decide module structure

Pick the module sequence based on surface type:

• PDP: hero, primary claim block, proof block, feature block, comparison block, CTA block
• email: header, primary claim block, proof block, secondary CTA block
• one-pager: hero, value proposition, three proof points, CTA, footer
• hero KV pack: master hero, supporting cuts at additional aspects
• signage: hero, primary claim, wayfinding, sponsor or partner block

Document the chosen module sequence.

3. Pair visual and copy per module

For each module, decide together:

• claim copy
• supporting body
• proof reference (cite source from docs/brand/)
• hero imagery direction grounded in the theme pack motifs
• composition rule (anchor, hierarchy, safe zone)
• CTA where present

4. Resolve hierarchy and flow

Across modules, decide:

• which module owns the dominant claim
• progressive disclosure order
• single primary CTA across the artifact

5. Apply per-vertical recipe

If the deliverable matches a vertical in ../../references/vertical-recipes.md, prefer the vertical recipe surfaces and module breakdowns.

6. Write back to the workspace

When a workspace is linked, write the deliverable into:

• docs/campaigns/<campaign-id>/visual-copy/<deliverable-id>/structure.md
• docs/campaigns/<campaign-id>/visual-copy/<deliverable-id>/<module-id>.md

Stamp every file with the brand context version, theme pack version, and brief version.

7. Flag review gates

End with explicit review gates:

• claims needing proof
• compliance overlays for regulated categories
• placeholder values needing confirmation

Output format

Return:

1. Inputs confirmed

• brand context version, theme pack version, brief version

2. Module structure

• module sequence

3. Per-module pairing

• claim, body, proof reference, hero direction, composition, CTA

4. Hierarchy and flow

• dominant claim
• disclosure order
• primary CTA

5. Workspace write-back plan

• the files to write or update
• the diff or summary for each file

6. Review gates

• claims needing proof
• compliance overlays needing legal review
• placeholders needing confirmation

Use together with

• marketing-context-normalizer
• brand-theme-pack
• ad-creative-builder
• social-asset-batch
• campaign-variant-generator