Ad Brand Kit With a Pre-Cleared Claims Library

Roughly four fifths of a website-first brand book stops working the moment it enters a paid feed. A type scale set for a 1440-pixel desktop header is illegible at 1080 by 1350 held at arm's length, a palette that passed contrast on white fails over the brightest frame of a video, and a disclaimer that fits a landing-page footer eats the bottom sixth of a 9:16 canvas, which the platform's own interface has already claimed. This kit is the other half of the system: what the brand does when it is small, muted, on somebody else's background, and read by a compliance officer before it is read by a buyer. What gets decided: Minimum legible type per canvas, with the caption style set separately because captions are burned in and sound is off. Contrast measured against video rather than against a swatch: 4.5 to 1 against the brightest frame the mark can land on, which usually forces a scrim or a second logo colourway instead of another meeting. A palette split into screen values and video-safe values, because 4:2:0 chroma subsampling at the bitrates these platforms re-encode to frays a saturated red edge into a smear. Logo position and size per placement. First-frame rules, written on the assumption that a viewer sees frame one and possibly frame forty-five, and nothing between them. The claims library: The part that saves the most time, so it gets built first. Every claim your ads are allowed to make, written as it will appear, with its evidence reference, the approver's name, the approval date, and an expiry wherever the claim tracks a moving number — rates, quoted fees, published ranges. Blocked phrases are listed beside an approved paraphrase, so a copywriter meets the boundary while writing rather than a fortnight later in review. For law-firm work this is the shape of the whole document: article 35 of the Codice Deontologico Forense rules out comparative and self-praising claims, so the library carries the permitted construction for each thing the firm wants to say and cannot. Handoff and governance: One source, versioned, with a rule that agencies pull from it rather than rebuild from a PDF. A one-page route per asset type showing who reviews what and in which order, since most approval delay is queue order rather than reviewer speed. A short intake form for new claims, so the library grows by addition instead of by exception. Then a session where your team tries to break the rules against three real briefs; whatever breaks gets rewritten before I hand it over. Not included: Positioning, naming, tone of voice from nothing. This starts from an identity you have already settled. If it is unsettled, say so and we stop, because paid rules built on a moving brand are a rewrite within six months. The Figma build is a separate engagement — this document decides, that one implements. No media buying, no ongoing ad production, and no legal advice: the reader who signs the library is yours, not mine. Poor fit: Companies whose only paid channel is search. Teams with no internal approver, where every claim goes to external counsel per asset — the library will be ignored and you will have bought a PDF. And anyone who wants a document that presents well; this one is meant to stay open on a second monitor and get argued with.