{ "schemaVersion": 1, "organization": "6am", "version": "0.7.0", "locale": "en", "social": { "status": "Content and composition pilot. Review every piece before publishing.", "intent": "Help people running a business understand a problem and see a practical next step.", "formats": [ { "id": "portrait", "label": "Portrait · 4:5", "width": 1080, "height": 1350, "margin": 80 }, { "id": "square", "label": "Square · 1:1", "width": 1080, "height": 1080, "margin": 80 }, { "id": "vertical", "label": "Vertical · 9:16", "width": 1080, "height": 1920, "margin": 80 } ], "limits": { "title": 88, "body": 210, "caption": 1500 }, "rules": [ { "title": "The cover starts a conversation", "text": "Use a situation a business owner recognizes. One clear question or statement is enough. Avoid absolute promises and headlines that hide the point just to get a click." }, { "title": "One idea at a time", "text": "Each slide moves the conversation forward. Alternate explanation, example and action. Five slides are a starting point for these templates, not a requirement for every piece." }, { "title": "Write for the people doing the work", "text": "Prefer requests, customers, schedules and quotes to leads, pipelines and conversions. When a technical term is necessary, explain it in the sentence." }, { "title": "The rhythm is visual too", "text": "A dark cover, light content and lime closing form the initial sequence. Keep fonts, margins and the brand signature consistent. Visual changes should follow a change in the message." }, { "title": "Give the text room to breathe", "text": "Character limits are an initial check. Review line breaks and readability in the preview. If text will not fit at the minimum size, rewrite or split the idea; never hide overflow outside the artwork." }, { "title": "End with a practical action", "text": "Choose one relevant next step: try the tip, save it, start a conversation or explore the service. Avoid asking for several actions at once." } ], "production": [ "Choose the goal and content family before writing. Adapt the example to the business and audience.", "Review the whole script before layout. Each slide should add something.", "Use authorized photographs for evidence. Generated images can illustrate situations following the photography guide.", "Apply logo and text as separate composition elements. Preserve the official brand file.", "Check contrast, crops and readability at phone size. These formats are proposed 6am working canvases, not a guarantee of compatibility with every channel.", "Prepare captions and alt text for every image. Review facts, links, the offer and usage rights before publishing." ], "imageGuidance": "Illustrated posts use our own library, with editorial, monochrome and outline profiles. The preview combines the selected image with text and the logo; the brief guides AI to create a new scene in that style. Photo uploads and cropping are not yet available in the editor.", "families": [ { "id": "educational", "name": "Educational", "use": "Explain a common question and help someone make a decision.", "structure": [ "Question", "Context", "Explanation", "Example", "Next step" ], "illustrative": false, "caption": "Before trying to attract more people, check how your business appears to people already searching. Start with accurate information, a clear service description and an easy way to get in touch.", "slides": [ { "role": "cover", "title": "They found your business. What happens next?", "body": "Search helps when people understand what you do and how to reach you." }, { "role": "content", "title": "Help them recognize the solution.", "body": "Describe your service in your customers’ words. Explain what you solve, where you work and how the first conversation happens." }, { "role": "content", "title": "Conflicting information creates doubt.", "body": "Check your phone number, address and hours on your website and business profile. Someone who needs help now should not have to guess." }, { "role": "example", "title": "Try it as if you were a customer.", "body": "Open your website on your phone. Can you find the service, understand the offer and get in touch without searching around?" }, { "role": "closing", "title": "Start with the path to getting in touch.", "body": "Save this checklist and see how your business welcomes people arriving online." } ] }, { "id": "steps", "name": "Step by step", "use": "Turn a task into a practical sequence.", "structure": [ "Task", "Step 1", "Step 2", "Step 3", "Apply it" ], "illustrative": false, "caption": "A quote request should not rely on someone’s memory. Agree on what to record, who responds and when to follow up. Adapt these steps to your business.", "slides": [ { "role": "cover", "title": "Organize quote requests in three steps.", "body": "A simple process helps your team know what happens after each conversation." }, { "role": "step", "title": "Record what the person needs.", "body": "Name, contact details, service and expected timeline. Keep everything in a place the team can check." }, { "role": "step", "title": "Agree on who will respond.", "body": "Every request needs an owner and an expected response time. Tell the customer when they can expect to hear from you." }, { "role": "step", "title": "Plan the next conversation.", "body": "After sending the quote, record when to follow up. Update its status to avoid duplicate messages." }, { "role": "closing", "title": "Try it with the next five requests.", "body": "Notice where your team gets stuck and adjust the process before expanding it." } ] }, { "id": "case", "name": "Case study", "use": "Describe the work and show verifiable evidence. The example below is fictional.", "structure": [ "Context", "Problem", "Work", "Evidence", "Learning" ], "illustrative": true, "caption": "Illustrative case-study structure. For a real case, use authorized context, describe the work completed and add verified evidence. Do not present this example as a client result.", "slides": [ { "role": "cover", "title": "Scattered requests. Disconnected service.", "body": "A fictional workshop shows how to structure a case study, from the problem to the evidence." }, { "role": "content", "title": "The team lacked a shared view.", "body": "In this scenario, requests arrived through different channels. It was not always clear who had replied or what should happen next." }, { "role": "step", "title": "The work began with the process.", "body": "The example brings requests together, assigns owners and records progress. Every change in a real case must reflect work actually delivered." }, { "role": "example", "title": "Results need evidence.", "body": "For a real case, include data with dates and sources, authorized records and context. This example contains no measured results." }, { "role": "closing", "title": "Explain what changed. Show how you know.", "body": "A useful case connects the problem, the work and the evidence. That helps readers understand the value of the delivery." } ] }, { "id": "offer", "name": "Offer", "use": "Present a solution with clear scope and one action.", "structure": [ "Need", "Solution", "Scope", "Fit", "CTA" ], "illustrative": false, "caption": "Your website should help customers understand what you do and how to start a conversation. Explore the 6am website service. Scope, timing and investment are defined in the proposal: https://www.6am.ag/done-for-you/website", "slides": [ { "role": "cover", "title": "Does your website explain what you do?", "body": "If customers need to ask everything again, your website may be leaving important questions unanswered." }, { "role": "content", "title": "Plan the conversation before the layout.", "body": "Explain who the service is for, what it solves and how it works. Then give people a clear way to contact your team." }, { "role": "step", "title": "The scope should match the business.", "body": "Pages, content, forms and integrations should follow your needs. The proposal records what will be delivered." }, { "role": "example", "title": "Already have a website? Start with a review.", "body": "Find out what works, what confuses people and what needs to change. This helps you decide whether to improve or rebuild." }, { "role": "closing", "title": "Explore the 6am website service.", "body": "Visit the service page and discuss what your business needs. Find the link in the caption." } ] }, { "id": "editorial", "name": "Editorial", "use": "Develop a brand idea with examples and a useful conclusion.", "structure": [ "Idea", "Tension", "Point of view", "Application", "Conclusion" ], "illustrative": false, "caption": "Tools work better when there is a clear process behind them. Before adding another one, look at a task in your team: who starts, who takes over and how does everyone know it is done?", "slides": [ { "role": "cover", "title": "Does your business need another tool?", "body": "Start with a different question: what is getting in the way of the work?" }, { "role": "content", "title": "The problem may be between the steps.", "body": "A request arrives, someone responds and someone else needs to take over. When that handoff is unclear, information gets lost." }, { "role": "content", "title": "Define the process the tool will support.", "body": "Who receives it? What gets recorded? Who decides? How does the team track it? Simple answers help you choose." }, { "role": "example", "title": "Look at a task from this week.", "body": "Choose something that caused rework. Map the steps, talk to the people doing it and find missing information or ownership." }, { "role": "closing", "title": "Technology should help the work move forward.", "body": "Start with a specific difficulty. A solution is easier to assess when you know what needs to improve." } ] } ], "layout": { "title": { "max": 112, "emphasisMax": 132, "min": 76, "weight": 800, "leading": 1.05, "font": "display" }, "body": { "max": 42, "min": 36, "weight": 400, "leading": 1.4, "font": "body" }, "metadata": { "size": 24, "font": "mono" }, "bodyGap": 44, "footerReserve": 200, "titleHeightRatio": 0.36, "titleTopRatio": 0.25, "compactHeightThreshold": 1200, "compactTitleTop": 250, "surfaces": { "cover": { "background": "ink", "foreground": "white", "logo": "dark" }, "content": { "background": "white", "foreground": "ink", "logo": "light" }, "step": { "background": "white", "foreground": "ink", "logo": "light" }, "example": { "background": "ink", "foreground": "white", "logo": "dark" }, "closing": { "background": "lime", "foreground": "ink", "logo": "lime" } } }, "playbook": [ { "id": "sequence", "title": "Cover, development and closing", "summary": "Give each part of the conversation a clear job.", "rules": [ "Cover: introduce a situation, question or specific benefit. The title should make sense alone; supporting text explains who it matters to.", "Development: each slide answers the question left by the previous one. Connect sentences naturally instead of using disconnected headings.", "Example: show the idea in a concrete situation. Distinguish an illustration from a real case supported by evidence.", "Closing: return to the main idea and give one practical next step. Readers should know what to do without returning to the cover." ], "avoid": "Cover: “You need to know this.” Middle: five unrelated tips. Closing: “Like, save, share and contact us.”", "prefer": "Cover: “The quote is sent. Who follows up?” Explain owner, timing and records. Close with “Plan the next conversation for this week’s quotes.”" }, { "id": "type", "title": "Hierarchy and text length", "summary": "Show the main point before the detail.", "rules": [ "Use the title for the main idea, the body for explanation and metadata for series or position. An entire paragraph should not have cover-level emphasis.", "These templates use the display family for titles, body for paragraphs and mono for numbering. Weights, sizes and line spacing appear in the specifications below.", "Keep text left aligned. Review breaks that isolate a word, split a phrase or make the title difficult to read aloud.", "A character limit is a filter, not a target. Remove repetition or split the explanation before shrinking text too far. Do not compress or stretch letters." ], "avoid": "“Optimize the integrated management of your commercial opportunity pipeline.”", "prefer": "“Know who will answer each request.” Use the body to explain ownership and timing." }, { "id": "layout", "title": "Format, margins and crops", "summary": "Protect the message when the piece changes size.", "rules": [ "Choose the format before composing. Portrait supports feed sequences, square keeps things compact and vertical offers more room. These are proposed uses, not distribution guarantees.", "Keep one format throughout a carousel. 6am presets use 1080 px width and 80 px side margins; do not mix canvas heights in a sequence.", "Align logo, title, body and footer consistently. Keep numbering and the signature in the same position across slides of the same format.", "Before publishing, check the channel preview: controls, captions and cover crops can cover parts of the image. Keep essential content in the visible area. No universal margin guarantees safety on every platform." ], "avoid": "Changing proportions midway through a carousel or placing the only CTA against the bottom edge.", "prefer": "Compose in one format, check the cover in the channel preview, then adapt the whole sequence if needed." }, { "id": "visual", "title": "Color, signature and graphic elements", "summary": "Use the identity to guide the reader.", "rules": [ "The initial sequence uses a dark cover, light explanation, dark example and lime closing. Contrast marks the change in function while preserving the identity.", "Use black on lime and white on black. Avoid lime on white for body text. Meaning must not depend on color alone.", "Arrows show direction, numbers show position or steps, and lines separate content from the signature. Add symbols only when they help explain the piece.", "Apply the official logo as a separate asset, preserving proportions and contrast. AI must not redraw it. Client and white-label work uses the responsible organization’s identity." ], "avoid": "A different color on every slide, several arrow styles and a logo recreated with a similar font.", "prefer": "Repeat the grid and signature; change the background to distinguish explanation, example and next step." }, { "id": "imagery", "title": "Photography, illustration and data", "summary": "Choose the asset that explains or supports the point.", "rules": [ "Photography: choose a recognizable action and one focal point. Preserve faces, gestures and tools when cropping. Leave a calm text area or use a solid text panel.", "Illustration: explain an idea photography cannot show. Keep the editorial language; avoid robots, holograms and generic icons as substitutes for a story.", "Data: identify the measure, period and context. Charts need clear labels and a scale that supports comparison. Do not invent values to fill the template.", "Cases and testimonials: use authorized records and verified information. Generated scenarios can illustrate a possibility but must not appear to be real clients or results. The case-study template is fictional.", "The editor includes text carousels and posts with library illustrations. Select a reference and describe the new scene for AI; the preview keeps the existing image. For photography, use the photography guide and image brief in this design system." ], "avoid": "An AI-generated team presented as a client’s staff, or a growth chart with no source or timeframe.", "prefer": "An authorized work photo with context in the caption, or an image clearly identified as an illustration of a possibility." }, { "id": "caption", "title": "Caption, CTA and accessibility", "summary": "Complete the conversation without repeating the entire artwork.", "rules": [ "The caption adds context, conditions or a practical application. Avoid copying every slide into a long block; keep essential information available as accessible text.", "Choose one main action and name its destination clearly. If the link is in the caption or profile, say where it is and check it works.", "Write alt text for each image, preserving its message and relevant visual details. Review the editor’s draft; do not use alt text for keyword stuffing.", "Review at phone size. Text, numbers and steps must remain readable. Use words and labels alongside colors and symbols." ], "avoid": "“Learn more” without a destination, with all offer conditions only inside an image.", "prefer": "“Explore the website service. The link is in the caption.” Include the destination and relevant conditions in that caption." }, { "id": "formats", "title": "Single posts, Stories and video covers", "summary": "Adapt the idea to the way people will see it.", "rules": [ "Single post: combine one idea, enough context and one action. Use the caption for detail. Do not shrink five slides into a single image.", "Stories: allow enough time to read each screen. Preserve sequence order and leave space for the channel’s controls and interaction elements.", "Video cover: choose a short title and an image with a focal point. Check the crops where it will appear; avoid relying on tiny text.", "An adaptation keeps the promise and identity while changing pacing, text length and framing. The editor produces static images. Video, animation and native interactions need separate production." ], "avoid": "Shrinking a whole carousel into a Story or placing a long caption on a video cover.", "prefer": "Use one carousel idea for a single post, separate the explanation into Stories and summarize the promise on a video cover." }, { "id": "review", "title": "Review and handover", "summary": "Check the sequence, not just each image.", "rules": [ "Read slides in order and aloud. The idea should move forward without contradictions, unnecessary repetition or sudden topic changes.", "Check names, spelling, dates, numbers, the offer and CTA destination. Identify who verifies facts and approves the piece.", "Check export size, file order, crops, contrast, logo and alt text. Open the downloaded PNG to inspect the result.", "Save the JSON brief with the design system version, caption and final files. The editor keeps state only during the visit; downloading does not mean approval or publication." ], "avoid": "Approving only the cover and publishing without checking order, facts or the final link.", "prefer": "Review the script, visual sequence and exports; then record approval and publish through the organization’s workflow." } ], "illustratedPosts": { "layout": { "imageHeightRatio": 0.38, "imageTop": 150, "textGap": 32, "footerReserve": 110, "titleMax": 88, "titleMin": 64, "bodyMax": 36, "bodyMin": 32, "titleLeading": 1.08, "bodyLeading": 1.4, "background": "white", "foreground": "ink", "metadataLabel": "BUSINESS / IN PRACTICE" }, "limits": { "title": 60, "body": 140 }, "rules": [ "The image introduces the idea; the title makes it clear. Supporting text offers an application or next step.", "Keep the whole image in its own area. Text and logo sit outside the illustration on a solid surface.", "The preview uses a library asset. Editing the scene changes the brief; it does not generate a new image in the editor.", "To create a new image, send the reference and brief to your AI, then compose title, supporting copy and the official logo as separate elements.", "Review how the title and image relate. The scene should help explain the message, not just decorate the post." ], "examples": [ { "id": "work", "name": "A clearer workday", "exampleId": "work-lime", "title": "A better day starts with clarity.", "body": "Plan what needs to happen today and agree on who owns each step.", "caption": "Before adding another tool, look at the work: what needs to happen, who owns it and what comes next? Start with one task this week." }, { "id": "welcome", "name": "A warm welcome", "exampleId": "shop-blue", "title": "Being found is only the beginning.", "body": "Show what your business solves and make the first conversation easy.", "caption": "Your digital presence should help people recognize your business, understand the offer and reach your team. Try that journey on your phone and notice what is unclear." }, { "id": "simple", "name": "One idea, one color", "exampleId": "shop-mono", "title": "Simple can still stand out.", "body": "A clear message and a familiar scene help introduce your business.", "caption": "Start with what customers need to understand. Choose one idea, show a concrete situation and offer a next step." }, { "id": "care", "name": "Thoughtful service", "exampleId": "service-outline", "title": "Good service is in the details.", "body": "Listen to the request, confirm the plan and explain what happens next.", "caption": "Thoughtful service begins with understanding the need and agreeing on a next step. How does your team confirm requests and follow through?" } ] }, "stories": { "formatId": "vertical", "limits": { "title": 50, "body": 110, "cta": 52 }, "layout": { "imageHeightRatio": 0.25, "imageTop": 340, "textGap": 48, "footerReserve": 560, "titleMax": 104, "titleMin": 80, "bodyMax": 44, "bodyMin": 38, "titleLeading": 1.08, "bodyLeading": 1.4, "background": "white", "foreground": "ink", "metadataLabel": "ONE IDEA FOR TODAY", "logoTop": 240, "ctaTop": 1420, "ctaHeight": 120, "ctaFontSize": 36, "bottomReserve": 320 }, "rules": [ "Compose at 1080 × 1920 px, in 9:16. One idea and one action per Story.", "Keep essential content out of the top 240 px and bottom 320 px in this template. These are 6am composition reserves; check the app’s interface and crops before publishing.", "Use a short title, direct supporting text and a reply prompt. The CTA drawn in the image is not an interactive button; enable replies on the channel.", "Publishing instructions stay in the brief, outside the artwork. For a sequence, use separate opening, explanation and invitation screens with one consistent style.", "Generate the illustration using the library reference, then apply text and logo. Review phone-size readability and keep the whole image." ], "examples": [ { "id": "story-routine", "name": "Behind the workday", "exampleId": "work-lime", "title": "What comes first today?", "body": "Before starting another task, choose the one you need to move forward.", "cta": "Reply: what is your priority?", "caption": "Publish early in the day and enable replies. Use the conversation to understand the working lives of people following the brand." }, { "id": "story-care", "name": "A customer service tip", "exampleId": "service-outline", "title": "Does your customer know what is next?", "body": "Confirm the request, the timeline and who will follow up. A clear plan avoids confusion.", "cta": "Reply: where do questions come up?", "caption": "Publish as a single Story. Check that replies are enabled and welcome concrete examples from customer service." }, { "id": "story-presence", "name": "Start a conversation", "exampleId": "shop-mono", "title": "Is your business easy to find?", "body": "Check on your phone: is it clear what you do and how to reach your team?", "cta": "Reply: how do people find you?", "caption": "Use the question to start a conversation about digital presence. Enable replies; do not promise a review or delivery outside the agreed scope." } ] } } }