Release 0.3.0-draft.1 · Development standards
A campaign can be vivid without becoming another brand. Lead with one recognisable piece of work and make the next step credible.
Build a campaign family
Start with the audience, task, supported message, destination and desired action. Choose A when establishing a larger environment or C when one material detail can carry the idea. Use B when the audience needs explanation or a multi-card sequence.
A campaign family can contain a square feed post, portrait story/reel cover, wide banner, email header and landing page. Verify current platform dimensions and overlay-safe regions at production time; the following are composition examples, not current platform specifications.
Square: one material focal point, headline of roughly 4–9 words, short descriptor and recognisable brand. Portrait: generous top/bottom safety, one vertical movement, copy in a stable field. Wide banner: shorten the message and keep the mark legible; do not squeeze the square composition sideways.
Example concept: one follow-up worth improving
Headline: “Make the next follow-up clearer.” Support: “Start with a focused workflow around your tools and your team.” CTA: “Explore services.” Visual: an ivory work item pauses at a visible review point in a cobalt channel; dark copy field; supplied logo composed separately.
This is proposed campaign copy, not evidence that Woblar has measured a follow-up improvement. Do not add fabricated inbox counts, customer names or performance numbers to make it look proven.
For a carousel, make each panel useful alone: recognisable friction → bounded possibility → human review → next step. Do not bury essential limitations only in the final card. Social captions can explain more than the image; alt text should explain the image’s purpose rather than duplicate the full caption.
Email should remain text-readable when images are blocked. Use a genuine sender, descriptive subject and permission-appropriate distribution; a brand template does not authorise sending or establish marketing consent. Landing pages must deliver the offer and action the campaign promises.
Operating rules
CAM-001 — Keep a campaign tied to its destination
- Do: Match the headline, capability, CTA and landing experience.
- When: Advertising, social, email and landing pages
- Variation: Different crops and shorter messages for each format.
- Avoid: Promising a download, booking or result the destination does not provide.
- Check: Follow the destination as a reader and compare the promise.
CAM-002 — Make variation recognisable
- Do: Vary composition and material crop while preserving mark, colour roles and type.
- When: Campaign families
- Variation: A/C expression with B explanation.
- Avoid: New identity palettes, font families or unofficial marks for each campaign.
- Check: Review a contact sheet of all formats together.
CAM-003 — Verify the output context
- Do: Confirm current dimensions, overlays and readable scale before final export.
- When: Platform-specific media
- Variation: Dedicated versions for each placement.
- Avoid: Assuming an old template or a single crop fits every channel.
- Check: Preview each intended placement with its actual safe regions.