Loose Brief

You describe a business in a few questions: what it does, who it's for and how it should feel. Loose Brief comes back with three brand directions. Each one is a complete route, with colours, fonts, tone of voice, imagery, motion and a homepage built from all of it, plus the reasoning behind each choice.

Pick one and it becomes a brand system you can edit. Change a colour or a font and the homepage, the guidelines and every download change with it. You can also give it things you already have, like a logo, photos, a PDF or your current website, and it works from those.

The Studio shows the homepage at desktop, tablet and mobile sizes. You can hide sections, rewrite the copy and compare before and after, and there's undo and redo on everything.

The Creative Director takes requests in plain words, like “make it feel more premium”. It tells you what it would change and shows it on the page before anything is saved. Common requests are handled by rules written in advance, and anything they don't cover goes to Claude.

Every text and background colour pairing is checked against the WCAG contrast rules in light and dark mode. When one fails, the suggested fix only changes how light or dark the colour is, so the brand still looks like itself.

Anything Claude sends back goes through the same strict checks as the built-in demo before it's shown, and it's labelled as made by Claude. The demo brand, Ebbfield, is a made-up company and doesn't use AI at all, so anyone can try the whole thing for free.

Next.js, React and TypeScript on Vercel. Nothing is stored on a server: projects are saved in the browser, and the downloads are made there too.

I started with Claude Opus 5 and moved to Sonnet 5 once I'd seen the results side by side. It's quicker, costs less than half as much per brief, and the brands were still good.

Loose Brief has its own How it's built page with more detail, and the code is public on GitHub.