Build a Brand From
Scratch With AI

I'm starting a brand from scratch and I need a name first.

What it is: [Example: "A sleek, simple boxing gym in downtown Chicago."]
Who it's for: [Example: "People who work downtown and have never boxed before."]
The vibe: [Example: "Clean, premium, city. Not gritty, not corporate."]

Give me 7 name options. Rules:
- Every name has to come from something real about the place, the people, or the craft. Give me the story behind each one in one line.
- Flag any name that comes with a logo built in (a shape, a symbol, a landmark you could draw).
- Mix short and simple with a couple that are more distinctive.
- No made-up words, no puns, no "-ify" or "-ly" endings.

For each one: the name, the story, and what it would look like as a logo. Then pick your favorite and tell me why in two sentences. Remind me to check that no real business already uses it before I commit.

Use the Paper MCP. Open my Paper file "[FILE NAME]" and look at everything on the canvas before you design anything.

Brand: [NAME + one line. Example: "The Loop Boxing Club, a sleek boxing gym in downtown Chicago."]
What the logo has to say: [Example: "The Loop, the elevated train tracks that circle downtown Chicago."]

I dropped [NUMBER] logo references from LogoInspo onto the canvas. Screenshot each one and tell me in one line what you see. Here's what I like about each (left to right):

1. [Example: "The icon in the top left. An outline that wraps into one solid face. It already looks like a loop."]
2. [Example: "The font on Arcos. Clean lowercase, nothing extra."]
3. [Example: "Lemonade: both the heavy font and the rounded, chunky icon style."]
4. [Example: "Serro: the circle made of vertical bars."]
(Add or delete lines so it matches your board.)

Design one logo per reference on a new artboard: an icon plus the wordmark, built on what I said I like about that reference. Steal the idea, never the shape. Nothing should look like a copy.

Rules:
- Black on pure white only. No color yet. No cream or beige backgrounds. No gradients.
- Draw every icon as clean vector shapes (SVG), simple enough to still read at 24px.
- Under each one, label which reference it came from and the font you used.
- Screenshot when you're done. Be honest: tell me the weakest one, and which 2 you'd push forward and why.

Then stop and wait for my feedback.

Use the Higgsfield MCP with GPT Image. Generate a logo exploration sheet for [BRAND + what the name means. Example: "The Loop, a Chicago boxing gym named after the elevated train loop downtown"].

A clean 3x3 grid of nine different minimal flat icon marks, solid black on a pure white #FFFFFF background. Ideas to explore:
[List 4 to 9. Example:
- a pinwheel of four rounded bars chasing each other around a square
- a boxing ring seen from above with the ropes as loops
- a hand wrap wound into a square loop
- a six-pointed Chicago star drawn as one continuous loop]

Thick, confident shapes. Swiss modernist identity design. No text, no gradients, no shadows, no color, no mockups.

Then make 2 single-icon versions of my 2 favorite directions: [IDEA 1] and [IDEA 2].

Put every result on a new artboard in my Paper file "[FILE NAME]" called "Higgsfield explorations." Tell me which ones are worth redrawing as clean vectors and which ones look like clip art.

Use the Paper MCP. I'm locking in [WHICH LOGO, example: "the Track Pinwheel with the Archivo wordmark"] as my logo. Delete every other exploration.

Make a new page called "Brand Kit" and build the full kit as 4 artboards, 1440px wide:

1. Cover: the icon and wordmark big, plus a tagline. [Example: "Every round goes around."]
2. Logo system: the main logo on white and on black, a stacked version, an app icon, the wordmark alone, and a one-color version for stitching and stamps. Then the construction grid with clear space marked, the minimum sizes, and 4 rules for what never to do with the logo.
3. Color + type: [Example: "black and white with just a hint of red"]. Show each color as a swatch with its hex code and how much of the brand it should take up (like 60% / 30% / 5%). One accent color max, and spell out exactly where it's allowed. Type: one font family for headlines and body plus a mono font for labels and numbers. Show a big specimen and the size scale.
4. Voice + in use: 2 lines we would say and 1 line we would never say, in my brand's voice. Then the logo on real things: [Example: "a storefront sign, an Instagram post, a membership card, and a class schedule"].

Also save the colors, fonts, font sizes, spacing and corner radius as design tokens in the Paper file, so the website uses the exact same values later.

Pure white or pure black backgrounds only. Screenshot each artboard and fix anything clipped, misaligned, or hard to read before you move to the next one.

Use the Paper MCP. Before you design anything, read the "Brand Kit" page and the design tokens in my Paper file "[FILE NAME]". Every mockup uses those exact colors, fonts, and logo.

I added [NUMBER] website references to the "Website" page. Screenshot each one. Here's what I like (left to right):

1. [Example: "FUME: full-bleed photos, tight margins, tiny all-caps labels."]
2. [Example: "Hudson Boxing: the black hero, the 'two ways to start' section, the photo grid."]
3. [Example: "Les Grands Chenes: the centered wordmark and the calm photo collage."]

The business: [What it is, who it's for, and the ONE thing visitors should do. Example: "A boxing gym in the Chicago Loop for beginners. The one action: book a free class."]

Design [NUMBER OF REFERENCES + 2] homepage mockups as 1440px-wide artboards, side by side: one per reference, translated into my brand, plus 2 original ideas of your own that would only make sense for my brand. [Example of an original: "The hero is a train arrivals board showing the next classes and open spots."]

Rules:
- Before you design, post a short brief: the mood, the palette (from my tokens), the type scale, and the direction in one sentence.
- One accent-color moment per screen. No gradients, no glows, no row of 3 feature cards with icons.
- Wherever a photo goes, use a gray box and write the photo idea inside it as a caption: the shot, the subject, the light, the mood. We'll generate the real photos later.
- Write real copy for my business. Short sentences. No buzzwords.
- Build section by section. Screenshot each section and fix anything cramped, clipped, or misaligned before moving on.

When all of them are done, list each mockup with its vibe in 5 words, then stop and wait for me.

I'm going with "[ARTBOARD NAME]". Delete the other homepage mockups.

Now generate the real photo for every gray box using the Higgsfield MCP. These cannot look AI generated. Hyper-real only.

For each box:
1. Write the image prompt from the caption. Add my photo style: [Example: "black and white documentary photo, 35mm film grain, natural window light, Kodak Tri-X"], plus real imperfections, no text, no logos, not glossy.
2. Generate it with two models: GPT Image, and Soul 2.0 (use Soul Location instead for empty rooms with no people). Match each aspect ratio to its box.
3. Download both and look at them up close. Pick the more real one. Reject anything with: extra or melting fingers, impossible body positions, gibberish text or fake logos on objects, fake film borders or magazine-scan looks, HDR-clean surfaces, plastic skin.
4. If both versions fail, simplify the shot (fewer people, simpler action) and try again.

Give me a one-line verdict per photo (which model won and why), then put the winners into the Paper design.

Use the Paper MCP. Read the "[ARTBOARD NAME]" artboard and the design tokens in my Paper file "[FILE NAME]". Build it as a real website in a new folder called [FOLDER NAME, example: "my-brand-site"].

- Plain HTML and CSS is fine for a first preview. If this site needs to bring in customers from Google, build it in Astro instead.
- Pull exact values from Paper (get_jsx and get_computed_styles). Never guess colors, sizes, or spacing from a screenshot.
- Download the photos, compress each one to under 700KB, and give every image alt text that describes it.
- Make it work on phones: one column, no text smaller than 14px, no sideways scrolling.
- Small, quiet motion only: photos zoom about 3% on hover, buttons press in when tapped, and all motion turns off for people with "reduce motion" switched on.

Then start a local preview, open it, scroll the whole page at desktop width and at a 375px phone width, fix anything broken, and send me a screenshot of both.