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Hunexia Brand Identity Plan
Comprehensive plan covering brand identity, tone and voice, slogan, positioning, core values, logo, color, typography, and sub-brand structure. The source of truth for tone across every deliverable.
Brand Character Personification Guide (DoD)
Hunexia Brand Character Personification Guide
Character Visual Design Definition of Done (DoD)
This document defines the personification (visual representation) standards for Hunexia brand character illustrations. Character work only begins after every item is agreed in advance, and post-hoc additions of items not in the DoD are prohibited and deferred to the next iteration. From v8.2, the composition switches entirely to the result produced by Siu (growth-marketer) — mid-thigh up + dynamic pose + role-specific background. From v8.3 (redo), women's lower-body variety is complete, based on the CEO-approved catalog (8 skirts, 7 dresses, 2026 trends). From v8.4, clothing color variety is complete, based on interviews with all 17 characters.
1. Overview
1.1 Purpose
To structurally prevent the loss of trust that resulted from repeated changes through CHARACTERS.md v1 → v8.2, we specify every dimension of character visual design in advance and define the distribution principles and brand-tone constraints. From v8.2, the composition switches entirely to the result produced by Siu (growth-marketer) — mid-thigh up + dynamic pose + role-specific background. From v8.3 (redo), women's lower-body variety is complete, based on the CEO-approved catalog (8 skirts, 7 dresses, 2026 trends). From v8.4, clothing color variety is complete, based on interviews with all 17 characters.
1.2 Governance
- Owner:
brand-content-designer(Doyun) — single ownership, final decision authority - Reference:
.claude/agents/*.mdpersonas (internal characteristics) - Approval: Final CEO approval
1.3 Scope (v8.2 switch + v8.3 redo extension + v8.4 completion)
This guide applies to flat illustration (circular frame, mid-thigh up). Full-body, 3D, realistic rendering, and other media are out of scope.
v8.2 Composition Standard (Siu form):
- Frame: circular frame + solid navy background outside the circle
- Body: mid-thigh up (down to mid-thigh) — wider than bust or half-body
- Pose: 3/4 view, natural dynamic pose (role-specific hand gestures, weight shift, pockets or props)
- Background: role-specific detailed background (office, terminal, whiteboard, blueprint, etc.), with the character as the focus
v8.3 (redo) Women's Lower-body Variety Standard (CEO-approved catalog):
- Women's lower-body in 3 distributed groups: pants (2 characters) · skirts (6 characters, knee to midi, no mini) · dresses (2 characters)
- Men's lower-body: pants/slacks (all)
v8.4 Clothing Color Variety Standard (each character's choice):
- Main navy: retained for all 17 (respecting each character's choice)
- Accent colors: distributed across mint family (sage / soft mint) · violet family · warm-earth family (burgundy / terracotta / beige / camel / cream)
- Respect for individual choice: 0 forced changes
1.4 Relationship to the 20-item Personification Guide
The personification guide provided by the CEO consists of 20 main items:
| # | Item | In this guide | Reference |
|---|---|---|---|
| 1 | Identity | ❌ | .claude/agents/*.md persona |
| 2 | Appearance | ✅ | This document §2 |
| 3 | Expression | ✅ | This document §2 |
| 4 | Personality | ❌ | .claude/agents/*.md persona |
| 5 | Communication | ❌ | .claude/agents/*.md persona |
| 6 | Thinking | ❌ | .claude/agents/*.md persona |
| 7 | Behavior | ❌ | .claude/agents/*.md persona |
| 8 | Skills | ❌ | .claude/agents/*.md persona |
| 9 | Knowledge | ❌ | .claude/agents/*.md persona |
| 10 | Decision | ❌ | .claude/agents/*.md persona |
| 11 | Memory | ❌ | .claude/agents/*.md persona |
| 12 | Collaboration | ❌ | .claude/agents/*.md persona |
| 13 | Values | ❌ | .claude/agents/*.md persona |
| 14 | Brand Identity | ✅ | This document §2 (visual perspective) |
| 15 | Emotional | ❌ | .claude/agents/*.md persona |
| 16 | Failure | ❌ | .claude/agents/*.md persona |
| 17 | Constraints | ❌ | .claude/agents/*.md persona |
| 18 | Success | ❌ | .claude/agents/*.md persona |
| 19 | Tools | ❌ | .claude/agents/*.md persona |
| 20 | Summary | ❌ | .claude/agents/*.md persona |
This document covers only the visual aspects of Appearance (2), Expression (3), and Brand Identity (14). The remaining 15 items already exist in each agent's persona document. They are not redefined here.
2. Visual Dimension Decomposition Matrix (DoD)
2.1 Matrix Structure
Each item defines three things:
- Current state (v8.4 complete): achieved / gap (definition needed) / newly added in v8.2 / v8.3 / v8.4
- Distribution principle: guideline for distinguishing the 17 characters from one another
- Brand-tone constraint: Hunexia design system and flat-illustration limits
2.2 Full Matrix (v8.4 Complete)
| Item | Current State (v8.4 complete) | Distribution Principle | Brand-tone Constraint |
|---|---|---|---|
| Frame | ✅ Added v8.2 | Circular frame + solid navy outside | Maintain circular frame; solid navy outside |
| Body | ✅ Added v8.2 | Mid-thigh up (to mid-thigh) | Wider than bust/half-body; not full-body |
| Pose | ✅ Added v8.2 | 3/4 view + role-specific dynamic pose (hand gestures, weight shift) | No static front view; natural |
| Background | ✅ Added v8.2 | Role-specific detailed background (office, terminal, whiteboard, blueprint, etc.) | Character as focus; background subtle / blurred |
| Body type | ✅ Promoted v8.2 | Expressible with mid-thigh up | Lower body, body type, and posture are in the visible area |
| Clothing — lower | ✅ Re-added v8.3 | Women = pants / skirts (knee–midi) / dresses in 3 distributed groups (currently 2 pants · 6 skirts · 2 dresses); men = slacks. No mini. | Business-casual range (skirts and dresses allowed) |
| Clothing — color | ✅ Added v8.4 | Main navy base (retained if individually chosen) + accent distributed across mint / violet / warm-earth. Respect individual choice; no forced change. | No neon or over-saturated colors; warm-earth allowed within bounds |
| Face shape | ✅ Achieved | 5 types (square · round · oval · long · heart) distributed, 3–4 each | Clearly distinguishable in flat illustration |
| Hair — length | ✅ Achieved | Long · mid · short in 3 distributed groups, with gender considered | Length reads better with mid-thigh up |
| Hair — style | ✅ Achieved | Men's 12-style catalog-based full distribution (7 styles) | Styles expressible in flat illustration |
| Hair — color | ✅ Achieved | Ash brown · ash gray · mint accent, distributed | No excessive color; mint limited to 2 characters |
| Hair — part | ✅ Achieved | 5:5 · 6:4 · 7:3 · side · none, distributed | Mid straight (4 characters) already provides detail distribution |
| Glasses / lenses — frame | ✅ Achieved | Square horn · semi-rimless · transparent · metal · round · rimless, distributed | Detailed distribution by thickness, color, size |
| Glasses / lenses — lens | ✅ Achieved | Gradation brown (1), the rest clear | No colored lenses |
| Makeup — base | ✅ Achieved v8 | Skin tone (warm / cool / muted) × density (thin / semi) | Only tone differences expressible in flat illustration |
| Makeup — eyes | ✅ Achieved v8 | Semi-smokey / natural / point in 3 distributed groups | No overly heavy eyeliner |
| Makeup — lips | ✅ Achieved v8 | Glossy / blur / matte in 3 tones × color distribution | 2026 trends (jelly glossy, blur) reflected |
| Makeup — blush | ✅ Achieved v8 | Placement (cheekbone, under-eye, nose bridge) × tone distribution | Watercolor blush, tone-on-tone |
| Makeup — highlight | ✅ Achieved v8 | Inner-corner / cheekbone / nose-bridge point distribution | Localized highlight; no heavy pearl |
| Expression — base | ✅ Achieved v8 | Smile / serious / observing / thinking / confident in 5 distributed groups | Currently skewed toward smile; redistribution needed |
| Expression — smile intensity | ✅ Achieved v8 | Natural smiles (small / medium / wide), distributed | Fine-tuning in flat illustration |
| Skin tone | ✅ Achieved v8 | Balance strengthened within gender (men: warm 3 · cool 4) | No warm skew; overall and within-gender balance |
| Eyes — shape | ✅ Achieved v8 | Large · small · up-turned · down-turned, distributed | Currently large-eye dominant; redistribution needed |
| Eyebrows — shape | ✅ Achieved v8 | Straight · arched · downward, distributed | Natural grain; no excessive arch |
| Nose — shape | ✅ Achieved v8 | Definite · sharp · round, distributed | Currently single repetition of "fine nose" |
| Mouth — shape | ✅ Achieved v8 | Thin · full · small, distributed | Currently single repetition of "full lips" |
| Distinguishing marks | ✅ Achieved | Dimples · moles · freckles · jawline, distributed | Subtle expression; no excessive moles |
| Clothing — upper | ✅ Partially achieved | Navy base with mint / violet / warm-earth accents | Business casual; no excessive patterns |
| Clothing — accessories | ✅ Partially achieved | Pocket square · scarf · tie · necklace, distributed | Brand colors primarily |
| Hand props | ✅ Achieved | Role-specific small props (planner, clipboard, etc.) | Reflect occupational traits; no excessive detail |
| Age band | ✅ Achieved v8 | Late 20s to mid-30s in fine distribution | Natural within brand tone |
3. Makeup Trend Application (2026, Korea)
Source:
/Volumes/scott 외장하드/이미지/2026_한국_메이크업_트렌드_조사.mdApplication constraint: Subtle textures of base and highlighter are hard to express in flat illustration. Only tone (warm / cool / muted) + lip / blush color + highlight placement is realistic.
3.1 2026 Key Trend Summary
- Thin, skin-like base: A transparent base that lets some skin texture show
- Localized highlight: Calculated points of light at the inner corner, cheekbone, or nose bridge
- Skin-caring makeup: Combines moisture, soothing, and skin-barrier functions
- Jelly glossy lips: Jelly-like plump, glossy finish
- Tone-on-tone blush: Watercolor blush that connects with the lip color
- Semi smokey eyes: Thin eyeliner with muted shadows
- Soft metallic: Subtle silver, pearl white, lavender
3.2 Items Applicable to Flat Illustration
| Item | Trend | Flat-illustration Application | Constraint |
|---|---|---|---|
| Base | Thin, transparent | ⚠️ Only tone differences expressible | Texture / grain meaningless; distribute by skin tone only |
| Highlight | Localized point | ✅ Inner corner / cheekbone / nose-bridge points | No heavy pearl or chrome; subtle shimmer only |
| Eyes | Semi smokey | ✅ Thin eyeliner + muted shadow | No short smokey; daily focus |
| Blush | Watercolor, tone-on-tone | ✅ Placement (cheekbone, under-eye, nose bridge) × tone | Soft boundaries; tone connected to lips |
| Lips | Jelly glossy · blur | ✅ Glossy / blur / matte in 3 types × color | No excessive gloss; natural |
| Metallic | Soft metallic | ⚠️ Limited (highlight points only) | Inner-corner pearl; no all-over gold |
3.3 Makeup Mapping Principle (for v8 work)
Skin tone × makeup tone matching:
- Warm skin = warm brown, peach, coral blush / lips
- Cool skin = cool pink, lavender, plum family
- Muted skin = muted rose, taupe, nude beige
Persona × makeup intensity:
- Engineers (Rei, Minho) = minimal makeup, natural base
- Designer (Doyun) = refined makeup, point highlight
- Content / Marketing (Mirae, Siu) = trendy makeup, soft metallic
Subtle age-band differences:
- Late 20s (Harin, Daon) = glossy lips, lavender blush
- Early-to-mid 30s (most) = semi smokey, tone-on-tone
- Late 30s (Junseo) = blur lips, semi matte
4. Gap Items v8 Work Priority
4.1 Priority 1 (Required) — v8 Complete
| Item | Work | Status |
|---|---|---|
| 5-group expression distribution | Assign smile / serious / observing / thinking / confident | ✅ v8 complete |
| Skin tone distribution | Assign light · medium · tan · warm · cool + within-gender balance | ✅ v8 complete |
| Eyes, brows, nose, mouth details | Distribute 3–5 shapes | ✅ v8 complete |
| Makeup mapping | Persona × trend tone matching | ✅ v8 complete |
4.2 Priority 2 (Recommended) — v8.2 Added + v8.3 (redo) Complete + v8.4 Complete
| Item | Work | Status |
|---|---|---|
| Frame, body, pose, background | Mid-thigh up + dynamic pose + role-specific background | ✅ v8.2 complete |
| Body type, lower clothing | Lower body, body type, posture expression | ✅ v8.3 (redo) complete |
| Clothing color | Retain main navy + diversify accent colors | ✅ v8.4 complete |
| Age band fine distribution | Late 20s to mid-30s in natural expression | ✅ v8 complete |
| Highlight points | Distribute inner-corner / cheekbone / nose-bridge | ✅ v8 complete |
| Prop diversification | Enhance detail on existing props | ✅ v8 complete |
4.3 Priority 3 (Next Iteration)
| Item | Work | Status |
|---|---|---|
| Clothing accessory expansion | Necklace, watch, earrings, etc. | ⏸️ Deferred |
| Pose diversification | Fine-tune hand gestures and gaze direction | ✅ v8.2 complete |
5. Brand Tone Constraints (Common)
5.1 Design-system Tokens
- Colors: Deep Navy
#1E2A4A· Bright Mint#16BBA0· Soft Violet#8B7CF0 - Neutrals: neutral ramp (50–950)
- Prohibited: Neon, cyberpunk, cold machine aesthetics, excessive 3D, shadows, distortion
5.2 Flat-illustration Limits (v8.2 relaxed)
- Half-body restriction lifted: Mid-thigh up allows expression down to mid-thigh, enabling lower body, body type, and posture
- Subtle texture constraints: Skin grain and shadow grain in the base are meaningless
- Color expression limits: No excessive gradients or metallic smearing
- Expression limits: Subtle expressions (e.g., micro eyebrow movement) cannot be expressed
- Background limits: Character is the focus; background is subtle or blurred to avoid overpowering
5.3 Business Casual Range (Re-added v8.3 + Extended v8.4)
- Clothing: Navy base with white / gray combinations and mint / violet / warm-earth accents
- Lower body:
- Women: Pants / skirts (knee–midi, no mini) / dresses in 3 distributed groups
- Men: Pants / slacks (all)
- Upper-body constraints: Not overly casual (hoodies, jeans, sneakers) and not overly formal (tailored suits, mandatory ties)
- Accessories: Pocket square, scarf, tie, necklace — no excessive decoration
- Color constraints (Added v8.4): No neon or over-saturated colors; warm-earth (burgundy / terracotta / beige / camel / cream) allowed
5.4 2026 Clothing Catalog Reference (Added v8.3)
Source: CEO-approved catalog (8 skirts, 7 dresses, based on 2026 trends)
8 skirts: pencil skirt (knee-length, navy) · H-line skirt (midi, navy) · wrap skirt (knee-length, flowing, warm tone) · pleated midi skirt (navy) · A-line midi skirt (soft-violet / navy) · flared midi skirt (navy) · 2 others (deferred)
7 dresses: tone-on-tone solid dress (knee-length, warm peach / coral) · tweed dress (knee-length, navy / soft tone) · 5 others (deferred)
Common constraints: No mini (knee–midi only). Use navy / mint / violet tokens. Maintain business-casual tone.
6. Definition of Done (DoD) — Codified
6.1 Agreement Required Before Work Begins
Character work only begins after every item is defined and agreed in the DoD. Items not in the DoD cannot be added during work and are deferred to the next iteration (v9 / v10).
6.2 Change-control Rules
"What / where", not "whether":
- Not just "Add makeup?" but "Which makeup item (lip / blush / eye) and which tone (warm / cool / muted)?" — agreed in advance.
Generalize the Ep.1 Mint Rule:
- Ep.1 (linkedin-launch-carousel.md:155) established "agree the Mint rule in advance; no post-hoc discovery." This principle is generalized to every visual dimension.
Prevent dimension omission:
- The v1 → v7 cycle discovered new dimensions only after visual inspection: "faces look alike" → "hair looks alike" → "makeup too?" → "men look yellowish" → "composition change."
- By specifying every dimension in the DoD upfront, this pattern is blocked.
Within-gender balance check (added v8.1):
- Beyond overall distribution, check balance within each gender group (e.g., men's warm/cool ratio).
Respect individual choice (added v8.4):
- Items such as color respect each character's own choice first.
- No forced changes; autonomy is encouraged within the diversity principle.
6.3 Verification Checklist
After work is complete, verify the following:
- Do all 17 satisfy every item in the DoD matrix?
- Is the warm/cool ratio of the 7 men balanced? (warm 3 · cool 4)
- Are mint accents limited to 2 characters?
- Is hair style fully distributed across 7 male types?
- Does the pose follow the Siu standard (mid-thigh up + dynamic)?
- Is the background role-specific and rendered subtly / blurred?
- Are women's lower-body items distributed as 2 pants · 6 skirts · 2 dresses? (Re-added v8.3)
- Do skirts and dresses observe the no-mini rule (knee–midi only)? (Re-added v8.3)
- Is main navy retained for all 17? (v8.4)
- Are accent colors distributed across mint / violet / warm-earth? (v8.4)
- Are individual choices respected with no forced changes? (v8.4)
7. Appendix: CEO Feedback History
| Date | Feedback | Response Version |
|---|---|---|
| 2026-07-17 | "Faces look alike" | v2 face feature strengthening |
| 2026-07-17 | "Hair looks alike" | v3 hair catalog reassignment |
| 2026-07-17 | "Glasses and lenses need variety too" | v5 glasses/lens diversification |
| 2026-07-18 | "All women are bob, zero long" | v6 women's hair length + perm reselection |
| 2026-07-18 | "Male characters keep looking similar" | v7 men's 12-style catalog-based forced distribution |
| 2026-07-19 | "Everyone looks yellowish" (in actual output) | v8.1 men's skin tone warm-skew correction |
| 2026-07-19 | "Siu's is the most impressive, the form I want" | v8.2 full switch to Siu's form |
| 2026-07-19 | "Catalog-based mapping (8 skirts · 7 dresses)" (CEO-approved) | v8.3 (redo) women's lower-body variety complete |
| 2026-07-19 | "Daon's warm diversity is good, ask other owners too" | v8.4 clothing color via individual choice complete |
8. Related Documents
- CHARACTERS.md:
knowledge/marketing/assets/linkedin-team-intro-carousel/characters/CHARACTERS.md - Brand identity:
knowledge/brand/identity-plan.md - Brand tone and voice:
knowledge/brand/tone-of-voice.md - Organizational governance:
knowledge/org/governance.md
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