# One Minute A Day — brand foundation

**Small moments. Closer hearts.**

One Minute A Day makes a little room for the people behind the updates. A publisher starts a ritual, chooses a prompt, and invites someone to share a small part of their day. Publishers choose the opening format. Video is the default, with voice and writing available whenever those fit better. One minute is a friendly starting point, not a deadline.

## Who we speak to

Our first audience is the person who holds the family conversation together, often a woman managing an invisible network of affection, memory, and logistics. Address her as a whole person, with wit and warmth. The brand also welcomes fathers, siblings, partners, friends, chosen family, and colleagues. Invite people into the story without assigning caring to one gender.

Publishers need encouragement to ask for connection. Participants need an easy, welcoming way to respond. Praise the act of sharing, not obedience or a streak. A missed day remains just a day.

## Brand voice

- Affectionate: “Your ordinary day has some very devoted fans.”
- Gently theatrical: “The sibling club has a generous attendance policy.”
- Specific: coffee, the good sandwich, the call finally made, the mysterious missing sock.
- Spacious: “You don’t need a bright side.”
- Encouraging: “That counts. So do you.”

Make the voice playfully specific: grand declarations about tiny requests, mock-official articles, ridiculous bylaws, and a running joke that belongs to this particular relationship. Let the formal facade fall away into an honest, affectionate ending. Use humor in the situation, never at the person’s expense. Tender moments call for quieter language. Grief and recovery are about company, not progress, silver linings, or treatment claims. Workplace invitations are optional and clear about who sees the response; no employee scoring or required personal disclosure.

## Visual language

Layered paper-cut birds are the recurring characters. Preserve their cream bellies, scalloped feathers, warm burgundy/coral plumage, tiny golden beaks, expressive simple eyes, tactile grain, and soft cast shadows. Props change with the story; bird anatomy and finish stay recognizable. Two birds communicate a relationship. A small flock can represent a family or team.

| Color | Value | Role |
| --- | --- | --- |
| Wine | #65283D | Headlines, wordmark, deepest feathers |
| Berry | #762E49 | Primary actions and dark accents |
| Coral | #ED748A | Companion bird and warmth |
| Butter | #F6DB80 | Optimism, highlights, sunny backgrounds |
| Cream | #FFF9F5 | Breathing room and paper surfaces |
| Cornflower | #AFC6E8 | Distance, contrast, quieter moments |

The master logo is the stacked 1970s-inspired One / Minute / a Day wordmark, with a clean open O. Use it alone; the former heart/clock symbol is retired from current site branding.

Use Fraunces for editorial headlines and DM Sans for useful text. Generated ad lettering interprets this direction; the live application uses the actual fonts. Keep headline/body/CTA clearly separated and high contrast. Use flat paper grounds with tactile texture. Avoid glossy 3D, generic corporate illustration, rainbow palettes, and decorative clutter.

## Campaign system

38 distinct advertisements cover all38 rituals in nine campaign families. Ten each use square (1:1) and portrait (4:5) briefs; nine each use vertical story (9:16) and landscape (16:9) briefs. Actual native generated dimensions are recorded in the asset manifest and gallery; retain those dimensions when downloading originals. Each ad has a single audience, single emotional invitation, and a short action. No invented endorsements, adoption statistics, or outcome guarantees.

The final images include the brand name, headline, supporting line, and call to action as generated artwork. PNG originals are preserved in the separate full-quality artwork package. The live gallery supplies WebP images, with PNG exports and ZIP collections prepared in your browser. Native generated PNG originals are in the separate original artwork package. Original copy, exact prompts, and asset provenance accompany the collection so future work can remain consistent.

Square scenario art carries no embedded title. This allows legible, accessible, editable text in the app, cleaner crops, and reuse across web and future native apps.

## Ritual taxonomy

The directory has 38 scenarios in nine categories. Each also records a life chapter, relationships, intention, and search tags. Categories answer “which part of life?”; the other axes answer “who?”, “what is happening?”, and “what do we want more of?”. A scenario has one primary category, but multiple relationships and search tags.

| Category | Scenarios |
| --- | --- |
| Family, wherever | Empty nest; Sis/Bro; college; grandparents; family abroad |
| Love in real life | Long distance; everyday partnership; different shifts; reconnection |
| Your chosen cheer squad | Honest check-ins; best friends; moving city |
| The parenting chapters | Expecting; new parenthood; school years; co-parenting |
| A little extra care | Caregivers; recovery; grief; support from afar |
| Life, turning a page | New job; retirement; fresh start; small brave steps |
| A minute for yourself | Identity; gratitude; small wins; overwhelm |
| Stories that hold us | Family roots; chosen family; reunion; lived wisdom |
| Work, with a human side | Team pulse; one-to-one; remote team; onboarding; team wins; project reflection |

Every scenario has its own square illustration, daily question, short invitation, long manifesto, and email copy. The 38 manifestos have individual reading pages at /rituals/[id], illustrated covers, numbered articles, a pull quote, and a closing declaration. Full letters can be copied, printed, or used directly in ritual creation. Existing saved invitations keep their publisher’s edited words. The original empty-nest letter remains intact. The former Bro template retains its stable internal identifier for existing rituals but is now titled **Nothing Like a Sis/Bro**.

## Keep expanding thoughtfully

Add a scenario when it introduces a distinct relationship need, life chapter, or conversation. Avoid splitting identical experiences merely to increase the count. Write the question and invitation before choosing a prop. For each addition, generate a matching square card from the reference artwork, add taxonomy metadata, and check that its title and search terms help a person find it.

Ritual replies are private to the initiating publisher under the current application model. Team and group scenarios do not imply a shared group feed. Ad images are creative assets, not evidence that Clerk, email delivery, or AI provider services have been connected.

## Human photography

Six photorealistic GPT Image portraits and eleven varied scenes of people connecting complement the paper birds. The homepage moves gently among the scenes inside one curved frame, with a pause control and reduced-motion support. These are fictional adult examples, disclosed as AI-created imagery, and never presented as testimonials or real customer recordings. Aim for candid phone-call warmth: natural skin texture, imperfect smiles, ordinary rooms, and soft daylight. Four of the six examples center women across different life stages.

The application must distinguish examples from submitted content. In the sample inbox, illustrative portraits stand in for demo people. For actual submitted videos, show a frame from that recording. Generate the thumbnail when the participant shares; older clips without a stored thumbnail can produce a frame from their authenticated media when displayed. Never replace a real participant’s face with a stock or generated person.