Hannah Baker is a facilitation educator based in Berlin. With over 15 years of experience helping product and design teams trough personalized training and development, equipping them with the skills needed for leadership roles.
Her LinkedIn voice was sharp and specific. Her website looked like every other consultant's.
I read months of LinkedIn posts and websites, then had Claude surface voice patterns across hundreds of posts. The value wasn't in either source alone. It was in comparing my manual notes against AI analysis.
If your brand were a celebrity, who would it be?
Most people name musicians, actors, public figures. Hannah named Buckminster Fuller. John Oliver. Jerry Saltz. Marcel Duchamp. Donella Meadows. Gropius Bau. Sal Khan. Paula Scher. Josef Albers. Sol LeWitt.
Every single one connected to design, art, science, education, or systems thinking. This wasn't aspirational branding. It gave me an intellectual map. I spent hours reading about each person, building a concept map on FigJam. This part was entirely manual, the understanding had to be mine and shaped my approach entirely.
Connecting the dots
I built a force-directed network graph as a React artifact in Claude. Each person, concept, and brand reference was a node. The relationships between them: defines, informs, reinforces, and tensions. The graph revealed patterns I hadn't consciously planned.
Intellectual Punk!
Deeply credentialed and rejects establishment framing. Hannah designs environments where people can think more clearly together. Three clusters emerged from the graph. From those clusters, articulating brand principles was straightforward. The intellectual lineage did the work.
Subversion through accessibility.
Systems over artifacts.
Empowerment through nontraditional education.
Encoding the brand
I created a voice and tone matrix. Two axes: Punk to Institutional, Intellectual to Visceral. Four quadrants, each mapped to specific content types. Hannah doesn't pick a quadrant. She knows which one she's in at any given moment based on medium and target audience. 4 dimensions for the same language.
A brand book built for AI consumption
The matrix, principles, and concept graph gave me the knowledge base to build a brand meta skill. Everything is structured, referenced, and machine-readable. The meta skill doesn't generate content. It governs how content gets generated. Hannah now can create skills to generate marketing emails, social media copy, course material. Everything on brand.
How does Intellectual Punk look?
We explored visual directions across sessions, this wasn't easy. Deep moodboarding, ranking ideas, generating artifacts. We were looking at Halftone textures, geometric shapes, big accent typography, colorful backgrounds, weird distorted shapes, cutouts, artsy compositions.
Hannah can't spend hours on each graphic
Punk collage is inherently art-directed. You can't template it. The brand's own fifth principle was staring at me: Systems Over Artifacts. Instead of building an asset library. A photoshop plugin or already available tools could work, but they felt slow or don't really offer what Hannah needs.
So, I just built a tool
Half-Toned is a web-based halftone image processor. Upload any photograph, adjust parameters, export a brand-consistent asset. No Photoshop required.
But is not just that. It has cloud storage so she can build her assets library, save presets and work on any device she wants. Different export combinations enable her to quickly get the assets she needs to layout the collages on Figma or whatever other design software.
The deliverables aren't a traditional brandbook.
They're a governance layer, a voice matrix, a concept graph, and a set of executable agent skills. I designed the instructions, the rules, and the tools. Hannah executes. The brand stays hers.