# Quilld > Quilld is a brand strategy and identity platform that helps people write better with AI. It combines eight connected tools in one workspace—Visual Identity, Messaging & Positioning, ICP, Naming, Q, Strategy Lab, Scenario Planning, and Brand Framework—and connects directly to Claude or ChatGPT through an MCP server so the framework can be used as live context inside those assistants. At its core are three guided exercises (Archetypes, Voice Mapping, and the 4Cs) that clarify brand voice, positioning, and customer context. The output is a custom-designed PDF you upload to ChatGPT, Claude, Gemini, or any other AI tool as persistent context, so the words it generates actually sound like you, not like everyone else. Quilld is built on a "Strategy Before Speed" philosophy and a Jobs to Be Done methodology. The brand is positioned as the Guide; the customer is the Hero. Quilld is operated by Citizen+Co. Support: hello@quilld.ai. For the full text of every published essay (not just summaries), see https://quilld.ai/llms-full.txt. ## About - [Home](https://quilld.ai/): "Write like you mean it." Overview of the problem (generic AI copy), the solution (clarify messaging before AI writes), and the path into the framework. - [About](https://quilld.ai/about): Why Quilld exists. We're not anti-AI, we're pro-human. AI is great at speed, but speed without context costs you your voice. - [How It Works](https://quilld.ai/how-it-works): The path through all eight platform tools, from the guided messaging exercises to an AI-ready Brand Framework PDF. - [Framework](https://quilld.ai/framework): What's inside the Quilld Framework deliverable, the sections produced by the exercises. - [Contact](https://quilld.ai/contact): Reach the Quilld team at hello@quilld.ai. ## Product Quilld is one platform with eight connected tools: **Visual Identity**, **Messaging & Positioning**, **ICP**, **Naming**, **Q**, **Strategy Lab**, **Scenario Planning**, and **Brand Framework**. They share a single source of truth, so work done in one tool feeds the others and ultimately the exported PDF. Paying users can also connect Quilld inside Claude or ChatGPT via MCP, so those assistants read the framework directly and write in the brand's voice. At the center is the Messaging & Positioning framework, produced through three proprietary exercises and delivered as a downloadable, brandable PDF designed to be uploaded to an AI tool as context (not copy-pasted into prompts). The three exercises: - **Archetypes** — A card-sort exercise based on Jung's 12 brand archetypes. Each round, the user removes archetypes they don't identify with, narrowing toward a primary archetype that defines voice style and guardrails. - **Voice Mapping** — Defines the personality, tone, and language patterns that make the brand's communication distinct, using sliders across dimensions such as Formal to Casual, Reserved to Expressive, and Culture & Ideology. Produces worked examples and craft moves in the brand's own voice. - **The 4Cs** — A synthesis exercise covering Company, Category, Customer, and Culture. Produces positioning, differentiation, and customer-clarity insights grounded in Jobs to Be Done (progress over personas). The final framework deliverable contains six sections in this order: Messaging, Audience, Archetype, Voice, AI Guardrails, and Visual Identity. The pitch is capped at 120 words for usability in AI context windows. - [Demo](https://quilld.ai/demo): Interactive two-minute public walkthrough of the three core exercises, no signup required. - [Archetype Gallery](https://quilld.ai/archetype-gallery): Reference page explaining all 12 Jungian brand archetypes used in the Archetypes exercise. - [Testimonials](https://quilld.ai/testimonials): Customer stories and outcomes from using the framework. ### Dashboard The authenticated workspace at `/dashboard` is a "Continue where you left off" landing page. It surfaces the most recently opened framework as a resume card showing completion percentage, the next unfinished step, the brand's primary insight, and quick links to resume exercises or open Q. Additional frameworks appear in a sorted list with progress badges. Users can create new frameworks, delete old ones, and track subscription quota usage from this view. ### Framework Library `/frameworks` — the full list of every framework the user has created, sorted by most recently opened. Pro and Agency users can also view their frameworks on the Brand Map (`/brand-map`), a spatial plot of every brand along two voice axes: Formal to Casual and Reserved to Expressive. Frameworks without completed Voice Mapping appear in an "Off the map" list with links to resume the exercise. ### Framework Editor `/framework/:slug` — the primary workspace for a single framework. Organized into nine tabs: - **Visual Identity** — Where the brand's look gets designed, not just stored. Mood boards and color/type pairings generated from the framework; logo concepts generated inside the eight logotypes (Wordmark, Monogram, Letterform, Abstract, Mascot, Emblem, Dynamic, Combination), with include/exclude control over which types are explored. Keep the concepts worth keeping, refine a selected concept with AI, and build the full logo family from one of them: horizontal, stacked, wordmark-only, mark-only, reversed set, and favicon. Feedback can be typed or spoken, and up to three reference images can be attached to guide the next round. Every variant is auto-classified by logotype and orientation and filed into the asset vault, alongside color palettes with hex, RGB, and CMYK values, typography selections, and reference documents. - **Messaging and Positioning** — The core deliverable. View and edit the synthesized framework output (messaging, audience, archetype, voice, guardrails, pitch). Regenerate synthesis with AI. Download the framework as a brandable PDF. - **ICP** — An audience canvas for defining who the brand is for, and who it is not. Segments are built across six lenses (context, jobs, pains, gains, triggers, and disqualifiers), pressure-tested by AI, and the suggested rewrites can be applied straight to the canvas. Segments are mapped to Rogers' adoption stages (Innovators, Early Adopters, Early Majority, Late Majority, Laggards) and the tool defaults toward Innovators and Early Adopters; users are warned if a segment drifts into late-adopter territory. Completed segments flow into the Brand Framework PDF. - **Naming** — A structured naming process available on Pro and Agency. Starts with a mind map of name ideas seeded from the archetype and positioning, then scores candidates against Marty Neumeier's seven criteria (including Creative Extendability). Users can also score an existing name. Generates a downloadable PDF report of shortlisted names with scores and rationale. Covers nine name types: Eponymous, Descriptive, Acronymic, Suggestive (Real, Composite, Invented), Associative, Non-English, and Abstract. Protectability scores are strategic signals, not legal advice. - **Q** — An agent that writes on-brand copy, every time, grounded in the user's finished Messaging and Positioning framework. Q drafts copy, pressure-tests messaging, and translates ideas into the brand's voice. It can also read completed ICP segments and customer-focused Strategy Lab canvases to tailor copy for specific audiences. Supports voice input: users can speak their prompt, which is transcribed via an edge function. Attached files are saved automatically to the Visual Identity asset vault. If the user has not completed the core exercises, Q redirects them to finish Messaging and Positioning first, and it may suggest finishing the ICP or relevant Strategy Lab canvases when that context would improve the output. - **Strategy Lab** — A library of interactive strategic frameworks and reference canvases for deeper brand thinking. See the Strategy Lab section below for the full list. - **Scenario Planning** — Pressure-test a decision against several plausible futures. Name the decision, surface the forces most likely to reshape the market, build a 2×2 of scenarios, then wind-tunnel the strategy against each one. - **Brand Framework** — The complete visual and messaging deliverable. Shows a live preview of the custom-designed PDF as it stands, with completion markers for Messaging, Audience, Archetype, Voice, AI Guardrails, and Visual Identity. Generates a white-labeled PDF pulling messaging, voice, audience, and visual identity into one document. - **MCP** — For Pro, Agency, and Accelerator users, a connection tab that sets up Quilld as an MCP server for Claude or ChatGPT. After OAuth consent, the assistant can list the user's brands, read the brand framework, get voice rules, and check copy against the brand. Logo generation, naming generation, PDF export, and editing the framework are not exposed through MCP. ### Focus Music A focus music player accessible from the header on any authenticated page. Plays curated live YouTube stations for deep work sessions, with automatic fallback when a station goes offline. ### Community A floating help icon in the app invites signed-in users into the Quilld Slack community ("Quillders") for questions, feedback, and conversation with other users building brands in Quilld. ### Account `/account` — Standard account management including profile customization and a Stripe Customer Portal integration for managing subscriptions, billing details, and payment methods. ### Strategy Lab The Strategy Lab is a collection of interactive whiteboard exercises and reference canvases grouped into sections: Purpose & Strategic Intent, Positioning & Differentiation, Insight & Strategy Development, Customer & Value, Market & Business Model, Team Reflection, and Brand Activation & Rollout. A prompt field at the top of the Lab lets users describe the problem they're working through; the AI recommends and highlights the canvases best suited to it, bringing them to the top of the library. If no tool fits the question, Quilld recommends connecting with the founder directly for consulting. Interactive canvases (draggable notes, zone-based layouts, undo/redo history): - **Brand Promise Triangle** — Three layers from parity to differentiation to promise. - **Value Proposition Canvas** — Customer jobs, pains, and gains mapped against products, pain relievers, and gain creators. - **Business Model Canvas** — Nine building blocks of how a business creates, delivers, and captures value. - **Multi-Attribute Model** — Three-ring Venn of brand, competitor, and customer to map parity, waste, advantages, latent value, and unmet needs. - **Progress Persona Canvas** — Three personas built around progress, not demographics, surfacing universal cravings and worries. - **Competitor Positioning Map** — Plot brands on two axes to visualize competitive white space. - **Porter's Five Forces** — Map industry competition, threat of entry, substitutes, supplier power, and buyer power. - **Johari Window** — Team self-awareness model mapping known/unknown traits across self and others. - **Four Ls Retrospective** — What was liked, learned, lacked, and longed for. - **Insight Matrix** — Bubble quadrant map for categorizing insights by confidence and strategic impact. - **Belief / Behavior Model** — Maps what the audience believes versus what they actually do, revealing belief gaps and behavior truths. - **Four Points Framework** — A four-quadrant canvas covering Purpose, People, Product, and Promise, with AI-assisted Strategy generation. - **Truth / Tension Matrix** — Maps organizational truths against market tensions to find messaging opportunities. - **Effort / Results Gap** — Maps effort invested against results achieved to surface where work is (and isn't) paying off. - **Law of Innovation Diffusion** — Rogers' adoption curve for locating a brand's audience across innovators, early adopters, majority, and laggards. - **Strategic Intent Framework** — A stepped layout for articulating strategic intent from vision to measurable outcomes. - **Golden Circle** — Why, How, What layered in concentric circles. - **Touchpoint Audit** — A sequencing and scheduling tool for rebrand touchpoint prioritization. Nothing gets cut; items are ranked by priority to create a rollout schedule. - **Customer Journey Map** — Maps the customer's path across fixed stages, capturing actions, thoughts, emotions, pain points, and opportunities at each one. - **McKinsey 7S Framework** — Aligns strategy, structure, systems, shared values, style, staff, and skills. Reference frameworks (read-only with AI-generated explanations from brand context): - **SWOT Analysis** — Strengths, weaknesses, opportunities, and threats. - **PESTLE Analysis** — Political, economic, social, technological, legal, and environmental forces shaping a market. ## Pricing Quilld offers four tiers. See [Pricing](https://quilld.ai/pricing) for details. - **Free — $0**: Build one complete Messaging and Positioning Framework (lifetime). All three exercises, AI-generated insights, editable dashboard. Use it for your own brand or one client. - **Pro — $147/month**: For founders and solo operators going deep on one brand. 7-day free trial, card required. Unlocks all eight platform tools: Visual Identity, Messaging & Positioning, ICP, Naming, Q, Strategy Lab, Scenario Planning, and Brand Framework. Q writes on-brand copy grounded in your framework. Visual Identity studio for mood boards, color and type pairings, AI logo design across the eight logotypes, full logo families, and an asset vault. ICP canvas for audience definition. Naming with AI-scored candidates. Strategy Lab exercises. Scenario Planning against plausible futures. Brand Framework custom-designed PDF export. $59 per additional framework. Priority support. - **Agency — $247/month**: For agencies, studios, and freelance designers delivering brand work for multiple clients. 7-day free trial, card required. All eight platform tools per client. 3 new frameworks per billing month. Dedicated client workspaces, organized and white-labeled for client experience and delivery. Everything in Pro, plus client-specific framework management and invite-based client access. $59 per additional framework beyond the monthly quota. - **Accelerator** — Custom pricing for accelerators, innovation hubs, and educational programs that want to equip multiple founders or teams with the Quilld framework. Includes white-label options, bulk framework allowances, dedicated onboarding, and program-level reporting. Contact sales for pricing. All subscription tiers include brand customization on PDF exports (custom logo, fonts, and colors). After purchase, users land on `/dashboard` and are guided to create their first framework. ### AI Credits AI-powered actions across the platform (synthesis, Q, naming, ICP pressure-testing, Strategy Lab and Scenario Planning assistance) draw on a monthly credit allowance that renews with the billing cycle. Users who run out can top up with additional credits at any time without changing plans. Current balance and usage are visible in the app. ## Agency and White-Label Agency users can create dedicated client workspaces under their account. On the Agency plan, a client and a framework are the same thing: adding a client creates that client's framework. Each client gets an isolated environment. Agencies invite clients via magic links sent through email. Clients access their work through a fully white-labeled experience on `brandframeworks.app`, with the agency's own name, logo, colors, and favicon in place of Quilld's branding. Agency owners manage clients from the Agency Dashboard (`/agency-dashboard`), track their 3-frameworks-per-month allowance, and purchase additional frameworks at $59 each. Accelerator and hub programs operate on a separate custom tier with program-level pricing and white-label options; they are not the same as the Agency plan. ## Blog Essays on brand voice, messaging strategy, positioning, and how to get better output from AI writing tools. - [Blog index](https://quilld.ai/blog) - [What 28 Marketing Leaders at Cannes Actually Agreed On](https://quilld.ai/blog/cannes-marketing-ai-consensus): PrettyGreen's Cannes Lions 2026 interviews reveal a shared consensus—AI belongs everywhere except originating ideas, holding relationships, interpreting meaning, and owning strategic decisions. - [How to Adapt AI-Written Text to Your Brand Voice](https://quilld.ai/blog/how-to-adapt-ai-to-brand-voice): Why "sound like my brand" fails as a prompt, and the four inputs (archetype, voice dimensions, positioning, guardrails) AI actually needs. - [Why AI-Generated Content Sounds Generic](https://quilld.ai/blog/why-ai-content-sounds-generic): The context problem behind hollow AI output and how to fix it. - [Brand Voice Exercises](https://quilld.ai/blog/brand-voice-exercises): Practical exercises to surface an authentic voice. - [Positioning vs Differentiation](https://quilld.ai/blog/positioning-vs-differentiation): Where each fits in a messaging strategy. - [AI Prompts for Brand Messaging](https://quilld.ai/blog/ai-prompts-brand-messaging): How to brief AI tools with brand context, not just instructions. - [Why Personas Fail](https://quilld.ai/blog/why-personas-fail): The case for Jobs to Be Done over demographic personas. - [Messaging Hierarchy](https://quilld.ai/blog/messaging-hierarchy): Structuring core messages from promise to proof. ## Methodology - **Strategy Before Speed** — Clarify what to say before using AI to say it. AI generates words; Quilld generates the thinking that makes those words sound like you. - **Jobs to Be Done** — Customer clarity is built around the progress a customer is trying to make, not demographic personas. - **Brand as Guide, Customer as Hero** — The brand's role in messaging is to guide the customer toward their goal, not to be the protagonist. - **AI Context, Not AI Prompts** — The framework PDF is designed to be uploaded as persistent context to AI tools, not pasted piecemeal into prompts. - **On-Brand, Not On-Average** — Quilld's AI synthesis, Q, and MCP tools do not browse the web or pull from training-data averages. They work only from the structured brand system the user builds inside Quilld. ## Policies - [Privacy Policy](https://quilld.ai/privacy) - [Terms of Service](https://quilld.ai/terms) ## Contact - Email: hello@quilld.ai - Site: https://quilld.ai - Operator: Citizen+Co.