# Amitai Ben-Nun - Marcom Brandbook v1

> **Direction**: Engineered Precision (selected from 3 candidates 2026-05-11, see `brand-directions.md`)
> **Vertical**: Insurance - Equity & executive specialization
> **Audience anchor**: Tech leads / directors, 30-45, Tel Aviv + center, Stripe-fluent

---

## 1 · Identity essentials

| | |
|---|---|
| **Client** | עמיתי בן-נון, סוכן ביטוח עצמאי. תל אביב, מאז 2020. |
| **Tagline** | ביטוח שמהנדס את עצמו. |
| **Voice** | precise · direct · engineering-grade |
| **Language** | עברית באתר ובחומרים, עברית + אנגלית בלינקדאין |
| **Direction** | RTL בעברית, LTR באנגלית. Mixed-direction support מתחייב. |
| **Verticals to lead with** | תכנון Equity + מס · ביטוח חיים ואכ"ע גבוה · ביטוח דירקטורים |

---

## 2 · Color system

### Light theme

| Token | Hex | RGB | Role |
|---|---|---|---|
| `bg` | `#FFFFFF` | 255,255,255 | Page background |
| `bg-elevated` | `#FAFAFA` | 250,250,250 | Card/section background |
| `ink` | `#0A0E1F` | 10,14,31 | All headings, primary text |
| `ink-muted` | `#475569` | 71,85,105 | Meta text, captions |
| `accent-primary` | `#22D3EE` | 34,211,238 | CTA, highlights, links |
| `accent-secondary` | `#7C3AED` | 124,58,237 | Secondary callouts only (rare) |
| `border` | `#E5E7EB` | 229,231,235 | Hairlines, grid lines |

### Dark theme (equally important)

| Token | Hex | RGB | Role |
|---|---|---|---|
| `bg` | `#0A0E1F` | 10,14,31 | Page background |
| `bg-elevated` | `#1A1F3A` | 26,31,58 | Card background |
| `ink` | `#F1F5F9` | 241,245,249 | Headings, primary |
| `ink-muted` | `#94A3B8` | 148,163,184 | Meta |
| `accent-primary` | `#22D3EE` | 34,211,238 | CTAs (same as light) |
| `accent-secondary` | `#A78BFA` | 167,139,250 | Lighter purple for dark-mode contrast (per accent-on-dark contrast trap, see marcom/knowledge/accessibility-and-rtl.md) |
| `border` | `#1E293B` | 30,41,59 | Subtle borders |

### Critical: no warm colors

This brand uses **no amber, no gold, no warm-orange anywhere.** Those colors belong to Weisbach + most traditional Israeli insurance brands. Avoiding them is a differentiator.

### Mapping by message-type

| Service category | Accent | Tone |
|---|---|---|
| Equity tax planning | `accent-primary` cyan | Action, opportunity, time-bounded |
| Life / disability insurance | `accent-secondary` purple | Considered, premium |
| D&O / executive | `ink-muted` only, no accent | Quiet authority |
| General consultation | `accent-primary` cyan | Engagement, action |

No 4-color accent system. Single accent per piece. Cyan for most pieces; purple only for life insurance.

---

## 3 · Typography

### Font stack

- **Hebrew display + body**: Assistant (Google Fonts, weights 400/500/600/700/800)
- **Latin display + body**: Inter (Google Fonts, weights 400/500/600/700/900)
- **Monospace (stats, dates, code-feel)**: JetBrains Mono (weights 400/500/700)

### Scale (1080² social baseline)

| Slot | Size | Weight | Color | Notes |
|---|---|---|---|---|
| `eyebrow` | 14px | 500 | `ink-muted` | letter-spacing 0.08em, UPPERCASE (Latin only), Hebrew at default case |
| `hero` | 96-110px | 800 | `ink` | line-height 1.05, letter-spacing -0.02em |
| `sub` | 26px | 500 | `ink` | line-height 1.45 |
| `stat-num` | 64-72px | 700 | `accent-primary` | JetBrains Mono, with optional unit suffix in Assistant |
| `stat-label` | 14px | 500 | `ink-muted` | small caps via letter-spacing |
| `cta` | 18px | 700 | inverse-on-fill | rounded-md (8px), no all-caps, mono-feel optional |
| `signoff` | 14px | 500 | `ink-muted` | bottom of canvas, phone + name |

### Hebrew rules

- No italics (Heebo/Assistant don't render them well)
- No fake small caps; use letter-spacing 0.08-0.16em on eyebrows
- Numbers stay LTR but flow inside RTL Hebrew text
- No em-dash, no en-dash (iron rule); use regular hyphen or restructure
- Hebrew quotes `"..."` not curly English quotes

### Latin rules (LinkedIn pieces)

- Inter at 500 for body, 700 for headlines
- Sentence case for headlines, no all-caps blocks
- Tabular numerals on stats (`font-feature-settings: 'tnum'`)

---

## 4 · Imagery direction

### No portrait dominance

Per Amitai's discovery brief, he is NOT a person-brand. Portrait may appear (LinkedIn-style head shot on About page only), but is NOT the centerpiece of marcom. This is **opposite of Weisbach** where Moshe's portrait carries every piece.

### Primary imagery types

1. **Typography compositions.** Headline + accent stat. The text IS the image.
2. **Data viz fragments.** Vesting curves, scenario branches, tax timeline charts. Stylized, abstract, not literal screenshots.
3. **Geometric grids.** Subtle 8-pt or 4-pt grid visible at low opacity behind content. Signals "engineered."
4. **Avoid completely:** stock photos of handshakes, smiling families, office windows, Tel Aviv skyline, anything "human-warmth" coded.

### Treatment

- If portrait used: black-and-white only, never color, never duotone
- If data viz: monochrome on light theme, cyan-accent on dark theme
- If grid: 4% opacity behind everything, perfectly aligned to 8-pt grid

---

## 5 · Composition principles

1. **4pt grid** (NOT Weisbach's 8pt). Tighter modular spacing.
2. **Anchor margin** = 48px on 1080² canvas (NOT 64px like Weisbach). Denser.
3. **One focal element per piece.** Headline OR stat OR data viz. Never compete.
4. **RTL safe-zone** = 48px from right edge for Hebrew headline first character.
5. **Whitespace 20-25%** of canvas (NOT 35% like Weisbach). This brand is denser.
6. **Hierarchy default:** eyebrow → hero headline → stat → sub → CTA. Top to bottom on RTL canvas.
7. **Grid lines visible.** Light theme: `#E5E7EB` lines at major grid intersections (16/32/48/64 points). Dark theme: `#1E293B`. Lines are 1px, NEVER thicker.
8. **No decorative elements.** No swirls, no curves, no organic shapes. Geometry only.

---

## 6 · Voice

### Adjectives in (lock these)

- Precise
- Direct
- Engineering-grade
- Time-precise
- Data-aware

### Adjectives out (banned)

- Warm
- Friendly
- Cozy
- Family-like
- Traditional
- Veteran
- "Old-school professional"
- Manchester (the Hebrew "מצליחן" tone)

### Pronoun choice

- Hebrew: use second-person plural casual ("אתם") for most pieces; switch to "אתה" / "את" when context is highly individualized (e.g. addressing a specific equity scenario)
- Latin: "you" / "your" in plain Inter case, no marketing-speak

### Sample phrases

- ✅ "Equity לא קרה במקרה."
- ✅ "תכנון מס לפני vest, לא אחרי."
- ✅ "פוליסה אחת לא מספיקה אם ה-cap שלך 6 ספרות."
- ✅ "Cliff date שלך הוא 03/2027. אנחנו מתחילים עכשיו."
- ❌ "אנחנו כאן בשבילך"
- ❌ "שירות אישי ומקצועי"
- ❌ "ניסיון של למעלה מ-X שנים"

### Tagline

**Primary:** ביטוח שמהנדס את עצמו.

**Sub-context alternates:**
- For Equity content: "Equity לא קרה במקרה."
- For executive content: "פוליסה ברמת ה-C-suite."

---

## 7 · Surface dimensions (v1 ladder)

| # | Type | Render @ | Output @ 2× | Use |
|---|---|---|---|---|
| 01 | Square social (IG/FB) | 1080×1080 | 2160×2160 | IG, FB, LinkedIn carousel |
| 02 | LinkedIn single | 1200×627 | 2400×1254 | LinkedIn posts |
| 03 | LinkedIn carousel slide | 1080×1350 | 2160×2700 | Multi-slide deep dives |
| 04 | IG / FB story | 1080×1920 | 2160×3840 | Stories |
| 05 | Email hero | 1200×600 | 2400×1200 | Email campaigns |

v1 first render: surface #01 only, 4 directions, light + dark, with 3 starter briefs (E1 equity, L1 life-insurance, D1 directors).

---

## 8 · Starter briefs (v1)

Three master briefs anchor v1, mirroring Amitai's lead services:

| ID | Theme | Headline (Hebrew) | Sub | CTA | Accent |
|---|---|---|---|---|---|
| `E1` | Equity tax planning | Equity לא קרה במקרה. | תכנון מס לפני vest, לא אחרי. לעובדי היי-טק בכירים. | תכנן עכשיו | cyan |
| `L1` | Life + disability insurance | פוליסה אחת לא מספיקה. | ביטוח חיים ואכ"ע לעובדי היי-טק עם cap 6 ספרות. | חשב cap נכון | purple |
| `D1` | D&O / executive insurance | ברמת ה-C-suite. | פתרונות ביטוח לדירקטורים ובכירי הנהלה בחברות הייטק. | קבע פגישה | ink-muted only |

These will be encoded in the pipeline's `briefs.json` once template-factory builds the v1-html folder (layer 4).

---

## 9 · Do / Don't

| ❌ Don't | ✅ Do |
|---|---|
| Portrait-driven composition | Typography + data + grid |
| Warm color palette | Cool / electric palette |
| Heebo throughout | Assistant + Inter + JetBrains Mono |
| "מקצוען לשירותך" voice | "Equity לא קרה במקרה" voice |
| Sparse 35% whitespace | Dense 20-25% with grid lines |
| Mono portrait as anchor | Stat / scenario as anchor |
| Hebrew-only marcom | Hebrew + English (Linked) |
| Soft rounded corners | Sharp / md radius (8px max) |
| Long CTAs ("לבדיקת זכויות פרישה") | Short CTAs ("תכנן עכשיו" / "צור תרחיש") |
| Tagline that mentions years of experience | Tagline that mentions engineering / system |

---

## 10 · Compliance imprint

Per discovery brief Q12:
- License number must appear in footer of every paid creative
- No outcome promises ("תרוויח X%" / "guaranteed return") - never
- Equity advice carries disclaimer "אני לא יועץ מס מורשה; אני מקשר אתכם ליועצי מס שותפים"

These appear in the v1-html template footer block.

---

## 11 · Decisions log

| Date | Decision | By |
|---|---|---|
| 2026-05-11 | Brand direction "Engineered Precision" selected from 3 candidates | Synthetic test run |
| 2026-05-11 | 6/6 differentiators confirmed vs Weisbach + traditional insurance | Skill diagnostic |
| 2026-05-11 | Voice locks "precise / direct / engineering-grade" / out: warm-paternal | Skill |
| 2026-05-11 | Imagery: typography + data, NOT portrait | Skill |

---

## 12 · Open questions for Amitai (real client decisions)

When Amitai is a real client, the brandbook is presented to him and these get answered:

1. **Logo:** Does Amitai have an existing logo he wants kept, or should we rebuild? Current Canva-built logo is flagged "not worth using" per discovery Q8.
2. **Portrait shoot:** does Amitai want to commission a professional B&W head shot for About page, or keep LinkedIn current?
3. **Domain:** keep `amitai-ins.co.il` or move to a sharper domain (`amitai.tech` / `equity-insurance.co.il`)?
4. **English content depth:** how much English on the site itself (full bilingual, or English only for selected posts)?

These go to `OPEN-QUESTIONS.md` once the test run finishes.