# Entity.ID Brand Rebuild — Shared Creative Brief (2026-07-07)

Master brief for the V4–V8 brand approaches, the V1–V3 branch explorations, and
the unified flagship demo. Every agent working on this project reads this file
first. Local-only: NOTHING gets pushed to GitHub/Vercel or written to any
remote database.

## What Entity.ID is

Entity.ID lets anyone — founders, collectives, clubs, agencies, **and AI
agents** — form a real venture in minutes: a named entity with members,
ownership, rules, and a treasury, recorded in a tamper-proof public registry.
Ventures operate immediately (treasury, fundraising, governance, compliance)
and can incorporate into a traditional legal entity later ("start operating
today, incorporate when you need to"). Underneath is an open registry
protocol — **always call it "the Entity.ID protocol" or "the open registry
standard." The name "RegistryChain" is retired; never use it.**

The two flagship audiences now:
1. **Proto-entities / ventures** — teams operating on handshakes who need
   structure before (or instead of) incorporation.
2. **AI agents & AI-run organizations** — agents need verifiable identity,
   legal standing, treasury access, and disclosure. KYA = Know Your Agent.

### The AI-personhood thesis (founder's framing — build on this)

Entity.ID unlocks **AI agent personhood the way corporate personhood worked
for companies**: an agent registers as (or within) an entity, which anchors it
to accountable humans or companies behind it — making the agent a recognizable
subject of rights and obligations without pretending it's human. From that
anchor flows:
- **Recognized ↔ recognized transactions**: two registered agents can
  transact formally because each carries a verifiable identity, a disclosed
  owner/operator chain, and a compliance model.
- **Compliance-by-registration**: each agent acts and reacts according to the
  compliance model of where it is registered/licensed — automatically,
  machine-readably. Counterparties (and other agents) can check standing
  before transacting, the way banks check KYC.
- Deliverable framings to explore: "corporate personhood for AI",
  "the registered agent, literally", "agents with standing",
  "licensure for autonomous actors", "the trust layer of agent commerce".
See `brand/research/ai-personhood.md` for the dedicated research when it
lands.

## Audience for THIS work

Investors (pitch deck, blurb, one-liners, spoken pitch) + prospective users
(landing sites). Investor-facing copy MAY use: KYA, protocol, agent economy,
verifiable disclosure, registry. Landing hero copy still leads with plain
founder language; jargon is allowed in the AI/KYA spotlight and protocol
sections, used deliberately.

Words to always avoid everywhere: "blockchain", "on-chain", "crypto", "web3",
"Ethereum", "IPFS", "smart contract" (say "tamper-proof records",
"programmable rules", "open registry", "verifiable"). Avoid "proto-entity" in
user-facing hero copy (fine inside investor materials when defined).

## Design system (all landing builds)

- Dark default. BG `#0A0A0F`, panel `#111118`, border `rgba(255,255,255,.09)`,
  text `#EDEDF2`, muted `#8B8B95`.
- **Entity Blue `#002AFF`** primary (use tint `#7B8FFF` for text on dark);
  orange `#FF5500` as micro-accent only (tags, underlines, small marks).
- Radius 4–6px. payloadcms.com-inspired restraint: generous whitespace, crisp
  1px borders, no glassmorphism, no purple gradients, no generic AI slop.
- Type: display = Instrument Serif (or Fraunces/Newsreader for a branch that
  wants a different voice), body = Inter, mono = JetBrains Mono. Google Fonts.
- Motion: tasteful, performant, CSS/JS only (IntersectionObserver reveals,
  canvas/SVG hero animations, scroll-driven where it serves the story). No
  heavy libraries; vanilla or tiny inline libs only. Must run smoothly served
  as static files.
- Every page: fully responsive, semantic HTML, self-contained (relative asset
  paths only — pages are served from a static file server behind
  https://entity-review.agent.drhus.com).

## Existing assets (reuse freely, relative paths from repo root)

Repo: `/home/agent/gits/entity-onboarding-assets/`
- `shots/*.png` — real app screenshots: `01-formation-wizard`, `02-overview`,
  `03-treasury`, `04-fundraising`, `05-governance`, `06-members`,
  `07-compliance`, `08-entities-list`, plus `wiz-1..7` wizard steps.
- `video/final/formation.mp4` (1:07), `video/final/dashboard-tour.mp4` (1:12)
  — draft cuts with AI voiceover.
- `video/final/flagship-demo.mp4` + `tours/flagship.html` — the NEW unified
  demo (being produced in parallel; embed with a poster fallback if missing).
- `tours/clickthrough.html`, `tours/spotlight.html` — interactive tours.
- `landing/v1|v2|v3/` — existing landing versions (angle references).

## Real product facts (safe to claim)

- 7-step formation: name → purpose/details → partners (name+email) →
  ownership split → terms (arbitration: options incl. Kleros v2) →
  constitution (Model 1 / Model 2 / standard LLC) → review & register.
- Venture address format like `tarka-labs.public.entity.id`.
- Dashboard modules: Overview, Treasury/Finance, Fundraising, Governance,
  Members/Organization, Compliance, Apps.
- Formation takes minutes; the record is public and tamper-proof; incorporation
  is a roadmap option, not a prerequisite.
- Do NOT invent: pricing, customer counts, revenue, named customers (Tarka
  Labs is a fictional demo venture — fine in demos, never as "traction").

## Quality bar

Every landing page must pass: (a) a stranger understands what Entity.ID does
within 5 seconds of the hero; (b) distinctive art direction — the five/eleven
pages must NOT look like the same template reskinned; (c) wow factor from
motion + craft, never at the cost of clarity; (d) zero lorem ipsum, zero
broken links (internal anchors ok, external CTAs point to
https://app.entity.id), zero console errors.