[
  {
    "id": "social-portrait",
    "surface": "Paid/social portrait",
    "ratio": "9:16",
    "identity": "Selected locale light/dark/3D",
    "communication": "All text, logos, UI and their depth inside invisible centred full-width square; 0.06W inner padding. Unlettered scene may continue outside.",
    "downstream_inputs": [
      "placement dimensions",
      "brand/market/locale/currency",
      "approved exact copy",
      "product packet when featuring SKU",
      "destination when actionable"
    ],
    "status": "recipe; no independent placement export"
  },
  {
    "id": "social-feed",
    "surface": "Square feed",
    "ratio": "1:1",
    "identity": "Selected locale light/dark/3D",
    "communication": "One dominant message, full readable wordmark, substantial quiet margin; adapt layout instead of cropping a board.",
    "downstream_inputs": [
      "placement dimensions",
      "approved exact copy",
      "product packet if applicable"
    ],
    "status": "recipe"
  },
  {
    "id": "milkies-banner",
    "surface": "MILKIES website",
    "ratio": "16:9 desktop + 1:1 mobile",
    "identity": "Campaign wordmark; no corporate logo or CTA chip on banner",
    "communication": "Campaign, verified tier mechanic, verified gift, verified application footer. Offer-neutral until terms exist.",
    "downstream_inputs": [
      "current tiers",
      "eligibility",
      "gift packet",
      "receiving component breakpoint",
      "destination"
    ],
    "status": "recipe; offer unknown"
  },
  {
    "id": "diy-banner",
    "surface": "DIY by MILKIES website",
    "ratio": "16:9 desktop + 1:1 mobile",
    "identity": "Same campaign family; own commercial tuple",
    "communication": "Campaign, own flat offer and scope, own gift and footer. Never inherit MILKIES tiers.",
    "downstream_inputs": [
      "DIY terms",
      "set scope",
      "gift packet",
      "receiving component breakpoint",
      "destination"
    ],
    "status": "recipe; offer unknown"
  },
  {
    "id": "newsletter",
    "surface": "Newsletter",
    "ratio": "Responsive live body + hero",
    "identity": "Native hero + selected flat logo",
    "communication": "Headings and copy remain live text. Real destination only. No entire email as an image.",
    "downstream_inputs": [
      "approved story/offer",
      "audience",
      "actual URLs",
      "email client test matrix"
    ],
    "status": "recipe; not a sent email"
  },
  {
    "id": "print",
    "surface": "Leaflet/insert",
    "ratio": "Printer-specified",
    "identity": "Light flat logo; restrained violet material",
    "communication": "Proposed A6 105×148 mm, 3 mm bleed and 5 mm safe margin are provisional. Verify print process and profile.",
    "downstream_inputs": [
      "trim",
      "bleed",
      "ICC profile",
      "paper",
      "approved copy",
      "real QR destination"
    ],
    "status": "concept; not print-ready PDF"
  },
  {
    "id": "web",
    "surface": "Web/app implementation",
    "ratio": "Responsive",
    "identity": "Byte-identical flat PNG WEB aliases",
    "communication": "Live text and local Nunito Sans; functional controls use semantic HTML.",
    "downstream_inputs": [
      "application integration",
      "actual routing",
      "content source"
    ],
    "status": "offline specimen included"
  }
]