The platform and its subsystems
CRAFTSMAN+ is the platform. It holds the home page, every other page, the asset library, and the image and video editors. Think of it the way you think about a drive: it stores the individual projects that the subsystems then work on. The platform is the container; the subsystems operate on the contents.
The platform · home, asset library, projects
PLAY
Playables and animated banners. Both export to HTML.
PRISM
Statics with bulk resizes and variants. Formerly CANVAS.
INTELLIGENCE
The AI chatbot and LLM system.
ANALYTICS
Dashboards and pre-click data from playables.
The platform is the container; the subsystems operate on its contents. You log in to CRAFTSMAN+ and open a project in PLAY.
Getting this relationship right matters in copy. A user does not “log in to PLAY.” They log in to CRAFTSMAN+ and open a project in PLAY.
| Product | Approved forms | What it is |
|---|---|---|
| PLAY | PLAY, CRAFTSMAN PLAY, PLAY Editor | Editor for building playables and animated banners. Both export to HTML. |
| PRISM | PRISM, CRAFTSMAN PRISM, PRISM Editor | Editor for building statics with bulk resizes and variants. Formerly CANVAS. |
| INTELLIGENCE | INTELLIGENCE, CRAFTSMAN INTELLIGENCE | The AI chatbot and LLM system. |
| ANALYTICS | ANALYTICS, CRAFTSMAN ANALYTICS | Proprietary analytics system, listing, and dashboards connected to playables. |
Use only the forms in the table. Do not invent hybrids. Note that Editor is title case, not all caps, in PLAY Editor and PRISM Editor. INTELLIGENCE and ANALYTICS have no Editor form because neither is an editor.
Product color
Each product owns a product palette and a dark ground, visible in the tiles above:
- PLAY carries the CRAFTSMAN+ GRADIENT, with CRAFTSMAN+ GRADIENT DARK for its grounds.
- INTELLIGENCE adds URCHIN to the primary pair; its ground is INTELLIGENCE DARK. It is the only surface where purple appears.
- PRISM runs ANEMONE, LAGOON, and REEF; its ground is PRISM DARK.
- ANALYTICS runs KELP, SEAGRASS, and PLANKTON; its ground is ANALYTICS DARK.
Product dark grounds are used sparingly, for a product’s own hero or section. The house ground everywhere else is NEBULA, and no product’s colors cross onto another product or onto general brand surfaces.
Each rule, applied to a miniature surface:
Playable · 512KB
Exports to HTML
Anchor points on nested layers. Existing projects pick up the behavior on next open.
PLAY sits on CRAFTSMAN+ GRADIENT DARK. The primary button carries the CRAFTSMAN+ GRADIENT; everything else stays quiet.
Craftsman Intelligence
Beyond the Prompt
INTELLIGENCE drafts the variants. You keep pixel-level control over every one.
INTELLIGENCE sits on INTELLIGENCE DARK, the only surface where the three-stop gradient, and Purple, appear.
Batch · Master 1080x1350
64 Sizes, One Master
Every partner spec generated from a single source of truth.
PRISM sits on PRISM DARK. The PRISM gradient carries its primary action, and REEF marks its states.
ANALYTICS sits on ANALYTICS DARK, and its charts draw their series from its own palette: KELP, SEAGRASS, PLANKTON.
Product name versus generic word
All four names are ordinary English words, so capitalization carries the meaning. Capitalize only when referring to the product.
| Product sense | Generic sense |
|---|---|
| Open the file in PRISM. | Light splits in a prism. |
| ANALYTICS shows a 4% lift. | We need better analytics on this. |
| Ask INTELLIGENCE to rewrite the headline. | This is an intelligent default. |
| Build it in PLAY. | The user taps play. |
If a sentence is ambiguous either way, rewrite it so the reader does not have to guess.
Marks
The product marks for PLAY, PRISM, INTELLIGENCE, and ANALYTICS live on the Logo page in full color, black, and white, with downloads. In running interface text, product names are set in Inter 600, all caps, in the surface’s text color.