Ideas and briefs

From a report, ask for campaign directions. Kulta writes a versioned brief anchored in the evidence and the Brand Kit, then a set of strategic directions the client can sign.

Briefs never overwrite: every version stays. Regenerating an idea replaces the previous one; the history stays too.

Approve a direction before producing pieces so the look stays locked to what you chose. From there the same thread moves into stories, formats and an asset plan.