{
  "company": {
    "name": "Slack",
    "description": "The digital HQ that brings conversations, tools, workflows, and teams together so people can work more simply, pleasantly, and productively.",
    "industry": "B2B SaaS – Collaboration & Productivity"
  },

  "brand_dna": {
    "workshop_meta": {
      "framework_version": "brand-dna-v1.0",
      "source_templates": [
        "Brand Purpose",
        "Brand Vision",
        "Brand Values & Attributes",
        "Emotional & Functional Drivers",
        "Archetype Framework",
        "Brand Voice",
        "Visual Identity"
      ],
      "facilitation_notes": [
        "Run with cross-functional group: product, marketing, design, sales, support.",
        "Capture raw ideas first, then refine into this Brand DNA JSON.",
        "This file is the living brand OS — not a static document."
      ]
    },

    "purpose": {
      "why": {
        "question": "Why does Slack exist beyond making money?",
        "answer": "To make people’s working lives simpler, more pleasant, and more productive by reducing friction in how teams communicate and collaborate."
      },
      "how": {
        "question": "How does Slack uniquely deliver on that purpose?",
        "answer": "By providing an organized, searchable digital HQ where channel-based collaboration, AI assistance, workflows, and integrations reduce noise and allow teams to stay aligned without relying on email or unnecessary meetings."
      },
      "what": {
        "question": "What does Slack offer?",
        "answer": "A cloud-based collaboration platform including channels, messaging, voice and video, search, workflows, automation, and an ecosystem of integrations connecting people, tools, and data."
      },
      "golden_circle_notes": [
        "Slack's Why = simplify, humanize, and improve the quality of work.",
        "Every feature must reduce friction, not create more of it."
      ]
    },

    "vision": {
      "now": {
        "question": "What is Slack today?",
        "answer": "Slack is the digital HQ where modern teams coordinate work, communicate in context, and connect the tools they rely on every day."
      },
      "five_years": {
        "question": "In 5 years, what should Slack be known for?",
        "answer": "Being the default nervous system of work — the orchestration layer where people, AI agents, automations, and business systems collaborate in real time."
      },
      "ten_years": {
        "question": "In 10 years, what organizational shift should Slack enable?",
        "answer": "Companies of any size should operate with startup-like agility: transparent information flow, faster decisions, and minimal bureaucratic friction."
      },
      "fifteen_years": {
        "question": "What world should Slack help create long-term?",
        "answer": "A world where distributed teams can build complex things together without feeling disconnected, where software feels human, intuitive, and supportive."
      },
      "aspirational_goals": {
        "question": "What long-term goals guide Slack’s evolution?",
        "answer": [
          "Become the primary interface where people interact with their company’s tools and data.",
          "Remain the most trusted, human-centric collaboration brand globally.",
          "Enable seamless collaboration between AI agents and humans in one workspace."
        ]
      },
      "impact": {
        "question": "If Slack disappeared tomorrow, what would be lost?",
        "answer": "A shared memory of work, transparent decision-making, and a human, conversational interface for team alignment."
      }
    },

    "values": {
      "core_values": {
        "question": "Which values define Slack’s behavior and decisions?",
        "answer": [
          "Empathy",
          "Courtesy",
          "Craftsmanship",
          "Playfulness",
          "Solidarity",
          "Thriving"
        ]
      },
      "core_values_definitions": [
        {
          "name": "Empathy",
          "meaning": "We design and communicate with an understanding of our users’ reality; we respect their time and attention."
        },
        {
          "name": "Courtesy",
          "meaning": "We speak clearly, respectfully, and thoughtfully; every interaction should feel considerate."
        },
        {
          "name": "Craftsmanship",
          "meaning": "We sweat details and polish interactions so complex work feels simple and intuitive."
        },
        {
          "name": "Playfulness",
          "meaning": "We use moments of lightness — emojis, reactions, friendly copy — to make work feel more human."
        },
        {
          "name": "Solidarity",
          "meaning": "We build tools that support teamwork, inclusion, and shared ownership."
        },
        {
          "name": "Thriving",
          "meaning": "We help teams do their best work, enabling wellbeing, momentum, and sustainable productivity."
        }
      ],
      "attribute_keywords": {
        "question": "What personality traits best describe Slack?",
        "answer": [
          "Approachable",
          "Helpful",
          "Collaborative",
          "Smart",
          "Witty (not silly)",
          "Clear",
          "Organized",
          "Modern",
          "Inclusive",
          "Optimistic",
          "Calm",
          "Trustworthy",
          "Human",
          "Curious"
        ]
      }
    },

    "emotional_and_functional_drivers": {
      "emotional_benefits": {
        "question": "How should users feel when using Slack?",
        "answer": [
          "Connected and included, even when remote.",
          "Confident they aren’t missing important information.",
          "Relieved from email overload and chaotic meetings.",
          "Empowered to participate and contribute.",
          "Aligned with their team’s goals and work."
        ]
      },
      "functional_benefits": {
        "question": "What practical advantages does Slack provide?",
        "answer": [
          "Faster decision-making through structured channels.",
          "Reduced internal email usage.",
          "Centralized, searchable knowledge.",
          "Integration with key tools like Google Workspace, Salesforce, Jira, and thousands more.",
          "Automated workflows that reduce repetitive tasks."
        ]
      },
      "brand_promise_pyramid": {
        "brand_promise": "Slack makes working lives simpler, more pleasant, and more productive.",
        "positioning_statement": "Slack is the digital HQ where people, tools, and AI agents connect so teams can collaborate in context — in real time or asynchronously.",
        "value_proposition": [
          "Unifies conversations, tools, and knowledge in a single workspace.",
          "Turns scattered communication into structured, searchable channels.",
          "Provides a human, conversational interface for people and AI."
        ],
        "value_description": "Slack becomes the place where work actually happens — where decisions are documented, shared, and visible to the right people at the right time.",
        "key_messaging": [
          "Your team’s conversations, tools, and decisions — all in one place.",
          "Work that feels more human and more connected.",
          "Fewer meetings. Fewer emails. More momentum."
        ],
        "proof_points": [
          "Adopted by organizations of all sizes, including global Fortune 100 brands.",
          "Marketplace with thousands of integrations and apps.",
          "Enterprise-grade security including encryption, identity management, and compliance certifications."
        ]
      }
    },

    "archetype": {
      "question": "Which archetype best represents Slack?",
      "primary_archetype": "Everyman",
      "secondary_archetype": "Jester",
      "rationale": "Slack shows up as a friendly, accessible teammate (Everyman) while bringing warmth, fun, and small delights through reactions, emojis, and witty microcopy (Jester).",
      "shadow_archetypes_to_avoid": [
        "Trickster — cleverness that confuses or distracts from clarity.",
        "Rigid Ruler — overly formal, cold, or bureaucratic."
      ]
    },

    "voice": {
      "sliders": {
        "humor": {
          "value_0_to_100": 60,
          "notes": "Light wit is welcome; clarity always wins."
        },
        "formality": {
          "value_0_to_100": 35,
          "notes": "Conversational, human, modern — but still professional."
        },
        "respect": {
          "value_0_to_100": 90,
          "notes": "Kind, inclusive, and courteous — no sarcasm or exclusion."
        },
        "enthusiasm": {
          "value_0_to_100": 70,
          "notes": "Optimistic and encouraging without going over the top."
        }
      },
      "core_voice_principles": {
        "answer": [
          "Clear over clever.",
          "Human and conversational.",
          "Confident, never arrogant.",
          "Warm and friendly, never childish.",
          "Direct, concise, and respectful of time.",
          "Jargon-free and inclusive."
        ]
      },
      "do_and_dont_examples": {
        "do": [
          "“Let’s get you back into your workspace.”",
          "“Pick the channels that matter most to you.”",
          "“Share this with your team to keep everyone aligned.”"
        ],
        "dont": [
          "“We’ve encountered a fatal authentication exception error.”",
          "“Oopsie! The gremlins are at it again!”",
          "“User error: please consult your system administrator.”"
        ]
      }
    },

    "visual_identity": {
      "color_emotion": {
        "primary_palette": [
          {
            "name": "Aubergine",
            "associations": ["Distinctive", "Warm", "Premium", "Creative"]
          },
          {
            "name": "Teal",
            "associations": ["Clarity", "Balance", "Modern"]
          },
          {
            "name": "Green",
            "associations": ["Success", "Progress", "Momentum"]
          },
          {
            "name": "Yellow",
            "associations": ["Optimism", "Energy", "Human warmth"]
          }
        ],
        "neutrals": [
          {
            "name": "Soft Gray",
            "associations": ["Legibility", "Approachability", "Calm foundation"]
          }
        ]
      },
      "shape_language": {
        "answer": [
          "Rounded shapes, soft edges, pill buttons, circular avatars.",
          "Overlapping shapes representing connection and collaboration.",
          "Clean, minimal interface that emphasizes content and conversation."
        ]
      },
      "imagery_style": {
        "answer": [
          "Friendly illustrations with simple, human moments.",
          "Authentic photography featuring real, diverse teams.",
          "Avoid overly staged or corporate stock imagery."
        ]
      },
      "logo_and_mark_usage": {
        "answer": [
          "Maintain required clear space around the Slack logo.",
          "Use full-color logo on light backgrounds; use monochrome only when necessary.",
          "Do not distort, recolor, rotate, or place on visually noisy backgrounds."
        ]
      }
    }
  }
}