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Source: business/marketing/campaigns/the-build/wip/archive/cib-refresh-image-concepts.md

Hey Kathryn, this is Wren.

Here are three new CIB ad image concepts built for the refresh. Each one is designed to break the visual pattern of ad3 (the teal-gradient authority card) so someone scrolling the feed won't feel like they're seeing the same ad they've seen for 7 weeks. All three stay within CYP/Practice Builders brand. All files are in ad-images/.

Concept A — Output Screenshot

Files:

What it looks like: A dark terminal-style window showing the actual structured output of the CIB skill. Traffic light dots (red/yellow/green) in the top corner. A filename label reads clientintelligencebrief.output. Inside, four structured sections — Rolling Items Alert (with red STALE and OVERDUE tags), Client Priority Read, Call Playbook (numbered steps), and Ranked Next Actions. JetBrains Mono for section headers. Gold accents on the section markers. Bottom strip reads: "This is what an AI skill produces."

How it differs from ad3: Ad3 is a centered, symmetrical marketing card — gold eyebrow, big serif headline, bullet features. This concept looks like a tool output, not a marketing asset. The terminal-window framing, the monospace type, the status tags — it reads as "here's what the thing actually does" rather than "here's a product description." The visual language is developer/tool native, which is a pattern interrupt for advisory/consulting audiences who are used to polished marketing.

Why it could work: It answers the immediate question: "What would I actually get?" The specificity of the mock output (website redesign stale since March, referral intro never sent) creates recognition. Advisors reading it will think about their own clients. That recognition is the hook.

Concept B — Prompt vs Skill Split-Screen

Files:

What it looks like: Two panels side by side (feed) or stacked (stories). Left/top panel is labeled "YOUR PROMPT" in muted gray — shows a generic AI chat interface with the prompt "Help me prep for my call with Sarah tomorrow" and a generic AI response: "Sure! Here are some tips... 1. Review your previous notes. 2. Consider what topics..." — fading out into uselessness. Right/bottom panel is labeled "AN AI SKILL" in gold — shows the structured CIB output with Rolling Items (with tags), Priority Read, Call Playbook, and Next Actions. A thin divider line separates them. Bottom reads: "Same AI. Different skill."

How it differs from ad3: Ad3 presents the CIB as a standalone product. This concept positions it against the viewer's current experience. It's a comparison ad — and comparison ads work because they mirror what the viewer is already doing. The split-screen layout is structurally different from anything in the existing five ads. The "YOUR PROMPT" side uses intentionally generic, slightly dull styling (slate background, gray text) to contrast with the structured, gold-accented skill side.

Why it could work: This speaks directly to the AI Power User angle. The viewer recognizes themselves in the left panel — they've typed that exact kind of prompt before and gotten that exact kind of useless response. The right panel shows what they didn't know was possible. The tagline "Same AI. Different skill." reframes the problem as tool usage, not tool access. That's the core campaign message in one image.

Concept C — The Stack

Files:

Status: Modified per team review. All 52 Skills references removed (Cade flagged funnel mismatch; approved for product positioning clarification).

What it looks like: Darkest background of the three (#0a1a24). A stack of four layered cards — three ghost cards behind (progressively more transparent, slightly smaller) with the CIB card in front. The front card has a gold "FREE SKILL" badge, the title "Client Intelligence Brief" in large Fraunces serif, a one-line description, and four feature chips (Rolling Items, Priority Read, Call Playbook, Next Actions) in bordered pill shapes. Eyebrow text reads "Start with this one — free." Bottom: "One skill. Immediate difference." with a subline: "More on the way."

How it differs from ad3: Ad3 presents the CIB as a standalone offer. This concept presents it as the entry point to a system. The layered card metaphor visually communicates depth — there's more behind this. The card-stack layout is a completely different visual structure than the centered, linear layout of ad3.

Why it could work: It adds a second layer of value to the free offer. The layered cards create visual depth that draws the eye differently than a flat gradient card. For someone who's been scrolling past ad3 for weeks, the dimensional quality of the stack is a genuine pattern break. The card stack metaphor keeps the focus on the CIB as a free, standalone skill without cross-selling the paid 52 Skills system.

Recommendation

Test all three. But if I had to pick two:

  1. Concept B (Prompt vs Skill) — strongest hook for cold traffic. It mirrors the viewer's experience and creates instant recognition. The split-screen is visually distinct in the feed.
  1. Concept A (Output Screenshot) — strongest for curiosity and specificity. People who are "AI curious but underwhelmed" will stop to read the mock output because it looks like a real tool, not an ad.

Concept C (The Stack) is the most "marketing" of the three — it's polished and product-focused. It could work well for retargeting audiences who've already seen the brand.

All six files are ready for your review. Open them in a browser — they render at exact pixel dimensions.

-- Wren