# Aqua Charity Report · Promotion STYLE DESIGN SYSTEM

**Create at Full Strength**: Bring your full creativity and imagination to the work. Treat every slide as an independent, complete design artifact worthy of close consideration; structure, composition, charts, imagery, and visual narrative must all be driven by the content rather than a default layout.

**No AI Slop**: Do not produce low-judgment, formulaic, decoration-heavy AI defaults, including arbitrary card arrays, evenly divided grids, unmotivated blue-purple gradients or glassmorphism, icon walls, hollow oversized text, repetitive skeletons, or visual gimmicks unrelated to the content. Every slide must reflect a clear design decision grounded in the material.

**Landscape Delivery**: The final presentation must use a 16:9 landscape format throughout. Portrait or non-16:9 source material may be used only for style reference; it must be recomposed for 16:9 landscape and must not retain the source canvas ratio directly.

**Layout Coordination**: style.md is the final authority for style (typography/color palette/components/chart language/prohibited elements); the “Layout/Visual Task” line for each slide in query.md governs that slide’s content structure, primary anchor, and reading order—both are execution specifications. Follow the task line in query.md for layout intent, while style.md remains the final authority for visual treatment.
### Global Prohibitions

1. **Do Not Use Cards by Default**: Unless the user explicitly requests them, never use rounded-rectangle or rectangular cards to create hierarchy or alignment—functional containers such as status indicators, assumption boxes, and quote boxes do not count as cards. Lines, whitespace, font-size contrast, and font-weight contrast are preferred.
2. **Do Not Default to Equal-Division Layouts**: Unless no other layout is viable, do not default to three equal columns, four equal columns, or a two-by-two matrix. Equal division must be justified by the content structure (three scenarios naturally support three columns; frameworks explicitly named in the body copy are exempt).
3. **Do Not Use Unmotivated AI Color Schemes**: Institution-specific palettes defined in the content are exempt. What is prohibited is a safe, familiar, unsupported default palette—blue-purple gradients, cyan-purple neon, rainbow light flares, glass cards, and glowing borders.
4. **Do Not Introduce Elements That Conflict with the Overall Style**: Never use styling outside the design language, such as rounded icons or rounded rectangles within a sharp-edged visual system.
5. **Keep Chart Backgrounds Transparent**: Use transparency or the slide background color, except when reversing content out of a dark background.
6. **Use Large Areas of Whitespace Deliberately**: Maintain appropriate density in the main content area. Diluting content merely to reach a target count, or forcing content into a crowded slide, is a defect. Whitespace used for breathing room, grouping, and rhythm is permitted; form must follow content, and nothing should be forced in simply to fill the canvas.

## PART A — Category Baseline (General Minimum Standard)

An emotion-led yet fully auditable brand presentation, benchmarked against top-tier agency annual reports, campaign retrospectives, and destination/product launch decks. Every slide must land one memorable creative idea while keeping every claim verifiable—expressive in form, disciplined with numbers.

Content and Layout:
1. Creative-driven structure: a single annual/campaign proposition → audience and market evidence → development of the big idea (waves/chapters) → channel and content system → results with full measurement context → direction for the following year.
2. Make major metrics the protagonists: give a small number of headline metrics full-slide or oversized typographic emphasis; arrange supporting evidence around them in compact modules.
3. Build rhythm at medium density: alternate evidence-dense slides with spacious statement slides; the deck should rise and fall like a story rather than filling every surface like a report.

Visual Style:
1. Aesthetic: confident, contemporary, and brand-first. Use photographic or illustrative texture only when it is genuinely present in the source style—never use stock assets as filler.
2. Typography: one expressive display face carries the major propositions according to the style signature, while one highly legible workhorse face handles body copy and data. Use the display face for large numbers; apply capitalization and letter-spacing rules consistently throughout the deck.
3. Color: use one brand color family per deck (one primary color plus lighter and darker steps), with one contrasting accent reserved for CTAs and highlighted data. Background colors follow the style signature. No rainbow charts.
4. Graphics: reduce charts to the story line (few series, direct labels). Timelines, funnels, and audience bars are signature graphic forms. Icons must follow the established line or filled language of the style; multicolored clip art is prohibited.

Structure and Discipline (Derived from Outputs We Recognize as Best-in-Class):
1. One big idea per slide: the slide title states the campaign proposition or chapter message, and every module on the slide serves that single idea.
2. Campaign evidence must include complete measurement context: impressions, completion rate, engagement rate, and conversion must always specify platform, period, and sample scope. Vanity numbers without context are a defect.
3. Timeline slides are first-class citizens: every wave, season, or phase has a named cadence and phase-specific metrics. A campaign deck without a rhythm slide is incomplete.
4. Audience slides use funnels, tiers, or audience bars—demographics must be tied to behavior and value; never show bare percentages alone.
5. Results slides distinguish outputs (impressions, content volume) from outcomes (search lift, share of new customers, sell-through rate). Outcomes must rank above outputs visually.
6. Case-study deep dives use fixed fields: Context → Action → Numerical Evidence → Implication. Parallel cases must use consistent, comparable fields.
7. Social/UGC evidence must cite realistic scale and show representative content structures. Always redraw third-party platform screenshots rather than reproducing them directly.
8. The ending must set direction: next year’s theme, total budget and allocation, and the measurement framework. A closing slide that only says thank you is a defect.
9. Every number must include a unit, point in time, and source/methodology context. Label estimates as internal illustrative assumptions.
10. Imagery and Shape Expression: when permitted by the style signature, actively source authentic imagery and use a creative shape language (torn edges, collage, irregular crops, signature shapes) instead of ordinary rectangular blocks. Flat rectangles are a last resort, not the default.

Default Baseline (Derived from the layout skill; PART B may override): one proposition per screen; each slide communicates only one core message; continuous body copy on content slides must not exceed 3 lines; visual tension must have a clear source (large whitespace/strong contrast/large fields of the primary brand color/full-bleed product or portrait imagery), with at least one applied consistently throughout the deck; no table-heavy layouts—prioritize big numbers, single charts, and comparison bars; use one decorative language throughout the deck and never mix more than two decorative systems.

Density Anchor: the specific minimum for each style (number of evidence modules per slide, chart count, and labeling conventions) follows the 【Density Baseline】 reverse-engineered from that style’s source material—this baseline does not impose a universal number.


## PART B — Signature System (Distinctive Template Signature; This Section Overrides PART A in Case of Conflict)

One-Sentence Style Signature: a humanistic documentary annual-report character + warm-white and cream grounds + aqua and yellow as primary accents, alternating cool-blue data slides with evidence slides and full-bleed photography.

【Color Palette】 Backgrounds: outer frame #FFFFFF; standard surface #FAF7F0, static-data surface #F8EED3, and map surface #DDE9F6. Use each across a complete region; do not intermix them within one field. Primary body text and titles #222520; reversed text over dark imagery #FFFFFF. Primary accent #FFC907: it may fill special slides or sidebars, but on standard slides it is limited to short rules, keywords, and outlined numbers. Supporting #5493D3 highlights priority regions; #CCDFF2 forms the map base. Charts use only the yellow scale #FFC907 / #FFD951 / #FFE99C and the blue scale #5493D3 / #76A9DC / #98BEE5 / #A7CDF2 / #CCDFF2. Positive/negative color: no dedicated red or green appears; write symbols directly in #222520, and do not use #FFC907 to encode increase or decrease. Use only yellow and blue as chromatic colors on each slide; yellow may fill the canvas only on special slides.

【Layout Skeleton】 Source facts: canvas 792×612, approximately 22:17. Except on the cover, an inset composition creates a stable white gallery-mat border. Titles sit at the upper left, with a yellow all-caps pull quote beneath the large serif heading; there is no top bar, navigation, or breadcrumb, and a small page number sits at the lower left. The reading path runs upper left → columns or primary image → explanatory content below. Split-screen slides allocate approximately 48% to text and 52% to photography. Cover only: approximately 61% photography on the left and a yellow title block on the right, closed by one giant arc with a vertically set year overlaid. Section divider only: a yellow inner field, a short centered statement, and cropped outlined section words visible at the top and bottom. 16:9 adaptation: standardize the final output to 16:9 landscape while preserving the stable gallery-mat border, upper-left title, single arc, and lower-left page number. Adjust split-screen slides to 36%–42% text and 58%–64% photography; use the added map width for direct labels, and do not stretch three-column layouts.

【Typography】 Verified source fonts: Kazimir Text Book is the display serif, with Semibold used occasionally; Proxima Nova Regular / Bold / Light is the workhorse sans serif. Family names were verified in the PDF. Body copy supports sustained reading; display serif headings are reserved for cover and section-opener statements (render with {latin: Oranienbaum, ea: 思源宋体}), while interior titles and body use the sans workhorse (render with {latin: Liter, ea: MiSans}); large numbers become a dominant focal point only on photographic headline-metric slides; footnotes, page numbers, and methodology notes recede visibly. Set headings in Book and Title Case. Set pull quotes, module headings, and data notes in bold all-caps sans serif with expanded letter spacing. Do not use outlined numerals in regular body copy. In the 16:9 landscape adaptation, preserve the role relationship of “serif display, sans serif workhorse” without carrying over the source’s absolute font sizes or scale ratios.

【Chart Language】 Practical chart types: choropleth maps, maps paired with rankings, pie charts, 100% stacked columns, and metrics over photography; tables appear only as borderless lists. ⭐Direct-Labeled Maps: pale-blue base, saturated-blue priority areas, dots with right-angle leader lines, and a name plus two lines of metrics placed against each line; no legend. ⭐Occasional Composition Breakdown: an oversized pie chart paired with a narrow yellow sidebar containing a stacked column; label every segment directly, using yellow for the largest item and pale yellows or the blue scale for the rest. ⭐Photographic Metric Slides: yellow outlined numerals, short rules, and all-caps units, with no axes. Lists use column alignment and one fine vertical rule for grouping.

【Signature Components】 White gallery-mat border: once on every slide except the cover, aligned to all four edges. Giant single-arc image crop: no more than one per slide, placed only at a split-screen or cover corner. Short yellow rule: immediately follows a module heading or pull quote; no more than 3 on a standard slide and up to 6 on a three-column slide; never crosses a column boundary. Photography is mandatory: photographic slides must use documentary images of real people or on-site environments, shown at half-slide or full-slide scale; do not replace them with icons, illustrations, or mockups. Dark image text zone: use #1A1A1A to form a quiet band covering 45%–65% of the left side, with text limited to #FFFFFF and #FFC907. Oversized outlined type: reserved for the cover year, section echoes, and headline metrics; one group per slide, which may be cropped but must not overlap body copy.

【Prohibited】 Do not use serif type for dense body copy or chart labels. Do not use a set of medium-sized rounded photo cards; photography may appear only as small square thumbnails, a large half-slide image, or one giant-arc crop. Do not place body copy directly over visually complex light-and-dark photography; first establish a solid dark field. Do not add separate legends to maps or composition charts. Do not center long passages on ordinary content slides; centered alignment belongs only to section statement slides.

【Slide Types and Layouts】 Documentary Split Screen｜Narrative, principles, name lists｜text 36%–48% + photography 52%–64%｜3–5 blocks｜giant arc, short rules｜not suitable for more than six parallel evidence items.
Three-Column, Six-Module Layout｜Parallel facts｜two groups stacked in each column｜6 blocks｜short rules; one square image per block in the photographic version｜not suitable for processes.
Direct-Labeled Map｜Geographic distribution｜map 70%–80%, or map 60% + ranking 40%｜6–14 label groups｜cool-blue ground, dot-and-elbow leader lines｜not suitable for time trends.
Full-Bleed Photographic Statement/Metric｜A single judgment, 1–2 metrics, or 2–3 short passages｜photography 100%, dark left zone 45%–65%｜2–4 blocks｜outlined numerals, short rules｜not suitable for dense argumentation.
Occasional Composition Breakdown｜Composition data｜main chart 70% + right yellow sidebar 30%｜2 charts, 8–12 direct labels｜yellow and blue scales, leader lines｜not suitable for near-equal values or multi-period trends.

【Density Baseline】 Spacious slides: 1–3 blocks; split screens: 3–5 blocks; three-column layouts: 6 blocks; maps: 6–14 direct-label groups, optionally with a ranking; charts: 1–2. Do not impose one universal minimum on new work: photographic slides should contain 2–3 explanatory blocks, each approximately 40–90 words/characters equivalent; each three-column block should contain approximately 60–120 words/characters equivalent. Label every priority region on maps and every pie segment/column segment in composition charts. The source contains no time series, so do not extrapolate a “label every point” rule. Reserve whitespace for the gallery-mat border, the gap between title and main content, the space in front of a subject’s gaze, and the outside of chart labels; do not leave functionless empty cells within the body grid.