Design Intelligence

Brand judgement built into the work

Guidelines should not sit in a folder. MAIA uses them while the campaign is being built: ideas, copy, mockups, channels and market checks.

Who the brand is

Behaviour

A children's yogurt, a heritage water brand and a performance drink should not brief the same machine in the same way. Approved work, rejected routes and compliance feedback stay useful.

Warmth where children are involved
Restraint for heritage brands
Real effort for performance claims

What the product is

Market

A market is not just a translation job. It changes the copy, layout, channel plan and review risk.

France: health message space
Germany: OTC disclaimer space
China: no superlatives
UK: HFSS shapes channels

Market rules

Rules change the work

They affect what can be said, what needs space, and where the idea should show up.

Market	Key requirement MAIA applies	Effect on the campaign
France	Reserved space for a mandatory health message	Layouts and mockups leave room for the message; copy is adapted
Germany	OTC disclaimer space required	Disclaimer space reserved in relevant executions
China	Superlative language prohibited	Superlatives stripped from names, concepts and copy
United Kingdom	HFSS restrictions for less healthy products	Channel strategy adjusted to respect placement rules
US · Italy · Spain	Market-specific claim and tone norms	Tone, claims and emphasis adapted per market

If rules conflict, the safer rule wins.

Campaign system showing market and channel variation across OOH, shelf, social and retail media

Market and channel system · 21:9

Seven markets. One brief. Different work.

The local constraints are there before the review starts.

The same idea can be right in one market, risky in another, and wrong for the brand. MAIA keeps that tension visible.

Common questions

Design Intelligence, explained

Design Intelligence is how MAIA turns brand, category and market knowledge into active campaign judgement. It shapes the ideas, copy, mockups, checks and local versions before the work reaches review. Where rules conflict, the safer rule wins.

MAIA applies market rules automatically. France requires reserved space for a mandatory health message, Germany requires OTC disclaimer space, China prohibits superlative language entirely, and the UK has HFSS restrictions that shape channel strategy for less healthy products.

A general AI tool tends to answer the prompt in front of it. MAIA works from campaign context and brand history: approved work, rejected routes, category and market judgement shape the work before it reaches your team.

Bring the category where the details matter.

We will show you how the work changes when brand, category and market rules are active from the start.

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