ASSET

The source workspace for the creative you are analysing. Confirm you are looking at the correct execution before you interpret any outputs.

• —Confirm the asset is correct (format, crop, version, market, campaign context).
• —Add tags early so the read is searchable later in Vault.
• —Treat this as the evidence reference for every claim made in the dossier.

QUALITY GATE

A first-pass integrity check. Quality Gate isolates execution risks that can sabotage performance regardless of strategy (legibility, hierarchy clarity, format survivability).

• —Catch breakpoints: unreadable type, competing focal points, weak CTA visibility, safe-zone issues.
• —Treat it as a “fix-first” layer before deeper interpretation.
• —If Quality Gate is failing, do not over-index on Psychology until fundamentals are corrected.

INTELLIGENCE

The strategic layer: how the creative is positioned, what it signals, and what it implies about category pressure and differentiation.

• —Translate execution into decision language stakeholders can approve.
• —Pull out “why this works” as simple, defensible claims (not vibes).
• —Define what must remain stable as variants are tested (the invariant).

MECHANICS

Structural decomposition of how the ad works: hierarchy, pacing, contrast control, and attention routing.

• —Identify the exact elements doing the heavy lifting (and the elements diluting it).
• —Look for mismatches between where attention goes and what you want the viewer to do.
• —Turn insight into action: reposition, reduce density, tighten hierarchy, rebalance contrast.

PSYCHOLOGY

The behavioural layer: what the asset asks the viewer to feel, believe, and do — and which levers it uses to produce that shift.

• —Explain the persuasion mechanism (status, belonging, authority, scarcity, relief, aspiration).
• —Pair psychological claims with visible evidence in the asset (not abstract theory).
• —Anticipate objections: what the viewer might resist, distrust, or ignore.

SOCIAL CONTEXT

The context layer: where the asset lives, who is likely viewing it, and what surrounding cues shape interpretation.

• —Align on audience reality, not internal assumptions.
• —Check cultural fit and category adjacency (what does it resemble in the wild?).
• —Prepare stakeholder conversation: “this is how it reads in-feed / in-market.”

CONSTRAINT MAP

A constraint-first view of what the asset cannot violate: safe zones, legibility thresholds, and structural limits across formats.

• —Prevent “pretty but broken” variants.
• —Protect key claims, brand marks, and CTA from occlusion.
• —Use when adapting a hero execution across placements and ratios.

BLUEPRINT TRACE

A blueprint-level trace of the creative’s construction: how layers stack, what’s doing what, and where the pattern holds or leaks.

• —Understand the internal “design system” inside the asset.
• —Replicate winning structure across a campaign system.
• —Isolate which elements can change and which must remain stable.

STRESS LAB

A stress-test layer for decision confidence. Pressure-test variables and predict where confidence breaks under review, risk, or uncertainty.

• —Validate the biggest “room-risk” variables before presentation.
• —Define what to test next (not what to endlessly debate).
• —Protect decision confidence: reduce ambiguity and tighten execution.

MARKET PULSE

Competitive context and market pressure signals. Market Pulse helps you interpret the route against saturation, novelty conditions, and timing.

• —Explain “why now” and “what we’re up against.”
• —Justify differentiation with simple metrics + context statements.
• —Anticipate fatigue: which cues are already overused in the category?

DECISION LOG

The final decision record: what you are choosing, why you are choosing it, and what gets tested next — designed to prevent circular review loops.

• —Capture approved rationale in one place.
• —Align next actions (what changes, what stays).
• —Use as handoff for production, client comms, or testing teams.

Decompiler (Core)

The Decompiler is the operating interface. Analyse assets, move through tabs in order, and export dossiers designed for review rooms.

• —Run the tabs in sequence to keep reads consistent across the team.
• —Export only once the decision narrative is coherent (execution → meaning → decision).
• —Use Vault + Boards so every read stays retrievable and reusable.

Analyze Asset

Upload the creative and trigger the analysis. This is the start point for every workflow.

• —Use final or near-final creative when possible (small changes can alter reads).
• —If the file is identical, the system may return an existing analysis (deduplication).
• —Name and tag the asset immediately to avoid losing it in larger workspaces.

Intelligence Vault

Vault is the memory system. It stores analyses so they can be retrieved, compared, and reused instead of re-created.

• —Use search + tags to find reads by campaign, market, or format.
• —Treat Vault like your evidence library for future decks and reviews.
• —Use Vault retrieval to avoid unnecessary reruns when usage is tight.

Intelligence Pulse

Pulse is route comparison. It is built for moments when two directions are contested and you need clear deltas.

• —Surface strategic differences (not just aesthetic differences).
• —Identify which route holds attention and meaning more reliably.
• —Produce a defensible “why” for the final selection.

Market Pulse (Dashboard)

Market Pulse also exists as a standalone area for competitive and context signals across your work.

• —Track category pressure across multiple assets.
• —Justify timing and differentiation decisions.
• —Use when planning a system of variants, not just a single asset.

Sovereign Boards

Boards group analyses into curated sets for delivery, comparison, or internal review.

• —Package multiple reads into one review flow.
• —Build campaign systems (hero + variants + competitor references).
• —Create “one link” collections for internal alignment.

Agency Settings

Configure agency identity and output controls. This is where you set the system to feel like your team.

• —Set agency name, brand details, and output identity preferences.
• —Use white-label output where enabled by plan.
• —Keep identity consistent so exports look native in client rooms.

Team & Seats

Invite operators and assign access. Seats keep collaboration clean and accountability clear.

• —Give strategists and creative leads access to read + export.
• —Use roles to control who can manage settings and billing.
• —Remove seats when contractors roll off to protect workspace privacy.

Usage based on plan

Usage depends on your subscription plan and the volume of analyses your team runs. Higher plans unlock deeper workflows and larger operating capacity.

• —Plans usually differ by analysis volume, collaboration features, and export / identity controls.
• —Use Vault retrieval before rerunning analyses unnecessarily.
• —For the latest details, refer to the Pricing page.

When to export

Export after the team aligns on what holds, what changes, and what gets tested next.

What to include

Use the tab sequence so the dossier reads like a decision narrative, not a screenshot dump.

How to present

Lead with Decision Log, then show the evidence chain (Mechanics → Psychology → Market Pulse).

“It analysed instantly / looks like old output”

Deduplication may have returned the existing analysis for an identical upload. Check Vault and confirm asset versioning.

“The page looks stuck”

Refresh and check Vault. Results can complete before the UI updates. If it persists, try a revised asset version.

“Export doesn’t look right”

Review the full tab sequence first. Check Agency Settings for identity/output controls that affect export styling.

“We’re hitting usage limits”

Use Vault retrieval first (avoid reruns). If your workflow requires higher volume or white-labeling, see Pricing.