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Overview

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Here's where everything stands across your client workspaces.

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Client Workspaces
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Brand Strategy

Your Brand
Foundation

The core positioning that drives everything. Your creative director keeps this current.

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Content Ideas

The Ideas
Bank

Your content pipeline. Update statuses as ideas move from queued to published.

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Queued
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In Progress
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Published
Pillar
Platform
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Content Strategy

Weekly
Cadence

A consistent weekly rhythm is the foundation of content that compounds. Four touchpoints, four different energies — together they build a complete brand presence.

Mon Open Strong
The Point of View Reel

Your main content moment of the week. Direct-to-camera or voiceover with a clear perspective. Opinion, observation or story — something worth watching twice.

Format
60–90s Reel · Walking and talking or B-roll with VO · Strong opening hook · No listicles
Content Strategy

Hook
Formulas

The first three seconds decide everything. These are the opening structures that earn the watch — adapt them to your voice, never copy them verbatim.

The Contrarian

Lead with an unpopular opinion. The disagreement earns the click.

"Most people get [X] completely wrong."
"Nobody talks about this but [observation]."
"The advice everyone gives about [X] is backwards."
"Stop doing [common thing]. Here's what actually works."
The Specific Claim

Specificity signals credibility. Vague hooks get scrolled past.

"I've done [specific thing] for [X years]. This is what I learned."
"After [number] of [X], here's the one thing that changed everything."
"[Specific outcome] in [specific timeframe]. How."
"The difference between [X that works] and [X that doesn't]."
The Story Open

Start mid-story. Drop the viewer into a moment, not a preamble.

"Three years ago I almost [dramatic outcome]."
"I was sitting in [specific place] when [inciting moment]."
"Nobody believed this would work. Then [result]."
"[Client] came to me with [problem]. This is what happened."
The Question

A question the viewer answers yes to before they realise they're watching.

"Why does [common thing] feel so difficult when it shouldn't be?"
"What does [aspirational outcome] actually look like day to day?"
"Have you ever noticed that [observation most people have had]?"
"What separates [great outcome] from [average outcome]?"
The Visual Hook

For video — the opening shot does the work before a word is said.

"Start with the most visually arresting moment of the piece."
"Show the result first, explain second."
"Open on texture, detail or movement — not a wide establishing shot."
"Cut straight to the action — no countdown, no logo, no intro."
The Pattern Interrupt

Break the expected format. Surprise earns a pause.

"I'm not going to tell you [what they expect]. I'm going to tell you [unexpected angle]."
"Forget everything you've heard about [X]."
"This isn't a [expected content type]. It's [something more interesting]."
"I don't usually share this. But [reason for exception]."
The Rules
Never start with "I"
Leads focus on the viewer, not the creator. "I" openers lose people before the thought lands.
No preamble
Cut everything before the actual hook. If you're saying "so today I wanted to talk about" — delete it all.
Test ruthlessly
A hook that works for one brand won't work for another. The only way to know is to post and watch what stops the scroll.
90-Day Goals

Tracking
Progress

Your goals for this quarter. Update your current numbers as you progress.

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Notifications

What's
Happening

Updates from your Brand OS workspace.

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Admin — All Clients

Client
Workspaces

Manage all client portals from here.

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Portal Accounts
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Admin — Invite Client

Give Them
Access

Create their portal account, assign their workspace, and get a login link to send them yourself.

Step 1 — Create Their Account

Enter their email and select their workspace. This creates their account and assigns them — no email is sent automatically. You send the login link yourself in Step 2.

Send Discovery Link Instead

If the client hasn't completed their Brand Discovery yet, send them this first. You can create their portal account after you've reviewed their answers.

Discovery URL
Select a client to generate their link
Admin — Review Onboarding

Review &
Approve

Client onboarding submissions waiting for your review. You see their raw answers and Claude's generated strategy side by side. Edit, approve, and it populates their Brand OS.

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My Profile

Your
Account

Update your profile picture. Contact details are managed by your Fuelled creative director.

Profile Picture

This appears in your portal sidebar. Recommended: square image, at least 200×200px.

Contact Details

These details are managed by your Fuelled creative director. Contact them to make changes.