Brand Build Skills for Claude

A complete, opinionated library of Claude Skills covering the full lifecycle of building, launching, running, and growing a brand and a website.

License: MIT PRs Welcome Skills Made for Claude

Website LinkedIn X Facebook

103 stack-agnostic skills covering brand, design, content, SEO, dev, ops, growth, and research. Includes an Ahrefs MCP-powered SEO audit suite. Use them on Next.js, WordPress, Shopify, Webflow, plain HTML, or anything else.

Featured in awesome-claude-skills under Business & Marketing.

Install in Claude Code

Add the marketplace, then install the plugin you want:

/plugin marketplace add rampstackco/claude-skills

# full catalog (103 skills)
/plugin install rampstack-skills@rampstack

# focused subsets
/plugin install rampstack-starter@rampstack
/plugin install rampstack-seo@rampstack
/plugin install rampstack-pm@rampstack

Prefer a lighter marketplace that lists only the curated subsets (no full catalog)? Add rampstackco/plugins instead and install the same three plugins from there:

/plugin marketplace add rampstackco/plugins
/plugin install rampstack-starter@rampstack

Skills load on demand: each contributes roughly its name and description until Claude needs it.

Table of contents

What are Claude Skills?

Claude Skills are reusable capability packages that teach Claude how to handle a specific kind of task with a consistent framework, vocabulary, and output format. Each skill is a folder containing a SKILL.md (instructions plus YAML metadata) and optional reference files (templates, checklists, worked examples). Claude loads a skill automatically when a user request matches the skill's description.

Skills work across Claude.ai, Claude Code, and the Anthropic API. Once you write a skill, it is portable across all three.

For the official deep dive, see Anthropic's Agent Skills documentation.

What is in this library

This is not a curated list of other people's skills. It is a single, opinionated library where every skill follows the same structure and conventions, so the skills compose cleanly across a real project lifecycle.

What you get:

  • 103 skills across 16 categories, every one with a complete SKILL.md and at least one reference file
  • 490 reference files (templates, checklists, decision matrices, worked examples)
  • Stack-agnostic. Works on any web stack. The only named-tool exception is the SEO audit suite, which assumes the Ahrefs MCP.
  • Future-proof. Principles over tools. Stable concepts over trending techniques. References to durable specs (W3C, WHATWG, Schema.org, MDN, NN/g, WCAG) over content that ages with each algorithm update.
  • Uniform structure. Every skill uses the same section order, the same tone, and the same authoring conventions. Predictable in, predictable out.
  • Composable. Skills reference each other. creative-brief points to brand-voice. incident-response points to monitoring-and-alerting. Each skill's "When NOT to use" tells you which sibling fits your adjacent work.

Highlight categories: brand strategy and identity, design systems, content production with full Tier 1 and Tier 2 coverage, full SEO suite (foundation plus Ahrefs MCP-powered audit suite), product management with experimentation and gap-closing tracks, growth tooling for interactive web tools, paid media discipline, frontend dev and accessibility, performance and QA, launch and incident ops, UX research, plus a meta-skill that teaches you to write your own.

Featured skills

Six entry-point skills, one per audience track. Run any of these standalone, or compose them with the rest of the catalog.

Skill What it does
creative-direction (Brand and creative) Four-axis brief (tone, aesthetic, audience, sensory ambition) that gives every downstream skill a coherent direction
experiment-design (PM, experimentation) From hypothesis to decision: sample size, duration, segment analysis, and the failure modes that produce wrong shipping calls
feature-launch-playbook (PM, gap-closing) The discipline of launching a feature well: positioning, internal alignment, customer comms, enablement, rollout, monitoring
pillar-content-architecture (Content) Hub-and-cluster topical authority: pillar selection, cluster planning, internal linking, refresh discipline
landing-page-copy (Marketing) Landing pages, sales pages, hero-to-CTA flow with copy that converts
funnel-flow-architecture (Growth tooling) Cross-tool conversion flows architected to match the audience and the funnel stage

See it in action

The creative-direction skill rendered as a live showcase →

Forty-two fictional brands generated from briefs that all use the same skill. Each is a fully styled brand site, not a mockup. The showcase demonstrates what the four-axis framework produces in practice and lets you filter by axis position to see how each combination renders.

Filter by any axis position

The skill defines four axes: tone, aesthetic, relationship, sensory. The showcase lets you filter by any combination and see which examples match. Pre-filtered URLs deep-link from the SKILL.md and axes-explained reference, so you can read about a position and click straight through to the rendered examples.

The empty state is the lesson

The framework is generative. The showcase is illustrative. Most rare-but-powerful combinations are valid creative choices that simply have not been built yet. Set Provocative + Editorial Restrained + Coach + Resonant and the grid is empty.

The framework's range

Same skill, same brief format. Four completely different visual systems. Notice that Pulse and Bloom share identical axis positions yet read as opposite visual languages. The reference brands and aesthetic interpretation do the rest.

Run this on your own brand

The creative-direction skill lives at skills/creative-direction/. Install it (see below), give Claude a project name and a few inspiration references, and the skill walks you through producing a brief that downstream skills can consume. The brand sites in the showcase were built from briefs of exactly that shape.

Logo design in action

The logo-design skill is rendered on rampstack.co as two parallel surfaces. The variant explorer goes deep on one brand at a time: a primary mark, variants across architectures, applied contexts. The taxonomy gallery goes wide across the architecture space: ten fictional marks demonstrating eight mark architectures (wordmark, lockup, monogram, letterform-as-symbol, abstract, pictorial, combination, emblem). Same skill, two different lenses.

Per-brand depth

The variant explorer →

Each brand has a primary mark plus variants across architectures and applied contexts. The logo-design skill walks through the discipline of choosing one architecture and rendering it consistently across the system the brand will actually use.

The brands are filterable by architecture, typographic register, and category. The intent is reference work, not consumable templates.

Architectural taxonomy

The marks gallery →

Ten fictional marks across eight mark architectures: wordmark, lockup, monogram, letterform-as-symbol, abstract, pictorial, combination, emblem. The taxonomy makes the architectural distinctions concrete by showing all eight side-by-side, with three wordmarks at three typographic registers so the architectural label does less work than the execution.

Filter by architecture, vertical, or brand voice; click any mark card to read its design rationale.

Reference build in action

The full catalog rendered as a 4-phase reference build: blank brief through deployed audited launch site. Threshold is a fictional PLG onboarding analytics product, but the research, brand foundations, build, and audit findings are all real. The reference build is the catalog's single strongest demonstration of how the skills compose end-to-end.

The four phases

Phase 1: Strategy and research → Real Ahrefs keyword research, competitor analysis, content gap audit, and backlink opportunity mapping applied to a fictional B2B SaaS brief. Live data tables sourced from the Ahrefs API.

Phase 2: Brand and design → Logo system, color and typography tokens, working brand component primitives. The brand system renders live on the walkthrough page in real fonts and tokens, not just described.

Phase 3: Build and ship → The actual launch microsite built with Next.js using Phase 2's brand foundations. Live at rampstack.co/demo/threshold. Persistent demonstration banner; noindex; local-only waitlist form.

Phase 4: Audit and optimize → Real audit on the deployed site using the catalog's audit suite (axe-core, Lighthouse, manual checks). Real findings with severity, real fixes applied, real before/after metrics. The closing chapter where the catalog audits its own output.

The deployed result

The four phases compose into a working microsite at rampstack.co/demo/threshold. Real Next.js code, real brand foundations from Phase 2 referenced via cross-route imports, real working multi-step waitlist form (no data stored), persistent demonstration banner, and the inline data visualizations that came out of the post-audit polish pass.

Why a fictional product

Real client work cannot be open-sourced; portfolio claims trigger conflict-of-interest concerns in interviews and consulting conversations. A fictional product with a documented brief plus real research, real brand foundations, real working code, and real audit findings produces a teaching artifact that demonstrates methodology without claiming relationships. Threshold is a measurement tool that does not exist; the methodology that built it is the catalog working end-to-end.

Getting started

Skills install in three different places depending on where you use Claude. Pick the platform that matches your workflow.

Option 1: Claude.ai (web and desktop)

If your Claude.ai plan supports custom Skills:

  1. Go to Settings → Capabilities → Skills.
  2. Upload the skill folder you want as a .zip (one zip per skill folder containing SKILL.md and the references/ subfolder).
  3. Enable the skill in the chat interface.

Claude will load the skill automatically when your request matches its description.

For current plan availability and the exact upload UI, see Anthropic's Skills user guide.

Option 2: Claude Code (recommended)

Skills are first-class citizens in Claude Code. Drop them into your skills directory and Claude Code picks them up automatically.

User-level skills (available in every project):

# macOS / Linux
mkdir -p ~/.claude/skills
cp -r skills/* ~/.claude/skills/

# Windows (PowerShell)
New-Item -ItemType Directory -Force -Path "$HOME\.claude\skills"
Copy-Item -Recurse skills\* "$HOME\.claude\skills\"

Project-level skills (available only in a specific project):

mkdir -p .claude/skills
cp -r path/to/this-repo/skills/* .claude/skills/

Start (or restart) Claude Code. Skills load automatically.

For exact current paths and config flags, see the Claude Code documentation.

Option 3: Anthropic API

Use Skills programmatically by referencing them in your API calls. Skills must first be uploaded to your workspace (via the Console or API), then referenced by ID when creating messages.

For the current API surface, request format, and limits, see the Agent Skills API documentation.

Want only a few skills?

You do not have to install all 103. Pick the categories that match your work. The library is modular: each skill stands on its own.

Quick example

Once installed, skills trigger automatically based on your request. You do not have to name the skill or change how you talk to Claude.

You ask:

"Our organic traffic dropped 30% last week. Help me figure out why."

What happens:

Claude recognizes the request matches seo-traffic-diagnosis, loads the skill, and walks through its 5-layer root cause framework: confirm the change is real → localize the change → page-level analysis → technical analysis → external analysis. By the end, you have a hypothesis statement, evidence, and an action plan, structured the same way every time.

Other natural triggers:

  • "Help me write a creative brief" → creative-brief
  • "Audit my homepage for SEO" → seo-onpage
  • "We need a backlink audit" → seo-backlink-audit
  • "Plan our content roadmap for Q3" → seo-content-gap-audit plus content-strategy
  • "Postmortem template for last night's incident" → after-action-report
  • "How do I write my own skill?" → skill-creation-walkthrough

You can also call a skill explicitly: "Use the seo-audit-orchestration skill to run a full audit on example.com."

How they compose

The skills compose into a full project flow:

brand-discovery → brand-ideation → brand-identity → brand-style-guide → brand-voice
                                                                        ↓
creative-brief → information-architecture → content-strategy → design-system
                                                              ↓
seo-keyword → seo-content-audit → content-and-copy → landing-page-copy
                                                    ↓
seo-onpage → seo-technical → seo-aeo-geo → seo-offpage → seo-competitor
                                          ↓
frontend-component-build → accessibility-audit → performance-optimization
                                                ↓
code-review-web → qa-testing → security-baseline → launch-runbook
                                                  ↓
domain-strategy → monitoring-and-alerting → backup-and-disaster-recovery
                                          ↓
incident-response → after-action-report
                  ↓
analytics-strategy → cro-optimization → ux-research → usability-testing → journey-mapping

The SEO audit suite (Ahrefs MCP-powered) wraps around the SEO foundation skills:

seo-audit-orchestration
  ├── seo-site-health-audit
  ├── seo-backlink-audit
  ├── seo-keyword-gap-audit
  ├── seo-content-gap-audit
  ├── seo-traffic-diagnosis  (also runs standalone for incident-style work)
  └── seo-rank-tracking      (ongoing, feeds the others)

The catalog also includes four audience tracks that compose alongside the foundational lifecycle. Each track has its own internal flow:

Paid media (Marketing track):

paid-media-strategy → ads-creative-development → ads-performance-analytics

Pairs with the paid media platforms in the integrations catalog at rampstack.co (Google Ads, Meta, LinkedIn, TikTok, plus Synter as the multi-platform aggregator).

Growth tooling (interactive web tools):

funnel-flow-architecture (orchestrator)
  ├── lead-magnet-design          (capture)
  ├── calculator-design           (capture / activate)
  ├── quiz-and-assessment-design  (capture / activate)
  ├── multi-step-form-design      (activate)
  ├── chatbot-flow-design         (activate)
  ├── onboarding-wizard-design    (activate)
  ├── interactive-product-tour    (activate / convert)
  ├── upgrade-flow-design         (convert)
  ├── scheduler-and-booking-design (convert)
  ├── comparison-tool-design      (convert)
  └── product-configurator-design (convert)

funnel-flow-architecture is the orchestrator: it sequences which interactive tool fits each audience and funnel stage, distinguishing matched-funnels from kitchen-sink-funnels.

Tier 2 content lifecycle:

content-strategy → pillar-content-architecture → content-brief-authoring
                                                ↓
              content-and-copy / long-form-content-frameworks / email-sequences
                                                ↓
                       editorial-qa → content-distribution → programmatic-seo
                                                ↓
              content-refresh-system → content-repurposing → content-migration

ai-content-collaboration is a workflow layer that runs across every phase rather than a single step. documentation-strategy operates continuously alongside the rest.

Tier 2 product management (two parallel tracks):

Experimentation track:
experiment-design → feature-flagging → experimentation-platform-orchestrator
                                     ↓
                         experimentation-analytics → data-warehouse-experimentation

Gap-closing track:
pm-spec-writing → roadmap-planning → feature-launch-playbook
                                   ↓
       beta-program-management → product-analytics-setup → integration-orchestrator

The experimentation track ships changes with statistical discipline; the gap-closing track ships features with operational discipline. Both compose with the foundational lifecycle above.

Operations, cross-cutting, and team skills (stakeholder-communication, documentation-strategy, vendor-evaluation, team-onboarding-playbook, dependency-management, cost-optimization, etc.) cut across every track.

You can also pull individual skills for one-off work. Need just a backlink audit? Use seo-backlink-audit. Need to write a creative brief? Use creative-brief. Each skill stands on its own.

How the catalog connects

The skills compose with the tools your team already uses. 103 skills at the center; 35 integrations across 6 integration categories radiating out via MCPs.

Surfaces

This catalog is the open-source methodology layer. Commercial surfaces at rampstack.co extend it:

  • Skills directory. Every skill on a curated landing surface with audience tracks, search, and category navigation.
  • Walkthroughs. Multi-skill recipes that orchestrate skill clusters end-to-end. Use these when one skill is not enough and a packaged sequence is.
  • Integrations directory. Curated MCPs, APIs, and tooling that the skills hook into.
  • Showcase. Real brand sites built from these skills, with the brief that produced each one.

The skills in this repository remain free, open-source, and stack-agnostic. The surfaces above are how the same methodology is delivered as a product.

Design principles

claude-skills follows the Agent Skills Specification, the open standard for portable AI agent skills originally developed by Anthropic and adopted across the AI tooling ecosystem (Claude Code, OpenAI Codex, Gemini CLI, GitHub Copilot, Cursor, VS Code, Goose, Spring AI, and 30+ other platforms as of early 2026).

Beyond the format itself, the catalog is designed around three principles aligned with the guidance Anthropic publishes in Building effective agents:

Simplicity. Each skill covers one focused capability rather than trying to be a multi-purpose document. A roadmap-planning skill plans roadmaps. A keyword-research skill researches keywords. Composing them together produces complex workflows; mixing them inside one skill produces unreliable ones.

Transparency. Every skill declares its scope, dependencies, and expected behavior in machine-readable YAML frontmatter. The catalog is inspectable by tooling, not just by humans reading prose.

Quality contracts via tooling. Structural and content quality is enforced through automated checks (run python .github/scripts/lint_skills.py) rather than convention alone. Every skill is validated against a schema. Every catalog change is validated in CI.

Skills in this catalog are designed to compose into the common agentic workflow patterns Anthropic documents: prompt chaining (sequential steps), routing (classify and direct), parallelization (sectioning or voting), orchestrator-workers (dynamic delegation), and evaluator-optimizer (iterative refinement).

Because the catalog conforms to the open Agent Skills standard, skills work across any platform supporting the specification without modification.

Family repos

claude-skills is the parent catalog. Curated subsets and companion repos focus on specific specialties:

Repo Focus Skills
claude-skills Full catalog (you are here) 103
claude-skills-starter General-purpose lite 14
claude-skills-seo SEO consulting 12
claude-skills-pm Product management 12
claude-skills-widgets UI patterns + components 65 + 32
awesome-claude-skills Curated discovery list n/a

Each family repo is MIT-licensed, conforms to the Agent Skills Specification, and is stack-agnostic. Use the full catalog for breadth; use a specialty subset when working in one domain.

The 103-skill catalog

All 103 skills are shipped. Each has a complete SKILL.md plus at least one reference file (template, checklist, or playbook).

Strategy and discovery (5)

Skill What it does
brand-discovery Audience research, competitive scan, positioning territory exploration
creative-brief Project briefs that align stakeholders before work starts
creative-direction Four-axis aesthetic brief (tone, aesthetic, audience, sensory ambition) for cross-skill coherence
information-architecture Sitemap, navigation, URL structure, content types, taxonomy
content-strategy Editorial strategy, content calendar, topical authority planning

Brand (7)

Skill What it does
brand-ideation Naming, positioning territories, mood directions, narrative angles
brand-identity Logo system, color, typography, imagery, iconography, motion
brand-style-guide The canonical reference document for the full brand system
brand-voice Voice attributes, tone shifts, vocabulary, paired-example library
brand-archetype-system 12 archetype defaults across 18 verticals: color, type, voice, imagery starters
logo-design Logo variants across architectures (wordmark, lockup, monogram, letterform-as-symbol), with rationale and application specs
creative-brief-selector Live-reference-grounded creative briefs with divergence check against prior builds

Design (4)

Skill What it does
design-system Component library, design tokens, design system documentation
design-standards Production-grade page and component design standards
art-direction Photography, illustration, and visual direction for campaigns
vertical-site-conventions Vertical page and site composition built to the experience bar

Content (13)

Skill What it does
pillar-content-architecture Hub-level content architecture: pillar topic selection, cluster planning, internal linking, URL structure, pillar and cluster page anatomy, topical authority signals, refresh discipline
content-brief-authoring Per-piece editorial brief: target keyword, intent, audience, outline, entity coverage, internal linking, success criteria, and the discipline that distinguishes useful briefs from bloat
content-and-copy Website copy, blog content, content production frameworks
landing-page-copy Landing pages, sales pages, hero-to-CTA flow
email-sequences Onboarding flows, lifecycle campaigns, transactional copy
programmatic-seo Designing pSEO programs that work: data sources, template design, quality control at scale, internal linking, crawl budget, AEO/GEO patterns, refresh discipline, and when pSEO is and is not the right answer
editorial-qa Pre-publish QA framework: brief adherence, voice consistency, fact accuracy, AI-content audit, AEO/SEO compliance, sampling at scale, and the workflow that distinguishes catch-problems QA from process theater
ai-content-collaboration How humans and AI compose in content workflows: participation boundaries, hybrid patterns, voice ownership, the AI slop problem, disclosure and transparency, team calibration, and the ethics of honest AI-assisted production
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