The recommendation, with your carve — the ONE review surface

Historical recommendation, preserved for comparison. The directions below belong to the earlier review. Use the current agenda for new answers and recorded decisions for approved meanings. The current response and remaining questions supersede the film and advertising proposals below. Campaign membership now replaces Campaign Film as a type. The other definitions, including the older duration boundary and treating deal terms as intent, remain under review. No unmarked proposal below is approved by silence.

THE WALK NOW HAPPENS ON THE REVIEW PACK — the same decisions, one section per page, in the voice you picked, on real pieces, each with its one-line answer. This page stays as the full record behind it.

THIS is the page you mark — top to bottom. Rulings you have already made are listed in the ruled-off section below and are settled; everything else on this page is open until you mark it. Counts are live probes (16 August 2026, re-verified unchanged 17 August). Proposals 1–9 close on the reconciliation page; every other pick closes right here — back to what you are deciding.

This page now holds the whole review, in one place (your consolidation call, 17 August). In order below: the shelves with every ratified type (your carve; ⚑ rows moved shelf and want your eye) · the leftover values and their fates · what was ruled off · the naming section — including the "Film" problem pressure-tested against your static-Instagram-post worry, with a pick per type · the Retail & Commerce expansion, the FULL candidate list with an honest verdict per row · the Brand & Identity section — the shelf's piece types, the proposed aliases, and the element groups at a glance (the deep element tables are one click away and on the sidebar) · where digital-product content lives · your three use cases · what is literally written on each piece. Standing state: the mechanism is TAKEN provisionally (the piece stores only its type; family = a registry shelf; the five worlds = computed lenses) — your final word on this page closes it. Ruled so far on 16 August: Advertising & Promotion dissolved · Performance Ad, Public-Service Ad and Recruitment Ad off the list (the set was 64) · the identity shelf named Brand & Identity · Offer still open. Ruled on 11 September, at your first sitting: infographic, behind the scenes, system card, vlog and event photo stay on the list, so the set is 69.

What this option stores: no new stored field; 69 registry rows re-pointed to your shelf names; the worlds computed from facts already stored.

The vocabulary page, previewed

In use today = the live count on today's closest stored value; new = no stored value yet (it arrives with the migration). ⚠ = the placement is a judgment call under this carve, not rule-decidable — the honest marks, kept visible.

Campaign

Type	Would be stored as	Today's closest value	In use today
Brand Film	brand_film	brand_film	136
Campaign Film	campaign_film	—	new
Manifesto / Anthem Film	manifesto	—	new
Launch Film	launch_film	product_launch	1
Teaser	teaser	—	new
Trailer	trailer	trailer	4
Sizzle Reel	sizzle_reel	sizzle_reel	10
Brand Story / Origin Story	brand_story	—	new
Commercial / Spot	commercial	commercial	55
Promotional Ad	promotional_ad	advertisement_image	1,106

Brand & Identity

Depth in review — the identity section further down this page holds the piece types, the proposed aliases, and the element groups.

Type	Would be stored as	Today's closest value	In use today
Key Visual ⚑	key_visual	—	new
Logo Animation ⚑	logo_animation	—	new
Product Shot ⚑	product_shot	product_shot	10
Template ⚑	template	—	new
Brand Guidelines ⚑	brand_guidelines	—	new
Icon System ⚑	icon_system	—	new

Product & Feature

Type	Would be stored as	Today's closest value	In use today
Product Film	product_film	—	new
Feature Overview	feature_overview	—	new
Product Demo	product_demo	product_demo	751
Product Walkthrough	product_walkthrough	—	new
Explainer	explainer	explainer	31
Product Comparison	product_comparison	—	new
App Store Video	app_store_video	—	new

Users & Customers

Type	Would be stored as	Today's closest value	In use today
Testimonial	testimonial	testimonial	16
Customer Story	customer_story	—	new
Case Study	case_study	case_study	149
User Story	user_story	—	new
Expert Endorsement	expert_endorsement	—	new
Review	review	product_review	10

Partnership & Creator

Type	Would be stored as	Today's closest value	In use today
Creator Story	creator_story	—	new
Partner Story	partner_story	—	new
Sponsored Content	sponsored_content	—	new

Education & Support

Type	Would be stored as	Today's closest value	In use today
Tutorial	tutorial	tutorial	177
How-To	how_to	—	new
Guide	guide	—	new
Lesson / Course	course	—	new
Webinar	webinar	webinar	50
FAQ	faq	—	new
Support Article	support_article	—	new
Training	training	—	new

Corporate Communication

Type	Would be stored as	Today's closest value	In use today
Announcement Article	announcement_article	announcement	176
News Article	news_article	—	new
Feature Article	feature_article	feature_article	226
Interview / Q&A	interview	interview	114
Thought Leadership	thought_leadership	—	new
Opinion	opinion	—	new
Press Release	press_release	press_release	110
Newsletter	newsletter	—	new
Research Report	research_report	—	new

Documentation & Technical

Type	Would be stored as	Today's closest value	In use today
Technical Documentation	technical_documentation	—	new
API Documentation	api_documentation	—	new
Developer Guide	developer_guide	—	new
Release Notes	release_notes	—	new
White Paper	white_paper	white_paper	126
Specification	specification	spec_release	5
Technical Reference	technical_reference	—	new
System Card	system_card	system_card	14

Events & Experiential

Type	Would be stored as	Today's closest value	In use today
Event Film	event_film	event_coverage	61
Keynote	keynote	—	new
Booth / Installation Piece	installation	—	new

Retail & Commerce

Being expanded — the full proposed list is further down this page.

Type	Would be stored as	Today's closest value	In use today
Retail Display Piece	retail_display_piece	—	new

Interactive & Digital Experience

Type	Would be stored as	Today's closest value	In use today
Interactive Demo ⚑	interactive_demo	—	new
Product Configurator ⚑	product_configurator	—	new
Interactive Experience ⚑	interactive_experience	—	new

Still Open After Your Amendments

Offer waits here on its naming pick below — you lean remove. Four of the words you kept on 11 September wait here too, behind the scenes, vlog, infographic and event photo, until a placement sitting asks where each one browses.

Type	Would be stored as	Today's closest value	In use today
Offer / Promotion ⚑	offer	—	new
Behind The Scenes	behind_the_scenes	behind_the_scenes	25
Vlog	vlog	vlog	9
Infographic	infographic	infographic	62
Event Photo	event_photo	event_photo	5

Today's stored values that are not on the ratified list

The same under every option — these are migration facts, not carve choices. Every fate is proposed, none executed.

Today's value	In use	Proposed fate
social_post	2,518	Split — "social" moves to channel and platform; each piece gets its real type
social_clip	943	Split — channel social, media video; the real type assigned
blog_post	290	Refine — the real type is announcement article, feature article, thought leadership, tutorial…
feature_launch	188	Move — a campaign fact or content level, never a piece type
case_study_video	68	Fold into case study — the media-format field already says it is a video
podcast_video	56	Open — podcast episode is registered but unratified; your call
documentary	19	Becomes creative genre/treatment — a whole-piece documentary stays a film type carrying documentary as its genre
brand_asset	13	Split — reclassify as key visual, logo animation, template, brand guidelines, icon system…
livestream	10	Move — liveness is a distribution fact; the piece is a keynote, webinar, or event film
animated_explainer	1	Fold into explainer — the craft axes already carry animation

Five more stood on this table until 11 September, when your first sitting kept them on the list: infographic · behind the scenes · system card · vlog · event photo. They are in the vocabulary above now.

Ruled off the list on 16 August 2026 (across both rounds)

Type	Your ruling	Where the meaning went
Performance Ad	"that's like organic vs paid, not a content type — wrong part of our ontology"	ownership · placement · ad format
Public-Service Ad	"I don't know what a public service ad is — remove that"	retired; nothing to migrate (zero live rows)
Recruitment Ad	"recruitment ad just drop" (second round)	dropped; zero live rows carry any recruitment typing — the employer-brand meaning lives with the employer-branding craft and the audience axes

The naming section — every open pick, in one place

The "Film" problem, pressure-tested (your call-out, 17 August). Your worry: "film" implies video, feels high-end — what if the same kind of piece is a static Instagram post? Your proposal: replace "Film" with "Content" to keep safe. We tested every film-or-video name three ways — keep the word · drop to a bare noun ("Launch") · your "-Content" suffix ("Launch Content") — with one test per type: does the KIND survive with the medium hidden? What the test found, plainly:

• The "-Content" suffix fails first. Everything we track is content, so "Brand Content" and "Product Content" stop naming a kind — they name the whole library. A classifier offered "Product Content" would reach for it on nearly every product-related piece. Rejected here, your veto welcome.
• The bare noun wins wherever the kind is genuinely medium-flexible. A launch announced in an article and a launch announced in a film are the same kind of piece. The stored kind stays medium-neutral; the media-format field composes "launch film" for display when it IS a film.
• "Film" survives only where the static sibling is already its own type. A Brand Film's static sibling is the Key Visual or the Brand Story post — both already on the list — so nothing static would ever be typed Brand Film, and the word is honest there.

In every "your pick" cell the recommended option is listed first; "—" means no pick is needed.

Today's name	If it's a static post instead	Proposed	Your pick
Launch Film	still a launch — the kind survives	Launch (bare)	rename · keep
Manifesto / Anthem Film	still a manifesto	Manifesto (anthem = alias)	rename · keep
Campaign Film	its static sibling is a key visual or ad	merge candidate — see below	merge · keep
Brand Film	it would be a key visual or brand story	keep — inherently filmic	keep · rename
Product Film	it would be a product shot or feature overview	keep — inherently filmic	keep · rename
Event Film	it would be an event photo	keep	keep · rename
Teaser · Trailer · Sizzle Reel	a static teaser is still a teaser; trailer and reel are film words by nature	Teaser is already bare; the other two keep	—
App Store Video	the store slot literally requires video	keep — the placement defines the medium	—

Product Launch (your ask, 17 August). You want a Product Launch on Product & Feature, distinct from Product Film. The honest read: with the rename above there is ONE medium-neutral Launch kind, and what launched — a product, a feature, the brand — is already carried by the product and feature links, the same way the digital-product answer below works. "Product Launch" then composes for display (Launch + its product link) instead of being a second stored kind. If you want it stored as its own type anyway, mark it and it joins the list — the shelf question (Campaign vs Product & Feature) rides with your pick. Today's stored value behind Launch is already product-flavored, so nothing is lost either way.

Brand Film vs Campaign Film vs Brand Story — you asked where they genuinely differ. The honest read: Campaign Film may not survive as its own kind (a film made for a campaign is a brand film, product film, or launch piece PLUS a campaign membership). Presented as a merge candidate for your pick.

Offer — the Still-Open type with a naming pick, confirmed here (as the shelf note promises). Your lean is remove: "what is an offer promotion — wouldn't that be like a product campaign," with the deal itself tagged as marketing intent (promotion, deal) on whatever piece carries it. The pick: (a) remove — the piece keeps its real kind (promotional ad, key visual, social post…) and the offer becomes an intent tag (your lean, and the recommendation) · (b) keep Offer as a piece kind for pieces whose whole identity is the deal. Marking (a) takes Offer off the Still-Open shelf.

Commercial vs Brand Film — it is NOT the channel. Your worry was exact ("are you saying commercials based on the channel?"), and the answer is no. A Commercial is a kind of piece defined by its editorial contract: short, offer- or product-forward, made to run as an advertisement. A Brand Film is long-form brand storytelling. Where either one actually ran is a separate fact — a commercial posted organically on YouTube is still a commercial. The pick, if you want it: (a) keep Commercial as a piece kind with a confusable-with note against Brand Film (length · offer-forwardness · made-to-run-as-an-ad — never where it ran), or (b) drop it and treat those pieces as brand or product films plus paid-placement facts. The recommendation is (a) — practitioners recognize the kind instantly.

The slash names, resolved — no more two-words-with-a-slash. Each ratified slash pair becomes one clean value plus an alias (the alias still resolves on write, so nothing is lost):

Today's ratified name	Proposed single value	Alias kept
Manifesto / Anthem Film	manifesto — Manifesto (follows the pressure-test pick above; keeping the Film suffix instead makes it manifesto_film)	anthem, anthem film
Commercial / Spot	commercial — Commercial	spot, TVC
Interview / Q&A	interview — Interview	Q&A
Offer / Promotion	offer — Offer	promotion
Lesson / Course	course — Course	lesson
Brand Story / Origin Story	brand_story — Brand Story	origin story
Booth / Installation Piece	installation — Installation	booth piece

The label-form rules, confirmed against the standards (17 August). The controlled-vocabulary standard behind library thesauri says a term is a noun or noun phrase — which every name on this page already is — and that class labels are normally plural ("Testimonials") while unique things stay singular. Our labels are singular on purpose, because they read as "this piece is a Testimonial"; the standard allows exactly that deviation when it matches how users talk, so it is recorded here as deliberate, not an oversight. One preferred name per type with aliases resolving to it (the model this page already uses) is also the standard's own labeling rule.

Two boundary notes the same review raised, for your eye — no change proposed without your mark: a Promotional Ad and a Key Visual can be the same image in two roles — the honest boundary is made-to-run-as-an-ad versus made-as-the-campaign's-hero-art, and that becomes the confusable-with note when definitions are written. And Sponsored Content names a deal as much as a kind — with the medium hidden it could be an article, a video, or a post; if you would rather those pieces keep their real type and carry partner ownership instead, strike it from the shelf and the ownership axis absorbs it. Keeping it is equally defensible (advertorial is a recognizable editorial kind); your pick.

Owned versus earned — it is its own axis, never a shelf. Every piece carries an ownership value (owned · paid · earned · partner) beside its type. Your examples, placed:

Your example	Type	Ownership	Where
PR the company publishes on its newsroom	Press Release	owned	owned web, newsroom surface
Copy on a landing / product / feature / home page	its real type (feature overview, key visual…)	owned	owned web, that page surface
A news article about the brand from an industry publication	News Article	earned	the publication's site
A boosted or Spark-run organic post	its real type, unchanged	paid (for that run)	the paid placement

The Retail & Commerce expansion — the FULL list (your call: everything here)

You called this shelf starved and asked for everything in one place. Every candidate from your seed lines, your touchpoints spreadsheet, your old content-types list, and the guideline books is below — including the ones that fail the kind test, flagged in the open instead of curated away. Kind ✓ means it is a recognizable kind of piece and can join the shelf on your mark; the other verdicts say where the idea really lives.

Candidate	Verdict	In plain words
Endcap Display	kind ✓	the display unit at the end of a retail aisle (your seed)
Point-of-Purchase Display	kind ✓	counter, checkout, free-standing displays (your seed: "POP")
Window Display	kind ✓	the storefront window installation (your touchpoints sheet)
Aisle Display	kind ✓ — overlaps Endcap	in-aisle display units; could fold into Endcap or stand alone — your pick
In-Store Digital Signage	fold	an in-store display whose media format is video — folds into whichever display kind survives the pick below this table
Retail Signage	kind ✓	printed or fixed store signage (your touchpoints sheet)
Packaging	kind ✓	the physical packaging piece — box, label, insert; a photo OF packaging stays a product shot (your seed)
Unboxing	kind ✓	named medium-neutral on purpose; the format field composes "unboxing video" (your seed)
Catalog	kind ✓	the product catalog piece, print or digital (your touchpoints sheet)
Brochure	kind ✓	the printed marketing piece; flyer resolves as an alias (your seed: "printed materials")
Poster	kind ✓	the printed promotional one-sheet (your touchpoints sheet)
Merchandise	kind ✓	branded physical goods — apparel, accessories, promotional items (touchpoints sheet + the GitHub shop note)
Corporate Gift	fold	branded gift items — a Merchandise sibling; fold there unless you want it distinct
Branded Vehicle	kind ✓	car wraps, fleet branding (your touchpoints sheet)
Interactive Kiosk	kind ✓ — shelf question	mall kiosks, information booths; could shelve here or under Interactive & Digital Experience — your pick
Product Detail Page	page surface	your "PDPs" seed — a surface, not a kind; the full reasoning is right under this table
Shoppable Content	placement feature	shoppable-ness is a feature of where it runs, not a kind of piece
Sales / Promo Banner	format + intent	banner is an ad format; the promotion is marketing intent — the piece keeps its real kind

The PDP row, in full. A product detail page is a page SURFACE, and your own atomic-unit ruling says the pieces ON it keep their real types. The recommendation: PDP becomes a page-surface value on the channel stack (a marketplace listing is the same surface on a different channel). If you want whole-page captures to be a kind of piece instead, that amends the atomic-unit ruling — mark it deliberately.

One pick this table needs: the ratified list already has Retail Display Piece as the generic in-store kind. With Endcap, Point-of-Purchase, Window, and Aisle named, the pick is (a) keep the specifics and let Retail Display Piece retire into them, or (b) keep only the generic and carry the location as a detail. The recommendation is (a) — a merchandiser recognizes an endcap the way an editor recognizes a press release.

New evidence on that pick, shown honestly because it cuts against (a). The retail-media industry's own standard (the IAB's in-store standard, September 2024) models the store as five placement ZONES — exterior, entrance, checkout, in-aisle, connected store — and keeps the piece kinds separate: shelf talker, hanging sign, shelf wobbler, floor graphic, screen, interactive display. In that carve an endcap or a window is WHERE a piece sits (a zone on the channel stack), and the piece kinds are the smaller named formats. So the standard's shape is closer to (b) plus a zone value — and its named formats are themselves candidate seeds if you want finer kinds. The recommendation stays (a) on the kind-test logic above; this paragraph exists so you mark with the industry's carve in view, not discover it later.

The Brand & Identity section (folded in — your one-surface call)

The shelf already holds six ratified types: Key Visual · Logo Animation · Product Shot · Template · Brand Guidelines · Icon System. The extraction from your named sources — your own brand-identity spreadsheet, the GitHub 2025 guidelines book, the OpenAI guideline pages, the motion framework — supports all six and proposes no new type. What it found instead:

Same kind, different word — proposed as aliases so they resolve on write:

Proposed alias	Resolves to
Brand Book	Brand Guidelines
Style Guide	Brand Guidelines
Digital Guidelines	Brand Guidelines
Key Art	Key Visual

The element vocabulary at a glance — what a piece can SHOW or belong to (never each a kind of piece; that split is the whole trick). Seven groups; the additions the guideline books forced are marked new:

Group	The elements
Visual	logo marks and lockups · palettes and topic color themes (new) · gradients (new) · typography · photography style · illustration · iconography · patterns · shape systems (new) · mascots (new) · data-visualization style · layout and grid
Verbal	voice · tone · key messages · taglines · calls to action · naming · terminology · mission and values statement
Strategic	purpose · values · promise · brand architecture · value proposition · differentiation · competition view · audience definitions
Audio	sonic logo · brand music · voice talent · interface sounds
Motion	the five-layer cascade: north star → principles → behaviors → gestures → system
Environment	environmental graphics · retail design · exhibition · workplace
Digital	web design system · app design system · responsive rules · icon suites

The full element tables with definitions and sources are on the Brand & Identity review — one click, and on the sidebar so it cannot get lost. Strike or amend rows there; your marks execute in the pipeline lane.

Where digital-product content lives (your question, answered — proposal 9)

Content we scrape FROM a product — ChatGPT's iOS app, the web app — needs no new family: product-ness is a link, never a kind. The captured screen keeps its real type; which product is the existing content-to-product link; where in the product is the channel stack's touchpoint level. At most one honest new type joins Interactive & Digital Experience if raw interface captures need a kind of their own (product interface screen). Full reasoning and the mark options: proposal 9 on the reconciliation page.

More candidates from your old lists, beyond retail (so the mining is complete)

You asked whether your old content-types list holds anything worth seeding. The retail rows are in their own table above; these are the strongest of the rest, with honest verdicts. Everything else on that list was a duplicate of a ratified type, a campaign kind (a container fact), or a placement/format fact — deliberately not proposed.

Candidate	Verdict	In plain words
Earnings Report	kind ✓	the quarterly results piece — investor communication; would shelve under Corporate Communication
Annual / Investor Report	kind ✓	the designed annual report — a recognizable piece with real craft in it (your touchpoints sheet lists it too)
Trend Report	fold	reads as a Research Report flavor — an alias, not a second kind
Listicle	treatment	a format treatment of an article, not its own kind — the piece stays an article
Recap / Highlights	kind ✓ — lean	event and launch recaps are recognizable; overlaps Event Film — could be its medium-neutral rename candidate
Reaction Video	park	creator-native; rides the social-native question (proposal 3), not minted now
Corporate Film	fold	the "vision and strategy" film — a Brand Film with a corporate subject; alias at most

Two small things, so they are not lost: your carve makes eleven shelves (twelve counting the Still-Open holder) — fine, because shelves are a browse choice, not a schema constraint; and the naming section above IS the "film is a bygone-era word" review you ordered — renames of ratified types execute only after your picks in that table, as one pass.

The three use cases, under this carve

① The Codex Plugins feature launch (the shape is your own worked example) — one campaign (campaign type: feature launch) contains a hero launch film, an announcement article on the blog, a standalone feature landing page, product-demo posts on X that also run on YouTube, and maybe a TVC. Each piece keeps its own type — and nothing else changes on the piece; the worlds light up as computed lenses. Asking "everything in this campaign" walks the container; asking "all launch films" filters the type.

② The Apple Store in-store display (your example this round — illustrative; Apple is not meaningfully in the corpus) — an in-store display with abstract 3D iPhone renders, made by an ad agency and an animation company, inside an iPhone 16 product-launch campaign that also runs out-of-home. The piece: type retail display piece · media video or image · channel retail, touchpoint in-store display · credits to both companies · member of the campaign; no world is stored — the Campaigns lens picks it up through its campaign membership, the physical-experience lens through its type.

③ Customer Stories (real containers — FOUR customer-story piles live at the 17 August re-probe: 30, 9, 8 and 4 pieces) — ongoing piles of testimonials, customer stories, and case studies, each stored as a campaign (type: customer story campaign). Whether ongoing piles like this stay always-on campaigns (your instinct, and the industry's word) or get their own grouping kind is proposal 6 on the reconciliation page — either way, each piece inside keeps its own type and the family is just the shelf its type sits under in the registry.

What is literally written on each piece

Piece	Stored under this option
The hero launch film	type launch_film · member of the campaign (role: hero) · media video
The announcement article	type announcement_article · channel owned web, blog surface · member of the campaign
The key visual inside it	type key_visual · media image · child of the article · craft graphic design
The in-store display film	type retail_display_piece · channel retail, in-store touchpoint · member of the campaign