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Proposed — the classification schema, whole
Review status, 5 October 2026: this is an earlier proposal with historical database measurements. Use the current review plan for the order of decisions. Later recorded decisions take precedence. This page is not blanket approval of migrations or of the original proposed merges.
STATUS: PROPOSED (10 August 2026). This page is the entire classification system in one view — every vocabulary, at every grain, with every proposed change marked in place. It exists because reviewing the vocabularies one flat list at a time hid the structure: the same idea kept re-appearing at different levels under different names, and you could not see it without holding four pages in your head at once. Every value and count here was probed against the live database or read from the ratified pages on 10 August 2026. The moment section is the piece under active review — it carries the promotion round and the registry cleanup as one drawn-out proposal. The promotion list remains the detailed record behind it.
How to mark it: the marks legend is — RATIFIED (already canon, shown for context) · KEEP (no change proposed) · PROPOSE (a change this page asks for) · OPEN CALL (historical identifiers
OC1–OC8; check each current disposition before answering). Each unresolved proposal needs an explicit answer. Silence does not approve it, and implementation follows a verified contract.
Current decisions that change this proposal
The later answers below take precedence over the August arrangement. The dated vocabulary and counts remain here for traceability; they do not establish current storage or approve a conversion.
| Subject | Current direction | Still to verify |
|---|---|---|
| Shot browsing | Keep Shot Types with Dialogue and Establishing, and provide a visible Shots entrance. | Exact descriptions and existing assignments. |
| Camera framing | Separate composition from scene activity and story descriptions. | Individual definitions and mappings, including Reaction, Lifestyle and Product Detail. |
| Chat and analysis | Describe the task or exchange; record AI involvement separately when supported. | Active Use versus Hands-on Use and every proposed conversion. |
| Calls to action, prices and offers | Preserve separate observations across media, inside or outside an end card. | Exact vocabulary, source locations and compatible storage. |
| Broad advertising names | Commercial, Promotional Ad, Brand Film and Product Film leave the canonical type list. | Source wording, distribution evidence and existing data mappings. |
See the answered shot review, chat and analysis review, and video and promotion review. These meanings need no new answer. The remaining individual definitions, promotions and merges are still in the review inventory.
The words this page uses, once
Five kinds of word appear below, and most past confusion came from mixing them:
- A grain is the thing being classified: a content item, a moment, an entity, or a grouping.
- An axis is one question asked of that thing ("what kind of piece is this?", "how was it shot?").
- A level is a step inside one axis's hierarchy (a family above its types; a group above its shelves).
- A value is one answer on an axis (
launch_film,establishing). - A vocabulary is the set of values an axis or level may use — curated (a governed list) or open (new words allowed, reviewed on a schedule).
- A display name is how a value renders to a person ("Launch Film") — stored values never appear in the interface.
Each classification list must answer a defined question. Different lists may share a word when the meanings differ. The recorded naming rule already permits this. Ambiguous definitions or duplicated meanings need review; matching words alone do not establish a defect.
The map
This map draws the four grains — the things classification attaches to — not the model's pillars. Products and concepts are not missing: products live on their own model chapter, and the classification axes themselves are what the concepts pillar governs.
Each grain carries its own axes. Below: the content item's, the moment's (in full — the piece under review), then the entity's and the grouping's.
Grain one — the content item
What kind of piece it is — RATIFIED
The content-type master list binds at the TYPE level: the industry-recognizable kind of piece, judged at the piece itself, several allowed with exactly one primary. The ten families it listed are shown next for comparison — the family layer is re-opened (the ⚠ below).
- Brand & campaign storytelling · 2. Product & feature communication · 3. Social proof · 4. Education & support · 5. Corporate communications & editorial · 6. Documentation & technical · 7. Advertising & promotion · 8. Social-native & community · 9. Visual & identity assets · 10. Event, retail & interactive experiences
⚠ The family layer above was RE-OPENED at the final review (13 August 2026) — the types stand (64 after the 16 August rulings); the ten family groupings are the superseded draft, kept for comparison. The reconciliation is built and being walked: the recommendation page is the ONE review surface, with the reconciliation page behind it. The families-9-and-10 naming question is absorbed into it. See the review agenda, item 1. PROPOSE (a pending migration, made visible by this page): the live registry still stores the pre-ratification names for families 3 and 5 (proof_advocacy · editorial_corporate_comms) — the rename to the ratified words runs with the vocabulary migration.
The ratified split rule travels with it: the old mixed "category" field divides into subject scope (what it is about) · campaign type (a fact about the grouping, never a label on the piece) · content role (the job it does).
Where it ran — RATIFIED
The channel stack binds: five levels, each answering one question — Media type (eight: digital · broadcast · print · streaming & OTT · outdoor · retail · physical products & experiences · digital products & experiences) → Channel (the lane within it) → Platform (the named service, linked to its entity when tracked) → Touchpoint (where a person meets it) → Ad format & placement (the bought-media unit). The ten-value registered channel list retires into the stack; the derived six-value list in use today maps in.
OC1 — earlier Format approval recovered; no new naming answer needed. Format describes image, text, video, audio or interactive content. Production descriptions and distribution remain separate. The old seven-value list mixes these questions, so renaming the whole list Production Form would not resolve the problem. The standalone rename proposal is withdrawn. The recorded decision preserves the approval; checking definitions, mapping existing values and preserving routing and saved filters remain implementation work.
Who it's for, and why — the strategy axes
| Axis | The question | Vocabulary (all curated) | Mark |
|---|---|---|---|
| Content role | What job does the piece do? | 19 values — awareness · education · proof · conversion · onboarding · thought leadership · comparison · demonstration · retention … | KEEP |
| Marketing intent | What is the marketing move? | 12 values | KEEP |
| Funnel stage | Where in the funnel? | 6 values — awareness · consideration · conversion · onboarding · retention · expansion | KEEP |
| Audience segment | Who is it aimed at? | 10 values — consumer · business · developer · creator · enterprise · smb · startup · education · government · healthcare | KEEP as the starter — the walk ruled audience becomes a real object with a beyond-tech vocabulary, owed by the Concepts chapter |
| Audience goal | What should that audience do? | 5 values — learn · engage · purchase · advocate · retain | KEEP |
| Value-prop clarity | How clearly does the piece land its value? | 7 values — high · medium · low · too technical · too vague · demo-dependent · requires trust proof | KEEP |
| Subject scope | What is it about — brand, product, feature, customer, partner? | the existing content level axis (brand · product line · product · feature · ecosystem · experience) is today's storage for most of this question; the ratified split absorbs it and adds the customer/partner scope | PROPOSE (part of the ratified split — content level folds in, it does not survive as a second axis) |
Three thinner curated axes also live at this grain — duration category (6 values) · story structure (7) · messaging type (8) — lightly used so far; they ride along unchanged.
The craft read — what the analyzer sees in the making
These axes are emitted by the analyzer per asset and write to their own tables. The registry is their governed home; the ruled endgame (already decided, queued for the pipeline lane) is that classifier prompts are generated from the registry, and every classification carries the taxonomy version that produced it.
| Axis | The question | Vocabulary | Mark |
|---|---|---|---|
| Concept | The creative idea or device | ~60 curated values in nine idea-families | KEEP |
| Writing style | The register of the copy or script | 11 curated | KEEP |
| Medium | What the craft sits on — live action, photography, interface capture, computer graphics | 6 curated | RECONCILE — preserve the production question separately from Format and distribution; shared spelling alone does not prove that two values should merge |
| Technique | The execution move — match cut, parallax, kinetic type … | 10 curated | KEEP |
| Material | The finish — chrome, matte, photoreal, textured … | 7 curated | KEEP |
| Behavior | How things move or are treated — reveal, loop, morph, grain, lighting … | 14 curated (9 motion + 5 treatment) | KEEP |
| Element | The design part on screen — logo, typography, color, iconography, data visualisation … | 12 curated (+ 8 type styles) | KEEP |
| Expression | Six fixed poles — form, render, energy, register, mood, weight — each rated every time | 6 poles, fixed bands | KEEP |
| Principle | The design principle at work | 21 curated | KEEP |
| Product surface | Which product surface is shown — chat, dashboard, code editor, packaging … | 10 curated | KEEP |
| Content origin | Human, AI-generated, AI-assisted — and the generating tool when identifiable | 4 closed + 10 soft tool names | KEEP |
What it says — the message axes
| Axis | The question | Vocabulary | Mark |
|---|---|---|---|
| Claims | What the piece asserts, with claim type + how it is evidenced | 65 curated claim types, harvested then promoted | KEEP |
| Proof points | What backs the claims | 30 curated | KEEP |
| Risk signals | What could cut against the brand | 30 curated | KEEP |
| Themes | The subjects and ideas it touches | open graph — deliberately unbounded | KEEP |
| Features | Which product capabilities it shows | open graph, tied to the product tree | KEEP |
| Tone · visual style · composition · pacing · color · music | The sensory reads | small curated lists each | KEEP |
Who made it, and who appears in it
Crafts — the discipline tree: 95 active disciplines under 11 top-level crafts, multi-parent by ruling (one display parent). Every active discipline carries a hand-authored rulebook — inclusion rules, exclusion rules, confusable pairs, examples (one further rulebook survives on a retired discipline) — which the Concepts chapter renders into this site as a generated review page (your directive; some definitions "still a little off"). Credit roles — 65 curated roles across 11 departments, written on credits.
Entity role in content — how an entity figures in a piece: 13 curated values — primary subject · owner · mentioned · partner · customer · competitor · sponsor · talent · production credit · storyline element · demonstration tool · incidental · background. This is the mention-side read (who appears); it is a different fact from the canonical ownership chain (whose work it is — the pending backfill the conformance report measures). KEEP.
Grain two — the moment · THE PIECE UNDER REVIEW
A moment is one beat inside a video. The August proposal below describes one filing axis and a set of side axes: the filing axis has three levels (where the moment goes on the shelf); the side axes are independent questions you filter by. Past confusion came from reading a side axis as if it were the filing, so the earlier illustration threads one moment through both:
A two-second closing beat where the logo assembles over a black card: filed under group Brand & Motion → shelf Logo Animations → detail
logo_morph· described in the earlier proposal as subject brand marks in motion · story job sign-off · framing reveal.
The later framing decision means that Reveal must not automatically be treated as camera composition. Its exact meaning and placement still need review. A moment may fit several shelves, with one main shelf; this example shows only one route.
Each description must answer a clear question without erasing another supported observation. The arrangement below is historical; it does not prove that the current registry or pipeline implements the approved meanings.
The filing axis — Group → Shelf → Detail, as proposed
One axis, three levels, one question: "what kind of beat is this, and where does it file?" The group is a heading for navigation (never written on a moment — derived from the shelf). The shelf is the answer — the kind of beat. The detail is the curated craft vocabulary beneath each shelf — the promotion round's 64 values placed where they live, with the tail merges collapsed under their survivors. (The shelf says what kind of beat; the story-job side axis below says what the beat does for the story — "Product Demo" is a kind, "demo" as a story job is a purpose, and a Title Card beat can serve a demo story job.) Uses in parentheses; the promotion list carries every definition and merge line individually.
Product — the beat is about the product
- Product Reveal —
hero_reveal(32) ·chip_reveal(10) - Feature Highlight —
real_time_translation(8) ·voice_mode(8) ·display_reveal(7) ·ai_integration(6) ·heel_max_air_unit(5, OC2 below) - Product Demo —
ui_walkthrough(166) ·screen_capture(56) ·voice_interaction(41) ·vfx_breakdown(28) ·ui_interaction(19) ·chat_interaction(17) ·transformation(14) ·crafting_process(11) ·ai_generated_character(10) ·code_generation_comparison(9) ·code_editor_ui(9) ·image_generation(9) ·code_generation(9) ·metamorphosis(8) ·ai_agent_navigation(8) ·ai_chatbot_interaction(8) ·voice_search_response(8) ·auto_framing(7) ·voice_command_text_edit(7) ·data_analysis(6) ·ai_analysis(6) ·tennis_swing(5, OC2) ·race_car_in_action(5, OC2) ·ai_translation(5) ·component_assembly(5) ·ai_product_description(5) - Product in Use —
lifestyle(165) ·lifestyle_with_product(29) ·product_detail(14) ·hands_on_interaction(12) ·typing_on_laptop(11) ·tennis_challenge(10, OC2) ·laptop_use(7) ·active_use(7) ·athlete_in_action(5) ·writing_in_notebook(5) ·hands_on_use(5) ·person_using_phone(5) - PROPOSE — flatten the nested shelf:
product_demonstrationcurrently sits underproduct_demoas a shelf beneath a shelf — the one place the shelf level nests. The ruling already says flatten it; it merges into Product Demo.
Interfaces
- UI —
chat_prompt_ui(97) ·progress_animation(12) ·panel_ui(10) ·file_browser_ui(8) ·dashboard(7) ·voice_app_ui(6) ·task_selection_ui(5)
Typography & Titles
- Title Card —
full_page_title(160) ·text_overlay(86) - End Card —
logo_lockup(7) - PROPOSE — the ruled sub-splits, drawn in: the walk ruled typography needs sub-splitting into full-screen title animations · end cards with pricing or a call to action · opening titles. Proposal:
full_page_titlepromotes as the full-screen-titles home under Title Card; a curatedpricing_cta_carddetail lands under End Card (absorbing the work a stranded registry value has been failing to do — see OC5 below);opening_titleis minted empty, ready for harvest.
Later answer: pricing and calls to action can appear independently, before an ending and on images or pages. The proposed end-card detail cannot replace those observations. Its exact name and any conversion remain unapproved; preserve the accepted cross-media meaning.
Brand & Motion
- Logo Animations —
logo_animation(52) ·logo_morph(6)
Design
- Data Visualization —
stat_reveal(15) ·comparison_chart(13)
Editorial
- Transitions — (no promoted detail yet — 10 uses total at the shelf level)
Effects & VFX — OC3: the group exists with no shelf under it. Proposal: keep the group (the effects vocabulary is coming work, not a mistake), and note it stays invisible in browse until a shelf lands.
Shot Types — OC4 answered on 5 October: keep the group for Dialogue and Establishing and provide a visible Shots entrance. The shot review records the accepted recommendation. The August proposal to dissolve this group is superseded. Its measurements remain in the dated promotion list. Keeping the group does not approve retiring establishing_shot, removing Talking Head or changing any individual assignment. Those definitions and mappings still require evidence.
OC7 — structure answered; individual meanings remain open. Camera framing describes composition. Scene activity and story descriptions answer different questions and can coexist. The earlier proposal to move reaction, lifestyle and product_detail into one mixed Framing list does not implement that direction. Compare their individual definitions and examples before deciding whether any entries overlap. No retirement or automatic conversion is approved.
Visibility remains separate from shelf meaning. The earlier proposal separates browse visibility from the kind of moment. The later Shots decision also requires a discoverable entrance for matching production shots; an internal catalogue label must not hide that path.
OC5 — the end-card-only replacement is superseded. The August proposal would retire pricing_cta into pricing_cta_card under End Card plus a call-to-action story label. Your later answer requires requested action, price, benefit, terms, subject and source location to remain searchable across media. They may occur together or separately, inside or outside an end card. The exact legacy mapping and any retirement remain implementation work; those two labels alone cannot preserve the approved meaning.
PROPOSE — the two shelf-name echoes retire from the detail level: product_in_use (4 uses) and end_card (2 uses) were typed into the detail level; the shelf already records what they tried to say.
OC6 — chat and analysis meanings answered; physical-use comparison still open. Chat Interaction stays broad, with AI participation recorded separately when supported. Data Analysis describes the task, with AI involvement recorded separately when supported. The answered review preserves both choices. Active Use versus Hands-on Use still needs checked examples. No pair or tail value is approved for automatic conversion by these meaning decisions.
OC2 — sports descriptions remain open; the named-feature rule already applies. The August list proposed tennis_challenge, tennis_swing, race_car_in_action and heel_max_air_unit together. The named-feature explanation applies the existing product model to Heel Max Air Unit: retain the supported feature information and product connection, separately from a reusable description of its presentation. That relationship needs no new approval. Its exact feature identity, interval and any replacement label still need verification. The three sports-related descriptions still need checked examples before deciding their vocabulary placement.
The three main side axes — what you filter by
Historical list, not the accepted final vocabulary. The Framing row below mixes composition, activity and story descriptions. The approved direction separates those questions; the replacement choices still need definitions.
Independent questions, never part of the filing. This is where the promotion page's section headings came from — they were the Subject axis, not the groups. The two lists share words on purpose-adjacent ideas (subject product vs group Product; subject typography vs group Typography & Titles) but answer different questions, and they can disagree: a beat of someone jogging with the shoe barely visible files under Product in Use while its subject is people. The group is where it files; the subject is what is literally on screen.
| Axis | The question | Vocabulary (curated, complete) |
|---|---|---|
| Subject | What is literally on screen | product · people · environment · brand marks in motion · evidence and charts · typography |
| Story job | What the beat does for the story | hook · problem · reveal · demo · proof · transformation · trust · call to action · sign-off · explanation · other |
| Framing | How it was shot | establishing · hero · product detail · macro · lifestyle · reaction · reveal · demonstration · interview · point of view · b-roll · transition |
Shared names and distinct meanings
OC8 — the blanket unique-word question is withdrawn; individual definitions remain open. The earlier naming approval permits a content type and a craft specialization to share a name when they describe different things. We do not need another vote on banning all shared names.
This does not approve every proposed overlap. Reveal as a story job versus a shot description, Demo versus the Product Demo shelf, and Transformation as a story job versus a detail still need definitions, examples and a reason to remain separate. The answered shot and story review settles the description structure; those individual meanings remain in the queue. No merge or rename follows from spelling alone.
The historical example used Commercial. The answered video and promotion review removes Commercial from the canonical whole-piece types while preserving source wording and advertising evidence. That name needs no new answer. The evidence note records the exact approval and its limits.
The rest of the moment's reads
Beyond the filing and the three main side axes, a classified moment carries further descriptive reads — same grain, smaller questions:
| Read | The question | Vocabulary |
|---|---|---|
| Human presence | Who is on screen | individual · group · crowd · none |
| Product visibility | How present the product is | in hand · device · interface shown · implied · absent (separation from product role was approved on 4 October; exact choices still need definitions) |
| Product role | What the product does in the beat | focal · active use · contextual · implied · background · absent |
| Offering form | What kind of offering appears | 16 curated values |
| Moment-level role & surface | The content-role and product-surface reads, at beat grain | mirror the content-item axes above |
| The open reads | Motion state · interest type · reuse value · before/after · visual theme · on-screen text · brand-asset flag | open or yes/no — recorded, not governed lists |
Beneath the shelves, the detail level stays open — harvest-then-promote is the ruled loop: new words land freely; on a schedule, values above the floor promote with definitions and one-off spellings merge into their curated neighbor. This round is that loop's first run.
Grain three — the entity
| Axis | The question | Vocabulary | Mark |
|---|---|---|---|
| Kind | What sort of thing | company · person · song · artist | ANSWERED 5 October — Music Label is a company type, not a separate basic kind; decision. Physical registration and creation paths still need reconciliation |
| Company type | What sort of company | 17 curated — brand owner · sub-brand · product line · agency · creative studio · production company · production studio · holding company · media company · publisher · technology · vendor · music label · non-profit · government agency · trade association · award organization | KEEP (the walk's two-level brand-vs-vendor read composes from these) |
| Industry position | Sector → industry → category trees | the market trees, own tables | KEEP |
| Positioning — audience | Who the entity aims at | the same 10-value starter list as the content grain's audience axis — one vocabulary, used at both grains | KEEP as the starter; the ruled real-object, beyond-tech vocabulary is owed by Concepts (one owed list covers both grains) |
| Positioning — market | Segment and tier | consumer · prosumer · smb · enterprise / luxury · premium · mass market · value | KEEP |
| Positioning — occasion | The occasion it positions around | ruled first-class; no storage exists yet — honestly unbuilt | PROPOSE (build with the vocabulary migration) |
The product tree beneath an entity — products are entities with their own identity (ruled), and they carry their own small axes: product type (3 curated values) · product category (20 curated) · feature type (3 curated, on the feature tree). KEEP — these grow with the vendor-side collection.
Ownership and brand architecture are relationships, not classifications — they live on the entities pillar.
Grain four — the grouping
| Axis | The question | Vocabulary | Mark |
|---|---|---|---|
| Grouping kind | Which of the four ruled kinds | campaign · brand-and-identity program · project · event/season — stored today as 21 registered campaign types (product launch · feature launch · brand platform · seasonal · sponsorship · partnership · project · …), every value in use registered | KEEP — the 21 types read as sub-kinds of campaign plus project; how the four ruled kinds map onto storage is pipeline-lane design, flagged there |
| Membership role | What a piece is doing in its grouping | asset · hero · supporting · validation · partnership · reaction · feature | KEEP |
| Company role | What a company is doing in a campaign | 9 curated — partner · customer · sponsor · partner brand · creative agency · media agency · production · influencer · other | KEEP (the vendor-side collection leans on this) |
| Event category | What kind of event or occasion | a two-level tree: 8 categories over 52 subcategories, on the events-and-observances calendar | KEEP — reconcile with the occasion axis when it is built, so "occasion" is one idea, not two |
| Event participation | How an entity relates to an event | 14 curated roles across sponsorship · speaking · hosting · attendance · jury · award | KEEP |
The governed surface, stated once
The registry is the single governed surface (ruled): every curated vocabulary above lives in it, classifier prompts are generated from it, and every classification records the taxonomy version that produced it. Today five vocabularies are still hardcoded in prompts and kept in sync by hand — the known split-brain defect, fix ruled and queued. Ratifying this page is therefore ratifying what the analyzers will be told to see, not just what the site displays.
Two vocabularies ride on every classification, whatever the axis: evidence — how sure the read is (directly shown · directly stated · strongly implied · weakly implied · speculative · no reference) — and who said it (analyzer · human · import · rule). The ruling binds them everywhere: every classification records who said it, and automation never overwrites a human row.
Every proposal on this page, in one list
- Registry rename to the ratified family names for content-type families 3 and 5 (migration).
- Subject-scope storage lands per the ratified category split, absorbing the existing content-level axis (migration).
- OC1 — Format meaning recovered from the earlier approval; the standalone Production Form rename question is withdrawn. Exact mappings and consumer compatibility remain implementation work.
- Moments: flatten the nested
product_demonstrationshelf (ruled). - Moments: tier → visibility label, one job per list (ruled).
- OC4 — answered: retain Shot Types and a visible Shots entrance. Individual definitions and conversions remain open.
- OC5 — preserve separate action, price and offer observations across media. The end-card-only replacement is superseded; exact mapping and retirement remain unapproved.
- Typography distinctions remain useful; pricing and calls to action are not confined to end cards. Exact proposed detail values still need review.
- The dated promotion round retains its 64 candidates, 76 proposed tail merges and two shelf-name retirements. Each needs an individual disposition; no retirement follows from the shot-group answer.
- OC7 — separate camera composition from activity and story descriptions. Exact Reaction, Lifestyle and Product Detail definitions and mappings remain open.
- OC6 — chat and analysis meanings are answered. Active Use versus Hands-on Use and individual conversions remain open.
- OC2 — sports descriptions remain unresolved. Apply the existing named-feature rule to Heel Max Air Unit; verify its identity, interval and any conversion separately.
- OC8 — blanket unique-word question withdrawn under the existing naming rule. The particular Reveal, Demo and Transformation meanings remain open; no new answer is needed on the blanket policy.
- OC3 — keep the empty Effects & VFX group as coming work.
- Entity: Music Label company-type placement is approved. Retiring its separate kind registration requires the verified implementation contract; no migration is claimed.
- Occasion storage is built when the vocabulary migrations run (ruled first-class); reconcile with the event-category tree so "occasion" stays one idea.
Approved meanings proceed to a verified implementation contract. Unresolved proposals do not execute, and this page does not authorize a database, prompt, schedule or processing change.
Last reviewed 5 October 2026.
This pass also records the approved Music Label placement. Earlier measurements remain historical; other definitions, proposals and implementation claims still require verification.