The PurpleLalu — Marbilsm Creative Brief 2026

For: Marbilsm — Static Graphic Content Partner

Your Complete Creative Brief
for The PurpleLalu

This document tells you everything you need to create on-brand, platform-correct, funnel-driving static graphics for The PurpleLalu. Read it once. Refer to it every week. Do not deviate from the design system, tone rules, or delivery specs without confirming changes in writing first.

Section 1

Brand Overview

Before you open a single design file, internalize this. Every creative decision you make should run through this filter.

Who Is The PurpleLalu?

The PurpleLalu is a Missouri-based, woman-owned brand founded by Sabrina Campbell. It exists at a very specific intersection: ADHD + entrepreneurship + real systems that actually work for neurodivergent brains.

Sabrina is a Virtual Executive Assistant (VA) contractor, an ADHD productivity specialist, and a solopreneur who has built a full digital brand — Notion templates, coaching sessions, body doubling, and VA services — while managing ADHD herself as a single mother and sole provider.

This is not a wellness brand. It is not a productivity influencer account. It is not a coaching brand with clinical language. It is the honest, slightly unhinged, deeply useful brand that exists for ADHD entrepreneurs who are tired of being sold systems that were designed for neurotypical brains.

Target Audience

Primary

Adult ADHD entrepreneurs, freelancers, and solopreneurs (diagnosed or self-identified)
Women-coded audience, though not exclusively female
Ages 25–45, running a service-based business or building one
They have tried every planner, every productivity app, every “just use a to-do list” system and none of it has stuck
They know something is “off” with how they work but they’re not broken — they just need systems built for how they actually function

Secondary

Overwhelmed professionals who need executive assistant support
Businesses looking to hire a VA who understands ADHD-adjacent working styles

Services + Products (Reference for CTAs)

These are the only active, promotable offers. Do not reference discontinued products in any graphic.

Body Doubling Sessions — $50. Lowest-barrier entry offer. Virtual co-working accountability.
Clarity Session — $97. 60-minute focused strategy session. Primary paid conversion goal.
Virtual Executive Assistant (VA) Services — Ongoing retainer. B2B/LinkedIn audience focus.

Notion Templates — ADHD-designed digital products in the shop.
Blog — thepurplelalu.com — 32+ posts, primary SEO content engine.
Lead Magnets — 5 active (detailed in Section 4). These rotate as the weekly primary CTA.

PROHIBITED FROM ALL CONTENT: Finally Focused, Content Command Center, Focus Funnel V2.0, Weekly Reset template, External Brain Audit. These products are discontinued and must not appear in any graphic, caption suggestion, or URL.

Section 2

The Design System — Non-Negotiable

This design system is fixed. It applies to every single graphic you produce. No exceptions, no “creative liberties,” no white backgrounds, no gradients outside of the defined use cases. When in doubt, check this section.

Color Palette (All 7 Hex Codes)

#17142b

Deep Space — Primary Background

#250537

Header Purple — Secondary BG / Headers

#401579

Accent Purple — CTA Buttons

#0095b0

Teal — Accent Bar / Key Emphasis

#9d8dbd

Lavender — Squiggle / Pillar 1 & 5

#ffffff

White — Headings Only

#e7e2f4

Light Lavender — Body Text

Typography

Headings: Playfair Display Bold 700 — white (#ffffff). All headlines. No other headline font.
Body Copy: DM Sans Regular 400 — light lavender (#e7e2f4). All body text, captions, descriptions.
Pillar Labels: DM Sans Medium 500 — ALL CAPS, 10% letter-spacing, 28pt on carousels. Use the pillar’s assigned accent color.
Stats / Data Callouts: Playfair Display 900 for the number, DM Sans 400 for the label. Number in teal (#0095b0).

Recurring Design Elements (Required on Every Graphic)

Teal accent bar (#0095b0): Minimum 3px horizontal bar. Appears as a visual anchor — typically at top or bottom of graphic, or as a section divider. Required on every single graphic without exception.
Watermark: “thepurplelalu.com” — DM Sans Medium, small, low-opacity (30–50%), lower-right corner or bottom center. Every graphic. No exceptions.
Wavy squiggle: #9d8dbd lavender, 10–20% opacity, top-right or bottom-right corner, behind content layer. Creates visual texture without cluttering the message.
Safe zone: 80px margin from left and right edges. Nothing important should appear inside the 80px gutters.
No white or light backgrounds. No lavender backgrounds. Dark palette only.
No gradients except as an intentional hero element — and only a deep dark-to-darker purple. No bright gradient washes.
No stock photography. No lifestyle images. No flat-lay desk photos. No people unless they are explicitly approved brand photos of Sabrina or Luna (the dog).

Section 3

The 5 Content Pillars

Every graphic belongs to one pillar. The pillar determines the accent color used for that asset, the types of hooks to use, and what the CTA points toward. When you receive a weekly brief, you will be told which pillar(s) the content belongs to. Use that to assign the correct accent color.

Pillar 1 — #9d8dbd

47 Browser Tabs Open

Emotional resonance content. The ADHD reality: dysregulation, overwhelm, shame spirals, the paralysis loop. Relatable moments that make the audience feel seen.

#9d8dbd Lavender

Pinterest Carousels

Pillar 2 — #0095b0

Systems Built to Bend

Practical content. Notion templates, body doubling, daily reset systems, flexible frameworks. The “here’s how to actually do it” pillar. Product lives here.

#0095b0 Teal

Carousels Pinterest

Pillar 3 — #401579

Running a Business w/ ADHD

Revenue reality. Client acquisition, broken pipelines, the solo founder grind, hiring support. Business-focused content that bridges ADHD brain and actual income.

#401579 Accent Purple

Pinterest Carousels

Pillar 4 — #0095b0

Proof It Works

Social proof content. Mini case studies, before/after system comparisons, client wins framed around the system — not the person. Builds credibility quietly.

#0095b0 Teal

Carousels Pinterest

Pillar 5 — #9d8dbd

Behind the PurpleLalu

Founder POV content. Sabrina’s real life, Luna the dog, sarcastic takes on productivity culture, the ADHD tax in real time. Human-first content that builds trust over time.

#9d8dbd Lavender

Pinterest Carousels

Section 4

Lead Magnet Rotation Schedule

There are 5 active lead magnets. Three rotate as the weekly primary CTA. You will be told which magnet is active each week. Every graphic that week must point to that magnet’s CTA language. Do not mix magnets within a single week’s batch.

The 4-Week Rotation

Week	Lead Magnet	Pillar	CTA Copy to Use	Audience Pain Point
Week 1	“I Tried My Best” AI Prompt Pack	P1	“For the days you tried your best and it still wasn’t enough.”	Emotional dysregulation, shame after a hard ADHD day
Week 2	Daily Reset Checklist	P2	“Pick 3 things. Do those things. That’s the whole system.”	Decision paralysis, overwhelm, where to even start
Week 3	Fix How You Get Clients	P3	“Your pipeline isn’t broken. Your system is.”	Revenue gaps, inconsistent clients, ADHD + sales avoidance
Week 4	ADHD System Audit	P5	“5 questions. 3 minutes. You’ll know exactly what’s broken.”	Self-diagnosis, “something’s off but I don’t know what”

The fifth magnet (Business Toolkit) will rotate in as a replacement or supplement. You will be notified when.

Section 5

Platform-Specific Specs + Rules

You produce static graphics for three platforms: Instagram (carousels), Pinterest (pins), and supplementary graphics for LinkedIn. Each platform has different dimensions, different content behavior, and a different audience mindset. These are not interchangeable. Do not resize a Pinterest pin and call it an Instagram carousel.

📸

Instagram — Carousels

2 carousels per week — Wed + Sat

2/week

Dimensions

1080 × 1080px

Slides Per Carousel

3–7 slides

Export Format

PNG, sRGB

Posting Day

Wed + Sat

Posting Time

Wed 12pm CT / Sat varies

Primary Goal

Saves + lead magnet clicks

Slide 1 = the hook. Bold headline that creates a pattern interrupt. This is the only slide visible before the swipe. It must earn the swipe. Use the pillar’s accent color for the key word or stat. Max 8 words in the headline.

Slides 2–6 = one point each. No paragraph walls. One idea, 10–20 words, a supporting visual element (icon, small stat, divider line in teal). The scroll should feel like flipping flash cards — fast, clear, satisfying.

Final slide = CTA only. Current week’s lead magnet CTA phrase. “Link in bio” or “Grab it free at thepurplelalu.com”. Teal button element. The watermark. Nothing else.

Pillar label placement: DM Sans Medium, ALL CAPS, 10% letter-spacing, 28pt, top-left corner of each slide in the pillar accent color. Example: “SYSTEMS BUILT TO BEND” in teal for a P2 carousel.

Carousels are built for saves. The audience saves carousels that feel like reference sheets. Think: checklist, before/after comparison, “5 signs you’re in waiting mode”, system breakdown.

Do NOT use the carousel caption as the graphic’s title. The graphic must communicate the value without the caption. Instagram can pull a single slide as a standalone post in recommendations.

📌

Pinterest — Pins

3 pins per week — Wed + Sat (manual posting)

3/week

Dimensions

1000 × 1500px

Aspect Ratio

2:3 (required)

Export Format

PNG, sRGB

Posting Days

Wed + Sat

Posting Time

10am–1pm CT

Primary Goal

SEO + blog/LM traffic

Pinterest is a search engine, not a social feed. Every design decision must serve discoverability, not virality. Users are actively searching for solutions — your pin must match search intent visually and in the title copy you include in the graphic.

3 variation types per topic — you produce all three:
Type A — Text-only dark: Headline-driven, minimal, strong typographic hierarchy. Best for high-search keywords.
Type B — Stat/quote callout: A specific number or short quote as the visual anchor. “67% of ADHD adults struggle with task initiation — here’s why your planner won’t fix it.”
Type C — “X ways / tips / signs” list format: Numbered list visible in the graphic itself. At least 3 items shown. These are the highest save-rate pins.

Pin headline copy (in the graphic) must be SEO-searchable. Write it as someone would search it. “ADHD body doubling for entrepreneurs” not “The magic of working alongside someone.”

Every pin links to a real destination. You will be given the URL for each pin. That URL must be included in the alt text you provide alongside the graphic. The URL is either a blog post or a lead magnet landing page — never just the homepage.

Do NOT reformat Instagram carousels as pins. The dimensions, the headline style, the pacing, and the hook psychology are completely different. A carousel is built for a swipe. A pin is built for a static scan-and-click.

Do NOT write captions in Instagram style. Pinterest descriptions are keyword-rich sentences, not conversational captions. You will provide a suggested Pinterest description alongside each pin as a text file.

💼

LinkedIn — Supplementary Graphics

As requested — not weekly standard

As Needed

Dimensions

1200 × 628px

Aspect Ratio

1.91:1 (landscape)

Export Format

PNG, sRGB

Posting Days

Wed, Thu, Fri

Posting Time

3–8pm CT

Primary Goal

Authority + VA client pipeline

LinkedIn graphics are professional but not corporate. The tone shifts here — we are speaking to business owners and potential VA clients, not just ADHD entrepreneurs. The design system stays the same but the copy angle is more business-outcome-focused.

Stat graphics and quote cards perform best on LinkedIn. A bold data point about ADHD + productivity or a founder insight framed as a graphic. “Adults with ADHD are 300% more likely to start a business. Most never build systems to sustain it.”

LinkedIn graphics are landscape. This is completely different from Pinterest and Instagram. The orientation alone changes how text wraps, where the teal bar sits, and where the watermark goes.

Section 6

Weekly Delivery Schedule + Posting Times

Your delivery window is Monday by 12pm CT. This gives Sabrina time to review, request changes, and schedule everything via Meta Business Suite before the week’s posting begins. Late delivery = late posting = missed algorithm windows.

Your Standard Weekly Deliverable

Pinterest Pins

1000×1500px PNG — Types A, B, and C — all link to same weekly URL destination — include alt text + suggested Pinterest description per pin

Instagram Carousels

1080×1080px PNG — 3–7 slides each — slide 1 hook + content slides + CTA final slide — one per pillar assigned that week

LinkedIn Graphic (when requested)

1200×628px PNG — not required every week — only when specified in the weekly brief

Posting Schedule by Platform (For Context)

You are not responsible for posting — Sabrina handles scheduling. But knowing the posting windows helps you understand why Monday delivery matters and why content must be finished, not draft-stage, on delivery.

Platform	Posts/Week	Days	Optimal Time (CT)	Why It Matters
📸 Instagram Carousels	2/week	Wednesday + Saturday	Wed 12pm Sat evening	Midweek carousels catch the “digital lunch break” scroll. High save-rate window.
📌 Pinterest Pins	3/week (up to 5)	Wednesday + Saturday	10am–1pm	Planners seek inspiration in midday lulls. Tue–Thu are Pinterest’s peak days per 2026 data.
💼 LinkedIn Graphic	As needed	Wed, Thu, or Fri	Wed 4pm Fri 3–4pm	2026 data: LinkedIn peak has shifted to afternoon/evening. Wednesday 4pm is the top slot.

File Naming Convention

Name every file exactly as follows. Sabrina will not hunt for files or rename them.

Pinterest pins: PurpleLalu_Wk[#]_Pin[#]_[PillarCode].png — e.g. PurpleLalu_Wk3_Pin1_P2.png
Instagram carousels: PurpleLalu_Wk[#]_Carousel[#]_Slide[#]_[PillarCode].png — e.g. PurpleLalu_Wk3_Carousel1_Slide1_P1.png
LinkedIn graphic: PurpleLalu_Wk[#]_LinkedIn_[PillarCode].png
Alt text + Pinterest descriptions: Deliver as a single PurpleLalu_Wk[#]_Descriptions.txt file alongside the graphics

Section 7

Brand Voice + Tone Guide

The voice is the most important part of this brand. A graphic with perfect design but the wrong tone is still the wrong graphic. Every word that appears on a graphic — headline, subhead, CTA, list item — must pass through this filter before it’s finalized.

The one-sentence brand voice: Sarcastically witty, never mean — tell it like it is with dark humor that makes ADHD entrepreneurs feel seen, not sold to, and like someone finally gets it without making them feel broken.

Core Tone Attributes

Honest without being harsh. Acknowledge the real ADHD experience — the chaos, the shame, the paralysis — without pathologizing it or making it cute.
Sarcastic but not mean. The sarcasm punches at situations, systems, and neurotypical productivity culture. Never at the audience.
Specific, not vague. “The spiral that starts when you have to send one email but first you need to clean your inbox but first you need to file three things” beats “ADHD makes tasks hard.”
Dark humor is welcome. The audience has a dark sense of humor about their own ADHD. Lean into it when it serves the content. It builds trust faster than any inspirational quote.

No toxic positivity. The brand does not do “you got this!” or “your best is enough!” The audience has been patronized enough. Treat them like the capable adults they are.
Relatable phenomena over clinical language. Use the brand’s established vocabulary (see below) wherever possible.
Concise and punchy on graphics. Every word on a graphic must earn its place. Cut adjectives. Lead with the thing. No filler.
Warm underneath the sarcasm. The wit is a delivery mechanism for genuine care. The audience should always leave feeling understood, not mocked.

The Brand Vocabulary — Use These Terms

These are established brand terms that resonate with the audience. Use them on graphics when contextually accurate. Do not overuse — one per graphic maximum.

Waiting Mode — the ADHD paralysis of knowing you have one thing later so you can’t do anything now
Executive Function Traffic Jam — when you know what to do but can’t make your brain start
Shame Buffet — the mental self-attack loop after a bad ADHD day
Brain Fog — established term, no definition needed
The ADHD Tax — the time, money, and energy cost of living with ADHD

Ostrich Effect — avoiding the inbox / email / invoices because looking feels worse than not knowing
Hyperfocus Hostage — when the hyperfocus picks something useless and you can’t redirect
Interest-Based Nervous System — ADHD brains work on interest/urgency/challenge/passion, not importance
Paralysis Loop — the cycle of knowing, not starting, self-blaming, repeat

Tone in Practice — Real Copy Examples

Below are side-by-side examples of off-brand vs. on-brand copy for graphic headlines. When you write text for graphics, model it on the right column.

× Off-Brand (Don’t Write This) “Unlock Your Productivity Potential With These 5 Simple ADHD Strategies!”

✓ On-Brand (Write This) “5 things that actually work when your brain won’t cooperate. (None of them are a planner.)”

× Off-Brand “You Are Capable of Building Amazing Systems! Believe in Yourself!”

✓ On-Brand “Your system isn’t broken. It was built for someone else’s brain.”

× Off-Brand “ADHD Entrepreneurs: Take Action Now! Limited Spots Available!”

✓ On-Brand “Running a business with ADHD isn’t hard because you’re bad at business. It’s hard because the systems weren’t designed for you.”

× Off-Brand “Get Organized! Try Our Daily Checklist for Better Productivity!”

✓ On-Brand “Pick 3 things. Just 3. That’s the whole system. Grab it free.”

× Off-Brand “Signs You Might Have ADHD (Take Our Quiz!)”

✓ On-Brand “5 questions. 3 minutes. You’ll finally know exactly what part of your system is on fire.”

× Off-Brand (Pinterest) “ADHD Productivity Tips You’ll Love! So Helpful for Entrepreneurs 💕✨💕✨”

✓ On-Brand (Pinterest) “ADHD body doubling: what it is, why it works, and how to use it to actually finish things”

Section 8

Approved Hook Formulas for Graphic Headlines

When you write copy for graphic headlines, use one of these formulas as your starting framework. These are proven patterns for this niche and this audience.

For Instagram Carousels (Slide 1 Hook)

The Named Phenomenon: “[Brand term] is why you can’t [common ADHD struggle].” → “Waiting Mode is why you can’t start the project you care most about.”
The Contrarian: “[Common belief] isn’t the problem. [Real problem] is.” → “Lack of motivation isn’t the problem. Your system was built for the wrong brain.”
The Specific Number: “[#] [specific things] that actually work when [ADHD scenario].” → “4 things that actually work when your brain won’t start.”
The Rhetorical: “You know that [hyper-specific ADHD moment]? There’s a name for it.”
The Before/After: “Before a system / After a system” — visual split, no paragraph needed.

For Pinterest Pins (Headline In Graphic)

The Search Query Hook: Write the headline as a searchable query. “ADHD body doubling for entrepreneurs: how it works + where to find it”
The “X Ways/Signs/Things”: “7 signs your ADHD system is actually a to-do list in disguise”
The “Why Your [Thing] Isn’t Working”: “Why your planner isn’t working (it’s not you)”
The Stat Anchor: Lead with a statistic from an approved source. “ADHD adults are 300% more likely to start a business. Most never build the systems to sustain it.”
The “How To” with specificity: “How to reset your ADHD brain after a shame spiral in under 10 minutes”

Approved data sources only: CHADD (chadd.org), Understood.org, Cleveland Clinic, Scientific American. Do not pull statistics from ADDitude Magazine — it is permanently removed from the brand’s approved source list. When in doubt, ask before using a statistic.

Section 9

Prohibited List — Hard No’s

These are not suggestions. If any of the following appear in a delivered graphic, it will be sent back for revision. Build these into your own QC checklist before delivery.

White or light backgrounds. No exceptions. No “just this once for readability.” The brand is dark-palette-only.

Lavender backgrounds. Lavender (#9d8dbd) is an accent color — squiggles and labels only. Never a background.

Gradients (other than a defined deep dark-to-darker hero use). No bright color washes, no purple-to-teal fades, no sunset gradients.

Stock photos or lifestyle imagery. No Unsplash desk setups, no smiling woman with laptop, no flat-lay journals. Zero stock photography.

Girlboss energy or toxic positivity copy. “You got this!”, “Believe in yourself!”, “You’re amazing!”, “Level up!” — none of it.

Scarcity or urgency language. “Limited spots!”, “Only 3 left!”, “This expires soon!”, “Don’t miss out!” — never.

Discontinued products. Finally Focused, Content Command Center, Focus Funnel V2.0, Weekly Reset template, External Brain Audit — none of these exist anymore.

ADDitude Magazine statistics or references. Permanently banned source. Do not use even if the stat seems accurate.

Generic productivity advice. “Wake up early!”, “Use a to-do list!”, “Time blocking works for everyone!” — this brand exists because that advice doesn’t work for this audience.

Multiple CTAs on one graphic. Every graphic points to exactly one destination. One. Pick it and commit.

Instagram-style captions on Pinterest graphics. Pinterest and Instagram are different platforms with different audiences and different content expectations.

“The PurpleLalu LLC” on social graphics. The brand name is “The PurpleLalu” on all public-facing materials. Never include LLC.

Section 10

Weekly Brief Format

Each week, you will receive a short brief from Sabrina. Here is the exact format it will follow, and what each piece of information means for your work.

You Will Receive Every Monday Morning:

WEEK: [#] ACTIVE LEAD MAGNET: [Name + CTA phrase] LEAD MAGNET URL: [Full URL for Pinterest pin destinations] PILLAR(S) THIS WEEK: [P1 / P2 / P3 / P4 / P5] CAROUSEL 1 TOPIC: [Topic, pillar, any specific blog post to reference] CAROUSEL 2 TOPIC: [Topic, pillar, any specific blog post to reference] PIN 1 TOPIC: [Topic + target keyword for Pinterest SEO] PIN 2 TOPIC: [Topic + target keyword for Pinterest SEO] PIN 3 TOPIC: [Topic + target keyword for Pinterest SEO] LINKEDIN GRAPHIC THIS WEEK: [Yes / No + topic if yes] NOTES: [Any specific requests, upcoming blog posts to promote, seasonal context] DELIVER BY: Monday [date] 12pm CT

What to Deliver Back (Every Week):

3 Pinterest pins (PNG, 1000×1500px) with file naming convention
2 Instagram carousels (PNG, 1080×1080px, all slides) with file naming convention
LinkedIn graphic (PNG, 1200×628px) if requested that week
1 text file: PurpleLalu_Wk[#]_Descriptions.txt containing alt text for all graphics + suggested Pinterest descriptions (2–3 sentences each, keyword-rich)
A brief note (1–3 sentences) flagging any design decisions that need approval, any copy you were unsure about, or any requests for clarification for next week

Section 11

Quick Reference Summary

Bookmark this. Check it before every delivery.

Always Present on Every Graphic

Teal accent bar (#0095b0)
Watermark: thepurplelalu.com
Lavender squiggle (10–20% opacity)
80px safe zone margins
Dark background only
Playfair Display for headings
DM Sans for body copy

One CTA Per Graphic

Wk1: “I Tried My Best” → link
Wk2: Daily Reset Checklist → link
Wk3: Fix How You Get Clients → link
Wk4: ADHD System Audit → link
Never: homepage as CTA destination
Never: multiple CTAs on one graphic
Never: “/products/clarity-session/” on graphics (that’s for direct checkout only)

Delivery Checklist

☐ Monday by 12pm CT
☐ Correct file names
☐ Descriptions.txt file included
☐ Alt text for every graphic
☐ Correct pillar accent color used
☐ Active lead magnet CTA only
☐ No prohibited items
☐ Brief note on any decision flags

Your Complete Creative Brieffor The PurpleLalu

Brand Overview

Who Is The PurpleLalu?

Target Audience

Primary

Secondary

Services + Products (Reference for CTAs)

The Design System — Non-Negotiable

Color Palette (All 7 Hex Codes)

Typography

Recurring Design Elements (Required on Every Graphic)

The 5 Content Pillars

Lead Magnet Rotation Schedule

The 4-Week Rotation

Platform-Specific Specs + Rules

Weekly Delivery Schedule + Posting Times

Your Standard Weekly Deliverable

Posting Schedule by Platform (For Context)

File Naming Convention

Brand Voice + Tone Guide

Core Tone Attributes

The Brand Vocabulary — Use These Terms

Tone in Practice — Real Copy Examples

Approved Hook Formulas for Graphic Headlines

For Instagram Carousels (Slide 1 Hook)

For Pinterest Pins (Headline In Graphic)

Prohibited List — Hard No’s

Weekly Brief Format

You Will Receive Every Monday Morning:

What to Deliver Back (Every Week):

Quick Reference Summary

Always Present on Every Graphic

One CTA Per Graphic

Delivery Checklist

Your Complete Creative Brief
for The PurpleLalu