The same identity, three volumes.
Product is where a person works; editorial is where Milo thinks out loud; campaign is where Milo introduces itself. The failure this prevents is an application that runs permanently at poster intensity.
Ratios of system to expression.
The percentages are intent, not tokens. They state how much of a surface is doing a job versus setting a tone.
PRODUCT
Every surface a person works in. Function dominates. Sans and mono carry it; serif for object headers and at most one statement. Imagery contextual; art only at QUIET. One editorial device, never at SYSTEM.
EDITORIAL
Site, essays, documentation, release notes. Thinking dominates. Serif leads, real prose at 64ch, art and nature at plate scale with credits, one reveal per section.
CAMPAIGN
Launch, poster, film, social, packaging. Feeling dominates. Display-xl; language is the artwork; full-bleed imagery and extreme recipes permitted.
Intent, completed.
Same three families, same two semantic hues, same grid, same hairline. Nothing is added for campaign except permission.
PRODUCT — a task row
- DoneReconcile the September invoices
No statement. No image. No annotation. The identity is in the precision.
EDITORIAL — a section opening
The machine should hold the how.
A person states what should be true. Working out which computation is required, running it, and reporting the result in the fewest precise words is the machine's job, not theirs.
CAMPAIGN — a poster
Expression rises with audience distance.
The person inside the work needs the least expression; someone meeting Milo for the first time needs the most.
- A product surface never borrows campaign intensity to look impressive. If a product screen needs a hero image to feel like Milo, its hierarchy is wrong.
- Editorial may quote the product — a real screen at real density — but must not restyle it to look better than it is.
- Campaign may abstract the product but may not show a screen that does not exist.
- Every context keeps the same accessibility floor. Campaign type is large, so contrast is easier, not looser.
<body data-expression="product"> <!-- product | editorial | campaign -->What the gates check
overbrand fails a product document carrying display-xl, a full-bleed image, or more than one editorial device. generic fails the opposite failure — a campaign that has become a stock SaaS page. Both write to evidence/jev-decisions.jsonl.