Reference Set
42 visual references organized into 6 categories. Each tile describes a real reference image's visual logic (composition / lighting / palette / mood) so Dr Stan's creative-director can either source the matching reference OR use the spec to direct new generation. Images saved to ./images/02-scrapbook/ when capture-pass runs. The scrapbook intentionally mixes Track A (CN bold colorful) with Track B (EN editorial cream).
Pastel cream/sage editorial palette. Quiet authority. The cultural ground the Marcus 35 ICP reads as "this is how men's health should look."
Cream backdrop. Single bottle centered. Sage-green pill spilling. Soft side-light from left. 4:5 IG aspect. Type lockup in lower-left, Cooper-style serif. Tagline: "Have we met before?"
Mid-shot doctor in white coat, warm wood-panelled clinic background. Direct eye contact to camera. Cropped at chest. Single sentence overlay in lower-third: "We treat the man, not the symptom."
Symbolic illustration — heart, brain, lungs labelled with ED as upstream signal. Editorial muted palette: warm sand, sage, deep navy. Magazine-feature layout.
Man 40s looking out window, morning light, robe. Neutral non-smiling face. Sub-headline: "The conversation you're not having with yourself." Deep-emerald accent.
Couple sitting on edge of unmade bed, morning. Not sexualised. Hand-on-shoulder. Linen palette. "He never used to wait." — wife voice in frame.
Glass bottle, sage-green label, soft drop shadow at 45°. Cream paper backdrop. Type set in Tiempos/Söhne style. No graphics — pure product as artefact.
Nine real-patient photos in grid. Each tile bears a single verbatim line. "It's been 14 years and finally I asked someone." · Neutral background. Diversity of age 30-65.
Couple romantic dinner; canary emerges from man's fly singing about cardio risk. Don't ape the joke — but DO ape the format-breaking confidence.
Reception, treatment room, consultation chair — the physical signals of trust and discretion. Patients pre-screen the clinic visually before booking.
Cream walls, warm-wood reception desk, soft daylight. NO acoustic-foam-and-blue-LED "tech-clinic" cliché. Reads as a family doctor's surgery — exactly the discretion Vincent 50 expects.
Cylindrical-probe docked, cart at standing height. Patient chair reclined. Door closed. CRITICAL CONTINUITY ANCHOR — every AI gen must reference this exact device geometry (NOT bulb, NOT wand).
Gateway Kiaramas tower lobby. Marble + brass + dark wood. Reads as private-practice premium. Studied by Vincent 50 incognito-Googler.
Plain door, single brass plate. No "ED CLINIC" signage. Bangsar shophouse address. Translation: the entry experience matters as much as the treatment.
Glass partitions, IHH-branding visible, white-uniform staff. Higher-trust ceiling but cold register — Dr Stan should not chase this.
Floor-to-ceiling imaging machine. Patient on table. Operator visible behind glass. Hospital-scale signal — useful for diagnostic-monologue ads where pain is "investigated."
Warm interior, Dr Chan facing patient. WHITE coat, stethoscope, glasses. Mid-40s/50s authority but not stern. Smiles in some shots. Establishes the doctor as a person, not a brand symbol.
Glass + steel + KLCC view. Aspirational but cold. Reads "I'm at a hospital" not "I'm with my doctor." Counter-reference: Dr Stan must be warmer than this.
The device-canon. Every AI gen referencing the treatment apparatus MUST use these geometry references. Hard rule: cylindrical probe NOT bulb (bulb triggers balloon shape in AI gen). 4 caster wheels. Floor-standing cart ~110cm tall. Tilted display.
Floor-standing cart, white body, four casters visible, control screen tilted up-left, cylindrical hand-held probe docked on right side at chest height. Cable looped neatly. Pure-white seamless backdrop.
Macro of the probe head — flat cylindrical contact surface. Branded "Medispec ED 1000" stamp visible. Color: silver/white plastic + matte black grip. Avoid all "wand" or "bulb" visual associations.
Doctor's hand holding probe against (clothed/draped) patient. Coupling gel visible. Display screen showing waveform. Medical-clean environment. NEVER show genitalia.
Tilted screen showing pulse waveform + session counter (e.g. "Session 3 of 6 · 18:42 of 20:00"). Reinforces the "6 sessions × 20 minutes" Treatment Protocol.
Cart parked beside patient chair in R Clinic treatment room. Soft daylight, beige walls. Shows scale (probe at hand height; cart at shoulder height of seated patient).
Close-up of the FDA-approval stamp on device panel. Side-light to make embossing read. Single trust-signal frame for IG carousel.
The visual language of 男士健康 advertising in Mandarin-Chinese markets. Bolder color, higher contrast, more text density, more "uncle" approachability. Mainland 男科医院 ads run hot; Taiwan 男科诊所 ads run colder; Malaysian Chinese language reads in between.
Red + gold + bold-black layered headlines. Doctor portrait inset. Tagline: "不再当沉默的男人" ("No more silent men"). Phone number HUGE. High urgency.
Watercolor illustration grid. Pastel pink + blue. Friendly comic-style. Each slide one tip. KOL face inset bottom-right. Format = grid-slide carousel.
Cleaner editorial: cream + sky-blue. Doctor in suit. Tagline: "重拾自信，不需要药" ("Restore confidence, no pills needed"). Closer to Hims aesthetic than mainland.
Single-page newspaper insert. Black-and-red headline "治本不治标" ("Treat the root, not the symptom"). Bullet list of 6 symptoms. Phone + clinic address. WhatsApp QR.
Uncle-KOL 50s in modest home setting. Direct-to-camera. "老婆问我为什么不行了…" ("Wife asked me why I'm not working anymore..."). Vertical 9:16. Subtitles burnt-in.
Hospital corridor, signage "男科". Patient looking down, doctor leading. Strong narrative shot for storytelling carousel.
What does Mrs Lee 47 look like? Where does she scroll? What's the visual register that catches her eye on IG/WhatsApp/forum? This is THE undefended channel — see artefact 03 for full persona depth.
Mont Kiara/Damansara mom 45-50, lifestyle IG feed: cafes, kids' enrichment, mahjong group, anti-aging skincare. Spots Dr Stan ad while scrolling between Sephora and Sephora-adjacent.
WhatsApp group "Mont Kiara Mahjong 麻将" or "Damansara Heights Moms". Girlfriends discreetly mention "my husband used Dr Stan." Forward chain. The single most powerful Mrs Lee referral mechanic.
Late-night browsing Lowyat.NET on husband's behalf. Posts under pseudonym. Looking for "real verified KL clinic for husband ED." Reads peer-recommendations heavier than ads.
Mrs Lee at Caring Pharmacy / Watsons pharmacist counter, asking quietly about "anything for my husband." Pharmacist hand-off to clinic referral is uncaptured channel for Dr Stan.
Cream-bg editorial. Woman 45 sitting at kitchen table, phone in hand, half-smile. Copy: "You can text us. He doesn't have to know we talked first." Soft blue + cream + serif body type.
Editorial photography of wife-checking-on-husband motif: kitchen, bedroom morning, hand-on-shoulder. Always non-sexualised. Mid-day soft light. Mature couple.
Founder face = brand face. Hard rule: no other doctor faces, no AI-gen doctor faces, only Dr Stanley Chan. The editorial register: warm, clinical, never stern, never over-friendly. Calgary-trained dignity.
Mid-shot, white coat, stethoscope, glasses. Eyes to camera. Neutral face — readable as competent, not salesy. Cream backdrop or warm clinic interior. 4:5 aspect for IG feed hero.
3/4 shot from over patient's shoulder, Dr Chan leaning slightly forward at desk. Half-smile, hands gesturing. Patient invisible (back-of-head only). Communicates discretion.
Dr Chan at IMU teaching, mid-presentation. White coat, gesturing at slide. Establishes "Associate Professor" credential visually. Use for Vincent 50 ICP — credentialism reads.
Dr Chan receiving Natural Health Award 2024 for Men's Health Clinic recognition. Provides external-validation visual proof.
Photo from Univ of Calgary medical school 2004. Either of Dr Chan as student/grad OR Calgary campus stand-in. Subtle "trained in Canada" anchor for the credentialist ICP.
Macro shot of Dr Chan's hands holding the Medispec probe. Crispy detail on hands, soft on background. Establishes the human + the device in one frame.
Dr Stan canonical palette per BRAND-CONTEXT:
| HEX | Role | Usage |
|---|---|---|
#1E73BE | Primary Blue | Headlines, accents, CTA buttons |
#12445E | Dark Teal | Editorial body, section headers, deep card surfaces |
#253034 | Dark text | Body copy, primary text color |
#F0F0F0 | Light Gray | Card backgrounds, subtle dividers |
#FFFFFF | White | Canvas, generous whitespace, breathing room |
Per BRAND-CONTEXT: Oswald (condensed, masculine) for headlines + system serif (Georgia / Tiempos / Söhne family) for editorial body. For CN tracks: Noto Sans SC bold weight 700-900 for headlines, regular 400 for body. Avoid generic sans-serif (Helvetica/Inter) for Dr Stan — too startup, too tech, undermines the 12-year doctor-authority anchor.