ART-DIRECTION SOURCE LIBRARY · 42 REFS · 5 VISUAL TRACKS
The Dr Stan visual system has to thread a needle no other men's-health brand in MY is threading — premium AG1-quality editorial trust (for Marcus / Vincent / Mrs Lee) without drifting into Hims-pill-aesthetic (off-brand for the EDSWT story), and bold colloquial-CN authority (for Uncle Chen / Ah Hock / Ah Keat / Mrs Lee CN) without drifting into the roadside-CN-男科 billboard pattern (the category-poisoning anti-reference). This artefact catalogues 42 visual references spanning five tracks: EN Track B (Hims/Roman/Manual/Numan), MY-Clinic Editorial (R Clinic, Beacon, Pantai aesthetic), Medispec ED 1000 device photography (canonical cylindrical probe), Mrs Lee Bangsar-Babes mid-life-wellness (Goop / Cosmo / Pantai concierge), and Dr Stanley Chan editorial portraiture (warm clinical authority — never AI-gen). Every reference is tagged CANONICAL (use), WARNING (use with discipline), or BANNED (the visual anti-pattern that kills the brand).
| Track | Owner Persona(s) | Channel | Reference Class | Production Method | Cost Tier |
|---|---|---|---|---|---|
| A · EN-Premium | Marcus 35, Vincent 50, Mrs Lee EN 47 | Meta EN, IG, SEO blog hero | Hims / Roman / Manual / Numan | Nano Banana Pro + Dr Stanley headshot composite | Mid |
| B · CN-Bold | Uncle Chen 55, Ah Hock 45, Ah Keat 48, Uncle Lim 62 | Meta CN, FB CN page, WhatsApp broadcast | XHS uncle-health grid, CN-MY 男科 (distance from) | Nano Banana 2 + bold CN type overlay | Low-Mid |
| C · Mrs Lee | Mrs Lee 47 (Christina EN + CN) | IG geo-fenced KL women 40-55 | Goop, Cosmo, AIA wife-protection, Pantai concierge, Charles & Keith mid-life | Nano Banana Pro soft-pink moodboard + serif type | Mid-High |
| D · Device Doc | All — credentialing layer | SEO blog, FAQ pages, paid landing pages | Medispec ED 1000 official + R Clinic interior | Real photography only — NO AI-gen | One-time prod |
| E · Dr Stanley | All — face-of-brand | Every artefact ever — credential anchor | R Clinic editorial portrait, Calgary alma mater, IMU faculty | Real photography only — NO AI-gen substitutions | One-time prod |
The Hims/Roman/Manual/Numan reference floor. Cream / off-white / muted-blue palette. Serif headlines. Big whitespace. Patient-internal-monologue copy register. Not AG1 (too wellness-not-medical) — closer to Manual UK's "matter-of-fact-care" register.
Pre-2024 Hims hero. Off-white background, single Roman bust serif type, blue button. Headline: "Get the help you deserve." No medical jargon, no anatomy diagram.
Cream gradient hero. Sans-serif headline, large CTA. Faces are stock-but-warm, never staged. Doctor in cardigan, not lab coat.
4-panel card layout. Image left, copy right. Muted blue. Customer photo (real, glasses, mid-30s) + 3-line testimonial. CTA secondary, trust signal primary.
Editorial FAQ block. Big serif Q, sans-serif A. No icons. Cream paper texture. Reads like a New Yorker article, not a landing page.
Founder selfie-style at office. Soft natural light. Caption: "I started Mosh because…" — high authenticity, low production. Used on FB CTWA.
Cheeky banana metaphor reels. Warning: works for Hims awareness, but for Dr Stan we'd lose the credential floor. Not for paid; ok as organic Reel #5 only.
15-sec UGC, real customer, no script. "This is what I noticed in week 3..." — peer-language, no medical jargon. Soft-bokeh background.
Marcus loves it but is wrong for Dr Stan. AG1's wellness-aspirational drift away from medical credentialing dilutes our Calgary-MD anchor. Use only for Marcus on fitness-Slack-channel-style content.
Closer than Hims/Roman — clinical-but-warm, doctor name + bio + clinic interior. Cream + muted teal. Editorial typography. Mrs Lee + Vincent target.
Asian-MY closest analogue. Soft blue + sandstone palette. Real doctor photos. No before/after, no aggressive copy. Vincent's exact register.
Bold colloquial-CN authority register. Dr Stanley face dominant. Particles 啊/咯/酱/嘛 must read on first glance. Critical: distance from the roadside-CN-男科 billboard pattern (mainland Mandarin, neon, fake-testimonial, "guaranteed cure" — the category-poisoning anti-reference). Lean toward XHS uncle-health editorial.
Top-performing XHS "uncle health" creator — clean white background, single bold CN headline (40pt), one product / one face. No neon, no exclamation marks.
YT-MY men's-lifestyle creator. Doctor-interview format. Natural light, clinic background. Single subject in frame. Lower-third CN type only.
WeChat's editorial article-card format. Hero image + 30-character title + 1-line authority byline. Reads as journalism, not ad. CN auntie shares to mahjong group.
TW men's-clinic editorial style — closer to MY-CN than mainland. White-coat doctor, cream background, sans-serif CN type. Authority + warmth.
The anti-reference. Neon yellow/red, mainland Mandarin 治愈 (cure), fake doctor in lab coat, "guaranteed results." Uncle Chen's verbatim worry — this is what poisons the category.
White-on-red banner, mandarin-only, before/after silhouettes, fine-print disclaimers. Reads as state-hospital propaganda. KKM red-flag. Off-pattern for KL CN audience.
Before/after suggestive photography — pill bottle vs muscle-flex stand-in. Pseudo-clinical, Photoshopped. Both KKM-risk and dilutes Dr Stanley credibility floor.
Elderly TCM-doctor + 1000-year wisdom claim + ancient scroll background. Wrong cultural register for KL CN-MY audience — feels imported, not Malaysian. Uncle Chen explicitly rejected this in CN sim.
The wife-bypass channel needs its own visual vocabulary. Not Track A (too male-Hims), not Track B (too bold-CN). The reference field: Goop / Cosmo MY / Refinery29 / Pantai concierge / AIA wife-protection / Charles & Keith mid-life. Soft-pink + sage-green undertone, serif type, hands-and-rings-and-tea-cups, mid-life-aesthetic photography.
Soft-pink + sage palette. Hand-and-tea-cup hero. Serif headline. Long-form article structure on the ad card. Mrs Lee's verbatim reference — "this looks like Cosmo, not a clinic ad."
"10 things men over 50 won't tell you about intimacy" article. Editorial photo of a 40-50s woman at her dressing table, soft window light. The actual content Mrs Lee saved + screenshotted.
AIA "Protect the one you love" series. Couple in mid-shot, woman foregrounded, soft outdoor light. Premium insurance vibe — Mrs Lee already trusts this brand register.
Pantai Hospital's premium concierge wellness program ad. Pillar candles, mid-50s couple, robe-and-tea morning shot. Closest local benchmark for Mrs Lee's visual expectation.
C&K's "ageless" capsule. Hands + heels + soft handbag in cream + dusty-rose. Mrs Lee's existing aesthetic vocabulary — she follows this account.
The aesthetic of the private FB group Mrs Lee lurks in. Outdoor patio brunch shots, soft-focus, sage + cream. Not influencer-glossy — "rich-but-real" KL Bangsar matriarch register.
Studio interior. Sage-grey walls, light wood floor, blonde-wood frame. The mid-life KL women's third-place. Soft-clinic visual register Mrs Lee feels safe in.
R29's editorial photography for the 40-55 demographic. Real women, no Photoshop, kitchen-table-honest framing. The opposite of Hims's pristine-stock-photography.
The device discipline is non-negotiable. NEVER call it bulb / wand / balloon — these AI-gen prompts produce wrong shapes that flip the credibility floor. The canonical truth: cylindrical docked probe (≈ 8cm × 25cm metallic cylinder) on a floor-standing cart ~110cm tall, 4 caster wheels, tilted display screen on top. Use real photography only. The 8 refs below are the canonical visual library.
Manufacturer's product hero. Cart-in-3/4-view, cylindrical probe docked, screen lit. Clean white background, slight shadow. Canonical AI-gen reference image.
Treatment room shot. Device positioned beside reclining patient chair. Soft cool-white lighting, navy + cream interior. The exact visual context for "what happens in the 20 minutes."
Macro of cylindrical probe in its dock. Metallic finish, branded panel. The reference for any "what touches you" copy — never wand/bulb.
FDA-clearance plaque + Medispec serial number. Authority anchor — appears in SEO blog "Is EDSWT FDA-approved?" hero + WhatsApp ACCA's verification slot.
Anatomical schematic of how EDSWT works on penile vasculature. Editorial illustration only — never photographic. Numan UK's "how it works" panel as the reference for tone.
Reception desk + waiting area. Cream + navy palette, leather chairs, low lighting. The "you can walk in here without anyone knowing" visual proof Vincent + Mrs Lee both ask for.
Common AI-gen failure when prompted "bulb" or "wand" — produces a Christmas-light bulb on a stick, looks like a cheap massage device. Banned AI prompt language: "bulb", "wand", "balloon", "tip". Always say "cylindrical probe" or "docked probe."
Pseudo-medical massage-gun photography. Branded as "shockwave" but actually low-frequency vibration — the AliExpress category that's commoditising the term. Dr Stan must distance.
The credential floor. Real photography only. NEVER AI-gen Dr Stanley's face. NEVER substitute models. Every campaign must trace back to one of these 8 canonical portraits, or commission new from the same approved photographer. The eyes-on-camera + reassuring-smile + clean-shaven + dark-navy-shirt-or-coat formula is the trust floor that drops −18% conversion if violated.
Dr Stanley in dark-navy soft jacket. R Clinic office background, soft window light from left. Eyes-to-camera, neutral expression. The canonical paid-ad hero.
Same shoot, slight smile, hands in coat pockets. The Mrs Lee channel's go-to ("this is a doctor I can trust my husband with"). Use on wife-bypass IG.
Wide shot, Dr Stanley + device + patient (model release). Used for explainer videos + "what the 20 minutes looks like" content.
Black-and-white IMU faculty headshot. Authority register. Use on "About Dr Stanley" + Calgary alma mater + IMU Associate Professor proof panels.
Calgary degree + IMU diploma displayed in R Clinic. Used as B-roll in "12 years pioneering EDSWT in Malaysia" longform.
Talking-head still from prior interview. Cream background, eyes engaged. Used for 林伟豪-style CN-MY influencer interview thumbnails.
Common temptation — gen a "Chinese-Malaysian doctor in his 50s" for a campaign. Banned. The credential floor is Dr Stanley personally; substitution destroys the Calgary + 12yr + 500+ men provenance.
Generic white-coat-stethoscope shutterstock. Reads as fake-clinic / category-anti-pattern. Mrs Lee and Vincent both explicitly flagged this in sim — "if I see a stock-photo doctor, I bounce."
Mrs Lee Track C overlay adds #B5685D Dusty Rose and #8A9B7A Sage as soft accents — only on women-targeted ad-sets, never on Track A/B.
Banned + canonical prompt language for any Nano Banana / GPT Image / Flux generation involving Dr Stan. These are the four lethal mistakes when a generator drifts:
| If you write... | ...the model produces | Use this instead |
|---|---|---|
| "shockwave bulb on stick" | Christmas-light-on-rod, looks like cheap massager (REF-33) | "Medispec ED 1000 cylindrical probe docked on floor-standing cart, 4 caster wheels, tilted display screen on top" |
| "asian doctor in his 50s, white coat" | AI-gen face — destroys Dr Stanley provenance (REF-41) | "use REF-35 Dr Stanley editorial portrait — composite him into scene, do NOT regenerate his face" |
| "penile shockwave illustration" | Pseudo-medical Photoshop, KKM red-flag | "editorial vascular-flow schematic, Numan UK style, no anatomy diagrams, focus on cross-section vessel-only" |
| "miracle cure men's clinic ad" | Roadside-billboard pattern (REF-15) — instant brand-damage | "premium men's-health clinic hero, Manual UK / Numan editorial register, cream background, serif headline" |
Per Jenn's locked rule (memory: feedback_audit_must_compare_reference.md) — every Dr Stan creative must score not just on aesthetic but on reference-fidelity ≥7/10 against the canonical refs in this artefact. Aesthetic-only scoring (VLM --task score) is insufficient and was the root cause of mid-batch drift in past sessions.
# CANONICAL CREATIVE-DIRECTOR AUDIT COMMAND for Dr Stan bash ~/.zennith/skills/vlm-engine/scripts/vlm-see.sh \ --image\ --ref \ --task compare \ --brand drstan \ --dimensions "reference-fidelity:0.4,aesthetic:0.3,brand-consistency:0.2,gate-compliance:0.1" # REJECT if reference-fidelity < 7/10 regardless of aesthetic score. # CANONICAL refs: REF-27/35 (device + Dr Stanley editorial) # Track A: REF-01/02/03/04/05/07/09/10 # Track B: REF-11/12/13/14 (NEVER 15/16/17/18) # Track C: REF-19/20/21/22/23/24/25/26
| Persona | Meta CTWA | IG Organic | SEO Blog | WhatsApp ACCA | Wife-Bypass |
|---|---|---|---|---|---|
| Mrs Lee 47 | Track C | Track C + A blend | Track A | Track A | Track C (PRIMARY) |
| Marcus 35 | Track A | Track A | Track A | Track A | — |
| Vincent 50 | Track A | Track A | Track A | Track A | — |
| Uncle Chen 55 | Track B | — | Track B | Track B | — |
| Ah Hock 45 | Track B + A blend | — | Track A | Track A | — |
| Ah Keat 48 | Track B | — | Track A | Track A | — |
| Uncle Lim 62 | Track B | — | Track B | Track B | Track C (Caregiver Daughter — emergent persona EP3) |
| Danny 38 | Track A | Track A | Track A | Track A | — |
Track D (Device) + Track E (Dr Stanley) overlay all channels for all personas — they're the credential floor, not standalone tracks.
| Track | Per-Asset Cost (Nano Banana Pro) | Per-Asset Cost (Manual Photo Shoot) | Recommended Strategy |
|---|---|---|---|
| A · EN-Premium | $0.03-0.05 | RM3-5K per shoot day | NB Pro composite onto REF-35 (Dr Stanley); refresh quarterly |
| B · CN-Bold | $0.03-0.05 | RM3-5K per shoot day | NB 2 grid (multi-SKU) + bold CN type overlay in Figma post-prod |
| C · Mrs Lee | $0.05-0.08 | RM4-7K per shoot day (model + stylist) | NEW track 2026 — pilot Q3 with 1 shoot day + NB Pro extensions |
| D · Device | $0 (NO AI) | RM1-2K one-time + R Clinic access | Manual photography only, library re-used for 2 years |
| E · Dr Stanley | $0 (NO AI) | RM2-3K one-time editorial shoot | Manual editorial shoot once per year, library re-used across all tracks |
Net Phase 2 visual budget (Q3 2026 pilot): RM12-15K for 1 Mrs Lee shoot day + 1 Dr Stanley refresh shoot + 1 device photo refresh + ~120 NB Pro composites across Tracks A/B/C. Compare to ~RM200K typical annual creative spend for a category leader in MY men's-health — Dr Stan can match category-leader visual quality at <10% of the cost via the NB Pro + manual-anchor hybrid.