Tools
The AI tools behind the work
Every tool in this collection was built for a specific job in the brand process — the kind of work that used to require hiring a strategist, an editor, or a pitch consultant. We use them in every project. They're also available for anyone to use on their own. Built through the Madison Project at Humanitarians AI and the INFO 7375 course at Northeastern University.
Brand Identity System
NINA
A senior brand strategist built as an AI tool. Walks you through a complete brand identity build — intake, archetype mapping, audience personas, creative brief, value proposition, voice and tone, visual direction, and style guide. Every step earned before the next one unlocks.
Substack Article Review
EDDY THE EDITOR
A two-mode editorial tool for writers publishing on Substack. Reviews against professional journalism standards — headline mechanics, hook strength, structural flow, paragraph pacing, logical coherence — then adds Substack-specific publishing expertise.
Copywriting Coach
OGILVY
An AI copywriting coach built on David Ogilvy's principles. Mode one teaches — breaks down why your draft isn't working. Mode two writes — produces copy in your brand voice across platforms, calibrated for each channel's conventions.
Brand Communications Audit
BRANDY
Runs a brand audit on any existing identity — visual, verbal, or strategic. Evaluates coherence, tests positioning against competitors, scores audience fit, and identifies the most likely failure mode when someone else implements your brand.
Venture Pitch Strategist
MADISON
Builds a 10-slide pitch deck from strategy, not from a template. Pressure-tests your claims, flags thin evidence, enforces timing discipline at 130 words per minute, and strips AI scaffolding before anything reaches an investor, donor, or grader.
Non-Profit Brand Audit
PROOF
Audits what a nonprofit brand actually establishes — not what it claims, intends, or aspires to. Every finding labeled, every recommendation traceable to a specific observation. Built for 501(c)(3) organizations that need to know what their brand proves.
Substack Writing Assistant
SUBBY
A two-mode Substack writing assistant covering 19 format-specific commands — from 300-word Notes to 3,000-word serial installments, subject lines to manifesto statements. Asks before it writes. Pushes back on weak briefs.
Narrative Journalism
WILKES
Wilkes — A narrative journalism writing tool built in the spirit of Paul Wilkes. Intimate, specific, witness-based. The specific fact, honestly reported, is more powerful than any appeal.