How it works
From a brand kit to a week of ads, in three steps.
No blank page and no ten clones of one idea. Set your brand once, tell Hookmill what you are trying to do, and get back a set of concepts that actually disagree with each other.
Step 1
Add your brand
A brand kit is five things: your product in a sentence, the truths about it that are fair game to claim, who it is for, how it sounds, and two brand colors. Fill it in once, using Ember & Oak’s kit as an example: “Small-batch specialty coffee, roasted to order and shipped within 24 hours.” with truths like “Roasted to order, never sat in a warehouse” listed plainly so nothing else can be claimed.
Every concept Hookmill makes for that brand, this week or next year, starts from this kit. Update the colors or refine the voice and the next batch picks it up automatically, with no need to re-explain the brand from scratch.
Ember & Oak’s brand kit
- Product
- Small-batch specialty coffee, roasted to order and shipped within 24 hours.
- Audience
- Home coffee drinkers who care about freshness
- Voice
- Warm, unfussy, a little witty
- Product truths
- Roasted to order, never sat in a warehouseShips within 24 hours of roastingSingle-origin beans and house blendsSubscription includes free shipping
- Colors
Step 2
Pick a goal, platform, and count
Tell Hookmill what this batch is for: awareness, traffic, conversions, sign-ups, or a new launch. Choose which platform you are running on, Meta, Google, or LinkedIn, and how many concepts you want in the set.
A set can run from a handful of concepts up to eight at once, enough to genuinely test different angles without generating more than you can review before the campaign goes live.
Brand awareness
Reach new people and stick in memory
Website traffic
Earn the click to a page
Conversions / sales
Drive a purchase or a checkout
Sign-ups / leads
Trial starts, demos, and list joins
New launch
Announce a product, feature, or drop
Step 3
Get distinct concepts sized for every platform
Hookmill reasons about the whole set at once, so the concepts it hands back argue different things instead of repeating one idea in different colors. Each concept pairs a generated visual with a hook, primary text, and a headline.
The visual is then laid out at the exact ratio your platform placement uses: square feed posts, portrait feed, vertical stories, or wide landscape display, matching the real pixel size underneath.
1:1
Feed and square placements
4:5
Meta feed portrait
9:16
Stories and reels
1.91:1
Landscape and display
What you get back
A concept set, ready to use.
Not a single image. A full set, each concept complete on its own.
- A generated visual, on brand and sized correctly for the platform
- A hook, primary text, and a headline written in your voice
- A call to action that matches the goal you picked
- A plain label naming the one thing the concept tests
Every concept exports as a PNG at the platform’s real pixel size, plus a plain text file with the hook, primary text, headline, and call to action beside it, ready to hand to whoever is trafficking the campaign.
Free-plan exports carry a small Hookmill watermark. Studio and Agency exports do not.
In practice
Three brands, worked all the way through.
A look at finished concept sets, from brand kit to sized, labeled ad.
Meta · 1080×1350Roasted the morning it ships.
Coffee that never sat still
Meta · 1080×1080The best ten minutes of your morning.
Your morning, handled
Meta · 1080×1920Free shipping, every bag, always.
Freshness, delivered free
Meta · 1080×1920A coach in your ear, not a chart to read later.
Know your pace as you go
Meta · 1080×1080Start where you are, not where you used to be.
Running, minus the guilt
LinkedIn · 1200×628Two weeks of coaching, on us.
Fourteen days, no cost
Make a week of ads before your coffee gets cold
The free plan generates three full concepts a month: on-brand visual, hook, primary text, and headline, sized for every platform. No card, no watermark on the ideas.