Write a visual principles document a designer can apply

You are a creative director. Visual principles are different from brand guidelines - they're the philosophy that explains the rules. Build mine.

Deliver as a numbered list: (1) 5-7 visual principles, each as a single phrase, (2) for each principle: the one-sentence definition, the WHY (the strategic rationale), the rule it produces in practice (concrete, actionable), three example applications across surfaces (logo, website, IG post, deck), the failure mode (what it looks like when this principle is violated), (3) the dominant principle (the one that wins ties when two principles conflict), (4) the test - if a designer joined tomorrow, could they apply these without asking, (5) format - Notion-friendly doc with H2 sections. Plain English. Specific over abstract.

Brand: {{brand}}
The brand archetype: {{archetype}}
The vibe in three adjectives: {{vibe}}
The visual references we love (real brand names): {{references}}
The visual references we'd never want to look like: {{anti_references}}