Asset roles are labels that describe what an asset is for — not just what it contains. A role like primary-logo or heading-font tells Baseline which asset to use when building or populating a brand site.
We also have plans to further expand on that by building an MCP server that can be used to manage assets and roles in a more automated way by your preferred AI Agent.
Why roles matter
When you submit a client onboarding form or upload brand assets, Baseline uses roles to automatically wire assets into the right places on a site. Instead of dragging logos and fonts into blocks by hand, you tag each asset once and the site populates itself.
Roles also make it easy to swap assets later. Reassign the primary-logo role to a new file and any site block configured to show the primary logo updates automatically.
System roles
Every workspace includes a set of built-in system roles covering the most common brand assets:
- Fonts —
font,heading-font,subheading-font,body-font - Logos —
logo,primary-logo,horizontal-logo,vertical-logo,logomark - Colors —
color,primary-color,secondary-color - Imagery —
imagery
System roles cannot be renamed or deleted, but you can add your own custom roles alongside them.
How roles flow through Baseline
- Forms — each upload or color question can have one or more roles attached. When someone submits the form, those roles are automatically assigned to the uploaded assets.
- Assets — roles can also be assigned manually from an asset's detail panel at any time.
- Sites — each site block can be configured to pull from a specific role. The block shows only assets that carry that role, and when a site is created from a form submission the correct assets are already in place.
Next steps
Learn how to manage roles in workspace settings, assign roles to assets by hand, use roles in forms, or connect roles to site blocks.