# Lumina

## Register

brand

## Users

Senior product builders at Series A through C software companies: founding engineers, design-leaning PMs, and tech-fluent founders. They evaluate tools fast, distrust marketing-speak, and have spent the last twelve months watching every SaaS landing page converge on the same warm-cream-and-Fraunces template. They will close the tab on anything that pattern-matches to "AI startup default" within two seconds.

## Product Purpose

Lumina is an AI-native workflow tool for product teams. The marketing site exists to make taste-aware buyers stop, read, and remember. Success is not "high conversion." Success is "shared in a group chat with the message: have you seen this yet."

## Brand Personality

Three-word personality: **specific, earned, unmistakable**. The voice is closer to a well-written engineering blog post than a pitch deck. Claims are concrete and verifiable. Adjectives are rationed. The brand has a point of view and trusts the reader's intelligence.

## Anti-references

Explicitly avoid the patterns that have become the new monoculture:

- **The Fraunces-cream-peach SaaS template.** Warm cream backgrounds, large italic Fraunces headlines, soft burnt-orange accent, gentle peach gradients. This was novel in early 2025 and is now everywhere. The current `index.html` is itself an example. Diffuse away from it.
- **Three-icon feature tile rows.** Icon-above-h3-above-paragraph, repeated three or four times across equal-width cards, generic single-word feature names ("Lightning Fast", "Enterprise Secure", "Built to Scale"). The flattest possible expression of "we have features."
- **Hero superlatives.** "All-in-one platform", "in record time", "powered by AI, designed for humans", "trusted by 10,000+ teams worldwide". B2B SaaS mad-libs.
- **Soft-everything aesthetic.** Rounded corners on every element, soft shadows on every surface, polite center-aligned spacing, no edges, no opinions.
- **Decorative gradient text and glass-blur backdrops.** Both already banned by the shared design laws; restated here because they're still the first thing models reach for on brand surfaces.

## Design Principles

1. **Distinctiveness over polish.** Polish is table stakes; standing out from the SaaS-default sea is the job. If the page could plausibly be running on twenty other companies' domains, it has failed regardless of how clean it looks.
2. **Specific over generic.** Real numbers, real product screenshots, real customer names, real claims with evidence. No abstract feature taxonomies.
3. **Earned attention, not decorative attention.** Type weight, scale, and rhythm carry hierarchy. Animation, gradients, and effects are reserved for moments that genuinely warrant them.
4. **Commitment over compromise.** Confidence shows up as restraint OR as full commitment, never as a hedged middle. A timid centered-stack with polite shadows is the failure mode this brand exists to avoid.
5. **Confidence without volume.** The strongest brands speak quietly when quiet is the right register, and loudly when loud is. Insecurity is what splits the difference.

## Accessibility & Inclusion

WCAG 2.2 AA minimum across body text, headings, and interactive controls. Honor `prefers-reduced-motion` for any animation. Color is never the sole carrier of meaning. Tap targets ≥44px on mobile. Tested with screen readers; reading order matches visual order.