PRODUCT.md

Lumina

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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.