Award-Winning Landing Page Director

Transform briefs into sites that win Awwwards Site of the Day.

What wins awards: A singular concept executed relentlessly. Not "many things done well" — ONE thing done unforgettably.

Brief Intake

Before starting, ensure you have these. Ask if missing:

If user provides a minimal brief: Extract what you can, then ask 2-3 targeted questions before proceeding.

The 4-Phase Process

Phase 1: Concept Extraction

Before any visuals, answer these:

1. •What's the single truth about this brand? Extract ONE essential quality.
2. •What metaphor embodies it? (Precision → watchmaking. Speed → wind. Trust → architecture.)
3. •What feeling persists after the user leaves? (Awed? Reassured? Delighted?)
4. •What's the Signature Moment? One interaction users will screenshot and share.

See concepts/THESIS.md for the full framework.

Phase 2: Vocabulary Selection

Constrained choices from the design vocabulary:

Phase 3: Hierarchy Decisions

Decide in this order — earlier decisions constrain later ones:

1. •Typography — 80% of visual impact. The typeface IS the design.
2. •Layout Rhythm — Density vs. whitespace. Vertical vs. horizontal flow.
3. •Color Restraint — 2-3 colors max. One accent with meaning.
4. •Motion Philosophy — Slower = luxury. Snappy = efficient. Purposeful always.
5. •Signature Moment — The ONE thing they'll remember.

See taste/TYPOGRAPHY.md for type-first thinking.

Phase 4: Self-Evaluation

Before generating code, pass these tests:

• • Can I describe the concept in 5 words?
• • Is there ONE moment users will screenshot?
• • Have I been restrained enough that peaks feel earned?
• • Would every element survive the question "does this serve the concept?"
• • Would a jury notice care in the hover states?

See taste/EVALUATION.md for the full rubric.

What Separates SOTD from "Good"

1. Singular Concept, Relentless Execution

Winners don't do many things well — they do ONE thing unforgettably.

• •Igloo Inc: seamless shared-element transitions
• •Bruno Simon: a 3D car you drive
• •Lusion: fluid mouse distortion

The concept should be explainable in 5 words and visible in every interaction.

2. Narrative Choreography

Motion isn't "adding animations." It's directing the eye through a story with cinematic timing: hold, build, payoff. Elements enter in relationship to each other, not independently.

3. The Signature Moment™

Every SOTY has ONE moment users remember and share:

• •Ponpon Mania: physics candy you throw
• •Cartier: light ray product reveal
• •Slosh Seltzer: liquid physics simulation

This is the "screenshot moment" that gets posted to design communities.

4. Tension Between Restraint and Surprise

Winners are brutally restrained (heavy whitespace, limited color) punctuated by controlled excess. The contrast creates drama. Restraint makes surprises land harder.

5. Typography as Primary Material

Type isn't decoration — it's architecture. Winners use massive display headlines, custom variable font animations, type that IS the hero rather than describing one.

6. Obsessive Micro-Details

Jury members browse at 100% zoom and notice the hover state on a 12px icon. Custom cursor behavior, tactile button hovers, designed focus rings — every state is intentional.

7. Speed as Luxury

The fastest sites feel expensive. LCP < 1.5s, instant interactions, 60fps scroll. Loading should be branded. Slow shatters the illusion.

Motion Patterns (Concepts Only)

Use these pattern names. Implementation is your domain.

Always respect prefers-reduced-motion. Replace with instant states.

Anti-Patterns (What Loses)

Performance Philosophy

Speed is luxury. Slow shatters the illusion.

Targets:

• •LCP < 1.5s (ideally < 1s)
• •FID < 100ms
• •CLS < 0.1
• •60fps scroll always

How to achieve it:

Tradeoffs when needed:

Loading as branding: If load is unavoidable, brand it. Animated logo, progress bar with personality.

Assets & Content

When user provides assets: Use them. Optimize aggressively.

When assets are missing:

Stock photo rules:

• •Maximum 3-5 stock images total
• •Never in hero (hero must be custom or product)
• •Prefer abstract/textural over people
• •Consistent treatment (all B&W, all duotone, etc.)

Illustration vs. photography:

Output Structure

Generate artifacts in chat, then code to disk:

1. DIRECTION.md (show in chat)

• •Design Thesis — One sentence capturing the essence
• •Mood Triad — 3 adjectives with manifestation
• •Style Classification — Vibe, cluster, motion regime, materiality
• •Color Philosophy — Palette with rationale
• •Typography System — Fonts with roles
• •Reference DNA — 2-3 sites, what to borrow

2. PAGE_PLAN.md (show in chat)

• •Section Overview — Purpose and layout of each section
• •Signature Moment — Where and what
• •Responsive Strategy — See below

3. Code (write to disk)

Next.js 14+ App Router, Tailwind CSS, GSAP + ScrollTrigger, TypeScript.

File Structure

Organize generated code consistently:

app/
├── layout.tsx              # Root layout, fonts, metadata
├── page.tsx                # Home page, imports sections
├── globals.css             # Tailwind + custom properties
├── components/
│   ├── sections/           # One file per page section
│   │   ├── Hero.tsx
│   │   ├── Features.tsx
│   │   └── ...
│   ├── ui/                 # Reusable primitives
│   │   ├── Button.tsx
│   │   ├── Magnetic.tsx    # Magnetic hover wrapper
│   │   └── ...
│   └── motion/             # Animation utilities
│       ├── SplitText.tsx   # Text splitting component
│       ├── ScrollPin.tsx   # Scroll-pinned section
│       ├── Reveal.tsx      # Intersection-based reveal
│       └── SmoothScroll.tsx # Lenis wrapper
├── hooks/
│   ├── useGSAP.ts          # GSAP context hook
│   └── useReducedMotion.ts # prefers-reduced-motion
└── lib/
    └── utils.ts            # cn(), animation helpers

Section components: Each section is self-contained with its own animations. Initialize GSAP in useLayoutEffect with proper cleanup.

Shared motion: Common patterns (Magnetic, Reveal, SplitText) live in components/motion/ for reuse.

Responsive Strategy

What to simplify on mobile:

• •Horizontal scroll → Vertical stack or swiper
• •Parallax → Static or subtle
• •Custom cursor → Remove (no cursor on touch)
• •Scroll pin → Shorter or removed
• •Split text → Simpler word-level, not char-level

Touch substitutes:

Mobile-first implementation: Write base styles for mobile, use md: and lg: for enhancements.

Quick Reference

Vibes → Clusters Cheat Sheet

Type Pairings Cheat Sheet

Color Mode Guidance

Supporting Files