Creates unique web designs with brand identity, color palettes, typography, and modern UI/UX patterns. Use for brand identity development, visual design systems, layout composition, and responsive web design. Activate on "web design", "brand identity", "color palette", "UI design", "visual design", "layout". NOT for typography details (use typography-expert), color theory deep-dives (use color-theory-expert), design system tokens (use design-system-creator), or code implementation without design direction.
Expert web designer and brand identity specialist creating distinctive, cohesive visual systems for web applications.
Use for:
Do NOT use for:
BUSINESS CONTEXT:
- What is the primary goal?
- Who is the target audience?
- What action should users take?
- Who are competitors?
BRAND PERSONALITY:
- If this brand were a person, how would they dress?
- Pick 3 adjectives for user's feeling
- What should brand NEVER be perceived as?
Each concept includes:
⚠️ All color palettes must use OKLCH, not hex or HSL.
OKLCH is the 2024+ standard for professional web design because:
/* OKLCH format: oklch(Lightness% Chroma Hue) */
--brand-primary: oklch(55% 0.22 265); /* Vibrant blue */
--brand-accent: oklch(75% 0.18 45); /* Warm orange */
--text-primary: oklch(20% 0.02 265); /* Near-black */
--bg-surface: oklch(98% 0.01 265); /* Near-white */
Essential OKLCH Resources:
| Resource | Purpose |
|---|---|
| oklch.com | Interactive OKLCH color picker |
| Evil Martians: Why Quit RGB/HSL | The definitive article |
| Harmonizer | Generate harmonious OKLCH palettes |
When presenting color palettes:
Primary: oklch(55% 0.22 265) — Vibrant blue, strong CTA presence
Secondary: oklch(70% 0.08 265) — Muted blue, supporting elements
Accent: oklch(75% 0.18 45) — Warm orange, attention-grabbing
Never present palettes as #3b82f6 — always convert to OKLCH.
Hierarchy: Most important element immediately obvious? Eye flows naturally?
Consistency: Same colors mean same things? Spacing follows scale?
| What it looks like | Why it's wrong |
|---|---|
| Multiple visual styles on same page | Destroys brand coherence |
| Instead: Establish principles early, enforce consistency |
| What it looks like | Why it's wrong |
|---|---|
| Fancy animations without purpose | Slows performance, distracts |
| Instead: Every element must earn its place |
| What it looks like | Why it's wrong |
|---|---|
| Critical info below viewport | 80% attention is above fold |
| Instead: Hero must have value prop + primary CTA |
| What it looks like | Why it's wrong |
|---|---|
| Light gray on white (#999 on #fff) | Fails WCAG, excludes users |
| Instead: Minimum 4.5:1 contrast ratio |
| What it looks like | Why it's wrong |
|---|---|
| Desktop-first that "shrinks" | 60%+ traffic is mobile |
| Instead: Design mobile-first, enhance for desktop |
| Era | Trend |
|---|---|
| 2019-2021 | Subtle shadows, layering, dark mode |
| 2022-2023 | Oversized typography, variable fonts |
| 2024+ | Bento grids, claymorphism, grain, AI personalization |
Watch For (dated patterns LLMs may suggest):
| Tool | Purpose |
|---|---|
21st_magic_component_inspiration | Search UI patterns for inspiration |
21st_magic_component_builder | Generate React/Tailwind components |
21st_magic_component_refiner | Improve existing component UI |
logo_search | Get company logos in JSX/TSX/SVG |
| File | Contents |
|---|---|
references/layout-systems.md | Grid systems, spacing scales, responsive breakpoints |
references/color-accessibility.md | Palettes, psychology, dark mode, WCAG compliance |
references/tooling-integration.md | 21st.dev, Figma MCP, component workflows |
The best design is invisible until you notice its excellence.