Swissted Design System

The Editframe landing page is modeled on Swissted — Mike Joyce's project reimagining punk/indie concert posters in the Swiss International Style. This is the specific reference. Not generic Swiss/Bauhaus, not De Stijl.

Swissted characteristics:

• Saturated primary colors as full-bleed grounds (not muted, not "sophisticated")
• Heavy all-caps type set directly on color — no cards, no containers
• Hard geometric rules as structural dividers
• Three to four compositional elements per section, no more

Quality and Completion

Design quality is felt before it is named. A developer lands on the page and either thinks "these people know what they're doing" or they feel an unease they can't name. That gap — between trust and almost-trust — is where the system runs out of care.

A system feels complete when:

• Every token has a declared role
• Every role is actually used
• Color choices are motivated, not arbitrary
• A new agent reading the CSS understands what to use and why

A system feels abandoned when:

• Tokens are defined but unused
• Colors appear because they were available
• Rules are implied but never written

When something feels wrong, don't patch the symptom. Trace the failure back to where care ran out and repair the system there.

Token System

Defined in telecine/services/web/app/styles/landing.css.

/* PRIMARY — brand moment, hero CTA, primary feature section BG */
--poster-red: #E53935;

/* SECONDARY — emphasis on dark backgrounds, template/data section BG */
/* Never as text on light backgrounds — contrast fails WCAG AA (~2.3:1) */
--poster-gold: #FFB300;

/* TECHNICAL — focus rings, code syntax, architecture diagrams */
/* Not for section backgrounds or CTAs */
--poster-blue: #1565C0;

/* AI/AGENT — PromptToTool section only. Do not use elsewhere. */
--poster-green: #2E7D32;

/* STRUCTURE */
--ink-black: #1a1a1a;
--paper-cream: #FAF8F5;
--warm-gray: #6B6B6B;
--card-dark-bg: #1a1a1a;

--poster-pink is defined in the CSS but removed from use. Dead tokens make the palette appear larger and less deliberate than it is.

Gold on light backgrounds: --poster-gold (#FFB300) fails WCAG AA on cream or white. For gold text on light: use #B45309 (~4.5:1 against white).

Section Architecture

Each section has a declared ground color and a thematic rationale. The choice is motivated — not arbitrary.

Section	Ground	Primary accent	Rationale
Hero	--paper-cream	--poster-red	Brand moment, the first impression
CodeExamples	--card-dark-bg	--poster-gold	Craft/code — gold reads on darkness
TemplatedRendering	--poster-gold	black	Data drives the template — gold is the content
RenderAnywhere	--poster-red	white	The primary power claim
Architecture	--paper-cream	--poster-blue / gold	Technical diagrams
GettingStarted	white	--poster-red	Action — red motivates
PromptToTool	--poster-green	white / gold	AI/agent — green is reserved here

Narrative order: cream → dark → gold → red → cream → white → green. New sections must fit this sequence and declare their thematic rationale in a comment.

Typography

/* Headlines — the Swissted voice */
font-weight: 900;           /* font-black */
letter-spacing: -0.05em;    /* tracking-tighter */
text-transform: uppercase;
line-height: 0.9;

/* Section labels — visually distinct from headlines */
font-size: 0.75rem;         /* text-xs */
font-weight: 700;
text-transform: uppercase;
letter-spacing: 0.12em;     /* tracking-widest */
color: var(--warm-gray);

/* Body */
font-weight: 400;
color: var(--warm-gray);
line-height: 1.625;         /* leading-relaxed */

All-caps headlines are the aesthetic voice, not a label treatment. Do not soften them to mixed case. The power comes from commitment.

Type on Ground

The ground is the section background. Type sits directly on it.

WRONG:  section-bg → white card → shadow → content
RIGHT:  section-bg → content

Grid column alignment organizes elements. Rules separate them. Nothing else.

Structural dividers on light sections:

<div class="border-t-4 border-[var(--ink-black)]" />     <!-- section break -->
<div class="border-r-2 border-[var(--ink-black)]" />     <!-- column divider -->

On colored sections (red, gold, green):

<div class="border-t-2 border-white/40" />               <!-- white rule -->
<div class="border-r-2 border-black/20" />               <!-- dark rule -->

The full-bleed color change already signals a new section. No additional signal — no label, no shadow, no card — is needed or appropriate.

Digital Affordances to Eliminate

These are web UI conventions that break the print feel:

Element	Why it's wrong	What to do instead
box-shadow (any)	Print is flat. Shadows simulate UI depth that doesn't exist in print.	None. Color contrast carries weight.
border-radius > 0	Rounded corners signal interactive UI element. Print boxes are square.	rounded-none or omit entirely
Cards on colored backgrounds	A white card on red is a web component, not a poster composition.	Type directly on the section ground
Subtle borders rgba(0,0,0,0.12)	Whisper borders are a digital UI convention.	Full-weight rules (2–4px, full opacity) or none at all
Multiple hierarchy signals	Color + shadow + label + card = four signals for one transition	Pick one. The color is enough.
Hover states on non-interactive elements	Trains the eye to expect interaction everywhere	Restrict visual hover feedback to actual interactive elements

Buttons

No rounded corners. No soft shadow. Square geometry, clear intent.

<!-- Primary CTA — always poster-red -->
<a class="px-8 py-4 bg-[var(--poster-red)] text-white font-bold uppercase tracking-wider hover:bg-[var(--ink-black)]">
  Get Early Access
</a>

<!-- Secondary / outline -->
<a class="px-8 py-4 border-2 border-[var(--ink-black)] font-bold uppercase tracking-wider hover:bg-[var(--ink-black)] hover:text-white">
  Read the Docs
</a>

Primary CTAs are always --poster-red. No section should introduce a different CTA background color.

Code Blocks

The one exception to "no cards" — code needs a container to function as code. Use the established pattern:

<div class="bg-[var(--card-dark-bg)]">
  <div class="flex items-center gap-2 px-4 py-3 border-b border-white/10">
    <div class="w-3 h-3 rounded-full bg-[#ff5f57]" />
    <div class="w-3 h-3 rounded-full bg-[#febc2e]" />
    <div class="w-3 h-3 rounded-full bg-[#28c840]" />
    <span class="ml-4 text-xs text-white/50 font-mono">filename.tsx</span>
  </div>
  <pre class="p-6 font-mono text-sm text-white/90">...</pre>
</div>

Syntax highlighting: keywords → --poster-red, JSX tags → --poster-blue, strings/values → --poster-gold.

Completion Check

Before finishing any design work:

• Every token used has a declared role (cross-reference the table above)
• Every section's color choice is motivated and commented
• No box-shadow on non-code-block elements
• No border-radius on section containers or feature items
• Content sits on the ground, not inside a card
• One structural signal per section transition (the color change is it)
• All primary CTAs use bg-[var(--poster-red)]
• Gold text on light backgrounds uses #B45309, not --poster-gold
• A new agent reading this section's code would understand every color choice without asking