John Cullen Lighting

# Design Brief: Editorial

Oversized serif headlines, narrow reading columns, and magazine-inspired grid layouts.

## Design Tokens

```css
:root {
  --background: #e7d7c3;
  --surface: #f7f4ef;
  --foreground: #ffffff;
  --muted-foreground: #7a6248;
  --accent: #e8b15a;
  --radius: 0px;
  --font-heading: "gotham", ui-sans-serif, system-ui, sans-serif;
  --font-body: "Lato", ui-sans-serif, system-ui, sans-serif;
}
```

Color area ratio: Background #E7D7C3 (~46%) · Surface #F7F4EF (~22%) · Text #FFFFFF (~16%) · Muted Text #7A6248 (~10%) · Accent #E8B15A (~6%). Background and surface dominate the canvas; reserve the accent color for primary buttons and active states.

## Layout & Conversion Structure

- Hero layout: Editorial Serif Headline
- Navigation: Full-Width Top Bar
- Theme & density: Light · Airy
- Border radius & elevation: Sharp; no drop shadows—separate layers with hairline borders and whitespace
- Primary visual medium: Photography / Live Video
- Conversion CTA: Book Demo / Contact Sales
- Headline hook: Brand Manifesto & Curiosity
- Spatial layout notes: Editorial Serif Headline hero structure paired with book demo / contact sales CTA and no explicit trust bar.
- Visual summary: Editorial (Light canvas, airy density) featuring editorial serif headline layout and photography / live video visuals.

## Avoid

- Generic SaaS hero templates
- Cramped multi-column feature grids
- Neon cyber accents

Implement the UI following the design tokens and layout specifications above: use only these color variables, and reserve the accent color strictly for primary actions and active states. Adopt only this visual style—never copy any reference product’s brand name, logo, copy, or imagery.