Back to the demo · Brief · the file exactly as written during the run.

# Design brief

> Demo run. The user asked Claude to run this demo end to end, so the brief, guardrails and every
> pick below were written by Claude, not by a user. In a normal run the user writes the guardrails
> and makes every pick.

## What

A landing page for **Kilnward**, a fictional web app for small ceramic studios: class and
open-studio bookings, kiln load planning and firing schedules, and member shelf tracking in one place.
Kilnward is invented for this demo; all names, figures and copy are synthetic.

## Surface type

marketing

## Audience and goal

Owners of small ceramic studios (1–3 kilns, 20–200 members) who run bookings on spreadsheets, group
chats and a whiteboard by the kiln. Goal: start a free trial. Primary CTA: **"Start free trial"**, in
the hero and repeated at the end of the page.

## Intent

Calm and tactile, made by people who have loaded a kiln. It should read like a well-kept studio, not
like a software company. A studio owner should think "they understand how my week actually works"
within a few seconds.

## Guardrails (written by Claude for this demo)

### Always (constants)

- The primary CTA "Start free trial" in the hero and again at the end of the page.
- Show the product's real job (a firing schedule, a booking week, a shelf list) with synthetic data, labelled as sample data.
- One accent colour family; everything else near-neutral.
- Clear contrast between display type and text type.
- Image slots reserved with flat stand-ins, never filled.

### Never (bans)

- Purple or blue-violet gradients, glows or mesh backgrounds.
- Glossy 3D blobs, orbs or abstract floating shapes.
- A row of icon + three-word feature cards.
- Inter or system fonts as the only typefaces.
- Emoji, fake testimonials, fake customer logos, invented statistics.
- Rounded-everything: no card radius above 12px, no pill-shaped sections.

## Brand / design system

none: each direction sets its own palette and type within the guardrails.

## Counts

- Styles to shortlist: 5
- Skills per style: impeccable + tasteskill (marketing)
- Iterations on the winner: 3

## References

Claude gathers from Dribbble and Pinterest. References stay local and private; the published demo
links to them and never copies them.