flowmanceKicker Design System
Kicker is a bright, minimal agency site. Black DM Sans headlines sit on pure white with lots of empty space, body copy is a mid grey, and the only decoration is a set of thin diagonal slash marks. Photography does the work: tilted, overlapping photos in the hero, then a loose, staggered portfolio of clean product still-lifes on pastel backgrounds.
Four signatures make it recognisable:
- The typing hero. Build | fantastic / Webflow websites. at 80px bold, where the second word is typed out letter by letter after a thin light-grey cursor bar.
- Tilted photo stack. Two photos in the hero are rotated a few degrees, overlap each other, bleed off the right edge, and carry a very soft shadow (0 16px 25px black at 5%).
- Diagonal slashes. Thin / strokes in line-strong #B3B3B3 separate each feature icon from its title and float as long hairlines in the left margin.
- Staggered portfolio. Project cards in two columns, offset vertically and horizontally, with centred titles and View Project ↗ links below.
Kicker is a light-only design with one black band: the footer.
Colors
Surfaces
#FFFFFFPage background and nav
#F1F1F1The Ready to talk? band before the footer
#000000Footer band
#FFFFFFInk
#FFFFFFText on primary
#000000Text on secondary
#000000Headlines, nav, buttons, arrow links
#111111Base links and input text
#12141DBlog card titles
#747474Body copy, subtitles, eyebrow, field labels and placeholders (--dim-grey)
#FFFFFFText on inverse-canvas
#FFFFFF · 70%Footer links and copyright
Action
#000000Filled button
#000000#E4E4E4Light secondary button (VIEW ON WEBFLOW)
#EBEBEBThe BUY KICKER nav button only (--white-smoke)
Lines & effects
#E4E4E41px input borders (--gainsboro)
#B3B3B3Diagonal slashes, the 1px nav underline, blog title hover (--dark-grey)
#3D3D3D38px footer social squares
#000000 · 5%The hero photo shadow
Typography
DM Sans · display-hero
The quick brown fox jumpsHero Build fantastic Webflow websites. 80px · 700 · 1.0
DM Sans · headline-lg
The quick brown fox jumpsSplit-section headline Build a website you're proud of. 56px · 700 · 0.93
DM Sans · body-quote
The quick brown fox jumpsTestimonial quote. 36px · 400 · 1.06
DM Sans · title-lg
The quick brown fox jumpsBlog card titles. 26px · 500 · 1.15
DM Sans · label-name
The quick brown fox jumpsTestimonial names. 18px · 500 · 1.11
DM Sans · eyebrow
The quick brown fox jumpsIntroducing Kicker Template above the hero, in grey. 16px · 500 · 1.25
Spacing & shape
| Purpose | Value |
|---|---|
| Container | max 1200px, centred |
| Section rhythm | 100px top and bottom (.section) |
| Breakpoints | 991px (sections 80px; split and project grids 1 column; team and blog 2), 767px (hero text centred; services and clients 1 column), 479px (sections 40px; team, blog and form 1 column) |
Spacing scale
| Token | Value | Preview |
|---|---|---|
xs | 11px | |
sm | 16px | |
md | 30px | |
lg | 50px | |
xl | 60px | |
2xl | 100px |
Layout spacing
| Token | Value | Preview |
|---|---|---|
footer-top | 60px | |
nav-height | 75px | |
hero-padding | 80px | |
section | 100px |
Border radius
Surfaces
How the surfaces stack, from the page background up. Hex codes and roles are in Colors above.
Motion
| Hero typing | The second hero word is typed letter by letter after a thin cursor bar (script-driven) |
| Button hover | Opacity to 0.7, 200ms (transition: all .2s) |
| Dropdown open | Caret rotates, 300ms ease; list moves y 6px → 0, 300ms ease |
| Hover nudges | Move y ±6px or y 0, 300ms ease; up to 500ms on some elements |
| Scroll-linked drift | Scroll-linked interactions move images and slash lines a short distance (for example y 30px) as the page scrolls |
| Tabs, social, blog title | Opacity or colour, 200–300ms |
Do’s and don’ts
- Keep the page canvas #FFFFFF with ink #000000 bold headlines and ink-muted #747474 body text.
- Use the black button-primary (3px radius, 12px uppercase, 1px tracking) for the main action, with the #E4E4E4 secondary beside it.
- Use Learn More ↗ arrow links for card-level actions instead of extra buttons.
- Separate icons and titles with a thin #B3B3B3 diagonal slash.
- Keep photos square-cornered, and tilt only the hero stack.
- Centre section titles with a grey 20px subtitle and 60px of space below.
- Add the unused teal #597463 or any other accent colour.
- Use #B3B3B3 for text other than the blog-title hover; it is too light for reading.
- Put small #747474 text on the #F1F1F1 band: it drops to 4.1:1 there. Keep text on that band black, or grey at 20px+.
- Round cards or images; only buttons get 3px.
- Add shadows beyond the single 5% hero shadow.
- Use Butler or any second typeface.
- Animate longer than 500ms; keep hovers to opacity and short moves.
Example prompt
Any page in the Kicker style
More design systems like this
Agency design systems, the same colors first.
Bring any of them to your AI tool
All Access unlocks all 398 design systems, ready for Claude, ChatGPT, Gemini, Cursor, v0 and Lovable, plus 400+ templates on all 5 platforms.
Get All AccessUpgrade to All AccessHow to use the Kicker design system
Pick a file to see what it’s for and where it goes.
What it is
The whole design system in one markdown file, written for AI: every color, type style, spacing value, component and motion rule, plus do's, don'ts and a ready prompt.
Best for
Claude, ChatGPT, Gemini, Cursor and v0, or any other AI tool that builds pages or code.
How to use it
- Put
DESIGN.mdin your project and mention it in your request, or save it as.cursor/rules/kicker.mdc - For the rule file, start it with a front-matter block that sets
alwaysApply: true, so every chat uses it - Ask: “Build a pricing page using DESIGN.md.” Cursor follows the colors, fonts, spacing and rules
- Put
DESIGN.mdin the project root - Add one line to
CLAUDE.md: “Follow DESIGN.md for all UI.” - Ask for any page or component; Claude reads the file first
- Attach
DESIGN.mdto the chat (or paste it in) - Ask: “Build a landing page in this design system.”
- Keep the file in the chat or project knowledge, so follow-up pages stay on style
What it is
Every token as data, in the W3C Design Tokens format: colors with their roles, type styles, radius, spacing, and component tokens that point at them.
Best for
Figma (Tokens Studio), Style Dictionary and other design-token tools, and build scripts.
How to use it
- In Figma, open Tokens Studio, choose Import, and pick
tokens.json - Or point Style Dictionary’s
sourceat it to generate tokens for any platform - In code, import it like any JSON file
What it is
A Tailwind CSS v4 theme: every color, font, type style, radius and spacing value becomes a Tailwind utility, like bg-canvas, text-headline-lg or rounded-md.
Best for
Tailwind v4 projects, and AI builders that write Tailwind (v0, Lovable, Bolt).
How to use it
- Save
theme.cssnext to your main CSS file - Import it after Tailwind:
@import "tailwindcss"; @import "./theme.css"; - Use the classes:
bg-canvas text-ink rounded-md p-lg
What it is
The same tokens as plain CSS variables on :root. Component values point at the color variables, so changing one color updates everything that uses it.
Best for
Any website: plain CSS, Webflow custom code, Framer, WordPress.
How to use it
- Add it to your stylesheet, or in Webflow paste it into Site settings → Custom code inside a
<style>tag - Use the variables anywhere:
color: var(--color-ink) - Change a token once and every place that uses it follows