flowmancePitch Design System
Pitch is a dark, framed creative-agency site. Everything sits on pure black inside a thin architectural grid: two vertical white-20% hairlines run down the page about 90px in from each edge, and a horizontal hairline closes the nav and every section. Headlines are a clean grotesk (Switzer) with one word, or the ampersand, swapped into Playfair Display italic. Photography is dimmed and placed in tall scroll scenes, with the headline laid right across the image.
Four signatures make it recognisable:
- One italic word. Big headlines are Switzer 500, and the last word becomes Playfair Display italic at the same size: Who We Are, Our Project, the world's biggest brands. The & is always Playfair, even inside uppercase paragraphs (BRANDING & WEB AGENCY).
- The hairline frame. 1px #FFFFFF33 rules: under the 85px nav, under every section, down both sides of the page, and between client logos. A rotated Project link with a small grid icon lives in the left gutter.
- Headline over image. In the hero and Who We Are scenes the display type sits centred over dimmed photos, which drift on scroll while the type stays put.
- Uppercase grey leads. Intro lines are Switzer 19px uppercase at 70% white: WE ARE AN AWARD-WINNING BRANDING & WEB AGENCY COMMITTED TO EXCELLENCE SINCE FOREVER.
Pitch is a dark-only design.
Colors
Surfaces
#000000Page background, menu overlay, cart
#2A2A2AButton hover fill, cart border (--black-2), 4 blocks on the home page
Ink
#000000Text on primary
#FFFFFFText on primary-hover
#FFFFFFHeadlines, nav, titles, input text
#FFFFFF · 70%Paragraphs, list items, uppercase leads, placeholders, Scroll Down
#FFFFFFAction
#FFFFFFThe square filled button
#2A2A2AButton hover
#696969.dark-link text links on inner pages
#3CCF91Category dot
#FF715BCategory dot
#68D4FFCategory dot (Branding, Web Design)
#4253FFCategory dots
#5F6DFFCategory dots
Lines & effects
#FFFFFF · 20%Every hairline: nav bottom, section bottoms, side frame lines, input underlines, client-logo dividers
#FFFFFF · 40%The outline of the scroll-hint mouse
#B9BBC8Blockquote left rule (2px) and the resting line under text links
Typography
Switzer · display-outline
The quick brown fox jumps.big-text: black fill with a 1px white text-shadow outline. 187px · 700 · 0.8
Switzer · headline-menu
The quick brown fox jumpsOverlay menu links, clipped to 50px. 50px · 600 · 1.0
Switzer · title-lg
The quick brown fox jumpsBlog card titles. 30px · 600 · 1.3
Switzer · body-upper
The quick brown fox jumpsLead lines at 70% white. 19px · 400 · 1.32
Playfair Display · label-tag
The quick brown fox jumpsCategory tags (Branding, Web Design). 17px · 400 · 1.0
Switzer · caption
The quick brown fox jumpsScroll Down, copyright at 60% opacity. 13px · 500 · 1.54
Spacing & shape
| Purpose | Value |
|---|---|
| Container | max 1200px, centred |
| Section rhythm | .section is 100px top and bottom with 130px side padding and a 1px line bottom border |
| Breakpoints | 991px, 767px and 479px (Webflow defaults) |
Spacing scale
| Token | Value | Preview |
|---|---|---|
hair | 6px | |
xs | 10px | |
sm | 16px | |
md | 20px | |
lg | 50px | |
xl | 70px | |
2xl | 100px |
Layout spacing
| Token | Value | Preview |
|---|---|---|
nav-height | 85px | |
frame-x | 90px | |
section | 100px | |
nav-x | 120px | |
gutter-x | 130px |
Border radius
Surfaces
How the surfaces stack, from the page background up. Hex codes and roles are in Colors above.
Motion
| Skew reveal | From skewX 20° (or 30°), y 20%, opacity 0 to skewX 0°, y 0%, opacity 1. 800ms outCubic for headlines; 400ms and 600ms outCubic for smaller text. |
| Long settle | skewX 0° in 1000ms outExpo; opacity 0 → 1 in 1000ms outQuart on page load |
| Slight lean | skewX 1° in 400ms outCubic on hover |
| Image drift | Photos move y 100px or y −400px while the scene scrolls (scrubbed) |
| Scene fade | Section titles drop to about 40% opacity as the next scene arrives |
| Mask slide | y 0% moves in 300ms outCubic inside clipped wrappers (menu links, button) |
| Size change | Underline and line widths, 300ms ease or 500ms |
| Hover colour | Button all 0.2s; social and side links opacity, all 0.3s |
Do’s and don’ts
- Keep the canvas #000000 and frame the page with 1px #FFFFFF33 hairlines (nav, sections, side rules).
- Set headlines in Switzer 500 and swap one word into Playfair Display italic at the same size.
- Write the & in Playfair every time.
- Use uppercase Switzer 19px at 70% white for leads, sentence case for everything else.
- Keep every corner square: buttons, inputs, images, cards.
- Reveal text with the skew-in: skewX 20° → 0, y 20% → 0, 800ms outCubic.
- Put colour anywhere except the 8px category dots (#3CCF91, #FF715B, #68D4FF, #4253FF).
- Round corners or add shadows.
- Use Playfair for whole headlines or body text. It is an accent only.
- Add letter spacing; Pitch has none.
- Box inputs. Fields are a single 1px underline, no fill, no side borders.
- Use link-dim #696969 for body text. It is under 4.5:1 on black; keep it for short links only.
Example prompt
Any page in the Pitch style
More design systems like this
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Get All AccessUpgrade to All AccessHow to use the Pitch 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/pitch.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