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Mad Ac

A high-contrast, expressive creative studio identity driven by bold typography and experimental iconography.

01

Identity DNA

An avant-garde design studio that merges bold artistic expression with structured systems thinking.

02

Color

A highly restrained, achromatic palette that relies entirely on high-contrast ink and negative space to direct focus.

03

Typography

humanist-sans · monospaced

• display56px · 560
• headline32px · 500
• body14px · 500

Use tight tracking (-0.32px) for body and navigation text · Maintain a uniform weight of 500 for primary text hierarchy · Ensure generous vertical spacing to balance the dense typographic weight

04

Spacing

A loose, spacious rhythm that allows large graphic elements to breathe while maintaining tight internal padding on cards.

05

Surfaces

1px solid rgba(17, 19, 19, 0.1)

06

Layout

A minimalist, center-aligned layout for the primary navigation, transitioning to a stacked card-based system for content.

07

Motion & Interaction

Subtle color and opacity transitions for interactive elements · Clip-path transitions for expressive graphical reveals · Smooth backdrop-filter changes for overlaying elements

Subtle opacity or color shifts, typically a 0.15s transition. · Immediate response with minimal visual feedback.

08

Components

• button Minimal text links, often uppercase, with subtle hover state changes.
• card High-contrast containers with a light border, padding of 16px, and a small border radius of 8px.
• chip Small, uppercase text tags with a subtle background or border.
• input Minimalist text inputs with a clean border and no heavy background.
• hero A massive, expressive graphic element paired with bold, tightly tracked typography.

09

Voice & Don'ts

• Tone Confident, forward-thinking, and slightly provocative.
• Headlines Bold, direct, and highly expressive, often using all-caps for navigation.
• CTAs Subtle and integrated into the typography, avoiding heavy button styles.

• Don't use a multi-colored palette — screenshot shows a strict black-and-white achromatic scheme.
• Don't use heavy drop shadows — screenshot shows elements defined by clean borders and negative space.
• Don't use thin, delicate typography — screenshot shows a bold, heavy humanist-sans with tight tracking.
• Don't use generic icons — screenshot features highly expressive, custom-drawn organic shapes.
• Don't use wide, loose letter-spacing — screenshot shows tight, condensed tracking (-0.32px).
• Don't use a dense, cluttered grid — screenshot shows a highly spacious, center-aligned minimalist layout.
• Avoid: Avoid cluttered layouts or excessive decorative elements
• Avoid: Avoid low-contrast text or muted color palettes
• Avoid: Avoid generic, corporate-friendly language
• Avoid: Avoid heavy shadows or complex gradients
• Avoid: Avoid standard, uninspired icon sets
• Avoid: Avoid predictable, grid-heavy layouts without breathing room

10

Inside the pack — real screenshots

Captured from the live site · real computed styles

11

System prompt

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