---
name: Wieden+Kennedy
description: "Wieden+Kennedy's site is a masterclass in letting creative work speak for itself through a restrained, high-impact UI framework."
version: alpha

colors:
  background: "#000000"
  primary: "#FFFFFF"
  secondary: "#ADB5BD"
  neutral: "#6C757D"
  line: "rgba(108,117,125,0.3)"

typography:
  display:
    fontFamily: grotesque-sans
    fontSize: 68px
    lineHeight: 1.2
    fontWeight: 300
    letterSpacing: "-0.5px"
  h2:
    fontFamily: grotesque-sans
    fontSize: 32px
    lineHeight: 1.5
    fontWeight: 300
    letterSpacing: "0"
  body:
    fontFamily: grotesque-sans
    fontSize: 16px
    lineHeight: 1.5
    fontWeight: 300
    letterSpacing: "0"

rounded:
  sm: 0px
  md: 0px
  lg: 0px
  pill: 999px

spacing:
  xs: 4px
  sm: 8px
  md: 16px
  lg: 24px
  xl: 32px
  2xl: 48px
  3xl: 64px

---

## Overview

A bold, cinematic agency portfolio showcasing high-impact creative work through immersive photography and large-scale typography.

*A cinematic film festival program*

## Colors

High-contrast cinematic palette, relying on stark white text over deep blacks and rich photographic backgrounds

- **Background (`#000000`)** — uses `bg` token
- **Primary text (`#FFFFFF`)** — uses `ink` token
- **Secondary text (`#ADB5BD`)** — uses `ink-soft` token
- **Muted (`#6C757D`)** — uses `muted` token
- **Borders (`rgba(108,117,125,0.3)`)** — uses `line` token

## Typography

- **Display:** grotesque-sans
- **Body:** grotesque-sans

- Font weight is predominantly 300 (light) for a refined, airy feel
- Large display sizes (68px) used for impact
- Tight letter-spacing on display headlines

## Layout

Full-bleed photographic heroes with overlaid text, transitioning into structured grid layouts for work showcases

*Rhythm:* Asymmetric layout with large padding blocks (75px, 96px) to create open, cinematic breathing room

## Elevation & Depth

- rgba(0, 0, 0, 0.25) 0px 0px 5px 0px
- Borders: Thin 1px borders used sparingly, mostly for structural separation

## Shapes

- `sm`: 0px
- `md`: 0px
- `lg`: 0px
- `pill`: 999px

## Components

- **button:** Minimal text-based buttons, sometimes uppercase
- **card:** Large photographic cards without visible borders, relying on image edges
- **chip:** None observed
- **input:** None observed
- **hero:** Full-viewport cinematic imagery with large, light-weight typography overlaid at the bottom-left

## Do's and Don'ts

**Don't:**
- Don't use heavy font weights — screenshot shows light (300) weights dominating
- Don't apply bright saturated accent colors — screenshot shows monochromatic/photographic palette
- Don't use rounded corners on cards or containers — screenshot shows sharp, square edges
- Don't crowd elements with tight spacing — screenshot shows large padding and whitespace (75px-96px)
- Don't use decorative or serif typefaces — screenshot shows clean grotesque-sans
- Don't rely on complex background textures — screenshot shows solid blacks or photographic fills

---

## System Prompt (paste into AI agent)

```
This is the Wieden+Kennedy agency website, a portfolio-driven site positioning the agency as a premium, cinematic creative powerhouse. The design relies on a monochromatic base of deep black (#000000) and stark white (#FFFFFF) for UI text, allowing large photographic imagery to provide all color and emotion. The typography is exclusively a clean grotesque-sans (Univers LT Std) set almost entirely at a light weight of 300, with display sizes reaching 68px for maximum impact. The layout is full-bleed and immersive, with generous padding (up to 96px) creating a refined, breathable rhythm. Critical donts: never use bold font weights above 500, never add bright accent colors that compete with the photography, and never use rounded corners on structural components.
```