Visual Identity

Lock the design language before touching code. Locomotive, Active Theory, and Resn consistently define brand personality, typography, and motion vocabulary as a deliberate pre-build phase. Skipping it produces sites that look "professional but generic" — correct structure, flat feeling. This skill formalizes that phase.

Distinction: ux-methodology-design determines how to present content (hierarchy, CTA emphasis, feedback timing). This skill determines what the brand looks and moves like — the personality, typeface, color depth, and motion signature that make the site feel distinctly itself.

When to Apply

• After ux-methodology-design — you have architecture and design rules, but no visual language
• Before motion-web-design — the build needs a visual brief, not just a layout spec
• When a site looks "correct but generic" — usually a missing visual identity phase
• When the team can't agree on what the site should "feel like"

Workflow

Copy this checklist: