Create award-winning, immersive web experiences at the level of Awwwards-featured agencies. Use when the user mentions "premium website", "portfolio site", "scroll animations", "Awwwards quality", or "brand experience". Covers dramatic typography, purposeful motion, scroll-based composition, and performance-optimized animation. For foundational UI, see refactoring-ui. For type selection, see web-typography. Trigger with 'top', 'design'.
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name
top-design
description
Create award-winning, immersive web experiences at the level of Awwwards-featured agencies. Use when the user mentions "premium website", "portfolio site", "scroll animations", "Awwwards quality", or "brand experience". Covers dramatic typography, purposeful motion, scroll-based composition, and performance-optimized animation. For foundational UI, see refactoring-ui. For type selection, see web-typography. Trigger with 'top', 'design'.
allowed-tools
Read, Glob, Grep
license
MIT
author
Wondelai <hello@wondelai.com>
version
1.0.1
compatible-with
claude-code, codex, openclaw
tags
["design","performance","top-design"]
Top-Design: Award-Winning Digital Experiences
Create websites and applications at the level of world-class digital agencies. This skill embodies the craft of studios that consistently win FWA, Awwwards, CSS Design Awards, and Webby Awards.
Core Principle
Every pixel is intentional -- nothing default, nothing accidental. The agencies you are emulating -- Locomotive, Studio Freight, AREA 17, Active Theory, Hello Monday -- share a common DNA: typography IS the design (not decoration, but architecture), motion creates emotion (animation serves narrative, not novelty), white space is a weapon (tension through restraint), and performance is non-negotiable (60fps or nothing).
The foundation: What separates 10/10 from 8/10 is not incremental improvement but a qualitative leap. An 8/10 design has good typography, nice colors, and smooth animations. A 10/10 design has typography that makes you gasp, colors that feel invented for this specific project, and animations that tell stories. The gap is not skill -- it is intention. Every decision at the 10/10 level answers the question: "Does this serve the experience, or is it just filling space?"
Scoring
Goal: 10/10. When reviewing or creating digital experiences, rate them 0-10 using the rubric below. A 10/10 means the design would be featured on Awwwards. Always provide the current score and specific improvements needed to reach 10/10.
Scoring Rubric
Score
Level
Description
0-2
Amateur
Default fonts, no hierarchy, generic layout, template feel
3-4
Basic
Decent typography, some hierarchy, but forgettable
5-6
Competent
Good fundamentals, clean execution, but lacks soul
Colors feel invented for this project, atmosphere you can feel
DETAILS & CRAFT (Weight: 15%)
Score
Criteria
0-3
Default cursors, no hover states, generic everything
4-6
Basic hover states, some custom elements
7-8
Custom cursor, magnetic buttons, branded selection colors
9-10
Every micro-detail considered -- focus states, loading, empty states, scroll indicators
Quick Score Formula
Total = (Typography x 0.25) + (Composition x 0.25) + (Motion x 0.20) + (Color x 0.15) + (Details x 0.15)
The Seven Pillars of 10/10 Design
1. Typography as Architecture
Core concept: Typography is not decoration layered onto a design -- it IS the design. The typeface you choose, the scale you set, and the tracking you refine dictate everything else: color palette mood, animation style, spacing rhythm, and overall personality. When someone scrolls past your hero and does not pause, your typography is not working.
Why it works: Dramatic scale contrast creates immediate visual hierarchy that communicates even when content is blurred or viewed from across the room. Large display type with tight tracking commands attention like architecture commands a skyline, while intimate body text draws readers into the content. This tension between monumental and personal is what makes people stop scrolling.
Key insights:
Massive scale contrast is non-negotiable -- the ratio between display and body should be at minimum 10:1 (e.g., 180px headline / 14px body), with viewport-filling type at the extreme end making body text feel intimate
Negative tracking on large type (-0.02em to -0.05em) tightens display text into cohesive visual units, while generous line-height for body (1.5-1.7) ensures readability
Font selection defines tier -- display fonts should come from premium foundries (Pangram Pangram, Dinamo, Grilli Type, Klim, Commercial Type) or quality Google alternatives (Space Grotesk, Instrument Serif, Fraunces); never Inter, Roboto, Arial, or system-ui for hero experiences
Variable fonts enable weight animation on hover states and transitions, adding dynamism without layout shift
Optical alignment over mathematical alignment -- human perception is imperfect, so text must be adjusted visually, not just numerically
Control every line break on headlines -- text that breaks beautifully requires manual intervention at key breakpoints
Product applications:
Context
Application
Example
Portfolio hero
Viewport-filling display type with dramatic scale drop to body
Locomotive.ca hero typography
Brand website
Custom/variable font with weight animation on hover
Studio Freight interactive type
Product landing
Tight display tracking with generous body spacing
Apple product pages
Editorial layout
Serif/sans pairing with extreme scale contrast
AREA 17 case studies
Cultural institution
Statement typography that becomes the visual identity
Hello Monday museum sites
Tech startup
Premium geometric sans at architectural scale
Stripe typography system
Copy patterns:
Display: single powerful statement, 3-7 words maximum
Subhead: one sentence that contextualizes the display type
The "typography stare test": blur your eyes -- does the type hierarchy still read? If everything looks the same importance when blurred, you have failed
Ethical boundary: Typography choices should enhance readability and accessibility, not sacrifice legibility for aesthetic novelty. Ensure body text meets WCAG contrast requirements and remains readable at standard viewing distances.
See: references/typography.md for font pairing strategies, type scale systems, and advanced CSS typography.
2. Layout & Composition
Core concept: Master the grid so you can break it with intention. Every violation should feel deliberate, not accidental. The rhythm of density and breathing room -- full-viewport hero, intimate text section, massive single word, dense grid -- creates a reading experience that holds attention.
Why it works: White space is not empty space -- it is active design material that creates tension, controls pacing, and makes viewers lean in. Asymmetric layouts generate visual energy that centered, symmetrical compositions cannot achieve. When elements overlap, bleed, or extend beyond their containers with intention, the design feels alive and confident rather than constrained.
Key insights:
White space as a weapon -- amateurs fill every gap with content, professionals use padding liberally, 10/10 designers use white space to create tension that controls the reader's eye
Asymmetric balance creates interest -- offset elements from center (e.g., one column offset in a 12-column grid), let images bleed and extend beyond containers
Unexpected scale shifts create rhythm -- the alternation between massive and intimate, dense and sparse, creates a narrative pacing that prevents monotony
Elements should overlap, bleed, or extend with intention -- breaking the container signals confidence and craftsmanship
The grid paradox -- a strong underlying grid is necessary precisely so you can break it meaningfully; without the grid, breaks are just chaos
The screenshot test -- if someone would not screenshot a section and share it, you are missing signature moments
Product applications:
Context
Application
Example
Hero section
Offset title with bleeding imagery
margin-left: 8.33%; margin-right: -5vw
Portfolio grid
Varied card sizes with intentional asymmetry
Locomotive project showcases
Section transitions
Scale shifts between dense and breathing sections
Studio Freight scroll compositions
Image galleries
Mixed full-bleed and contained images
AREA 17 editorial layouts
Feature showcase
Overlapping elements creating depth
Active Theory layered compositions
Navigation
Asymmetric mega-menus with dramatic scale
Hello Monday navigation systems
Copy patterns:
Hero: position text off-center with intentional alignment to grid
Sections: alternate between full-width immersion and contained reading
Cards: vary sizes within grids -- not everything needs to be the same dimensions
Images: mix full-bleed, contained, and overlapping treatments
Ethical boundary: Layout experimentation must not compromise navigation clarity or content accessibility. Users should always understand where they are, how to move forward, and how to access critical information regardless of compositional choices.
Core concept: Every animation must answer "Why does this move?" Motion is not polish applied at the end -- it is core to the design, prototyped early and developed alongside visual design. The three laws of elite motion are: purpose over decoration, custom curves (never linear), and orchestration over isolation.
Why it works: Choreographed motion creates a cinematic experience that guides attention, communicates hierarchy, and creates emotional resonance. When elements animate in relationship to each other rather than independently, the result feels cohesive and intentional. Custom easing curves (exponential, quartic) give movement a physical quality that default browser easing cannot achieve.
Key insights:
Custom easing is mandatory -- ease, ease-in, ease-out, and linear are banned; use cubic-bezier(0.16, 1, 0.3, 1) (expo out), cubic-bezier(0.25, 1, 0.5, 1) (quart out), cubic-bezier(0.87, 0, 0.13, 1) (expo in-out)
Page load choreography follows a strict timeline -- background/structure (0-200ms), hero title words staggered (200-600ms, 80ms stagger), subtitle (400-800ms), navigation cascade (600-900ms), supporting elements (800-1200ms)
Scroll-triggered sequences reveal elements as they enter viewport -- not all at once; parallax used sparingly and only on non-essential elements
Pinned sections for storytelling moments and horizontal scroll for galleries (with clear affordance) create immersive reading experiences
Default browser scroll is unacceptable -- use Lenis or Locomotive Scroll for smooth, custom scroll behavior
60fps is non-negotiable -- if an animation drops frames, simplify or remove it
Product applications:
Context
Application
Example
Page load
Choreographed staggered reveal sequence
Studio Freight entry animations
Scroll sections
Pinned storytelling with progressive reveals
Locomotive scroll experiences
Navigation
Magnetic hover effects with custom cursors
Active Theory interactive nav
Image reveals
Clip-path or mask animations on scroll enter
AREA 17 case study reveals
Page transitions
Seamless cross-page animation continuity
Hello Monday page morphs
Micro-interactions
Hover weight shifts, button magnetic effects
Dogstudio interactive details
Copy patterns:
Reveal: text lines slide up individually with stagger (not fade in as a block)
Hover: elements respond with custom cursor, scale shift, or color transition
Scroll: content reveals progressively, never all at once
Transition: pages morph rather than cut or fade
Ethical boundary: Motion must never block interaction, cause motion sickness, or prevent users from accessing content. Always respect prefers-reduced-motion and ensure all content is accessible without animation. Animations longer than 1.2s require clear justification.
Core concept: Color should feel invented for each specific project -- not pulled from a generic palette generator. The three approaches are monochromatic tension (95% one dominant color, 5% accent that pops), bold signature (own a color combination and make it unmistakable), and contextual shifting (color responds to content, with sections having distinct palettes).
Why it works: Color creates atmosphere before a single word is read. When colors feel owned by a specific project, they become part of the brand's identity. Pure black (#000000) and pure white (#ffffff) feel digital and lifeless; slightly warm variants (#0a0a0a, #fafaf9) feel physical and considered. The restrained use of a single accent color creates moments of surprise that draw the eye exactly where intended.
Key insights:
Never use pure black or pure white -- warm variants create a physical quality that pure digital colors lack
The functional color hierarchy -- text-primary, text-secondary (60% opacity), text-tertiary (40% opacity), surface, border (10% opacity) -- creates consistent depth across all components
Accent color creates moments of surprise -- a single strong accent (#ff4d00 or similar) used sparingly has more impact than a complex multi-color palette
Contextual color shifts between sections signal content changes and create visual chapters
The squint test -- squint at your design; if the important elements do not stand out through contrast alone, your color hierarchy is failing
Colors must work in both light and dark contexts -- design the system, not individual instances
Product applications:
Context
Application
Example
Agency portfolio
Monochromatic with signature accent
Locomotive: cream + black + orange spark
Brand identity
Bold owned color combination
Studio Freight: black + cream + rust
Client showcase
Contextual shifting per case study
AREA 17: adapts palette to each client
Product landing
Dark mode with single vibrant accent
Stripe: dark navy + signature purple
Cultural site
Rich tonal palette from source material
Hello Monday: palette drawn from art/content
Tech product
Minimal neutral with functional accent
Linear: grayscale + signature blue
Copy patterns:
Define CSS custom properties for your full color system: --color-dark, --color-light, --color-accent
Build functional tokens on top: --color-text-primary, --color-text-secondary, --color-surface
Use opacity-based variants (rgba(10, 10, 10, 0.6)) for consistent secondary/tertiary text
Accent color appears on CTAs, links, and single-detail moments -- never everywhere
Ethical boundary: Color choices must meet WCAG 2.1 AA contrast requirements at minimum. Atmospheric design cannot come at the cost of readability for users with visual impairments. Test all color combinations with contrast checkers.
Core concept: Scroll is the primary interaction on the web, and it should feel designed, not default. The best digital experiences treat the scroll as a narrative device -- controlling pacing, creating reveals, building tension, and delivering signature moments tied to scroll position.
Why it works: Default browser scroll is mechanical and uniform, treating all content as equally important. Custom scroll behavior (via Lenis or Locomotive Scroll) creates a smooth, weighted feel that mirrors physical objects. When scroll position drives animations, reveals, and transitions, the user's movement through content becomes an active, participatory experience rather than passive consumption.
Key insights:
Smooth scroll is the foundation -- implement Lenis or Locomotive Scroll for the weighted, physical scroll feel that every award-winning site uses
Parallax must be purposeful -- used sparingly and only on non-essential decorative elements; never on text or critical content
Pinned sections create storytelling beats -- locking a section in place while content transforms within it creates cinematic moments
Horizontal scroll for galleries requires clear visual affordance so users know to scroll sideways
Scroll-triggered reveals should be progressive -- elements enter as they become visible, creating a sense of discovery
Scroll velocity can modulate animation speed -- fast scrolling compresses animations, slow scrolling expands them, creating a responsive feel
Product applications:
Context
Application
Example
Product story
Pinned hero with scroll-driven content transformation
Apple product deep-dives
Portfolio
Progressive image reveals tied to scroll position
Locomotive project showcases
Editorial
Parallax depth on decorative elements only
AREA 17 editorial layouts
Landing page
Horizontal scroll gallery with clear affordance
Studio Freight work galleries
Brand narrative
Scroll-driven animation sequences
Active Theory immersive stories
Feature tour
Step-by-step reveals pinned to scroll progress
Stripe feature presentations
Copy patterns:
Use data-scroll, data-scroll-speed, and data-scroll-direction attributes for declarative scroll behavior
Implement intersection observers for lightweight scroll-triggered class toggling
Reserve GSAP ScrollTrigger for complex, multi-step scroll-driven animations
Always provide a non-scroll fallback for accessibility
Ethical boundary: Scroll hijacking that prevents users from scrolling at their own pace is hostile UX. Custom scroll should enhance the experience, not trap users. Always allow users to scroll freely through content, and never make scroll-driven animations mandatory for accessing information.
Core concept: Performance is not an optimization step -- it is a design constraint from day one. A beautiful animation that drops frames, a stunning font that causes layout shift, or a gorgeous image that takes three seconds to load all fail the craft test. 60fps is the floor, not the ceiling.
Why it works: Users perceive performance as quality. A site that loads instantly and scrolls fluidly feels premium, regardless of visual complexity. Conversely, a visually stunning site that stutters or delays feels broken. The best agencies achieve both visual ambition and technical performance by making performance a first-class design decision: choosing GPU-accelerated properties, subsetting fonts, optimizing images, and testing on real devices.
Key insights:
Fonts must be subset and preloaded -- only include the glyphs you need, use font-display: swap or optional, and preload critical font files
Images must be optimized -- use WebP/AVIF with fallbacks, implement responsive srcset, and lazy-load below-the-fold images
Animations must be GPU-accelerated -- only animate transform and opacity; never animate width, height, top, left, or margin
No layout shifts -- Cumulative Layout Shift (CLS) must be near zero; reserve space for images, fonts, and dynamic content
LCP under 2.5s -- Largest Contentful Paint is the key metric; optimize the critical rendering path for the hero
First contentful paint must feel instant -- use custom skeleton/loading animations as designed elements, not afterthoughts
Product applications:
Context
Application
Example
Font loading
Subset, preload, and swap strategy
<link rel="preload" as="font" crossorigin>
Image delivery
AVIF/WebP with responsive srcset
<picture> element with format fallbacks
Animation perf
GPU-only properties with will-change hints
transform: translate3d() + opacity
Layout stability
Aspect-ratio and min-height reservations
aspect-ratio: 16/9 on image containers
Loading experience
Designed skeleton screens and progress indicators
Custom branded loading animations
Bundle optimization
Code-split, tree-shake, defer non-critical JS
Dynamic imports for below-fold interactivity
Copy patterns:
Audit with Lighthouse, targeting 90+ on all metrics
Test on real devices, not just simulators -- simulators lie about performance and feel
Implement loading="lazy" on all images below the fold
Use will-change sparingly and only on elements about to animate
Profile animations with Chrome DevTools Performance panel at 4x CPU throttle
Ethical boundary: Performance optimization must not strip away accessibility features, skip semantic HTML, or remove meaningful content. Fast-but-inaccessible is not a valid tradeoff.
Core concept: The details that signal craft live in the 1% that most designers skip: custom cursors, branded selection colors, magnetic button effects, designed focus states, considered loading states, crafted error pages, and correct micro-typography. These details are the difference between professional and world-class.
Why it works: Micro-interactions create a sense that every pixel was considered. When a cursor changes on hover, when text selection has a branded color, when a button has a subtle magnetic pull, and when focus states are beautiful AND accessible, users feel the care embedded in the experience. These details compound -- individually subtle, collectively transformative.
Key insights:
Custom cursor reflects brand personality -- cursor changes on interactive elements, with optional magnetic effect on buttons
Selection colors are branded -- custom ::selection color that works well on all backgrounds
Every link has a considered hover state -- images have scale or overlay treatment, cards transform meaningfully
Focus states are visible AND beautiful -- focus indicators match brand aesthetic while remaining clearly visible for keyboard navigation
Loading and empty states are designed -- custom skeleton animations, branded progress indicators, designed 404 pages, helpful error states
Micro-typography is correct -- smart quotes, proper apostrophes, en/em dashes where appropriate, no orphans on headlines, text-wrap: balance on key text
cursor: none; on body with custom cursor div following mouse position
Magnetic effect: calculate distance between cursor and button center, apply proportional transform
Smart quotes: use “ and ” or configure your build tool to auto-convert
Ethical boundary: Micro-interactions must enhance usability, not hinder it. Custom cursors must remain functional and visible. Focus states must meet accessibility requirements -- beauty cannot replace visibility. Designed error states must be genuinely helpful, not just clever.
BRAND ESSENCE: What single word captures the soul?
VISUAL TENSION: What opposing forces create interest?
SIGNATURE MOMENT: What will people screenshot and share?
TECHNICAL AMBITION: What pushes the browser's limits?
2. Design the Signature Moment First
Do not start with the header. Start with the thing that defines the experience. The header can be solved later. Every 10/10 project has at least one moment that makes people stop and share: a hero animation never seen before, typography so bold it becomes the visual, an interaction that delights unexpectedly, a scroll sequence that tells a story, or a transition that feels like magic.
Questions to identify your signature:
What will people screenshot?
What will they describe to colleagues?
What will they try to reverse-engineer?
What makes this unmistakably THIS project?
3. Typography Sets Everything
Choose your display typeface first. Let it dictate the color palette mood, the animation style, the spacing rhythm, and the overall personality.
Prototype animations early -- motion is not a polish step, it is core to the design
Test on real devices -- simulators lie about performance and feel
Ship with restraint -- 3 things perfect beats 10 things mediocre
Sweat the micro-details -- craft lives in the 1% others skip
Design the states -- hover, focus, loading, empty, error all matter
Own your constraints -- every limitation is a design opportunity
Use project conventions -- if Tailwind 4+ and/or shadcn/ui are available, build on top of them rather than fighting them. Extend their design tokens, customize their components, and use their patterns as a foundation for 10/10 craft
Standard scroll feels mechanical and treats all content as equally important
Implement Lenis or Locomotive Scroll for smooth, weighted, physical scroll feel
Purple-to-blue gradient hero sections
The "AI gradient" -- instantly signals generic, trend-following design
Develop a signature color approach specific to the project
No signature moment in the entire experience
Without a screenshot-worthy moment, the design is competent but forgettable
Design the signature moment FIRST -- the thing people will reverse-engineer
Any emoji in professional interfaces
Emoji signal casual/amateur craft and undermine premium positioning
Use custom iconography or typographic treatments instead
Parallax on text and critical content
Parallax on readable content causes motion sickness and accessibility issues
Reserve parallax for decorative, non-essential background elements only
Animations blocking user interaction
Motion that prevents scrolling, clicking, or reading is hostile UX
Ensure all animations are non-blocking; content remains accessible during transitions
Font Awesome icons used unmodified
Generic icon sets signal template-level design
Create custom icons or heavily customize existing ones to match brand personality
Default form styles
Unstyled form elements immediately break the illusion of craft
Design every input, select, checkbox, and button as a branded experience
Quick Diagnostic
Question
If No
Action
Does the hero typography make someone pause mid-scroll?
Display type is not commanding enough
Push scale contrast to 10:1+, choose a more distinctive typeface, fill the viewport
Would someone screenshot any section and share it?
No signature moment exists
Identify one section to make extraordinary -- an animation, scale shift, or interaction
Does the design still read when you blur your eyes?
Hierarchy is too flat
Increase contrast between levels -- bigger headlines, more white space, stronger accents
Are all easing curves custom (no ease or linear)?
Motion feels default and mechanical
Replace with expo out (0.16, 1, 0.3, 1) or quart out (0.25, 1, 0.5, 1)
Is there asymmetric tension in the composition?
Layout feels safe and symmetrical
Offset elements from center, let images bleed, vary section density
Do the colors feel invented for THIS project?
Palette could belong to any brand
Develop a signature color identity: monochromatic tension, bold signature, or contextual shifting
Is the page load choreographed (not all at once)?
Elements pop in simultaneously
Implement staggered reveal: structure first, then hero, then supporting elements
Does scroll feel custom and weighted?
Using default browser scroll
Implement Lenis or Locomotive Scroll for smooth, physical scroll behavior
Are micro-details considered (selection, focus, cursor)?
Default browser behaviors remain
Add branded selection colors, designed focus states, and considered cursor behavior
Is CLS near zero and LCP under 2.5s?
Performance undermines perceived quality
Subset fonts, optimize images (WebP/AVIF), animate only transform/opacity
Does every animation answer "why does this move?"
Motion is decorative, not purposeful
Remove animations that do not serve narrative, hierarchy, or user guidance
Are focus states both beautiful AND accessible?
Accessibility sacrificed for aesthetics or vice versa
Design focus indicators that match brand aesthetic while meeting WCAG visibility requirements
Further Reading
Designing with Type by James Craig -- the foundational text on typographic principles, hierarchy, and the architecture of type in design
Grid Systems in Graphic Design by Josef Muller-Brockmann -- the definitive work on grid-based composition, proportional systems, and the mathematical foundations of visual layout
The Elements of Typographic Style by Robert Bringhurst -- the typographer's bible covering rhythm, proportion, and the craft of setting type beautifully
Interaction of Color by Josef Albers -- essential reading on color perception, contrast, and how colors behave in relation to each other
This skill synthesizes techniques and principles from the world's most awarded digital design agencies. The primary sources are:
Locomotive (Montreal) -- pioneers of smooth scroll experiences (creators of Locomotive Scroll), known for monochromatic tension palettes, bold typography, and seamless page transitions. Their work for clients like Ubisoft and the National Film Board of Canada defines the standard for immersive web storytelling.
Studio Freight (New York) -- specialists in creative development, known for magnetic interactions, bold signature color palettes, and pushing the technical boundaries of the browser. Their open-source tools and experimental projects influence the broader creative development community.
AREA 17 (New York/Paris) -- a digital product agency known for contextual design systems that adapt to each client's identity, editorial-quality layouts, and the balance of visual ambition with functional clarity. Their work for cultural institutions and media organizations sets the bar for content-driven design.
Active Theory (Los Angeles) -- a creative studio specializing in WebGL, immersive 3D experiences, and interactive storytelling. Their work demonstrates what is possible when technical ambition meets design vision.
Hello Monday (Copenhagen/New York, now part of DEPT) -- known for playful, innovative interactions and page transitions that feel like magic. Their work for brands like Spotify, Adidas, and Google consistently wins top awards.
Additional inspiration drawn from Dogstudio (Belgium), Tonik (Poland), Instrument (Portland), Resn (New Zealand), and the broader community of Awwwards, FWA, CSS Design Awards, and Webby Award winners whose collective work establishes the evolving standard for world-class digital craft.
Overview
Create award-winning, immersive web experiences at the level of Awwwards-featured agencies.
Prerequisites
Access to the ORM environment or API
Required CLI tools installed and authenticated
Familiarity with ORM concepts and terminology
Instructions
Assess the current state of the ORM configuration
Identify the specific requirements and constraints
Apply the recommended patterns from this skill
Validate the changes against expected behavior
Document the configuration for team reference
Output
Configuration files or code changes applied to the project
