# Twenty Website — Product & Brand Context > Strategic context for design work on the Twenty marketing site (`packages/twenty-website`). Loaded by every `impeccable` invocation. ## Register **Brand.** The marketing site is a public-facing surface where the design itself is part of the credibility argument. Prospects evaluate Twenty partly by how the site feels. The product app (`packages/twenty-front`) is a separate product-register surface, governed elsewhere. ## Users & Purpose The primary audience varies by route, but the working assumption for partner-related pages is: - **Who:** A budget-holding decision maker (founder, RevOps lead, or COO) shopping for a CRM implementation partner. Already on Twenty's site, evaluating a shortlist of partners. - **Context:** Doing a side-by-side comparison across 2–5 candidates over a single browsing session. Will spend 30–90 seconds on each profile before deciding whether to book a call. - **Decision being made:** "Is this partner credible, the right size, the right specialty, and within budget? Do I trust them enough to commit 30 minutes to a discovery call?" What the partner pages must do, in priority order: 1. Communicate credibility (real firm, real person, real work). 2. Surface fit signals fast (skills, region, languages, deployment expertise, budget range). 3. Give the visitor a confident "next step" affordance (book a call or vet via LinkedIn) without pressure. ## Desired Outcome The redesign should make `/partners/profile/[slug]` feel like a *thoughtfully curated profile of a top-tier partner*, not a generic templated card. A visitor should leave thinking "this firm is serious" even if they don't book a call this session. Specifically: - **Confidence over information density.** A short, well-typeset profile beats a packed-but-busy one. - **Editorial restraint.** White space, deliberate type hierarchy, and a few well-chosen details say more than dozens of small components. - **Quiet conviction.** No hype copy, no growth-hack patterns, no "Trusted by" logo strips. The partner's own work and intro speak for themselves. ## Brand Personality **Editorial · Founder-led · Considered.** The site reads like a thoughtful indie publication, not a SaaS landing page. Serif headlines, plenty of whitespace, deliberate typographic rhythm. Quietly opinionated — Twenty has a point of view about CRM (open-source, customizable, well-designed) and the site reflects that without shouting. Tonal anchors: - Stripe's documentation for clarity, Linear's marketing for restraint, an editorial print magazine for typography choices. ## Anti-references **Reject these patterns. They make the work read as generic AI / generic SaaS:** - **Generic SaaS landing.** Big-number heroes, identical icon-grid cards, gradient text, navy + lime accent color schemes, "supercharge your workflow" language. - **Corporate enterprise tone.** Stock photos of diverse handshakes. "Trusted by Fortune 500" logo strips as the primary credibility move. Trust-badge bars. - **Bento templates.** Repetitive same-size cards. Vercel-style scroll-pin animations on every section. - **Side-stripe borders, gradient text, glassmorphism, hero-metric templates, identical card grids** — see impeccable's shared absolute bans. ## Strategic Design Principles 1. **Typography carries the design.** The brand has a serif/sans/mono trio. Hierarchy is set by scale + weight contrast, not by color or borders. 2. **Restrained palette.** Tinted neutrals (black/white via CSS variables, with alpha-tone variants for text and borders) carry 90%+ of the surface. Accent color used sparingly when it appears at all. 3. **Whitespace is a feature.** Tight cards feel cheap. Pages should breathe. 4. **Asymmetry over grid.** A 12-col bento is the wrong shape for a profile page. Use asymmetric two-column layouts where one column does heavy lifting. 5. **One opinionated detail per page.** Each surface should have one moment of editorial conviction (a typographic flourish, a precise micro-interaction, a deliberate space) rather than five generic flourishes. ## Accessibility **WCAG AA + keyboard + screen reader baseline:** - All interactive elements reachable by keyboard, focus visible (`outline: 2px solid`, not just color shift). - Semantic landmarks: `
`, `
`, `