Respira Brand & Design System

This document describes the Respira for WordPress brand and design system. It is structured for AI assistants, crawlers, and developers. The interactive design system loads below via JavaScript.

North Star Principles

The principles that shape every decision across all Respira surfaces — marketing site, docs, cloud dashboard, WordPress plugin, Chrome extension, and AI interfaces.

Personality to UI Behavior

Voice & Tone

"The Master Craftsman with a Neural Link" — Respira speaks like a world-class WordPress developer who is also a lead AI researcher. We are brilliant but humble, witty but professional, and deeply protective of the user's site.

Voice Principles

Microcopy Guide

Brand Personality

"The AI Whisperer for WordPress" — We don't just bridge the gap; we make it feel like the AI was born to build in WordPress.

Audience Messaging

Anti-Patterns (Never)

Unified Family Rule

All six surfaces — marketing site, docs, cloud dashboard, WordPress plugin, Chrome extension, and AI interfaces — use the same tokens, the same typography, the same icon set, and the same motion language. A user moving between surfaces should never feel like they've left Respira.

Testimonials

Trusted by professionals. Sample testimonials: Sarah Jenkins (Nexus Digital Agency) — "Respira is the only AI tool we trust with our clients' sites. The duplicate-before-edit feature means we never risk breaking a live WooCommerce store." Marcus Thorne (GlobalTech Solutions) — "Respira's auditability and strict guardrails made it the only viable choice for our enterprise infrastructure." Elena Rodriguez (Elena Designs) — "Respira actually understands how WordPress builders work. It saves me 15 hours a week."

Color System

Primary: Emerald green #10b981 (heartbeat color). Warm stone neutrals for depth. Semantic: Success #22c55e, Warning #eab308, Error #ef4444, Info #3b82f6. Accents: Amber #f59e0b, Sky #0ea5e9, Violet #8b5cf6, Rose #f43f5e. Dark surface layers: Base #0c0a09, Surface #1c1917, Elevated #1f1e1d, Overlay #182433.

Warm Accent Tier

Gold/amber warm accents are used sparingly for hero-level moments and key conversion points. The hero headline uses a gradient of cyan (#ecfeff) → mint (#bbf7d0) → warm gold (#fcd34d) to create warmth without abandoning the emerald identity. Warm tones signal importance and human touch — use for: hero headlines, key CTAs, pricing highlights, and manifesto typography. Never use warm gold as a background or for body text. The warmth is an accent, not the palette.

Typography

Display and body: DM Sans (font-respira class). Monospace: JetBrains Mono, Fira Code. Cormorant Garamond for editorial pull quotes and testimonial cards. Hero headlines use 800 weight with tight letter-spacing (-0.05em) and gradient text treatment. Section headlines use 700 weight at 4xl-5xl scale.

Homepage 3-Act Structure

The homepage follows a narrative arc designed for conversion:

Breathing Moments

Every 3rd section should be a "breathing moment" — generous whitespace, reduced information density, and a shift in visual tone. The Testimonials section (cream background with wave dividers) and the Manifesto section (warm stone background) serve as breathing moments. Wave SVG dividers create organic transitions between dark and light zones. Never stack two high-density sections (Bento, Comparison, Pricing) back-to-back without a breathing moment between them.

Section Layouts

Every section on the page should feel different. Mix layouts so no two consecutive sections share the same structure. Types: Bento Grid, Editorial Split, Flow Diagram, Data Dashboard, Full-Bleed Hero, Horizontal Marquee, Compact Stat Strip, Vertical Trust Chain. Rules: Never two same layouts back-to-back. Alternate dense and spacious. Every 3rd section a "breathing" moment. Tinted zones create mood shifts.

Background Zones

zone-dark #070a0f (Hero, CTA), zone-elevated #0c1219 (default sections), zone-emerald #f0fdf4 (safety, how-it-works), zone-slate #f1f5f9 (technical), zone-cream #faf7f2 (testimonials), zone-stone #1c1917 (manifesto — warm dark). Light sections create contrast and trust. Wave SVG dividers create organic transitions between zones. Gradient transitions (dark→cream, cream→dark) use dual-path SVG waves for seamless color blending.

Logo & Wordmark

Use logo and wordmark together in headers. Favicon alone for browser tabs, bookmarks, wp-admin sidebar. Never stretch, never recolor. Light background: #fafaf9. Dark background: #0c0a09.