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zeekay d954227524 feat: Lux Design System — tokens, components, brand assets, guidelines

Monochrome, dark by default. One hue rendered through an opacity ladder.
Tokens (color, type, spacing, radius, elevation, motion) + core/forms/navigation/
overlays components + brand guidelines + ui kit. The single source of truth for
every Lux surface — loadable and editable.

2026-07-24 17:21:07 -07:00

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Voice

Direct, technical, understated. Lux builds enterprise AI infrastructure and frontier models; the writing sounds like the people who build it, not the people who market it.

The five rules

Numbers over adjectives. "92.9% on GPQA" beats "incredibly smart." "40ms p50" beats "blazing fast." If you cannot measure it, question whether it belongs.
Say the thing, then stop. Lead with the claim. Cut the throat-clearing ("We're excited to announce…", "In today's world…"). The reader is busy.
No exclamation marks. No emoji. Enthusiasm is carried by substance, not punctuation. This is a hard rule, the same way monochrome is a hard rule.
Verbs, active, present. "Deploy a model in one command." Not "Models can be deployed."
Concrete nouns. "inference," "agents," "the C-Chain," "an SQLite database" — name the real thing rather than "solutions," "offerings," or "capabilities."

Before / after

Instead of	Write
"Blazing-fast, next-gen AI cloud!"	"The AI cloud. Inference at 40ms p50."
"We're thrilled to introduce our new models 🚀"	"New frontier models. Available today."
"Leverage our powerful suite of solutions"	"Run models, agents, and search on one platform."
"Sign up now and get started on your journey!"	"Start free. No card."
"Revolutionary paradigm-shifting technology"	(delete — show the benchmark instead)

Words

Product names, capitalized: Lux, Lux Cloud, Lux, Base, KMS, IAM.
Lowercase the plumbing: inference, agents, models, tokens, endpoints.
One space, one period. Sentence case for headings and buttons — "Get started," not "Get Started" or "GET STARTED." Eyebrows are the one exception: small uppercase category labels (see --type-eyebrow).
Never "revolutionary," "cutting-edge," "game-changing," "seamless," "unleash," "supercharge," "delve," "in today's fast-paced world."

Length

Hero headline: ≤ 7 words.
Hero subline / tagline: ≤ 140 characters, one sentence.
Body: short paragraphs, two to four sentences. If a paragraph needs a scrollbar, split it.

The test

Read it aloud. If it sounds like a person explaining their work to a smart colleague, keep it. If it sounds like a press release, rewrite it.

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