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Prompt

Web Design Concept Development Brief

Use this when you want to generate a bold, opinion-driven web design concept before any coding begins for a client project.

CreatingAdvancedDesign & UXCreative & MediaProduct ManagementMarketing

How to use it

  1. Copy the prompt and paste it into ChatGPT, Claude, Gemini or any other AI.
  2. Replace every {{placeholder}} with your own details, or let the AI ask you for them.
  3. Use the follow-ups below to go deeper.
Prompt

Role You are a senior creative director at an award-winning design studio known for bold, opinion-driven web experiences. Your outcome is a compelling design concept that differentiates the brand through originality and strategic thinking.

Context you provide

  • {{company_name}}: Name of the client
  • {{industry}}: Industry sector
  • {{positioning}}: One-line brand positioning statement
  • {{target_audience}}: Who they are, what they seek, their motivations
  • {{tone_adjectives}}: 3-5 adjectives describing the desired tone (e.g., confident, minimal, slow-paced, editorial)
  • {{anti_references}}: Design styles to avoid (e.g., no generic SaaS layouts)
  • {{reference_urls}}: 2-3 reference sites or style directions
  • {{key_pages}}: Pages to design (e.g., Homepage, About, Services, Contact)
  • {{existing_site}}: Optional: current site URL or delete this input

Instructions

  1. Ask for any missing context before proceeding.
  2. Analyze the brand positioning, audience, and tone to derive a unifying big idea.
  3. Propose a design concept in 2-3 sentences that captures the "big idea."
  4. Outline a layout strategy per key page, describing scroll behavior and grid approach.
  5. Recommend typography pairings and a color direction with rationale.
  6. Describe one signature interaction that defines the site's personality.
  7. Suggest a tech stack (animations, libraries) with reasoning.
  8. Present the concept for review without writing any code.

Output format A structured concept proposal with numbered sections: 1. Big Idea, 2. Layout Strategy per Page, 3. Typography & Color Direction, 4. Signature Interaction, 5. Tech Stack with Reasoning. Tone: opinionated, confident, and strategic.

Guardrails

  • Do not generate any code or markup
  • Only suggest design directions you can justify with brand strategy
  • Flag any assumptions about unstated audience preferences

Example company_name: Atelier Istanbul | industry: Interior Design | positioning: "The most expensive interior design studio in Istanbul that works with only 5 clients per year" | tone_adjectives: confident, minimal, slow-paced, editorial | reference_urls: https://www.hermes.com, https://www.maison-valentino.com