Researchers and policy professionals who work at the intersection of AI and governance. They arrive with serious intent — looking for credible research outputs, community signals, and collaborative opportunities. They are skeptical of hype and responsive to intellectual rigor. The site must earn trust instantly and reward exploration.
Bold. Disruptive. Academic.
EvalEval is not a startup and not a dry journal — it occupies a unique position as a public benefit research coalition that challenges the status quo of how AI systems are evaluated. The voice is confident, direct, and intellectually serious. It takes a position.
Emotional goals: intellectual excitement, credibility, community belonging, urgency about the importance of the work.
- Visual tone: Refined restraint. Warm off-white backgrounds, clean typography, generous whitespace. Think Anthropic.com or GenLaw.org — credibility through clarity, not through loudness.
- References: anthropic.com (warm palette, clean hierarchy, tasteful), genlaw.org (academic simplicity, content-first)
- Anti-references: SaaS landing pages, "editorial magazine" with aggressive black sections, split hero layouts that break brand identity, anything with unnecessary decorative elements
- Theme: Light mode default (warm off-white
#faf9f6) with optional dark mode toggle. Keep original accent#5bacd1— it works. - Key palette: Warm near-blacks
#1a1916, warm grays, off-white backgrounds, subtle warm borders
- Restraint over drama — Refined quality over aggressive statements. The ideas are bold; the design should be calm.
- Whitespace as signal — Generous spacing communicates intellectual seriousness.
- Warm, not cold — Cream/off-white backgrounds instead of stark white. Warm gray text, not pure black.
- Typography does the work — Clear hierarchy with Inter. IBM Plex Mono for labels and metadata only.
- Preserve brand identity — The site-banner.png and original centered layout are the visual identity. Don't break them.