Homepage redesign: Design system + brand voice guidelines

[bokelley]

Context

Currently discussing homepage improvements in PR #340. The consensus is to close that PR and take a more systematic approach rather than one-off fixes.

Two related initiatives that should be tackled together:

1. Design System

Proposal: Adopt Shadcn UI (https://ui.shadcn.com/)

Why:

• Copy-paste components (not a dependency)
• Built on Radix + Tailwind
• Flexibility without lock-in
• Solves current inconsistency across site

Questions:

• Do we have consensus on Shadcn?
• What's the migration path?
• Who owns component library setup?

2. Brand Voice & Messaging Guidelines

Current issues with site copy:

• Homepage hero doesn't quickly answer "what is this and why should I care"
• Value props explain how before why
• Core thesis (allocation problem, not efficiency) isn't front and center
• Walled garden positioning could be clearer

Key messaging to emphasize:

1. The allocation problem: Advertisers work with 3-5 platforms today. The opportunity is expanding to 20+ without tripling headcount. This is a $1-2T reallocation opportunity.

2. Day trading vs investing analogy: OpenRTB is a protocol for day trading (reasoning about impressions). AdCP is a protocol for investing (reasoning about budgets, relationships, outcomes).

3. Walled gardens benefit: Platforms like Snap/Pinterest avoid RTB because it would commoditize them. AdCP lets them capture new allocation budgets while preserving differentiation.

4. Pragmatic optimism: AdCP is early-stage. Join to influence a protocol that will impact trillions in global commerce.

Questions:

• Should we create a brand voice doc before rewriting copy?
• Who should be involved in establishing guidelines?
• What's the approval process for messaging changes?

Proposed Approach

1. Pick design system (Shadcn?)
2. Establish brand voice guidelines
3. Redesign homepage as showcase of both
4. Roll out systematically to rest of site

Next Steps

• Get consensus on design system
• Draft brand voice guidelines
• Workshop homepage messaging
• Design + implement new homepage
• Close PR Redesign homepage hero section and improve code maintainability #340

CC: @christina @vishveshwar