# Pete Sena — Design Reference

Schema: Design Details DESIGN.md v3.2
Source: https://petesena.com/
Captured: 2026-11-04
CSS measured: 2026-11-04T16:00:57.761Z at 1440×1000 — https://petesena.com/
Values come from computed CSS; role labels are AI judgments. Live CSS may differ from an older screenshot.
Status: AI analysed; curator review pending
Rubric: 3.2
Observer: Not recorded
Judge: Not recorded

## Design direction

Pete Sena helps founders and brand leaders design demand with creativity and AI. Founder of Digital Surgeons and The Resonance. Keynotes and AI workshops.

## Classification

- Industry: creative
- Site type: Portfolio, Other
- Business model: Agency
- Styles: minimal, colourful, typographic
- Platform: Webflow
- Technology: GSAP, Three.js

## Typography

- Primary: webflow-icons

## Functional palette

- Secondary: #E0A080
- Primary: #806040
- Primary: #404020

## Exact computed CSS inventory

The browser extracted these declarations from rendered DOM at capture time. They are facts, not visual guesses. Image and video pixels are outside this inventory.

### Font configurations

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      {
        "tag": "nav",
        "text": "Pete SenaAboutNewsletterContactMenu",
        "top": 930,
        "property": "background"
      },
      {
        "tag": "a",
        "text": "↓",
        "top": 933,
        "property": "control-background"
      }
    ]
  },
  {
    "id": "color-14",
    "hex": "#F2F0EB",
    "alpha": 0.6,
    "cssValue": "rgba(242, 240, 235, 0.6)",
    "count": 8,
    "contexts": [
      {
        "tag": "p",
        "text": "Pull threads across people, fields and ideas. The breakthroughs live where they meet.",
        "top": 13256,
        "property": "text"
      },
      {
        "tag": "a",
        "text": "Privacy policy",
        "top": 23173,
        "property": "text"
      },
      {
        "tag": "button",
        "text": "Cookie settings",
        "top": 23173,
        "property": "text"
      }
    ]
  },
  {
    "id": "color-15",
    "hex": "#F0F0EB",
    "alpha": 0.2,
    "cssValue": "rgba(242, 240, 235, 0.2)",
    "count": 116,
    "contexts": [
      {
        "tag": "line",
        "text": "",
        "top": 12894,
        "property": "svg-stroke"
      }
    ]
  },
  {
    "id": "color-16",
    "hex": "#D5D3CE",
    "alpha": 1,
    "cssValue": "rgb(213, 211, 206)",
    "count": 1,
    "contexts": [
      {
        "tag": "div",
        "text": "Curiosity",
        "top": 13075,
        "property": "text"
      }
    ]
  },
  {
    "id": "color-17",
    "hex": "#51504C",
    "alpha": 1,
    "cssValue": "rgb(81, 80, 76)",
    "count": 1,
    "contexts": [
      {
        "tag": "div",
        "text": "Context",
        "top": 13291,
        "property": "text"
      }
    ]
  },
  {
    "id": "color-18",
    "hex": "#F2EFEB",
    "alpha": 0.7019607843137254,
    "cssValue": "rgba(242, 240, 235, 0.7)",
    "count": 1,
    "contexts": [
      {
        "tag": "span",
        "text": "© 2026 Pete Sena. All rights reserved. Privacy policyCookie settings",
        "top": 23173,
        "property": "text"
      }
    ]
  },
  {
    "id": "color-19",
    "hex": "#7E7E7E",
    "alpha": 0.45098039215686275,
    "cssValue": "rgba(127, 127, 127, 0.45)",
    "count": 8,
    "contexts": [
      {
        "tag": "li",
        "text": "Brand strategy and positioning",
        "top": 5155,
        "property": "border"
      }
    ]
  },
  {
    "id": "color-20",
    "hex": "#FFFFFF",
    "alpha": 0.7215686274509804,
    "cssValue": "rgba(255, 255, 255, 0.72)",
    "count": 3,
    "contexts": [
      {
        "tag": "a",
        "text": "About",
        "top": 946,
        "property": "text"
      }
    ]
  },
  {
    "id": "color-21",
    "hex": "#FFFFFF",
    "alpha": 0.8509803921568627,
    "cssValue": "rgba(255, 255, 255, 0.85)",
    "count": 4,
    "contexts": [
      {
        "tag": "li",
        "text": "Keynotes and workshops",
        "top": 6555,
        "property": "border"
      }
    ]
  },
  {
    "id": "color-22",
    "hex": "#F1F1ED",
    "alpha": 0.2196078431372549,
    "cssValue": "rgba(242, 240, 235, 0.22)",
    "count": 4,
    "contexts": [
      {
        "tag": "li",
        "text": "Brand sprints and identity systems",
        "top": 8028,
        "property": "border"
      }
    ]
  },
  {
    "id": "color-23",
    "hex": "#FFFFFF",
    "alpha": 0.6,
    "cssValue": "rgba(255, 255, 255, 0.6)",
    "count": 4,
    "contexts": [
      {
        "tag": "li",
        "text": "AI roadmaps for teams",
        "top": 9478,
        "property": "border"
      }
    ]
  }
]
```

### Extraction limits

- Font families are computed CSS declarations, not optical font identification.
- Colors are computed CSS converted by the browser to sRGB; image/video pixels and gradient stops are not sampled.
- Transparent colors are recorded with alpha but excluded from opaque palette role assignments.
- Only currently rendered DOM elements are sampled; closed shadow roots and iframe contents are excluded.

## Type, spacing, and shape language

Design tokens have not been analysed yet.

## Sections

Gallery section count: 7. Each entry corresponds to one gallery capture.

1. **Hero — Centered headline with floating photo collage** (Home)
   A large centered line on black, ringed by scattered photos and a small floating nav pill, sets personality and role immediately.
   Capture: 1440×1056px; page bounds 0–1056px of 12000px; source section ID: `92c68d34-48a7-462f-83e2-d77e1d4e0a3b`; image: https://media.designdetails.io/library/70fd2d14028df123c7c1422c536524c01c22f94e575cac034ed94e22bb6de15e/section-manual-92c68d34-48a7-462f-83e2-d77e1d4e0a3b-1793903352054.webp
   SECTION.md v3.2: `92c68d34-48a7-462f-83e2-d77e1d4e0a3b` (deterministic evidence; editorial review pending)
2. **Logo Cloud — Positioning statement above client logo row** (Home)
   A large intro paragraph states the offer, and a monochrome logo row beneath it backs the claim with recognisable clients.
   Capture: 1440×739px; page bounds 3156–3895px of 12000px; source section ID: `d711f916-d32d-4054-8e03-0031b5c65a31`; image: https://media.designdetails.io/library/47c5aaeb1c5978ed519632be449c91be613f82f6c8bf66aef4997b5a5c7358c5/section-manual-d711f916-d32d-4054-8e03-0031b5c65a31-1793903339469.webp
   SECTION.md v3.2: `d711f916-d32d-4054-8e03-0031b5c65a31` (deterministic evidence; editorial review pending)
3. **Features — Stacked service panels with project visuals** (Home)
   Each panel pairs a big numbered title and short description with a visual and a button, so visitors scan services quickly.
   Capture: 1440×989px; page bounds 4000–4989px of 12000px; source section ID: `e711cc25-dffb-4806-9d9e-6fdfd4aa7f45`; image: https://media.designdetails.io/library/43cb52f6e704124df151e182dab74c293bea2a406c450d1aff7014b8dc44f72d/section-manual-e711cc25-dffb-4806-9d9e-6fdfd4aa7f45-1793903317733.webp
   SECTION.md v3.2: `e711cc25-dffb-4806-9d9e-6fdfd4aa7f45` (deterministic evidence; editorial review pending)
4. **Process — Principle list beside rotating 3D shape** (Home)
   A vertical list highlights one principle at a time next to a central object and short explanation, making the ideas feel stepwise.
   Capture: 1440×1000px; page bounds 6000–7000px of 12000px; source section ID: `6dac5bbf-b34f-4609-8a75-9e28383eef2c`; image: https://media.designdetails.io/library/5d22690ebb4cee7e67688e086319a83cc707b7fb8ede7919e24744a0aabaf84a/6dac5bbf-b34f-4609-8a75-9e28383eef2c.webp
   SECTION.md v3.2: `6dac5bbf-b34f-4609-8a75-9e28383eef2c` (deterministic evidence; editorial review pending)
5. **Other — Video section with mantra overlay** (Home)
   A full-bleed speaking photo with four short rule lines in white shows the approach in action and stays easy to read.
   Capture: 1440×986px; page bounds 8014–9000px of 12000px; source section ID: `6c42ac88-da5c-4acf-8014-8dcd103c9472`; image: https://media.designdetails.io/library/d74e0c22e987d173e15e36bf9ad9a45f6970f2d824b352a6318ded5d51299455/section-manual-6c42ac88-da5c-4acf-8014-8dcd103c9472-1793903309692.webp
   SECTION.md v3.2: `6c42ac88-da5c-4acf-8014-8dcd103c9472` (deterministic evidence; editorial review pending)
6. **CTA — Booking prompt surrounded by photo collage** (Home)
   A centered question with a single pill button stands out against scattered photos, giving one clear next step.
   Capture: 1440×954px; page bounds 9045–9999px of 12000px; source section ID: `66da9675-e561-4a23-b5e7-b954ec8c25b2`; image: https://media.designdetails.io/library/4d5480c0f37a67fd964784772e7c5d2483447d6be304a1e17dae2e6cac3e5bca/section-manual-66da9675-e561-4a23-b5e7-b954ec8c25b2-1793903302691.webp
   SECTION.md v3.2: `66da9675-e561-4a23-b5e7-b954ec8c25b2` (deterministic evidence; editorial review pending)
7. **Footer — ASCII art name with social links** (Home)
   Oversized ASCII lettering gives the footer personality, while small legal text and social links stay unobtrusive along the bottom.
   Capture: 1440×1000px; page bounds 11000–12000px of 12000px; source section ID: `1377c542-6df7-4f75-a6cb-57371bd35f8d`; image: https://media.designdetails.io/library/459cfbaad4118014dff90b1cfc6ea86b16033e51b209a71c420b4fdca14d4e4f/1377c542-6df7-4f75-a6cb-57371bd35f8d.webp
   SECTION.md v3.2: `1377c542-6df7-4f75-a6cb-57371bd35f8d` (deterministic evidence; editorial review pending)

## Capture and motion evidence

- Desktop screenshot: https://media.designdetails.io/library/ca3fedd9b9d2274c27061117dde972dbb0481ce95d8dce8240c65e750c0087b1/desktop_full-b9a25c2a-2026-11-04T16-00-57-779Z.webp
- Mobile screenshot: https://media.designdetails.io/library/e1234e007e5d29653aedc87883f4dcf949d50c634599e97097c3ba42cd804138/mobile_full-b9a25c2a-2026-11-04T16-01-48-088Z.webp
- Open Graph image: https://media.designdetails.io/library/1322f78d954571cbb6630e7bb37397807dcfef81d57f53ed8b42560f5c5da8fd/og_image-b9a25c2a-2026-11-04T16-01-07-981Z.webp
- Full-page video: https://media.designdetails.io/library/69484280001a032939796408ff83a334d056a7a311040e3290359b2c898c35e1/motion-1793808972754.mp4
- Video poster: https://media.designdetails.io/library/4377fe2a5f1a1e9239f51f6b923d7fac5af70d6f92e19a01a19beb3bb4991b14/motion-poster-1793808972754.webp
- Motion status: Recording attached. Consult the motion score and section motion records; do not infer exact easing from frames alone.

## Implementation contract

- Treat computed CSS values, screenshot dimensions, and section bounds as measured evidence.
- Treat typography roles, palette roles, style labels, quality scores, and prose analysis as model or curator judgments.
- Rebuild the page in the listed section order. Request SECTION.md v3.2 using the listed ID. Promoted IDs include editorial observation and judgment; raw gallery IDs still return deterministic geometry, site design facts, media treatment, and explicit evidence gaps.
- Do not invent exact responsive behavior, motion curves, or hidden interaction states when they were not captured.

## Reusable components

- Logo strip
- Call to action
- Feature collection
- Process
- Other
- Footer
- Hero

## Quality rubric

Legacy score hidden pending rubric 3.2 rescore.

Not scored yet.

Coverage: 0% of the current weighted rubric. Compare overall scores only at similar evidence coverage.

Formula: weighted mean of scored axes — Typography 15%, Color 10%, Layout 20%, Motion 20%, Originality 25%, Content 10%. Inconclusive and not-assessed axes are excluded and coverage is shown explicitly.

## Verification checklist

Checklist pending.

## Curator notes

Small photo and video clips scatter loosely across a black field around a large centred headline, giving a personal, human feel before any sales copy appears. Generous dark space between sections and an impossible triangle logo mark pace the long scroll into clear chapters, letting a few bold statements carry the trust-building weight.

## Usage guidance

Use this record as design evidence. Combine it with other references and create an original implementation; do not reproduce the source website or its proprietary copy and assets.