A whole design department — art director, brand designer, quality control — installed into Claude with one free command. Your AI stops shipping websites that look like every other AI website.
Ask any AI to build you a website.
You already know what comes back.
A centred hero. A purple-to-blue gradient.
Three feature cards in a row, each with a little icon.
A fake stat like "trusted by 50,000+ teams."
It's not ugly, exactly. It's worse than ugly.
It looks exactly like every other AI website on the internet.
Your visitors have seen that page a hundred times this month.
And the moment they recognise it, they stop trusting it.
The Instant Design Department breaks that cycle for good.
That's the point — you don't need to be. The department does the designer stuff.
You type one install command and then ask for websites the way you always have. The taste comes built in.
Hallmark is a free, open-source skill — a rulebook your AI reads before it designs anything.
Think of it as hiring a design department into Claude Code. Here's who's in the room:
An art director who asks three questions before any work starts: who's this for, what's the one action, what's the tone?
A layout planner with 21 named page shapes — and a hard rule that no two of your sites get the same one twice in a row.
A brand designer with a wardrobe of 20 themes — real palettes and font pairings, rotated so nothing repeats.
And a quality inspector who runs every page through 57 checks before you see it — the purple gradients, fake browser windows, invented stats and template heroes all get caught at the gate.
It's free because it's a rulebook, not a service. There's no server, no subscription, no API bill — it's an open-source file (MIT licence, 6.4k stars on GitHub) that your existing AI reads.
You already pay for Claude. This makes the Claude you already pay for design better. $0 on top, forever.
Here's a real run from my machine — an invoicing API landing page I asked for after installing the skill.
I typed one brief. "Build a landing page for an invoicing API for developers." Normal prompt, nothing fancy.
The art director asked its three questions. Audience, one action, tone. You can answer — or just say "go ahead" and it infers, then tells you what it picked so you can redirect.
It picked a page shape out loud. "Bento Grid" — one of 21 named structures. It states the pick before writing code, so you can veto it in two seconds.
It picked a theme out loud. "Cobalt" — cool engineered white, one electric blue accent, code-as-hero. And because the previous build used a different shape and theme, the rotation rule forced this one to differ.
It built the page with locked design tokens. Every colour and font comes from a named token block — no mid-page improvising, which is exactly where normal AI design falls apart.
The inspector ran the 57 gates. No gradient text. No fake stats. No italic headers. No template hero. Works at phone width. Anything that fails gets fixed before handoff.
I got a finished page — and a stamp. The file opens with a comment recording what was chosen, so the next build knows what to avoid repeating.
So when someone asks "but what IS it?" — it's a free rulebook that forces your AI to design like a professional and to check its own work before you see it.
"A design skill for AI coding assistants. Makes the UIs they generate look made, not generated."
— the hallmark README, github.com/Nutlope/hallmark, July 2026
Open your terminal — the text window where you type commands — and paste this:
npx skills add nutlope/hallmarkThat's it. The skill lands in your skills folder and Claude Code picks it up automatically — along with Cursor, Codex, and a dozen other AI tools, all from the same install.
No account. No API key. No card. The whole department is a folder of markdown rules your AI reads before it designs.
From then on, any time you ask Claude to build a page, the department is already in the room.
This is the part that sold me. Same skill, six prompts — six sites that don't share a single design decision between them. It covers every register: quiet editorial, dark atmospheric, dev-tool, playful, loud print, premium AI. Click any of them to open the real page.
What you're looking at: a bakery site that reads like a letter — serif type, warm paper, opening hours as a quiet table. No hero banner, no feature cards. The skill chose a "Long Document" structure because the brief was a story, not a product.
What you're looking at: an AI music tool where one giant statement fills the whole first screen — no subtitle, no button until you scroll. Dark canvas, amber bloom, floating pill nav. A completely different animal to build 1.
What you're looking at: a developer API page where the code is the hero — a live request and response card, one electric blue accent, and a command palette that actually opens when you press ⌘K on the page.
What you're looking at: a household plant-care app in the skill's playful register — cream paper, rounded type, cartoon shadows, and a little plant character built in pure CSS that smiles when you hover it. Try that with a normal AI prompt.
What you're looking at: a print studio manifesto — poster-sized type with deliberately misaligned orange and blue offsets, like a real risograph print. The nav is a row of hard-bordered slabs. Nothing centred, nothing gradient, nothing template.
What you're looking at: the premium AI-tool register — lowercase serif headline with one brass-underlined verb, a glowing filament instrument with technical callouts instead of the usual AI orb, and the story told as numbered phases 1.0 to 4.0.
Yes — two ways. Name your brand colour and it builds a custom palette around it instead of using the catalog.
Or use the study command: point it at any site you admire and it extracts the design DNA — structure, fonts, colour anchor — then rebuilds YOUR content with it. It never copies pixels; it learns the shape.
Everything the skill does maps to five desks. Walk a brief past all five and slop has nowhere to hide.
Three questions before any code: who's it for, what's the one action, what's the tone? Answer them — or say "go ahead" and it infers and tells you what it picked.
21 named page shapes — letter, marquee, bento, manifesto, catalogue and more. Your last shape is banned from the next build, so your sites never blur together.
20 themes with real palettes and font pairings — plus a custom route that builds one around your brand colour when you name it.
57 checks every page must pass — no gradient text, no fake stats, no invented testimonials, no template heroes, works at phone width. Fails get fixed before you ever see them.
The study command: hand it a screenshot or URL you admire and it extracts the design DNA, then dresses your content in it. Taste, borrowed legally.
Just ask (the default). "Build me a landing page for X." The full pipeline runs — questions, shape, theme, gates.
hallmark audit. Point it at an existing page and it scores it against the anti-slop list — a ranked punch list of what makes your site look AI-made. It doesn't touch anything; it just tells you the truth.
hallmark redesign. Keeps your content, your routes, your brand — replaces the visual layer. New structure, new rhythm, same site underneath.
hallmark study. Paste a URL or screenshot of a design you love. It names the structure, the fonts, the colour anchor — then offers to rebuild your content with that DNA.
This isn't another tool with another tab and another bill. It's a rulebook that upgrades the AI you already use — there's nothing new to open, log into, or pay for.
If you keep your design tools, fine — this just means the first draft that comes out of Claude no longer needs rescuing.
No — that's the biggest myth about it. The everyday 90% runs on free local models on your own machine, and free APIs slot in for more — this guide's entire topic is a $0 skill.
For the frontier work, the Agent OS drives the CLIs you already pay for — your Claude subscription already includes the Claude Code CLI, and the OS plugs straight into it. You're not paying twice; it's a layer on top of what you already own.
And inside the AI Profit Boardroom there are full token-optimisation tutorials, so usage drops even further and you never think about it again.
Wrong: "AI just can't do good design. You can always tell."
Right: You can always tell when nobody gave the AI rules. Untrained AI defaults to the same template every time — a rulebook with 57 gates is precisely what removes the tell.
Wrong: "Good design has to cost money — free means cheap-looking."
Right: The rules in this skill are distilled from the best design consensus on the internet, published open-source. The taste is real; the price is $0 because it's a file, not a service.
Wrong: "I'll fix the design later. Function first."
Right: Your visitors judge the design in one second, before reading a word. With the department installed, function-first and good-looking come out of the same prompt — later never has to come.
Members post their wins every day — agency owners, ecom founders, course creators, solo operators across 38 countries. Real businesses, real numbers, in their own words.
Read the 158-page wins doc →The six example sites in this guide came off my machine within a day of installing the skill — every screenshot above is clickable and live. Same stack that runs my agency and channel.
Open your terminal. On a Mac: the Terminal app. That's the only "technical" step, and it's one paste.
Paste the install. npx skills add nutlope/hallmark — ten seconds, done. Works for Claude Code, Cursor, and Codex at once.
Ask for a page you actually need. A landing page, a portfolio, a product site. One sentence is enough.
Answer the three questions — audience, action, tone. Or say "go ahead" and let it infer; it tells you what it picked.
Read the pick it states. "Structure: X. Theme: Y." Veto in two seconds if it feels wrong — cheaper than a rebuild.
Let the gates run. The 57 checks happen before handoff. What reaches you already passed.
Audit something you already shipped. hallmark audit on your current site — the punch list will tell you exactly why it reads as AI-made.
Study a site you love. hallmark study <URL> — extract its DNA, rebuild your content with it. This is the move that feels illegal and isn't.
One command, one real page. Watch it pick a structure and theme out loud instead of guessing.
Run the audit on everything you've shipped. Fix the top three tells on your most-visited page.
Extract the DNA from three sites you admire. Rebuild one of your pages with the best fit.
Pick your weakest live site and run a full redesign — same content, new structure, all 57 gates.
21 structures and a rotation rule mean no two of your sites share a shape.
The whole department is open-source. One command, $0, forever.
57 checks catch the gradients, fake stats and template heroes before you see them.
One command scores any existing page and lists exactly what reads as AI-made.
Study any site you admire, extract the DNA, dress your content in it.
Claude Code, Cursor, Codex — the skill upgrades what you already pay for.
