# Product

## Register

brand

## Users

PC-VR enthusiasts and prosumers: people who already own capable gaming PCs and care
about visual fidelity, comfort, and hardware quality. They are researching a high
consideration purchase (USD ~$1,000+), often cross-shopping against Meta Quest, Valve
Index, and Apple Vision Pro, and they watch reviews before committing. Context: on
desktop or mobile, evaluating whether the Beyond 2 is worth the price. The job to be
done is to understand what actually makes Beyond 2 different (size, pancake optics,
micro-OLED displays, adjustable IPD, comfort) and to decide to preorder with confidence.

## Product Purpose

The marketing site for the Bigscreen Beyond 2 and Beyond 2e, the world's smallest VR
headset. It exists to tell the hardware-craft story convincingly enough to convert high
consideration buyers, and to position Bigscreen as the premium leader in PC-VR. Success
is measured both ways, conversion-led: preorders placed, and the brand impression of
"the best-made thing in VR." The site is also being rebuilt off Builder.io into an owned
codebase, so durability and editability are part of "success" alongside the visitor's
impression.

## Brand Personality

Precision-engineered, premium, immersive. The voice is confident and specific:
technical detail stated plainly, never hype. The reference feel is Apple / Teenage
Engineering product storytelling, a dark cinematic stage where the hardware is the hero
and the interface gets out of the way. Emotional goals: desire, trust, and the sense
that obsessive engineering went into every gram. It should feel inevitable and expensive,
not loud.

## Anti-references

This should NOT look like:

- A generic Shopify storefront (cluttered product grids, sale badges, banners, upsells).
- Editorial-magazine affectation (display-serif + italic + ruled broadsheet columns).
  Wrong register for a hardware brand.
- AI/crypto gradient slop (purple-gradient SaaS clichés, decorative glassmorphism, the
  big-number hero-metric template).
- Gamer-RGB / consumer-tech loudness (neon gradients, aggressive angles, RGB lighting).

## Design Principles

1. **Show the engineering, don't claim it.** Macro product imagery, the scroll-driven
   lens-reveal sequence, and real numbers carry the argument. Demonstrate craft.
2. **Cinematic restraint.** Premium feel comes from pacing, darkness, and one dominant
   idea per fold, not from louder effects. Motion serves the reveal; it never decorates.
3. **Earn the price.** Every section answers "why $1,000+?" with a specific, verifiable
   detail (107g, 116° FOV, 5120×2560, pancake optics), not adjectives.
4. **The product is the hero; the chrome disappears.** Nav, type, and layout stay quiet
   so the hardware and video hold the focus.
5. **Preserve the shipped identity.** This is a rebuild for ownership, not a rebrand. Keep
   the committed Bigscreen system (Neue Haas Grotesk Display Pro + Fragment Mono, purple-on-black)
   and match the live site faithfully before refining.

## Accessibility & Inclusion

Best-effort; no formal WCAG level committed. Even so: honor `prefers-reduced-motion` on
the heavy scroll-scrub and background-video motion (static fallbacks), keep keyboard focus
usable and visible, and maintain legible contrast on the dark theme (near-white text on
black, not muted gray on tinted black). Captions/labels on icon-only controls.