3XN — 3XN Architects

# Build brief — an original marketing website in the taste of 3XN

> Reference: https://3xn.com · UIDiscovery: https://uidiscovery.com/sites/3xn · captured 2026-09-23 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/3xn/full.png) · [scroll video](https://uidiscovery.com/media/captures/3xn/preview.mp4)

## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as 3XN — same structure, rhythm and polish, entirely new identity and content.

## 2. Originality rules
- Build an ORIGINAL design for the user's own brand in the same *taste* as 3XN: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse 3XN's logo, name, product imagery, illustrations, icons, screenshots or copy. Write new copy for the user's product.
- If the user hasn't said what their product is, ask first (or use clearly marked placeholders like [Brand], [Product], [Audience]).
- Reference screenshots are for looking at, not for embedding or tracing.

## 3. The taste, in short
- 3XN (3xn.com): Real Estate marketing website, light, minimal.
- 7 sections: Statement → Features → Footer.
- Spacing: about a screen per idea (median section ≈808px).
- Type: one family (Du Nord). Imagery: mostly photography.

## 4. Page structure (top to bottom)

### 1. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. About one full screen (900px at 1440), own light band #faf9f2; 4 images/icons (a set of cards or a small gallery); primary + secondary button, 11 links (link lists / navigation).
- Slots: Heading (~9 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “We are 3XN. We believe that architecture shapes behaviour.”
- [Screenshot](https://uidiscovery.com/media/captures/3xn/s-01.webp) · imagery: slot 1

### 2. Features — explain the key benefits, grouped so each can be scanned in seconds.
- Layout: section title over a grid or alternating rows of benefit items. About one full screen (800px at 1440), own light band #faf9f2; 1 image/graphic; 2 text links instead of buttons.
- Slots: Section title (~8 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “A world-class fish market, tourist- and cultural attraction”
- [Screenshot](https://uidiscovery.com/media/captures/3xn/s-02.webp) · imagery: slot 2

### 3. Features — explain the key benefits, grouped so each can be scanned in seconds.
- Layout: section title over a grid or alternating rows of benefit items. Tall, ≈1.4 screens (1293px at 1440), own light band #faf9f2; 1 image/graphic; 2 text links instead of buttons.
- Slots: Section title (~7 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “A museum that grows organically over time”
- [Screenshot](https://uidiscovery.com/media/captures/3xn/s-03.webp) · imagery: slot 3

### 4. Features — explain the key benefits, grouped so each can be scanned in seconds.
- Layout: section title over a grid or alternating rows of benefit items. Half to one screen (713px at 1440), own light band #faf9f2; 1 image/graphic; 2 text links instead of buttons.
- Slots: Section title (~8 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “Can a hospital be both logical and playful?”
- [Screenshot](https://uidiscovery.com/media/captures/3xn/s-04.webp) · imagery: slot 4

### 5. Features — explain the key benefits, grouped so each can be scanned in seconds.
- Layout: section title over a grid or alternating rows of benefit items. About one full screen (808px at 1440), own light band #faf9f2; 1 image/graphic; 2 text links instead of buttons.
- Slots: Section title (~10 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “How do you breathe new life into an old tower?”
- [Screenshot](https://uidiscovery.com/media/captures/3xn/s-05.webp) · imagery: slot 5

### 6. Features — explain the key benefits, grouped so each can be scanned in seconds.
- Layout: section title over a grid or alternating rows of benefit items. Tall, ≈1.6 screens (1466px at 1440), own light band #faf9f2; 1 image/graphic; 2 text links instead of buttons.
- Slots: Section title (~14 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “A hub for knowledge about life underwater and the impact we have on it”
- [Screenshot](https://uidiscovery.com/media/captures/3xn/s-06.webp) · imagery: slot 6

### 7. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. About one full screen (794px at 1440), own dark band #2c2c2c; no images (type-led); 10 text links instead of buttons.
- Slots: Brand mark + one-line description; 3–5 link columns; Newsletter or contact (optional); Legal row + social icons.
- [Screenshot](https://uidiscovery.com/media/captures/3xn/s-07.webp)

Inner pages also captured (About, Sign up, Blog, Careers, Security): https://uidiscovery.com/sites/3xn?view=pages

## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#767676` | page background | — |
| foreground | `#ffffff` | body text, headings | 4.5:1 |
| accent | `#ffffff` | none captured — monochrome. Primary buttons invert (foreground fill, background text); add your brand colour only for small highlights | — |
| surface | `#898989` | cards, inputs, alternate bands | text on it 3.5:1 |
| muted | `#faf9f2` | secondary text, borders | 4.3:1 — borders / large text only |

Captured palette: `#767676` `#faf9f2` `#898989` `#2c2c2c` `#ffffff` `#494949`. Section bands top→bottom: `#faf9f2` → `#2c2c2c`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (light, neutral, desaturated) and proportions; swap the accent for the user's brand colour.

### Tokens
```css
:root {
  --background: #767676;
  --foreground: #ffffff;
  --accent: #ffffff;
  --surface: #898989;
  --muted: #faf9f2;
  --font-heading: "Inter", ui-sans-serif, system-ui, sans-serif;
  --font-body: "Inter", ui-sans-serif, system-ui, sans-serif;
  --radius: 12px; /* calibrate from the screenshot */
}

/* Tailwind v4 — in globals.css after @import "tailwindcss"; */
@theme {
  --color-background: var(--background);
  --color-foreground: var(--foreground);
  --color-accent: var(--accent);
  --color-surface: var(--surface);
  --color-muted: var(--muted);
  --font-heading: var(--font-heading);
  --font-sans: var(--font-body);
}
```

### Typography
- Headings: **Inter** (Google Fonts) — reference uses Du Nord. “Du Nord” is likely a custom or licensed face. Inter is a neutral stand-in — pick a closer free match by eye from the screenshot.
- Body: same family — a single-family system; create contrast with size and weight, not a second face.
- Scale (starting point, sizes weren't measured — calibrate against the 1440px screenshot): display clamp(2.5rem, 5vw, 4.25rem), h2 clamp(1.75rem, 3vw, 2.5rem), h3 1.25rem, body 1rem–1.125rem / 1.6, small 0.875rem. Headings: tight tracking (-0.02em), line-height 1.05–1.15.

### Spacing & rhythm
Sections run ≈808px tall at 1440 (median; range 713–1466px, captures cap at 1700px) — roughly a screen per idea. Start with 96–120px vertical padding per section on desktop and about two-thirds of that on mobile. The background changes 1 time down the page — use band changes to mark chapters. 8px spacing grid, 1200–1280px max content width, 24px (mobile) / 32–48px (desktop) gutters.

### Shape, depth & theme
Flat surfaces, hairline 1px borders in the muted colour, small radii (4–8px), almost no shadow. Read exact corner radius, border and shadow treatment from the screenshots. Light-first; for a dark mode use a near-black (not #000) background, ~90% white text, lift surfaces with lightness not shadow, re-check the accent.

## 6. Imagery plan

Best guess: mostly **photography** (light, neutral, desaturated, Real Estate). Inferred from element counts, colours and industry — not from the pixels — so open the linked screenshots and match the real style before sourcing anything.

### Slot 1 · 1. Statement → photography
- Real Estate references lean on photography. Count: a set of ~4 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/3xn/s-01.webp)
- **Stock** — “modern living room natural light”: [Unsplash](https://unsplash.com/s/photos/modern-living-room-natural-light?orientation=portrait) · [Pexels](https://www.pexels.com/search/modern%20living%20room%20natural%20light/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/modern%20living%20room%20natural%20light/?orientation=vertical)
- **Generate** — `Photograph: modern living room natural light. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Neutral, desaturated colour grade that sits on #faf9f2, #ffffff, #898989. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 4:5. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`

### Slot 2 · 2. Features → photography
- Real Estate references lean on photography. Count: 1. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/3xn/s-02.webp)
- **Stock** — “minimal architecture facade”: [Unsplash](https://unsplash.com/s/photos/minimal-architecture-facade?orientation=landscape) · [Pexels](https://www.pexels.com/search/minimal%20architecture%20facade/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/minimal%20architecture%20facade/?orientation=horizontal)
- **Generate** — `Photograph: minimal architecture facade. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Neutral, desaturated colour grade that sits on #faf9f2, #ffffff, #898989. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 4:3. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`

### Slot 3 · 3. Features → photography
- Real Estate references lean on photography. Count: 1. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/3xn/s-03.webp)
- **Stock** — “bright kitchen interior”: [Unsplash](https://unsplash.com/s/photos/bright-kitchen-interior?orientation=landscape) · [Pexels](https://www.pexels.com/search/bright%20kitchen%20interior/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/bright%20kitchen%20interior/?orientation=horizontal)
- **Generate** — `Photograph: bright kitchen interior. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Neutral, desaturated colour grade that sits on #faf9f2, #ffffff, #898989. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 4:3. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`

### Slot 4 · 4. Features → photography
- Real Estate references lean on photography. Count: 1. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/3xn/s-04.webp)
- **Stock** — “modern living room natural light close up”: [Unsplash](https://unsplash.com/s/photos/modern-living-room-natural-light-close-up?orientation=landscape) · [Pexels](https://www.pexels.com/search/modern%20living%20room%20natural%20light%20close%20up/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/modern%20living%20room%20natural%20light%20close%20up/?orientation=horizontal)
- **Generate** — `Photograph: modern living room natural light close up. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Neutral, desaturated colour grade that sits on #faf9f2, #ffffff, #898989. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 4:3. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`

### Slot 5 · 5. Features → photography
- Real Estate references lean on photography. Count: 1. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/3xn/s-05.webp)
- **Stock** — “minimal architecture facade close up”: [Unsplash](https://unsplash.com/s/photos/minimal-architecture-facade-close-up?orientation=landscape) · [Pexels](https://www.pexels.com/search/minimal%20architecture%20facade%20close%20up/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/minimal%20architecture%20facade%20close%20up/?orientation=horizontal)
- **Generate** — `Photograph: minimal architecture facade close up. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Neutral, desaturated colour grade that sits on #faf9f2, #ffffff, #898989. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 4:3. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`

### Slot 6 · 6. Features → photography
- Photography, seen in the capture (blue sky, people, adult). (measured from the screenshot) Count: 1. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/3xn/s-06.webp)
- **Stock** — “bright kitchen interior close up”: [Unsplash](https://unsplash.com/s/photos/bright-kitchen-interior-close-up?orientation=landscape) · [Pexels](https://www.pexels.com/search/bright%20kitchen%20interior%20close%20up/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/bright%20kitchen%20interior%20close%20up/?orientation=horizontal)
- **Generate** — `Photograph: bright kitchen interior close up. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Neutral, desaturated colour grade that sits on #faf9f2, #ffffff, #898989. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 4:3. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`

- **Icons** — 7. Footer: Use one open-source icon set at one stroke weight — Lucide, Phosphor or Heroicons (MIT) — tinted with the text or accent token. Social icons: Simple Icons.

### If the screenshots show a different style
Open the refs first and name what you actually see (photo / product UI / illustration / abstract gradient or 3D / type only). If it differs from the guess, switch routes — UI is built in code, type-only needs no image, otherwise:
- **abstract 3D / gradient** — generate `Abstract 3D render: soft, matte clay shapes and a smooth gradient in #faf9f2 and #898989 on a #767676 background. Lighting: soft natural daylight, airy and high-key; neutral, desaturated tone. Minimal and calm, generous negative space on one side for text. Aspect ratio 16:9. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.` · stock: [“abstract gradient 3d” on Unsplash](https://unsplash.com/s/photos/abstract-gradient-3d?orientation=landscape) (same query works on Pexels/Pixabay)
- **illustration** — generate `Flat vector illustration: modern living room, friendly simplified shapes, limited palette of #faf9f2, #ffffff, #898989 plus one soft neutral, plenty of empty background, consistent line weight, neutral, desaturated mood. Aspect ratio 16:9. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.` · stock: [“home interior flat illustration” on Unsplash](https://unsplash.com/s/photos/home-interior-flat-illustration?orientation=landscape) (same query works on Pexels/Pixabay)

- **Licences:** Unsplash and Pexels images are free for commercial use under their own licences; Pixabay under the Pixabay Content License. Check each image's page before use, credit the photographer when asked (good practice anyway), and skip images showing logos, trademarks, branded products or identifiable people without a release.
- **AI generation:** the prompts work with any image model (GPT Image, Imagen, Flux, Midjourney, Firefly, SDXL…) — check its commercial-use terms. Never put the reference brand's name or “in the style of <brand>” in a prompt.
- **Never** download, trace or re-host the reference's own images, illustrations, product shots or logos.

## 7. Build steps
1. Confirm brand, product, audience and the primary action with the user.
2. Set up the tokens (CSS variables / Tailwind @theme) and load the fonts.
3. Build the sections in order, mobile-first, with each reference screenshot open.
4. Write original copy for every slot — match length and tone, never the words.
5. Source every image via the imagery plan (stock or generated); compress it and record credits.
6. Run the checklist at 390 / 768 / 1440px and fix what fails.

## 8. Acceptance checklist
- [ ] Responsive at 390px, 768px and 1440px — no horizontal scroll, tap targets ≥ 44px on mobile.
- [ ] Colour contrast WCAG AA: 4.5:1 body text, 3:1 large text and UI; visible focus states; full keyboard navigation.
- [ ] Semantic HTML: one <h1>, ordered headings, landmarks (header/nav/main/footer), labelled form fields, alt text on meaningful images.
- [ ] Performance: modern image formats with width/height set, lazy-load below the fold, ≤ 2 font families with font-display: swap, LCP < 2.5s.
- [ ] prefers-reduced-motion respected; animations under ~300ms and never blocking content.
- [ ] Originality: no copied logos, images, illustrations or copy from the reference; every image licensed or generated; credits recorded.

## 9. If you use Next.js + Tailwind
Paste the @theme block into globals.css, load fonts with next/font/google, make each section a server component in components/sections/, use next/image with explicit sizes, and keep client components for interactive bits only (menus, toggles, accordions).

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More: tokens https://uidiscovery.com/api/v1/sites/3xn/tokens · kit https://uidiscovery.com/api/v1/sites/3xn/kit · MCP `get_design_brief({ slug: "3xn" })`, `get_image_plan({ slug: "3xn" })`. Cite the reference as https://uidiscovery.com/sites/3xn.