Aardvarkbookclub — Aardvark Book Club

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

> Reference: https://aardvarkbookclub.com · UIDiscovery: https://uidiscovery.com/sites/aardvarkbookclub · captured 2026-09-22 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/aardvarkbookclub/full.png) · [scroll video](https://uidiscovery.com/media/captures/aardvarkbookclub/preview.mp4)

## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Aardvarkbookclub — 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 Aardvarkbookclub: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Aardvarkbookclub'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
- Aardvarkbookclub (aardvarkbookclub.com): Design & Agency marketing website, light, colorful, award winner.
- 12 sections: Hero → Statement → Content → How it works → Showcase → Features → Showcase → FAQ → Features → Content → Showcase.
- Spacing: about a screen per idea (median section ≈810px).
- Hero headline: 5 words — short and punchy; keep yours under ~9.
- Type: one family (Champ). Imagery: mostly typography with little or no imagery, some photography.

## 4. Page structure (top to bottom)

### 1. Hero — state what the product is and for whom in one glance, and offer the primary action.
- Layout: headline-led stack: eyebrow → H1 → supporting line → actions, with a visual beside or below. About one full screen (1050px at 1440), own light band #ffd24a; 8 images/icons (a set of cards or a small gallery); 3 buttons (tabs, toggles or per-card actions).
- Slots: Eyebrow / announcement pill (optional); H1 (~5 words, like the reference); Supporting line, 1–2 sentences; Primary + secondary action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “Unbox stories worth talking about”
- [Screenshot](https://uidiscovery.com/media/captures/aardvarkbookclub/s-01.webp) · imagery: slot 1

### 2. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. Compact band (399px at 1440), page background; no images (type-led); no interactive controls.
- Slots: Heading (~3 words, like the reference); Body copy.
- Topic (tone/length only — never reuse): “Our Sept books”
- [Screenshot](https://uidiscovery.com/media/captures/aardvarkbookclub/s-02.webp) · imagery: slot 2

### 3. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (672px at 1440), page background; 26 image elements (photo collage/gallery + small graphics); primary + secondary button.
- Slots: Heading (~3 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “Mazywood”
- [Screenshot](https://uidiscovery.com/media/captures/aardvarkbookclub/s-03.webp) · imagery: slot 3

### 4. How it works — show the path from sign-up to value as numbered steps.
- Layout: numbered steps in a row or vertical timeline. About one full screen (836px at 1440), own light band #ffdbfd; 8 images/icons (a set of cards or a small gallery); one primary button; 5 headings → ~4 items under a title.
- Slots: Section title (~3 words, like the reference); 4 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “How it works”
- [Screenshot](https://uidiscovery.com/media/captures/aardvarkbookclub/s-04.webp) · imagery: slot 4

### 5. Showcase — show the product (or the result) itself as proof.
- Layout: a large framed visual with a short caption or heading. Tall, ≈1.9 screens (1700px at 1440), page background; 7 images/icons (a set of cards or a small gallery); 4 buttons (tabs, toggles or per-card actions).
- Slots: Heading; Body copy; Supporting visual (see image plan); Primary + secondary action.
- [Screenshot](https://uidiscovery.com/media/captures/aardvarkbookclub/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, ≈1.5 screens (1390px at 1440), own light band #fd48f2; 48 image elements (photo collage/gallery + small graphics); primary + secondary button.
- Slots: Section title (~3 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Choose from”
- [Screenshot](https://uidiscovery.com/media/captures/aardvarkbookclub/s-07.webp)

### 7. Showcase — show the product (or the result) itself as proof.
- Layout: a large framed visual with a short caption or heading. About one full screen (810px at 1440), page background; 4 images/icons (a set of cards or a small gallery); no interactive controls.
- Slots: Heading; Body copy; Supporting visual (see image plan).
- [Screenshot](https://uidiscovery.com/media/captures/aardvarkbookclub/s-08.webp) · imagery: slot 6

### 8. FAQ — remove the last objections before the call to action.
- Layout: question list with disclosure (accordion), often two columns on desktop. Half to one screen (685px at 1440), page background; 13 images/icons (a set of cards or a small gallery); 3 buttons (tabs, toggles or per-card actions); 4 headings → ~3 items under a title.
- Slots: Title; 5 question/answer pairs; Link to support/contact.
- Topic (tone/length only — never reuse): “Common questions”
- [Screenshot](https://uidiscovery.com/media/captures/aardvarkbookclub/s-09.webp) · imagery: slot 7

### 9. 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 (971px at 1440), page background; 7 images/icons (a set of cards or a small gallery); one primary button.
- Slots: Section title (~6 words, like the reference); 7 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “A gift outside of the box”
- [Screenshot](https://uidiscovery.com/media/captures/aardvarkbookclub/s-10.webp) · imagery: slot 8

### 10. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (342px at 1440), page background; 2 image/graphics; no interactive controls.
- Slots: Heading; Body copy; Supporting visual (see image plan).
- [Screenshot](https://uidiscovery.com/media/captures/aardvarkbookclub/s-11.webp)

### 11. Showcase — show the product (or the result) itself as proof.
- Layout: a large framed visual with a short caption or heading. Half to one screen (493px at 1440), own light band #ffd24a; 5 images/icons (a set of cards or a small gallery); primary + secondary button.
- Slots: Heading (~3 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “Members’ Choice Winners”
- [Screenshot](https://uidiscovery.com/media/captures/aardvarkbookclub/s-12.webp)

### 12. Showcase — show the product (or the result) itself as proof.
- Layout: a large framed visual with a short caption or heading. Half to one screen (436px at 1440), own light band #ffd24a; 19 image elements (photo collage/gallery + small graphics); 3 text links instead of buttons.
- Slots: Heading; Body copy; Supporting visual (see image plan); Text link action.
- [Screenshot](https://uidiscovery.com/media/captures/aardvarkbookclub/s-13.webp)

Inner pages also captured (Shop, Security): https://uidiscovery.com/sites/aardvarkbookclub?view=pages

## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#ffffff` | page background | — |
| foreground | `#000000` | body text, headings | 21.0:1 |
| accent | `#fd48f2` | primary buttons, links, highlights — sparingly | 2.8:1 ⚠ not for text; use as a fill with #111111 text (6.6:1) |
| surface | `#ffdbfd` | cards, inputs, alternate bands | text on it 16.8:1 |
| muted | `#ffd24a` | secondary text, borders | 1.4:1 — borders / large text only |

Captured palette: `#ffffff` `#000000` `#3b308f` `#ffd24a` `#ffdbfd` `#fd48f2`. Section bands top→bottom: `#ffd24a` → `#ffffff` → `#ffdbfd` → `#fd48f2`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (light, warm) and proportions; swap the accent for the user's brand colour.

### Tokens
```css
:root {
  --background: #ffffff;
  --foreground: #000000;
  --accent: #fd48f2;
  --surface: #ffdbfd;
  --muted: #ffd24a;
  --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 Champ. “Champ” 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(2.75rem, 6vw, 5rem), 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 ≈810px tall at 1440 (median; range 342–1700px, 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 6 times 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
Confident colour blocks — let full-bleed colour bands and big shapes carry the personality; expressive layout and motion are part of the appeal — study the scroll video, but keep motion subtle and respect prefers-reduced-motion. 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

Measured from 3 section screenshots: mostly **typography with little or no imagery**, some photography (light, warm, Design & Agency). Still glance at the linked screenshots to match the exact mood.

### Slot 1 · 1. Hero → photography
- Design & Agency references lean on photography. Count: a set of ~8 in one consistent style. Aspect: 16:9 full-bleed (or 21:9). Look first: [ref 1](https://uidiscovery.com/media/captures/aardvarkbookclub/s-01.webp)
- **Stock** — “design studio workspace”: [Unsplash](https://unsplash.com/s/photos/design-studio-workspace?orientation=landscape) · [Pexels](https://www.pexels.com/search/design%20studio%20workspace/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/design%20studio%20workspace/?orientation=horizontal)
- **Generate** — `Photograph: design studio workspace. Composition: wide shot, subject off-centre to one side, generous clean negative space for the headline. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #ffd24a, #fd48f2, #ffdbfd. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 16:9. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`

### Slot 2 · 2. Statement → photography
- Photography, seen in the capture (handwriting). (measured from the screenshot) Count: 1. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/aardvarkbookclub/s-02.webp)
- **Stock** — “architectural detail shadow”: [Unsplash](https://unsplash.com/s/photos/architectural-detail-shadow?orientation=portrait) · [Pexels](https://www.pexels.com/search/architectural%20detail%20shadow/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/architectural%20detail%20shadow/?orientation=vertical)
- **Generate** — `Photograph: architectural detail shadow. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #ffffff, #fd48f2, #ffdbfd. 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 3 · 3. Content → photography
- Design & Agency references lean on photography. Count: a collage of several photos with one consistent colour grade. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/aardvarkbookclub/s-03.webp)
- **Stock** — “creative team at work”: [Unsplash](https://unsplash.com/s/photos/creative-team-at-work?orientation=portrait) · [Pexels](https://www.pexels.com/search/creative%20team%20at%20work/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/creative%20team%20at%20work/?orientation=vertical)
- **Generate** — `Photograph: creative team at work. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #ffffff, #fd48f2, #ffdbfd. 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 4 · 4. How it works → photography
- Design & Agency references lean on photography. Count: a set of ~8 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/aardvarkbookclub/s-04.webp)
- **Stock** — “design studio workspace close up”: [Unsplash](https://unsplash.com/s/photos/design-studio-workspace-close-up?orientation=landscape) · [Pexels](https://www.pexels.com/search/design%20studio%20workspace%20close%20up/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/design%20studio%20workspace%20close%20up/?orientation=horizontal)
- **Generate** — `Photograph: design studio workspace close up. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #ffdbfd, #fd48f2. 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. Showcase → photography
- Design & Agency references lean on photography. Count: a set of ~7 in one consistent style. Aspect: 16:10. Look first: [ref 1](https://uidiscovery.com/media/captures/aardvarkbookclub/s-05.webp)
- **Stock** — “architectural detail shadow close up”: [Unsplash](https://unsplash.com/s/photos/architectural-detail-shadow-close-up?orientation=landscape) · [Pexels](https://www.pexels.com/search/architectural%20detail%20shadow%20close%20up/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/architectural%20detail%20shadow%20close%20up/?orientation=horizontal)
- **Generate** — `Photograph: architectural detail shadow close up. Composition: centred subject with even space around it. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #ffffff, #fd48f2, #ffdbfd. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 16:10. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`

### Slot 6 · 7. Showcase → photography
- Design & Agency references lean on photography. Count: a set of ~4 in one consistent style. Aspect: 16:10. Look first: [ref 1](https://uidiscovery.com/media/captures/aardvarkbookclub/s-08.webp)
- **Stock** — “design studio workspace wide shot”: [Unsplash](https://unsplash.com/s/photos/design-studio-workspace-wide-shot?orientation=landscape) · [Pexels](https://www.pexels.com/search/design%20studio%20workspace%20wide%20shot/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/design%20studio%20workspace%20wide%20shot/?orientation=horizontal)
- **Generate** — `Photograph: design studio workspace wide shot. Composition: centred subject with even space around it. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #ffffff, #fd48f2, #ffdbfd. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 16:10. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`

### Slot 7 · 8. FAQ → photography
- Design & Agency references lean on photography. Count: a set of ~13 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/aardvarkbookclub/s-09.webp)
- **Stock** — “architectural detail shadow wide shot”: [Unsplash](https://unsplash.com/s/photos/architectural-detail-shadow-wide-shot?orientation=landscape) · [Pexels](https://www.pexels.com/search/architectural%20detail%20shadow%20wide%20shot/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/architectural%20detail%20shadow%20wide%20shot/?orientation=horizontal)
- **Generate** — `Photograph: architectural detail shadow wide shot. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #ffffff, #fd48f2, #ffdbfd. 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 8 · 9. Features → photography
- Design & Agency references lean on photography. Count: a set of ~7 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/aardvarkbookclub/s-10.webp)
- **Stock** — “creative team at work wide shot”: [Unsplash](https://unsplash.com/s/photos/creative-team-at-work-wide-shot?orientation=landscape) · [Pexels](https://www.pexels.com/search/creative%20team%20at%20work%20wide%20shot/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/creative%20team%20at%20work%20wide%20shot/?orientation=horizontal)
- **Generate** — `Photograph: creative team at work wide shot. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #ffffff, #fd48f2, #ffdbfd. 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.`

- **No imagery (type-led)** — 6. Features, 11. Showcase: No imagery needed — type, spacing and colour do the work. If the screenshot shows a background graphic, rebuild it in CSS (gradient, grid, noise) or a short muted video, not a stock photo.

### 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 #fd48f2 and #ffd24a on a #ffffff background. Lighting: soft natural daylight, airy and high-key; warm 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: design studio workspace, friendly simplified shapes, limited palette of #ffd24a, #fd48f2, #ffdbfd plus one soft neutral, plenty of empty background, consistent line weight, warm mood. Aspect ratio 16:9. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.` · stock: [“lifestyle flat illustration” on Unsplash](https://unsplash.com/s/photos/lifestyle-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).

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