Preview the prompt +
# Build brief — an original marketing website in the taste of Affirm
> Reference: https://www.affirm.com · UIDiscovery: https://uidiscovery.com/sites/affirm · captured 2026-09-21 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/affirm/full.webp) · [scroll video](https://uidiscovery.com/media/captures/affirm/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Affirm — 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 Affirm: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Affirm'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
- Affirm (affirm.com): Finance marketing website, dark.
- 5 sections: Call to action → Features → Integrations → Content.
- Spacing: long, content-rich sections (median ≈1324px tall at 1440).
- Type: Axiforma for Affirm headings over Calibre body. Imagery: mostly abstract 3D / gradient art, some product UI screenshots/mockups.
## 4. Page structure (top to bottom)
### 1. Call to action — close the page with one clear next step.
- Layout: short headline + one primary action on a contrasting band. Tall, ≈1.5 screens (1324px at 1440), own dark band #13131f; 1 image/graphic; one primary button.
- Slots: Headline (~5 words, like the reference); One sentence of support; One primary action.
- Topic (tone/length only — never reuse): “Flexible plans for every purchase”
- [Screenshot](https://uidiscovery.com/media/captures/affirm/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. Tall, ≈1.9 screens (1700px at 1440), own dark band #13131f; 6 images/icons (a set of cards or a small gallery); 3 buttons (tabs, toggles or per-card actions).
- Slots: Section title (~7 words, like the reference); 6 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Pay how you want, wherever you want”
- [Screenshot](https://uidiscovery.com/media/captures/affirm/s-03.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. About one full screen (920px at 1440), own dark band #13131f; 8 images/icons (a set of cards or a small gallery); 3 buttons (tabs, toggles or per-card actions); 3 headings → ~2 items under a title.
- Slots: Section title (~5 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “See what you can spend”
- [Screenshot](https://uidiscovery.com/media/captures/affirm/s-04.webp) · imagery: slot 1
### 4. Integrations — show that it fits the tools the visitor already uses.
- Layout: a grid of app icons around a short explanation. About one full screen (800px at 1440), own dark band #13131f; 1 image/graphic; inline form (1 field, e.g. email capture).
- Slots: Title + explanation; Icon grid of tools you truly integrate with.
- Topic (tone/length only — never reuse): “Shop your favorite stores”
- [Screenshot](https://uidiscovery.com/media/captures/affirm/s-05.webp)
### 5. Content — supporting content that deepens one idea.
- Layout: text + media block. Tall, ≈1.8 screens (1660px at 1440), own dark band #13131f; 17 image elements (icons, logos, product UI — not 17 photos); 30 links (link lists / navigation).
- Slots: Heading; Body copy; Supporting visual (see image plan); Text link action.
- [Screenshot](https://uidiscovery.com/media/captures/affirm/s-06.webp) · imagery: slot 2
Inner pages also captured (Pricing, Product, About, Sign up, Log in, Docs, Enterprise, Careers, Contact, Shop): https://uidiscovery.com/sites/affirm?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#ffffff` | page background | — |
| foreground | `#13131f` | body text, headings | 18.4:1 |
| accent | `#a8a9fc` | primary buttons, links, highlights — sparingly | 2.2:1 ⚠ not for text; use as a fill with #111111 text (8.8:1) |
| surface | `#f7f7f8` | cards, inputs, alternate bands | text on it 17.2:1 |
| muted | `#9f9f9f` | secondary text, borders | 2.6:1 — borders / large text only |
Captured palette: `#ffffff` `#13131f` `#a8a9fc` `#9f9f9f` `#f7f7f8`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (dark, neutral, desaturated) and proportions; swap the accent for the user's brand colour.
### Tokens
```css
:root {
--background: #ffffff;
--foreground: #13131f;
--accent: #a8a9fc;
--surface: #f7f7f8;
--muted: #9f9f9f;
--font-heading: "Inter", ui-sans-serif, system-ui, sans-serif;
--font-body: "Manrope", 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 Axiforma for Affirm. “Axiforma for Affirm” is likely a custom or licensed face. Inter is a neutral stand-in — pick a closer free match by eye from the screenshot.
- Body: **Manrope** (Google Fonts) — reference uses Calibre. “Calibre” is a licensed face — use Manrope (or Figtree) as the free stand-in, or license the original.
- 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 ≈1324px tall at 1440 (median; range 800–1700px, captures cap at 1700px) — long, content-rich chapters. Start with 96–128px vertical padding per section on desktop and about two-thirds of that on mobile. One continuous background — separate sections with space and type, not colour bands. 8px spacing grid, 1200–1280px max content width, 24px (mobile) / 32–48px (desktop) gutters.
### Shape, depth & theme
On dark, separate layers with 1px borders at ~8–12% white and soft glows instead of drop shadows. Read exact corner radius, border and shadow treatment from the screenshots. Dark-first; for a light mode swap background ↔ foreground, lighten the surface, keep the accent and re-check contrast.
## 6. Imagery plan
Best guess: mostly **abstract 3D / gradient art**, some product UI screenshots/mockups (dark, neutral, desaturated, Finance). 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. Call to action, 3. Features → abstract 3D / gradient
- Abstract art — gradient, 3D or atmospheric graphics, seen in the capture. (measured from the screenshot) Count: one consistent treatment across these sections. Aspect: 21:9 (background). Look first: [ref 1](https://uidiscovery.com/media/captures/affirm/s-01.webp) [ref 2](https://uidiscovery.com/media/captures/affirm/s-04.webp)
- **Stock** — “abstract dark gradient 3d”: [Unsplash](https://unsplash.com/s/photos/abstract-dark-gradient-3d?orientation=landscape) · [Pexels](https://www.pexels.com/search/abstract%20dark%20gradient%203d/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/abstract%20dark%20gradient%203d/?orientation=horizontal)
- **Generate** — `Abstract 3D render: soft, glossy glass-like shapes and a smooth gradient in #a8a9fc and #9f9f9f on a #ffffff background. Lighting: low-key, moody directional light with deep shadows; neutral, desaturated tone. Minimal and calm, generous negative space on one side for text. Aspect ratio 21:9. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`
### Slot 2 · 2. Features, 5. Content → product UI (uncertain)
- Finance sections with many image elements — most likely product UI screenshots/mockups plus icons. Count: one consistent treatment across these sections. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/affirm/s-03.webp) [ref 2](https://uidiscovery.com/media/captures/affirm/s-06.webp)
- **Stock** — “laptop blank screen minimal desk”: [Unsplash](https://unsplash.com/s/photos/laptop-blank-screen-minimal-desk?orientation=landscape) · [Pexels](https://www.pexels.com/search/laptop%20blank%20screen%20minimal%20desk/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/laptop%20blank%20screen%20minimal%20desk/?orientation=horizontal)
- **Generate** — `Product-shot backdrop for a UI screenshot: smooth dark gradient from #ffffff to #f7f7f8 with a soft #a8a9fc glow behind the centre, subtle floor shadow, empty centre area where a screenshot will be placed. Lighting: low-key, moody directional light with deep shadows. Aspect ratio 4:3. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people. No UI elements.`
- Build the UI itself in HTML/CSS with realistic sample data from YOUR product (or screenshot your real app). Don't generate UI as an image and don't reuse the reference's screenshots. Stock/AI is only for the backdrop or device frame.
- **Logos** — 4. Integrations: Never generate or stock-source logos. Use your real customers'/partners' marks with permission (monochrome, equal height), or neutral wordmark placeholders until you have them. Integration icons: each tool's official brand kit (Simple Icons is a quick start; trademarks still apply).
### 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:
- **photography** — generate `Photograph: person paying with phone. Composition: wide shot, subject off-centre to one side, generous clean negative space for the headline. Lighting: low-key, moody directional light with deep shadows. Neutral, desaturated colour grade that sits on #13131f, #a8a9fc, #f7f7f8. 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.` · stock: [“person paying with phone dark” on Unsplash](https://unsplash.com/s/photos/person-paying-with-phone-dark?orientation=landscape) (same query works on Pexels/Pixabay)
- **illustration** — generate `Flat vector illustration: person paying with phone, friendly simplified shapes, limited palette of #13131f, #a8a9fc, #f7f7f8 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: [“finance flat illustration” on Unsplash](https://unsplash.com/s/photos/finance-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/affirm/tokens · kit https://uidiscovery.com/api/v1/sites/affirm/kit · MCP `get_design_brief({ slug: "affirm" })`, `get_image_plan({ slug: "affirm" })`. Cite the reference as https://uidiscovery.com/sites/affirm.
