Alo — Shop the best yoga wear & accessories for yoga and…

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

> Reference: https://www.aloyoga.com · UIDiscovery: https://uidiscovery.com/sites/alo · captured 2026-09-21 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/alo/full.webp) · [scroll video](https://uidiscovery.com/media/captures/alo/preview.mp4)

## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Alo — 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 Alo: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Alo'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
- Alo (aloyoga.com): Health & Fitness marketing website, dark, minimal.
- 11 sections: Call to action → Content → Features → Content → Call to action → Content → Showcase → Footer.
- Spacing: about a screen per idea (median section ≈575px).
- Type: one family (Proxima nova). Imagery: mostly photography.

## 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. Half to one screen (557px at 1440), own light band #ffffff; 1 image/graphic; one primary button.
- Slots: Headline; One sentence of support; One primary action.
- [Screenshot](https://uidiscovery.com/media/captures/alo/s-01.webp) · imagery: slot 1

### 2. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (636px at 1440), own light band #ffffff; 25 image elements (photo collage/gallery + small graphics); 133 buttons (tabs, toggles or per-card actions), 63 links (link lists / navigation).
- Slots: Heading (~4 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “DISCOVER OUR LATEST DROP”
- [Screenshot](https://uidiscovery.com/media/captures/alo/s-02.webp) · imagery: slot 2

### 3. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (538px at 1440), own light band #ffffff; 4 images/icons (a set of cards or a small gallery); 4 text links instead of buttons.
- Slots: Heading (~3 words, like the reference); Body copy; Supporting visual (see image plan); Text link action.
- Topic (tone/length only — never reuse): “TRENDING NOW”
- [Screenshot](https://uidiscovery.com/media/captures/alo/s-03.webp) · imagery: slot 3

### 4. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (575px at 1440), own light band #ffffff; 1 image/graphic; one primary button.
- Slots: Heading; Body copy; Supporting visual (see image plan); One primary action.
- [Screenshot](https://uidiscovery.com/media/captures/alo/s-04.webp) · imagery: slot 4

### 5. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (636px at 1440), own light band #ffffff; 25 image elements (photo collage/gallery + small graphics); 139 buttons (tabs, toggles or per-card actions), 60 links (link lists / navigation).
- Slots: Heading (~3 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “TOP PICKS”
- [Screenshot](https://uidiscovery.com/media/captures/alo/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. Half to one screen (555px at 1440), own light band #ffffff; 17 image elements (photo collage/gallery + small graphics); 5 text links instead of buttons.
- Slots: Section title (~3 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “SHOP BY COLOR”
- [Screenshot](https://uidiscovery.com/media/captures/alo/s-06.webp) · imagery: slot 6

### 7. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (711px at 1440), own light band #ffffff; 6 images/icons (a set of cards or a small gallery); primary + secondary button.
- Slots: Heading (~4 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “THE ALO MALIBU COLLECTION”
- [Screenshot](https://uidiscovery.com/media/captures/alo/s-07.webp) · imagery: slot 7

### 8. Call to action — close the page with one clear next step.
- Layout: short headline + one primary action on a contrasting band. Half to one screen (446px at 1440), own light band #ffffff; 6 images/icons (a set of cards or a small gallery); 3 buttons (tabs, toggles or per-card actions).
- Slots: Headline (~3 words, like the reference); One sentence of support; Primary + secondary action.
- Topic (tone/length only — never reuse): “NEW TO ALO?”
- [Screenshot](https://uidiscovery.com/media/captures/alo/s-08.webp) · imagery: slot 8

### 9. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (523px at 1440), own light band #f0f0f0; 28 image elements (photo collage/gallery + small graphics); 12 links (link lists / navigation).
- Slots: Heading (~3 words, like the reference); Body copy; Supporting visual (see image plan); Text link action.
- Topic (tone/length only — never reuse): “Shop By Activity”
- [Screenshot](https://uidiscovery.com/media/captures/alo/s-09.webp)

### 10. 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 (642px at 1440), own light band #f0f0f0; 25 image elements (photo collage/gallery + small graphics); 59 buttons (tabs, toggles or per-card actions).
- Slots: Heading (~4 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “AS SEEN ON YOU”
- [Screenshot](https://uidiscovery.com/media/captures/alo/s-10.webp)

### 11. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Half to one screen (643px at 1440), own light band #ffffff; 14 images/icons (a set of cards or a small gallery); inline form (2 fields, e.g. email capture), 3 buttons (tabs, toggles or per-card actions), 63 links (link lists / navigation).
- Slots: Brand mark + one-line description; 3–5 link columns; Newsletter or contact (optional); Legal row + social icons.
- [Screenshot](https://uidiscovery.com/media/captures/alo/s-11.webp)

Inner pages also captured (Sign up): https://uidiscovery.com/sites/alo?view=pages

## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#000000` | page background | — |
| foreground | `#ffffff` | body text, headings | 21.0:1 |
| accent | `#ffffff` | none captured — monochrome. Primary buttons invert (foreground fill, background text); add your brand colour only for small highlights | — |
| surface | `#000000` | cards, inputs, alternate bands | text on it 21.0:1 |
| muted | `#605e5c` | secondary text, borders | 3.3:1 — borders / large text only |

Captured palette: `#000000` `#ffffff` `#605e5c` `#f0f0f0`. Section bands top→bottom: `#ffffff` → `#f0f0f0`. 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: #000000;
  --foreground: #ffffff;
  --accent: #ffffff;
  --surface: #000000;
  --muted: #605e5c;
  --font-heading: "Montserrat", ui-sans-serif, system-ui, sans-serif;
  --font-body: "Montserrat", 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: **Montserrat** (Google Fonts) — reference uses Proxima nova. “Proxima nova” is a licensed face — use Montserrat (or Figtree) as the free stand-in, or license the original.
- 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 ≈575px tall at 1440 (median; range 446–711px, 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 2 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
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. Dark-first; for a light mode swap background ↔ foreground, lighten the surface, keep the accent and re-check contrast.

## 6. Imagery plan

Measured from 10 section screenshots: mostly **photography** (dark, neutral, desaturated, Health & Fitness). Still glance at the linked screenshots to match the exact mood.

### Slot 1 · 1. Call to action → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: 1. Aspect: 21:9 (background). Look first: [ref 1](https://uidiscovery.com/media/captures/alo/s-01.webp)
- **Stock** — “calm person meditating daylight dark”: [Unsplash](https://unsplash.com/s/photos/calm-person-meditating-daylight-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/calm%20person%20meditating%20daylight%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/calm%20person%20meditating%20daylight%20dark/?orientation=horizontal)
- **Generate** — `Photograph: calm person meditating daylight. Composition: low-detail texture so overlaid text stays readable. Lighting: low-key, moody directional light with deep shadows. Neutral, desaturated colour grade that sits on #ffffff, #000000. Photorealistic, natural textures, shallow depth of field, 35mm lens. 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. Content → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a collage of several photos with one consistent colour grade. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/alo/s-02.webp)
- **Stock** — “runner at sunrise dark”: [Unsplash](https://unsplash.com/s/photos/runner-at-sunrise-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/runner%20at%20sunrise%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/runner%20at%20sunrise%20dark/?orientation=vertical)
- **Generate** — `Photograph: runner at sunrise. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Neutral, desaturated colour grade that sits on #ffffff, #000000. 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
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~4 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/alo/s-03.webp)
- **Stock** — “healthy breakfast bowl dark”: [Unsplash](https://unsplash.com/s/photos/healthy-breakfast-bowl-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/healthy%20breakfast%20bowl%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/healthy%20breakfast%20bowl%20dark/?orientation=vertical)
- **Generate** — `Photograph: healthy breakfast bowl. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Neutral, desaturated colour grade that sits on #ffffff, #000000. 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. Content → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: 1. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/alo/s-04.webp)
- **Stock** — “calm person meditating daylight close up dark”: [Unsplash](https://unsplash.com/s/photos/calm-person-meditating-daylight-close-up-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/calm%20person%20meditating%20daylight%20close%20up%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/calm%20person%20meditating%20daylight%20close%20up%20dark/?orientation=vertical)
- **Generate** — `Photograph: calm person meditating daylight close up. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Neutral, desaturated colour grade that sits on #ffffff, #000000. 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 5 · 5. Content → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a collage of several photos with one consistent colour grade. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/alo/s-05.webp)
- **Stock** — “runner at sunrise close up dark”: [Unsplash](https://unsplash.com/s/photos/runner-at-sunrise-close-up-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/runner%20at%20sunrise%20close%20up%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/runner%20at%20sunrise%20close%20up%20dark/?orientation=vertical)
- **Generate** — `Photograph: runner at sunrise close up. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Neutral, desaturated colour grade that sits on #ffffff, #000000. 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 6 · 6. Features → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a collage of several photos with one consistent colour grade. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/alo/s-06.webp)
- **Stock** — “healthy breakfast bowl close up dark”: [Unsplash](https://unsplash.com/s/photos/healthy-breakfast-bowl-close-up-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/healthy%20breakfast%20bowl%20close%20up%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/healthy%20breakfast%20bowl%20close%20up%20dark/?orientation=horizontal)
- **Generate** — `Photograph: healthy breakfast bowl close up. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Neutral, desaturated colour grade that sits on #ffffff, #000000. 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 7 · 7. Content → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~6 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/alo/s-07.webp)
- **Stock** — “calm person meditating daylight wide shot dark”: [Unsplash](https://unsplash.com/s/photos/calm-person-meditating-daylight-wide-shot-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/calm%20person%20meditating%20daylight%20wide%20shot%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/calm%20person%20meditating%20daylight%20wide%20shot%20dark/?orientation=vertical)
- **Generate** — `Photograph: calm person meditating daylight wide shot. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Neutral, desaturated colour grade that sits on #ffffff, #000000. 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 8 · 8. Call to action → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~6 in one consistent style. Aspect: 21:9 (background). Look first: [ref 1](https://uidiscovery.com/media/captures/alo/s-08.webp)
- **Stock** — “runner at sunrise wide shot dark”: [Unsplash](https://unsplash.com/s/photos/runner-at-sunrise-wide-shot-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/runner%20at%20sunrise%20wide%20shot%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/runner%20at%20sunrise%20wide%20shot%20dark/?orientation=horizontal)
- **Generate** — `Photograph: runner at sunrise wide shot. Composition: low-detail texture so overlaid text stays readable. Lighting: low-key, moody directional light with deep shadows. Neutral, desaturated colour grade that sits on #ffffff, #000000. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 21:9. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`

- **Icons** — 11. 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, glossy glass-like shapes and a smooth gradient in #605e5c on a #000000 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 3:2. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.` · stock: [“abstract dark gradient 3d” on Unsplash](https://unsplash.com/s/photos/abstract-dark-gradient-3d?orientation=landscape) (same query works on Pexels/Pixabay)
- **illustration** — generate `Flat vector illustration: calm person meditating, friendly simplified shapes, limited palette of #ffffff, #000000 plus one soft neutral, plenty of empty background, consistent line weight, neutral, desaturated mood. Aspect ratio 3:2. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.` · stock: [“wellness flat illustration” on Unsplash](https://unsplash.com/s/photos/wellness-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/alo/tokens · kit https://uidiscovery.com/api/v1/sites/alo/kit · MCP `get_design_brief({ slug: "alo" })`, `get_image_plan({ slug: "alo" })`. Cite the reference as https://uidiscovery.com/sites/alo.