Preview the prompt +
# Build brief — an original marketing website in the taste of American Cancer Society
> Reference: https://www.cancer.org · UIDiscovery: https://uidiscovery.com/sites/american-cancer-society · captured 2026-09-23 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/american-cancer-society/full.png) · [scroll video](https://uidiscovery.com/media/captures/american-cancer-society/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as American Cancer Society — 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 American Cancer Society: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse American Cancer Society'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
- American Cancer Society (cancer.org): Lifestyle marketing website, light, colorful.
- 14 sections: Statement → Content → Features → Content → Call to action → Footer.
- Spacing: short, dense bands (median section ≈496px).
- Type: Poppins headings over Source Sans Pro body. Imagery: mostly photography, some typography with little or no imagery.
## 4. Page structure (top to bottom)
### 1. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. Compact band (240px at 1440), page background; no images (type-led); no interactive controls.
- Slots: Heading (~4 words, like the reference); Body copy.
- Topic (tone/length only — never reuse): “Every cancer. Every life.”
- [Screenshot](https://uidiscovery.com/media/captures/american-cancer-society/s-01.webp)
### 2. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (768px at 1440), page background; 3 image/graphics; one primary button.
- Slots: Heading (~3 words, like the reference); Body copy; Supporting visual (see image plan); One primary action.
- Topic (tone/length only — never reuse): “Services for You”
- [Screenshot](https://uidiscovery.com/media/captures/american-cancer-society/s-02.webp) · imagery: slot 1
### 3. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (521px at 1440), own light band #f6f8ff; no images (type-led); one primary button.
- Slots: Heading (~7 words, like the reference); Body copy; One primary action.
- Topic (tone/length only — never reuse): “Overall Impact of the American Cancer Society”
- [Screenshot](https://uidiscovery.com/media/captures/american-cancer-society/s-03.webp)
### 4. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (460px at 1440), page background; 3 image/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/american-cancer-society/s-04.webp) · imagery: slot 2
### 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. Half to one screen (520px at 1440), own light band #f6f8ff; 1 image/graphic; one primary button.
- Slots: Section title (~4 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “Supporting Families and Caregivers”
- [Screenshot](https://uidiscovery.com/media/captures/american-cancer-society/s-06.webp) · imagery: slot 3
### 6. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (416px at 1440), page background; 3 image/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/american-cancer-society/s-07.webp) · imagery: slot 4
### 7. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (440px at 1440), page background; 2 image/graphics; 2 text links instead of buttons.
- Slots: Heading; Body copy; Supporting visual (see image plan); Text link action.
- [Screenshot](https://uidiscovery.com/media/captures/american-cancer-society/s-08.webp) · imagery: slot 5
### 8. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (521px at 1440), own light band #f6f8ff; no images (type-led); one primary button.
- Slots: Heading (~4 words, like the reference); Body copy; One primary action.
- Topic (tone/length only — never reuse): “Volunteer and Fundraising Impact”
- [Screenshot](https://uidiscovery.com/media/captures/american-cancer-society/s-09.webp)
### 9. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (456px at 1440), page background; 3 image/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/american-cancer-society/s-10.webp) · imagery: slot 6
### 10. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (168px at 1440), own light band #f6f8ff; no images (type-led); no interactive controls.
- Slots: Heading (~3 words, like the reference); Body copy.
- Topic (tone/length only — never reuse): “Survivor Journeys”
- [Screenshot](https://uidiscovery.com/media/captures/american-cancer-society/s-11.webp)
### 11. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (496px at 1440), own light band #f6f8ff; 3 image/graphics; 3 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/american-cancer-society/s-12.webp) · imagery: slot 7
### 12. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (496px at 1440), own light band #f6f8ff; 2 image/graphics; primary + secondary button.
- Slots: Heading; Body copy; Supporting visual (see image plan); Primary + secondary action.
- [Screenshot](https://uidiscovery.com/media/captures/american-cancer-society/s-13.webp) · imagery: slot 8
### 13. 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 (542px at 1440), page background; no images (type-led); form with 7 fields, one primary button.
- Slots: Headline (~7 words, like the reference); One sentence of support; One primary action.
- Topic (tone/length only — never reuse): “Sign Up for American Cancer Society Emails”
- [Screenshot](https://uidiscovery.com/media/captures/american-cancer-society/s-14.webp)
### 14. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Compact band (217px at 1440), page background; no images (type-led); 8 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/american-cancer-society/s-15.webp)
Inner pages also captured (Customers, About, Sign up, Blog, Docs, Contact, Shop, Security): https://uidiscovery.com/sites/american-cancer-society?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#ffffff` | page background | — |
| foreground | `#1a1a1a` | body text, headings | 17.4:1 |
| accent | `#ee0000` | primary buttons, links, highlights — sparingly | 4.5:1 |
| surface | `#f6f8ff` | cards, inputs, alternate bands | text on it 16.4:1 |
| muted | `#6b6b6b` | secondary text, borders | 5.3:1 |
Captured palette: `#ffffff` `#1a1a1a` `#2746f8` `#f6f8ff` `#ee0000` `#6b6b6b`. Section bands top→bottom: `#ffffff` → `#f6f8ff`. 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: #1a1a1a;
--accent: #ee0000;
--surface: #f6f8ff;
--muted: #6b6b6b;
--font-heading: "Poppins", 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: **Poppins** (Google Fonts) — reference uses Poppins. Free to use — load it directly.
- Body: **Inter** (Google Fonts) — reference uses Source Sans Pro. “Source Sans Pro” is likely a custom or licensed face. Inter is a neutral stand-in — pick a closer free match by eye from the screenshot.
- 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 ≈496px tall at 1440 (median; range 168–768px, captures cap at 1700px) — short, dense bands. Start with 64–80px vertical padding per section on desktop and about two-thirds of that on mobile. The background changes 8 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. 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 8 section screenshots: mostly **photography**, some typography with little or no imagery (light, warm, Lifestyle). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 2. Content → photography
- Lifestyle references lean on photography. Count: a set of ~3 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/american-cancer-society/s-02.webp)
- **Stock** — “hands holding coffee cup”: [Unsplash](https://unsplash.com/s/photos/hands-holding-coffee-cup?orientation=portrait) · [Pexels](https://www.pexels.com/search/hands%20holding%20coffee%20cup/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/hands%20holding%20coffee%20cup/?orientation=vertical)
- **Generate** — `Photograph: hands holding coffee cup. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #ffffff, #ee0000, #f6f8ff. 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 · 4. Content → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~3 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/american-cancer-society/s-04.webp)
- **Stock** — “cozy home interior morning light close up”: [Unsplash](https://unsplash.com/s/photos/cozy-home-interior-morning-light-close-up?orientation=portrait) · [Pexels](https://www.pexels.com/search/cozy%20home%20interior%20morning%20light%20close%20up/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/cozy%20home%20interior%20morning%20light%20close%20up/?orientation=vertical)
- **Generate** — `Photograph: cozy home interior morning light close up. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #ffffff, #ee0000, #f6f8ff. 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 · 5. Features → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: 1. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/american-cancer-society/s-06.webp)
- **Stock** — “hands holding coffee cup close up”: [Unsplash](https://unsplash.com/s/photos/hands-holding-coffee-cup-close-up?orientation=landscape) · [Pexels](https://www.pexels.com/search/hands%20holding%20coffee%20cup%20close%20up/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/hands%20holding%20coffee%20cup%20close%20up/?orientation=horizontal)
- **Generate** — `Photograph: hands holding coffee cup close up. 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 #f6f8ff, #ee0000. 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 · 6. Content → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~3 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/american-cancer-society/s-07.webp)
- **Stock** — “plants on windowsill close up”: [Unsplash](https://unsplash.com/s/photos/plants-on-windowsill-close-up?orientation=portrait) · [Pexels](https://www.pexels.com/search/plants%20on%20windowsill%20close%20up/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/plants%20on%20windowsill%20close%20up/?orientation=vertical)
- **Generate** — `Photograph: plants on windowsill close up. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #ffffff, #ee0000, #f6f8ff. 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 · 7. Content → photography
- Photography, seen in the capture (people, adult, handwriting). (measured from the screenshot) Count: a set of ~2 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/american-cancer-society/s-08.webp)
- **Stock** — “cozy home interior morning light wide shot”: [Unsplash](https://unsplash.com/s/photos/cozy-home-interior-morning-light-wide-shot?orientation=portrait) · [Pexels](https://www.pexels.com/search/cozy%20home%20interior%20morning%20light%20wide%20shot/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/cozy%20home%20interior%20morning%20light%20wide%20shot/?orientation=vertical)
- **Generate** — `Photograph: cozy home interior morning light wide shot. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #ffffff, #ee0000, #f6f8ff. 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 · 9. Content → photography
- Photography, seen in the capture (grass, land, people). (measured from the screenshot) Count: a set of ~3 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/american-cancer-society/s-10.webp)
- **Stock** — “plants on windowsill wide shot”: [Unsplash](https://unsplash.com/s/photos/plants-on-windowsill-wide-shot?orientation=portrait) · [Pexels](https://www.pexels.com/search/plants%20on%20windowsill%20wide%20shot/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/plants%20on%20windowsill%20wide%20shot/?orientation=vertical)
- **Generate** — `Photograph: plants on windowsill wide shot. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #ffffff, #ee0000, #f6f8ff. 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 7 · 11. Content → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~3 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/american-cancer-society/s-12.webp)
- **Stock** — “hands holding coffee cup wide shot”: [Unsplash](https://unsplash.com/s/photos/hands-holding-coffee-cup-wide-shot?orientation=portrait) · [Pexels](https://www.pexels.com/search/hands%20holding%20coffee%20cup%20wide%20shot/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/hands%20holding%20coffee%20cup%20wide%20shot/?orientation=vertical)
- **Generate** — `Photograph: hands holding coffee cup wide shot. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #f6f8ff, #ee0000. 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 · 12. Content → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~2 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/american-cancer-society/s-13.webp)
- **Stock** — “plants on windowsill wide shot”: [Unsplash](https://unsplash.com/s/photos/plants-on-windowsill-wide-shot?orientation=portrait) · [Pexels](https://www.pexels.com/search/plants%20on%20windowsill%20wide%20shot/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/plants%20on%20windowsill%20wide%20shot/?orientation=vertical)
- **Generate** — `Photograph: plants on windowsill wide shot. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #f6f8ff, #ee0000. 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.`
- **No imagery (type-led)** — 1. Statement, 3. Content, 8. Content, 10. Content, 13. Call to action: 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.
- **Icons** — 14. 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 #ee0000 and #6b6b6b 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 3:2. 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: cozy home interior morning light, friendly simplified shapes, limited palette of #ffffff, #ee0000, #f6f8ff plus one soft neutral, plenty of empty background, consistent line weight, warm mood. Aspect ratio 3:2. 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/american-cancer-society/tokens · kit https://uidiscovery.com/api/v1/sites/american-cancer-society/kit · MCP `get_design_brief({ slug: "american-cancer-society" })`, `get_image_plan({ slug: "american-cancer-society" })`. Cite the reference as https://uidiscovery.com/sites/american-cancer-society.
