Preview the prompt +
# Build brief — an original marketing website in the taste of Amwell
> Reference: https://amwell.com · UIDiscovery: https://uidiscovery.com/sites/amwell · captured 2026-09-23 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/amwell/full.webp) · [scroll video](https://uidiscovery.com/media/captures/amwell/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Amwell — 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 Amwell: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Amwell'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
- Amwell (amwell.com): Health & Fitness marketing website, light, colorful.
- 12 sections: Hero → Content → Features → Content → Features → Content → Call to action → Footer.
- Spacing: about a screen per idea (median section ≈700px).
- Hero headline: 12 words — a full sentence; keep yours to one thought.
- Type: Inter headings over Open Sans body. Imagery: mostly photography, some typography with little or no imagery.
## 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. Half to one screen (600px at 1440), page background; 4 images/icons (a set of cards or a small gallery); primary + secondary button.
- Slots: Eyebrow / announcement pill (optional); H1 (~12 words, like the reference); Supporting line, 1–2 sentences; Primary + secondary action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “Recognized by Frost & Sullivan Care is fragmented. Amwell brings it together.”
- [Screenshot](https://uidiscovery.com/media/captures/amwell/s-01.webp) · imagery: slot 1
### 2. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (233px at 1440), own light band #477ef0; no images (type-led); no interactive controls.
- Slots: Heading (~3 words, like the reference); Body copy.
- Topic (tone/length only — never reuse): “More than telehealth”
- [Screenshot](https://uidiscovery.com/media/captures/amwell/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. Half to one screen (700px at 1440), page background; 3 image/graphics; one primary button.
- Slots: Section title (~5 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “Redefining mental healthcare at scale”
- [Screenshot](https://uidiscovery.com/media/captures/amwell/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. About one full screen (807px at 1440), page background; 9 images/icons (a set of cards or a small gallery); 3 text links instead of buttons; 4 headings → ~3 items under a title.
- Slots: Section title (~11 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 single login deliver every care module seamlessly to your members”
- [Screenshot](https://uidiscovery.com/media/captures/amwell/s-04.webp) · imagery: slot 4
### 5. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (295px 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): “~90M”
- [Screenshot](https://uidiscovery.com/media/captures/amwell/s-05.webp)
### 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 (700px at 1440), page background; 3 image/graphics; one primary button.
- Slots: Section title (~7 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “On-demand webinar Strategies for connected patient-centered experiences”
- [Screenshot](https://uidiscovery.com/media/captures/amwell/s-06.webp) · imagery: slot 5
### 7. 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 (700px at 1440), page background; 2 image/graphics; no interactive controls.
- Slots: Section title (~3 words, like the reference); 2 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “Why Amwell”
- [Screenshot](https://uidiscovery.com/media/captures/amwell/s-07.webp) · imagery: slot 6
### 8. 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 (826px at 1440), page background; 9 images/icons (a set of cards or a small gallery); 3 text links instead of buttons; 4 headings → ~3 items under a title.
- 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): “Media mentions”
- [Screenshot](https://uidiscovery.com/media/captures/amwell/s-08.webp) · imagery: slot 7
### 9. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (602px at 1440), page background; 7 images/icons (a set of cards or a small gallery); no interactive controls.
- Slots: Heading (~5 words, like the reference); Body copy; Supporting visual (see image plan).
- Topic (tone/length only — never reuse): “What your peers are saying...”
- [Screenshot](https://uidiscovery.com/media/captures/amwell/s-09.webp)
### 10. Content — supporting content that deepens one idea.
- Layout: text + media block. Tall, ≈1.7 screens (1534px at 1440), page background; 13 images/icons (a set of cards or a small gallery); 10 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): “What's happening at Amwell”
- [Screenshot](https://uidiscovery.com/media/captures/amwell/s-10.webp)
### 11. Call to action — close the page with one clear next step.
- Layout: short headline + one primary action on a contrasting band. Compact band (244px at 1440), page background; 3 image/graphics; one primary button.
- Slots: Headline (~3 words, like the reference); One sentence of support; One primary action.
- Topic (tone/length only — never reuse): “Contact us”
- [Screenshot](https://uidiscovery.com/media/captures/amwell/s-11.webp) · imagery: slot 8
### 12. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Half to one screen (549px at 1440), own dark band #002b5c; 6 images/icons (a set of cards or a small gallery); one primary button, 29 links (link lists / navigation).
- Slots: Brand mark + one-line description; 3–5 link columns; Newsletter or contact (optional); Legal row + social icons.
- Topic (tone/length only — never reuse): “Amwell on social media:”
- [Screenshot](https://uidiscovery.com/media/captures/amwell/s-12.webp)
Inner pages also captured (Pricing, Product, About, Blog, Contact): https://uidiscovery.com/sites/amwell?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 | `#002b5c` | primary buttons, links, highlights — sparingly | 14.0:1 |
| surface | `#eeeeee` | cards, inputs, alternate bands | text on it 18.1:1 |
| muted | `#477ef0` | secondary text, borders | 3.8:1 — borders / large text only |
Captured palette: `#ffffff` `#275fd4` `#002b5c` `#000000` `#477ef0` `#eeeeee`. Section bands top→bottom: `#ffffff` → `#477ef0` → `#002b5c`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (light, cool) and proportions; swap the accent for the user's brand colour.
### Tokens
```css
:root {
--background: #ffffff;
--foreground: #000000;
--accent: #002b5c;
--surface: #eeeeee;
--muted: #477ef0;
--font-heading: "Inter", ui-sans-serif, system-ui, sans-serif;
--font-body: "Open Sans", 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 Inter. Free to use — load it directly.
- Body: **Open Sans** (Google Fonts) — reference uses Open Sans. Free to use — load it directly.
- 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 ≈700px tall at 1440 (median; range 233–1534px, 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 3 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, cool, Health & Fitness). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 1. Hero → photography
- Health & Fitness references lean on photography. Count: a set of ~4 in one consistent style. Aspect: 3:2. Look first: [ref 1](https://uidiscovery.com/media/captures/amwell/s-01.webp)
- **Stock** — “calm person meditating daylight”: [Unsplash](https://unsplash.com/s/photos/calm-person-meditating-daylight?orientation=landscape) · [Pexels](https://www.pexels.com/search/calm%20person%20meditating%20daylight/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/calm%20person%20meditating%20daylight/?orientation=horizontal)
- **Generate** — `Photograph: calm person meditating daylight. Composition: wide shot, subject off-centre to one side, generous clean negative space for the headline. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #ffffff, #002b5c, #eeeeee. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 3:2. 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 (blue sky). (measured from the screenshot) Count: 1. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/amwell/s-02.webp)
- **Stock** — “runner at sunrise”: [Unsplash](https://unsplash.com/s/photos/runner-at-sunrise?orientation=portrait) · [Pexels](https://www.pexels.com/search/runner%20at%20sunrise/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/runner%20at%20sunrise/?orientation=vertical)
- **Generate** — `Photograph: runner at sunrise. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #477ef0, #002b5c, #eeeeee. 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. Features → photography
- Health & Fitness references lean on photography. Count: a set of ~3 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/amwell/s-03.webp)
- **Stock** — “healthy breakfast bowl”: [Unsplash](https://unsplash.com/s/photos/healthy-breakfast-bowl?orientation=landscape) · [Pexels](https://www.pexels.com/search/healthy%20breakfast%20bowl/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/healthy%20breakfast%20bowl/?orientation=horizontal)
- **Generate** — `Photograph: healthy breakfast bowl. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #ffffff, #002b5c, #eeeeee. 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
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~9 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/amwell/s-04.webp)
- **Stock** — “calm person meditating daylight close up”: [Unsplash](https://unsplash.com/s/photos/calm-person-meditating-daylight-close-up?orientation=landscape) · [Pexels](https://www.pexels.com/search/calm%20person%20meditating%20daylight%20close%20up/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/calm%20person%20meditating%20daylight%20close%20up/?orientation=horizontal)
- **Generate** — `Photograph: calm person meditating daylight close up. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #ffffff, #002b5c, #eeeeee. 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 · 6. Features → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~3 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/amwell/s-06.webp)
- **Stock** — “healthy breakfast bowl close up”: [Unsplash](https://unsplash.com/s/photos/healthy-breakfast-bowl-close-up?orientation=landscape) · [Pexels](https://www.pexels.com/search/healthy%20breakfast%20bowl%20close%20up/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/healthy%20breakfast%20bowl%20close%20up/?orientation=horizontal)
- **Generate** — `Photograph: healthy breakfast bowl close up. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #ffffff, #002b5c, #eeeeee. 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 · 7. Features → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~2 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/amwell/s-07.webp)
- **Stock** — “calm person meditating daylight wide shot”: [Unsplash](https://unsplash.com/s/photos/calm-person-meditating-daylight-wide-shot?orientation=landscape) · [Pexels](https://www.pexels.com/search/calm%20person%20meditating%20daylight%20wide%20shot/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/calm%20person%20meditating%20daylight%20wide%20shot/?orientation=horizontal)
- **Generate** — `Photograph: calm person meditating daylight wide shot. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #ffffff, #002b5c, #eeeeee. 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 · 8. Features → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~9 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/amwell/s-08.webp)
- **Stock** — “runner at sunrise wide shot”: [Unsplash](https://unsplash.com/s/photos/runner-at-sunrise-wide-shot?orientation=landscape) · [Pexels](https://www.pexels.com/search/runner%20at%20sunrise%20wide%20shot/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/runner%20at%20sunrise%20wide%20shot/?orientation=horizontal)
- **Generate** — `Photograph: runner at sunrise wide shot. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #ffffff, #002b5c, #eeeeee. 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 · 11. Call to action → photography
- Health & Fitness references lean on photography. Count: a set of ~3 in one consistent style. Aspect: 21:9 (background). Look first: [ref 1](https://uidiscovery.com/media/captures/amwell/s-11.webp)
- **Stock** — “runner at sunrise wide shot”: [Unsplash](https://unsplash.com/s/photos/runner-at-sunrise-wide-shot?orientation=landscape) · [Pexels](https://www.pexels.com/search/runner%20at%20sunrise%20wide%20shot/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/runner%20at%20sunrise%20wide%20shot/?orientation=horizontal)
- **Generate** — `Photograph: runner at sunrise wide shot. Composition: low-detail texture so overlaid text stays readable. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #ffffff, #002b5c, #eeeeee. 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.`
- **No imagery (type-led)** — 5. Content, 9. Content, 10. Content: 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** — 12. 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 #002b5c and #477ef0 on a #ffffff background. Lighting: soft natural daylight, airy and high-key; cool 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: calm person meditating, friendly simplified shapes, limited palette of #ffffff, #002b5c, #eeeeee plus one soft neutral, plenty of empty background, consistent line weight, cool 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/amwell/tokens · kit https://uidiscovery.com/api/v1/sites/amwell/kit · MCP `get_design_brief({ slug: "amwell" })`, `get_image_plan({ slug: "amwell" })`. Cite the reference as https://uidiscovery.com/sites/amwell.
