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# Build brief — an original marketing website in the taste of Aptos
> Reference: https://aptosfoundation.org · UIDiscovery: https://uidiscovery.com/sites/aptos · captured 2026-09-22 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/aptos/full.png) · [scroll video](https://uidiscovery.com/media/captures/aptos/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Aptos — 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 Aptos: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Aptos'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
- Aptos (aptosfoundation.org): Crypto & Web3 marketing website, light, serif.
- 12 sections: Hero → Content → Features → Content → Statement → Features → Content → Features → Content → Footer.
- Spacing: about a screen per idea (median section ≈900px).
- Hero headline: 6 words — short and punchy; keep yours under ~9.
- Type: Season Serif 4de1940e3ab1f834 headings over Season Serif 4de1940e3ab1f834 body. 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 (900px at 1440), own light band #d5fad3; no images (type-led); one primary button.
- Slots: Eyebrow / announcement pill (optional); H1 (~6 words, like the reference); Supporting line, 1–2 sentences; One primary action; No image — let type and colour carry it.
- Topic (tone/length only — never reuse): “Move Value Markets & Markets Stablecoins”
- [Screenshot](https://uidiscovery.com/media/captures/aptos/s-01.webp)
### 2. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (898px at 1440), own light band #9d937c; no images (type-led); no interactive controls.
- Slots: Heading; Body copy.
- [Screenshot](https://uidiscovery.com/media/captures/aptos/s-02.webp)
### 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 (946px at 1440), page background; 1 image/graphic; no interactive controls.
- Slots: Section title; 2 items: icon or visual + short title + 1–2 line description.
- [Screenshot](https://uidiscovery.com/media/captures/aptos/s-03.webp)
### 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. Tall, ≈1.5 screens (1376px at 1440), own light band #d5fad3; 10 images/icons (a set of cards or a small gallery); 6 buttons (tabs, toggles or per-card actions).
- Slots: Section title (~7 words, like the reference); 9 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “What runs on Aptos? Just about everything.”
- [Screenshot](https://uidiscovery.com/media/captures/aptos/s-04.webp) · imagery: slot 1
### 5. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (785px at 1440), page background; 20 image elements (icons, logos, product UI — not 20 photos); no interactive controls.
- Slots: Heading; Body copy; Supporting visual (see image plan).
- [Screenshot](https://uidiscovery.com/media/captures/aptos/s-05.webp) · imagery: slot 1
### 6. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. Half to one screen (474px 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): “Real-World Aptos·”
- [Screenshot](https://uidiscovery.com/media/captures/aptos/s-07.webp)
### 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. About one full screen (906px at 1440), page background; 2 image/graphics; one primary button.
- Slots: Section title (~4 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “Discover what’s being built”
- [Screenshot](https://uidiscovery.com/media/captures/aptos/s-08.webp) · imagery: slot 2
### 8. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (906px at 1440), page background; 2 image/graphics; one primary button.
- Slots: Heading (~6 words, like the reference); Body copy; Supporting visual (see image plan); One primary action.
- Topic (tone/length only — never reuse): “Connect with the people behind it”
- [Screenshot](https://uidiscovery.com/media/captures/aptos/s-09.webp) · imagery: slot 3
### 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 (906px at 1440), page background; 2 image/graphics; one primary button.
- Slots: Section title (~4 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “Co-create with the community”
- [Screenshot](https://uidiscovery.com/media/captures/aptos/s-10.webp)
### 10. 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 (891px at 1440), page background; 1 image/graphic; primary + secondary button.
- Slots: Section title (~4 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Onboard Users With Ease”
- [Screenshot](https://uidiscovery.com/media/captures/aptos/s-11.webp)
### 11. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (900px at 1440), own light band #9d937c; no images (type-led); one primary button.
- Slots: Heading (~3 words, like the reference); Body copy; One primary action.
- Topic (tone/length only — never reuse): “Experiment. Launch. Scale.”
- [Screenshot](https://uidiscovery.com/media/captures/aptos/s-12.webp)
### 12. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Half to one screen (662px at 1440), page background; 27 image elements (icons, logos, product UI — not 27 photos); 11 buttons (tabs, toggles or per-card actions), 50 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/aptos/s-13.webp)
Inner pages also captured (About, Sign up, Blog, Docs, Careers, Security): https://uidiscovery.com/sites/aptos?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#f9f9f0` | page background | — |
| foreground | `#0f0e0b` | body text, headings | 18.2:1 |
| accent | `#0f0e0b` | none captured — monochrome. Primary buttons invert (foreground fill, background text); add your brand colour only for small highlights | — |
| surface | `#d5fad3` | cards, inputs, alternate bands | text on it 17.0:1 |
| muted | `#9d937c` | secondary text, borders | 2.9:1 — borders / large text only |
Captured palette: `#f9f9f0` `#0f0e0b` `#d5fad3` `#9d937c`. Section bands top→bottom: `#d5fad3` → `#9d937c` → `#f9f9f0`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (light, neutral, desaturated) and proportions; swap the accent for the user's brand colour.
### Tokens
```css
:root {
--background: #f9f9f0;
--foreground: #0f0e0b;
--accent: #0f0e0b;
--surface: #d5fad3;
--muted: #9d937c;
--font-heading: "Source Serif 4", ui-serif, Georgia, 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: **Source Serif 4** (Google Fonts) — reference uses Season Serif 4de1940e3ab1f834. “Season Serif 4de1940e3ab1f834” is likely a custom or licensed face. Source Serif 4 is a neutral stand-in — pick a closer free match by eye from the screenshot.
- Body: **Inter** (Google Fonts) — reference uses Season Serif 4de1940e3ab1f834. “Season Serif 4de1940e3ab1f834” 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(2.75rem, 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.
- The serif headings are central to the tone — keep a serif display face even if you swap the family.
### Spacing & rhythm
Sections run ≈900px tall at 1440 (median; range 474–1376px, 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
Radii and shadows weren't measured. 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 6 section screenshots: mostly **typography with little or no imagery**, some photography (light, neutral, desaturated, Crypto & Web3). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 4. Features, 5. Content → product UI (uncertain)
- Crypto & Web3 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/aptos/s-04.webp) [ref 2](https://uidiscovery.com/media/captures/aptos/s-05.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 light gradient from #f9f9f0 to #d5fad3 with a soft #9d937c glow behind the centre, subtle floor shadow, empty centre area where a screenshot will be placed. Lighting: soft natural daylight, airy and high-key. 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.
### Slot 2 · 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/aptos/s-08.webp)
- **Stock** — “abstract gradient mesh wide shot”: [Unsplash](https://unsplash.com/s/photos/abstract-gradient-mesh-wide-shot?orientation=landscape) · [Pexels](https://www.pexels.com/search/abstract%20gradient%20mesh%20wide%20shot/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/abstract%20gradient%20mesh%20wide%20shot/?orientation=horizontal)
- **Generate** — `Photograph: abstract gradient mesh wide shot. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Neutral, desaturated colour grade that sits on #f9f9f0, #0f0e0b, #d5fad3. 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 3 · 8. Content → illustration (uncertain)
- Light Crypto & Web3 section with a few graphics — illustration, icon art or a product shot. Count: a set of ~2 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/aptos/s-09.webp)
- **Stock** — “technology flat illustration”: [Unsplash](https://unsplash.com/s/photos/technology-flat-illustration?orientation=portrait) · [Pexels](https://www.pexels.com/search/technology%20flat%20illustration/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/technology%20flat%20illustration/?orientation=vertical)
- **Generate** — `Flat vector illustration: abstract gradient mesh, friendly simplified shapes, limited palette of #f9f9f0, #0f0e0b, #d5fad3 plus one soft neutral, plenty of empty background, consistent line weight, neutral, desaturated mood. Aspect ratio 4:5. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`
- Uncertain: this could equally be photography, a product shot or icon art — open the reference screenshots and match what you see.
- **No imagery (type-led)** — 1. Hero, 2. Content, 3. Features, 6. Statement, 9. Features, 10. Features, 11. 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 #9d937c and #d5fad3 on a #f9f9f0 background. Lighting: soft natural daylight, airy and high-key; neutral, desaturated 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)
- **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/aptos/tokens · kit https://uidiscovery.com/api/v1/sites/aptos/kit · MCP `get_design_brief({ slug: "aptos" })`, `get_image_plan({ slug: "aptos" })`. Cite the reference as https://uidiscovery.com/sites/aptos.
