Preview the prompt +
# Build brief — an original marketing website in the taste of Armchair Expert
> Reference: https://armchairexpertpod.com · UIDiscovery: https://uidiscovery.com/sites/armchair-expert · captured 2026-09-23 at a 1440px desktop viewport · [full page](https://uidiscovery.com/media/captures/armchair-expert/full.webp)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Armchair Expert — 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 Armchair Expert: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Armchair Expert'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
- Armchair Expert (armchairexpertpod.com): Entertainment marketing website, dark, colorful.
- 7 sections: Hero → Blog → Statement → Footer.
- Spacing: about a screen per idea (median section ≈758px).
- Hero headline: 14 words — a full sentence; keep yours to one thought.
- Type: Raleway headings over Proxima nova 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. About one full screen (946px at 1440), own dark band #000000; 2 image/graphics; 4 buttons (tabs, toggles or per-card actions).
- Slots: Eyebrow / announcement pill (optional); H1 (~14 words, like the reference); Supporting line, 1–2 sentences; Primary + secondary action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “Welcome to the Armchair Expert, a podcast that celebrates the messiness of…”
- [Screenshot](https://uidiscovery.com/media/captures/armchair-expert/s-01.webp) · imagery: slot 1
### 2. Blog — signal an active, credible team through recent writing.
- Layout: 3-up card grid: image, title, meta. Tall, ≈1.9 screens (1700px at 1440), own light band #ffffff; 9 images/icons (a set of cards or a small gallery); 3 buttons (tabs, toggles or per-card actions), 28 links (link lists / navigation).
- Slots: Title + “All posts” link; 3 post cards: cover image, title, date/author.
- Topic (tone/length only — never reuse): “LATEST EPISODES”
- [Screenshot](https://uidiscovery.com/media/captures/armchair-expert/s-02.webp) · imagery: slot 2
### 3. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. Half to one screen (583px at 1440), own light band #ffffff; 9 images/icons (a set of cards or a small gallery); 3 buttons (tabs, toggles or per-card actions), 28 links (link lists / navigation).
- Slots: Heading; Body copy; Supporting visual (see image plan); Primary + secondary action.
- [Screenshot](https://uidiscovery.com/media/captures/armchair-expert/s-03.webp)
### 4. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. Half to one screen (431px at 1440), own light band #ffffff; 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): “Armchair Expert Store”
- [Screenshot](https://uidiscovery.com/media/captures/armchair-expert/s-04.webp)
### 5. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. Half to one screen (758px at 1440), own dark band #000000; 1 image/graphic; form with 3 fields, 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): “Get on the list for exclusives”
- [Screenshot](https://uidiscovery.com/media/captures/armchair-expert/s-05.webp) · imagery: slot 3
### 6. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. Tall, ≈1.8 screens (1656px at 1440), own light band #ffffff; 8 images/icons (a set of cards or a small gallery); 13 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): “CHECK US OUT ON”
- [Screenshot](https://uidiscovery.com/media/captures/armchair-expert/s-06.webp) · imagery: slot 4
### 7. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Compact band (310px at 1440), page background; 7 images/icons (a set of cards or a small gallery); 12 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): “©ARMCHAIR EXPERT PODCAST”
- [Screenshot](https://uidiscovery.com/media/captures/armchair-expert/s-07.webp)
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#171717` | page background | — |
| foreground | `#ffffff` | body text, headings | 17.9:1 |
| accent | `#ffcd03` | primary buttons, links, highlights — sparingly | 11.9:1 |
| surface | `#000000` | cards, inputs, alternate bands | text on it 21.0:1 |
| muted | `#f7ce47` | secondary text, borders | 11.8:1 |
Captured palette: `#171717` `#ffffff` `#000000` `#f7ce47` `#fecd07` `#ffcd03`. Section bands top→bottom: `#000000` → `#ffffff` → `#171717`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (dark, warm) and proportions; swap the accent for the user's brand colour.
### Tokens
```css
:root {
--background: #171717;
--foreground: #ffffff;
--accent: #ffcd03;
--surface: #000000;
--muted: #f7ce47;
--font-heading: "Raleway", 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: **Raleway** (Google Fonts) — reference uses Raleway. Free to use — load it directly.
- Body: **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.
- Scale (starting point, sizes weren't measured — calibrate against the 1440px screenshot): display clamp(2rem, 4vw, 3.25rem), 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 ≈758px tall at 1440 (median; range 310–1700px, 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 4 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
On dark, separate layers with 1px borders at ~8–12% white and soft glows instead of drop shadows; 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. Dark-first; for a light mode swap background ↔ foreground, lighten the surface, keep the accent and re-check contrast.
## 6. Imagery plan
Measured from 5 section screenshots: mostly **photography**, some typography with little or no imagery (dark, warm, Entertainment). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 1. Hero → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~2 in one consistent style. Aspect: 16:9 full-bleed (or 21:9). Look first: [ref 1](https://uidiscovery.com/media/captures/armchair-expert/s-01.webp)
- **Stock** — “concert stage lights crowd dark”: [Unsplash](https://unsplash.com/s/photos/concert-stage-lights-crowd-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/concert%20stage%20lights%20crowd%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/concert%20stage%20lights%20crowd%20dark/?orientation=horizontal)
- **Generate** — `Photograph: concert stage lights crowd. 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. Warm colour grade that sits on #000000, #ffcd03. 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.`
### Slot 2 · 2. Blog → photography
- Entertainment references lean on photography. Count: a set of ~9 in one consistent style. Aspect: 3:2. Look first: [ref 1](https://uidiscovery.com/media/captures/armchair-expert/s-02.webp)
- **Stock** — “vinyl record player editorial dark”: [Unsplash](https://unsplash.com/s/photos/vinyl-record-player-editorial-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/vinyl%20record%20player%20editorial%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/vinyl%20record%20player%20editorial%20dark/?orientation=horizontal)
- **Generate** — `Photograph: vinyl record player editorial. Composition: editorial crop with one clear focal point. Lighting: low-key, moody directional light with deep shadows. Warm colour grade that sits on #ffffff, #ffcd03, #000000. 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 3 · 5. Statement → photography
- Photography, seen in the capture (furniture, chair, armchair). (measured from the screenshot) Count: 1. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/armchair-expert/s-05.webp)
- **Stock** — “vinyl record player close up dark”: [Unsplash](https://unsplash.com/s/photos/vinyl-record-player-close-up-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/vinyl%20record%20player%20close%20up%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/vinyl%20record%20player%20close%20up%20dark/?orientation=vertical)
- **Generate** — `Photograph: vinyl record player close up. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Warm colour grade that sits on #000000, #ffcd03. 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 · 6. Statement → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~8 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/armchair-expert/s-06.webp)
- **Stock** — “cinema seats lighting close up dark”: [Unsplash](https://unsplash.com/s/photos/cinema-seats-lighting-close-up-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/cinema%20seats%20lighting%20close%20up%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/cinema%20seats%20lighting%20close%20up%20dark/?orientation=vertical)
- **Generate** — `Photograph: cinema seats lighting close up. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Warm colour grade that sits on #ffffff, #ffcd03, #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.`
- **No imagery (type-led)** — 3. Statement, 4. Statement: 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** — 7. 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 #ffcd03 and #f7ce47 on a #171717 background. Lighting: low-key, moody directional light with deep shadows; warm 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 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: concert stage lights crowd, friendly simplified shapes, limited palette of #000000, #ffcd03 plus one soft neutral, plenty of empty background, consistent line weight, warm mood. Aspect ratio 16:9. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.` · stock: [“music flat illustration” on Unsplash](https://unsplash.com/s/photos/music-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/armchair-expert/tokens · kit https://uidiscovery.com/api/v1/sites/armchair-expert/kit · MCP `get_design_brief({ slug: "armchair-expert" })`, `get_image_plan({ slug: "armchair-expert" })`. Cite the reference as https://uidiscovery.com/sites/armchair-expert.
