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# Build brief — an original marketing website in the taste of Arnold Clark
> Reference: https://www.arnoldclark.com · UIDiscovery: https://uidiscovery.com/sites/arnold-clark · captured 2026-09-23 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/arnold-clark/full.webp) · [scroll video](https://uidiscovery.com/media/captures/arnold-clark/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Arnold Clark — 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 Arnold Clark: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Arnold Clark'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
- Arnold Clark (arnoldclark.com): Shopping marketing website, dark, minimal.
- 9 sections: Hero → Content → Features → Content → Footer.
- Spacing: short, dense bands (median section ≈316px).
- Hero headline: 6 words — short and punchy; keep yours under ~9.
- Type: one family (Gotham). 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 (750px at 1440), page background; 4 images/icons (a set of cards or a small gallery); inline form (1 field, e.g. email capture), 3 buttons (tabs, toggles or per-card actions).
- Slots: Eyebrow / announcement pill (optional); H1 (~6 words, like the reference); Supporting line, 1–2 sentences; Primary + secondary action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “Our biggest savings have just landed!”
- [Screenshot](https://uidiscovery.com/media/captures/arnold-clark/s-01.webp) · imagery: slot 1
### 2. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (659px at 1440), own light band #fafafa; 48 image elements (photo collage/gallery + small graphics); 74 buttons (tabs, toggles or per-card actions), 72 links (link lists / navigation).
- Slots: Heading (~9 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “26 Citroën C3 1.2 Hybrid [110] Max 5dr e-DCS6”
- [Screenshot](https://uidiscovery.com/media/captures/arnold-clark/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. Compact band (363px at 1440), own light band #fafafa; 4 images/icons (a set of cards or a small gallery); 4 text links instead of buttons; 5 headings → ~4 items under a title.
- Slots: Section title (~3 words, like the reference); 4 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “What’s new?”
- [Screenshot](https://uidiscovery.com/media/captures/arnold-clark/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. Compact band (316px at 1440), own light band #fafafa; 15 images/icons (a set of cards or a small gallery); inline form (1 field, e.g. email capture), 17 buttons (tabs, toggles or per-card actions), 17 links (link lists / navigation).
- Slots: Section title (~3 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Find a dealer”
- [Screenshot](https://uidiscovery.com/media/captures/arnold-clark/s-04.webp) · imagery: slot 4
### 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. Compact band (307px at 1440), own light band #ffffff; 1 image/graphic; 14 links (link lists / navigation).
- 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): “About Arnold Clark”
- [Screenshot](https://uidiscovery.com/media/captures/arnold-clark/s-05.webp) · imagery: slot 5
### 6. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (235px at 1440), own light band #fafafa; no images (type-led); no interactive controls.
- Slots: Heading; Body copy.
- [Screenshot](https://uidiscovery.com/media/captures/arnold-clark/s-06.webp)
### 7. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (177px at 1440), own dark band #222a2a; 9 images/icons (a set of cards or a small gallery); inline form (1 field, e.g. email capture), one primary button.
- Slots: Heading; Body copy; Supporting visual (see image plan); One primary action.
- [Screenshot](https://uidiscovery.com/media/captures/arnold-clark/s-07.webp) · imagery: slot 6
### 8. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (164px at 1440), own dark band #222a2a; 3 image/graphics; no interactive controls.
- Slots: Heading; Body copy; Supporting visual (see image plan).
- [Screenshot](https://uidiscovery.com/media/captures/arnold-clark/s-08.webp)
### 9. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Compact band (318px at 1440), own dark band #222a2a; 6 images/icons (a set of cards or a small gallery); 21 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/arnold-clark/s-09.webp)
Inner pages also captured (Pricing, Customers, About, Blog, Careers, Contact, Shop, Security): https://uidiscovery.com/sites/arnold-clark?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#2d3737` | page background | — |
| foreground | `#ffffff` | body text, headings | 12.3:1 |
| accent | `#ffffff` | none captured — monochrome. Primary buttons invert (foreground fill, background text); add your brand colour only for small highlights | — |
| surface | `#2d3737` | cards, inputs, alternate bands | text on it 12.3:1 |
| muted | `#666666` | secondary text, borders | 2.1:1 — borders / large text only |
Captured palette: `#2d3737` `#fafafa` `#ffffff` `#666666`. Section bands top→bottom: `#2d3737` → `#fafafa` → `#ffffff` → `#222a2a`. 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: #2d3737;
--foreground: #ffffff;
--accent: #ffffff;
--surface: #2d3737;
--muted: #666666;
--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 Gotham. “Gotham” 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(2.75rem, 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.
### Spacing & rhythm
Sections run ≈316px tall at 1440 (median; range 164–750px, 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 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
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 6 section screenshots: mostly **photography**, some typography with little or no imagery (dark, neutral, desaturated, Shopping). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 1. Hero → photography
- Photography, seen in the capture (people, adult, vehicle). (measured from the screenshot) Count: a set of ~4 in one consistent style. Aspect: 3:2. Look first: [ref 1](https://uidiscovery.com/media/captures/arnold-clark/s-01.webp)
- **Stock** — “product flat lay neutral background dark”: [Unsplash](https://unsplash.com/s/photos/product-flat-lay-neutral-background-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/product%20flat%20lay%20neutral%20background%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/product%20flat%20lay%20neutral%20background%20dark/?orientation=horizontal)
- **Generate** — `Photograph: product flat lay neutral background. 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. Neutral, desaturated colour grade that sits on #2d3737, #ffffff. 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 (uncertain)
- Shopping references lean on photography; 48 elements suggests icons/thumbnails mixed in. Count: a collage of several photos with one consistent colour grade. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/arnold-clark/s-02.webp)
- **Stock** — “minimal store display dark”: [Unsplash](https://unsplash.com/s/photos/minimal-store-display-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/minimal%20store%20display%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/minimal%20store%20display%20dark/?orientation=vertical)
- **Generate** — `Photograph: minimal store display. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Neutral, desaturated colour grade that sits on #fafafa, #ffffff, #2d3737. 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
- Photography, seen in the capture (automobile, vehicle, car). (measured from the screenshot) Count: a set of ~4 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/arnold-clark/s-03.webp)
- **Stock** — “hands opening package dark”: [Unsplash](https://unsplash.com/s/photos/hands-opening-package-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/hands%20opening%20package%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/hands%20opening%20package%20dark/?orientation=horizontal)
- **Generate** — `Photograph: hands opening package. 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 #fafafa, #ffffff, #2d3737. 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 (art, illustrations). (measured from the screenshot) Count: a set of ~15 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/arnold-clark/s-04.webp)
- **Stock** — “product flat lay neutral background close up dark”: [Unsplash](https://unsplash.com/s/photos/product-flat-lay-neutral-background-close-up-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/product%20flat%20lay%20neutral%20background%20close%20up%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/product%20flat%20lay%20neutral%20background%20close%20up%20dark/?orientation=horizontal)
- **Generate** — `Photograph: product flat lay neutral background 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 #fafafa, #ffffff, #2d3737. 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 · 5. Features → photography
- Photography, seen in the capture (automobile, vehicle, car). (measured from the screenshot) Count: 1. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/arnold-clark/s-05.webp)
- **Stock** — “minimal store display close up dark”: [Unsplash](https://unsplash.com/s/photos/minimal-store-display-close-up-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/minimal%20store%20display%20close%20up%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/minimal%20store%20display%20close%20up%20dark/?orientation=horizontal)
- **Generate** — `Photograph: minimal store display 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, #2d3737. 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. Content → photography
- Shopping references lean on photography. Count: a set of ~9 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/arnold-clark/s-07.webp)
- **Stock** — “product flat lay neutral background wide shot dark”: [Unsplash](https://unsplash.com/s/photos/product-flat-lay-neutral-background-wide-shot-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/product%20flat%20lay%20neutral%20background%20wide%20shot%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/product%20flat%20lay%20neutral%20background%20wide%20shot%20dark/?orientation=vertical)
- **Generate** — `Photograph: product flat lay neutral background 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 #222a2a, #ffffff, #2d3737. 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)** — 6. Content, 8. 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** — 9. 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 #666666 on a #2d3737 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: product flat lay neutral background, friendly simplified shapes, limited palette of #2d3737, #ffffff 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: [“shopping flat illustration” on Unsplash](https://unsplash.com/s/photos/shopping-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/arnold-clark/tokens · kit https://uidiscovery.com/api/v1/sites/arnold-clark/kit · MCP `get_design_brief({ slug: "arnold-clark" })`, `get_image_plan({ slug: "arnold-clark" })`. Cite the reference as https://uidiscovery.com/sites/arnold-clark.
