Preview the prompt +
# Build brief — an original marketing website in the taste of ArtCenter College of Design
> Reference: https://www.artcenter.edu · UIDiscovery: https://uidiscovery.com/sites/artcenter-college-of-design · captured 2026-09-23 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/artcenter-college-of-design/full.webp) · [scroll video](https://uidiscovery.com/media/captures/artcenter-college-of-design/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as ArtCenter College of Design — 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 ArtCenter College of Design: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse ArtCenter College of Design'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
- ArtCenter College of Design (artcenter.edu): Education marketing website, light.
- 6 sections: Hero → Statement → Showcase → Content → Footer.
- Spacing: short, dense bands (median section ≈480px).
- Hero headline: 6 words — short and punchy; keep yours under ~9.
- Type: one family (Neue Haas Grotesk W01). 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. Tall, ≈1.9 screens (1700px at 1440), own dark band #000000; 2 image/graphics; 1 text link instead of buttons.
- Slots: Eyebrow / announcement pill (optional); H1 (~6 words, like the reference); Supporting line, 1–2 sentences; Text link action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “Design Your Creative Future at ArtCenter”
- [Screenshot](https://uidiscovery.com/media/captures/artcenter-college-of-design/s-01.webp) · imagery: slot 1
### 2. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. Half to one screen (460px at 1440), own dark band #000000; 2 image/graphics; 1 text link instead of buttons.
- Slots: Heading; Body copy; Supporting visual (see image plan); Text link action.
- [Screenshot](https://uidiscovery.com/media/captures/artcenter-college-of-design/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 (480px at 1440), own dark band #000000; 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): “Take the Next Step”
- [Screenshot](https://uidiscovery.com/media/captures/artcenter-college-of-design/s-03.webp)
### 4. Showcase — show the product (or the result) itself as proof.
- Layout: a large framed visual with a short caption or heading. Half to one screen (480px at 1440), own dark band #000000; 9 images/icons (a set of cards or a small gallery); 9 text links instead of buttons.
- Slots: Heading (~4 words, like the reference); Body copy; Supporting visual (see image plan); Text link action.
- Topic (tone/length only — never reuse): “Fine Art Student Work”
- [Screenshot](https://uidiscovery.com/media/captures/artcenter-college-of-design/s-04.webp) · imagery: slot 3
### 5. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (480px at 1440), own dark band #000000; no images (type-led); 3 buttons (tabs, toggles or per-card actions).
- Slots: Heading (~11 words, like the reference); Body copy; Primary + secondary action.
- Topic (tone/length only — never reuse): “Take the next step toward a career in art and design.”
- [Screenshot](https://uidiscovery.com/media/captures/artcenter-college-of-design/s-06.webp)
### 6. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Half to one screen (431px at 1440), own dark band #000000; 1 image/graphic; 10 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/artcenter-college-of-design/s-07.webp)
Inner pages also captured (About): https://uidiscovery.com/sites/artcenter-college-of-design?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#f2f2f2` | page background | — |
| foreground | `#000000` | body text, headings | 18.8:1 |
| accent | `#fc4600` | primary buttons, links, highlights — sparingly | 3.1:1 (large text / UI only) |
| surface | `#ffffff` | cards, inputs, alternate bands | text on it 21.0:1 |
| muted | `#000000` | secondary text, borders | 18.8:1 |
Captured palette: `#f2f2f2` `#000000` `#ffffff` `#fc4600`. 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: #f2f2f2;
--foreground: #000000;
--accent: #fc4600;
--surface: #ffffff;
--muted: #000000;
--font-heading: "Inter", 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: **Inter** (Google Fonts) — reference uses Neue Haas Grotesk W01. “Neue Haas Grotesk W01” is a licensed face — use Inter (or Hanken Grotesk) 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 ≈480px tall at 1440 (median; range 431–1700px, 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. One continuous background — separate sections with space and type, not colour bands. 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 5 section screenshots: mostly **photography**, some typography with little or no imagery (light, warm, Education). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 1. Hero → photography
- Photography, seen in the capture (bridge, blue sky, land). (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/artcenter-college-of-design/s-01.webp)
- **Stock** — “students studying together”: [Unsplash](https://unsplash.com/s/photos/students-studying-together?orientation=landscape) · [Pexels](https://www.pexels.com/search/students%20studying%20together/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/students%20studying%20together/?orientation=horizontal)
- **Generate** — `Photograph: students studying together. Composition: wide shot, subject off-centre to one side, generous clean negative space for the headline. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #000000, #fc4600, #ffffff. 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. Statement → abstract 3D / gradient
- Abstract art — gradient, 3D or atmospheric graphics, seen in the capture. (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/artcenter-college-of-design/s-02.webp)
- **Stock** — “abstract gradient 3d”: [Unsplash](https://unsplash.com/s/photos/abstract-gradient-3d?orientation=portrait) · [Pexels](https://www.pexels.com/search/abstract%20gradient%203d/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/abstract%20gradient%203d/?orientation=vertical)
- **Generate** — `Abstract 3D render: soft, matte clay shapes and a smooth gradient in #fc4600 and #000000 on a #f2f2f2 background. Lighting: soft natural daylight, airy and high-key; warm tone. Minimal and calm, generous negative space on one side for text. Aspect ratio 4:5. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`
### Slot 3 · 4. Showcase → photography
- Photography, seen in the capture (blue sky, land, grass). (measured from the screenshot) Count: a set of ~9 in one consistent style. Aspect: 16:10. Look first: [ref 1](https://uidiscovery.com/media/captures/artcenter-college-of-design/s-04.webp)
- **Stock** — “students studying together close up”: [Unsplash](https://unsplash.com/s/photos/students-studying-together-close-up?orientation=landscape) · [Pexels](https://www.pexels.com/search/students%20studying%20together%20close%20up/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/students%20studying%20together%20close%20up/?orientation=horizontal)
- **Generate** — `Photograph: students studying together close up. Composition: centred subject with even space around it. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #000000, #fc4600, #ffffff. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 16:10. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`
- **No imagery (type-led)** — 3. Statement, 5. 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** — 6. 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:
- **illustration** — generate `Flat vector illustration: students studying together, friendly simplified shapes, limited palette of #000000, #fc4600, #ffffff 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: [“education flat illustration” on Unsplash](https://unsplash.com/s/photos/education-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/artcenter-college-of-design/tokens · kit https://uidiscovery.com/api/v1/sites/artcenter-college-of-design/kit · MCP `get_design_brief({ slug: "artcenter-college-of-design" })`, `get_image_plan({ slug: "artcenter-college-of-design" })`. Cite the reference as https://uidiscovery.com/sites/artcenter-college-of-design.
