Preview the prompt +
# Build brief — an original marketing website in the taste of Avax
> Reference: https://www.avax.network · UIDiscovery: https://uidiscovery.com/sites/avax · captured 2026-09-22 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/avax/full.webp) · [scroll video](https://uidiscovery.com/media/captures/avax/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Avax — 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 Avax: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Avax'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
- Avax (avax.network): Crypto & Web3 marketing website, dark, award winner.
- 9 sections: Hero → Features → Content → Features → Content → Footer.
- Spacing: about a screen per idea (median section ≈784px).
- Hero headline: 4 words — short and punchy; keep yours under ~9.
- Type: one family (Aeonik). 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 (900px at 1440), own dark band #0a0a0a; 1 image/graphic; 3 buttons (tabs, toggles or per-card actions).
- Slots: Eyebrow / announcement pill (optional); H1 (~4 words, like the reference); Supporting line, 1–2 sentences; Primary + secondary action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “TECHNOLOGY BUILT FOR BUSINESS”
- [Screenshot](https://uidiscovery.com/media/captures/avax/s-01.webp) · imagery: slot 1
### 2. 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 (773px at 1440), own dark band #0a0a0a; 4 images/icons (a set of cards or a small gallery); 4 buttons (tabs, toggles or per-card actions); 4 headings → ~3 items under a title.
- Slots: Section title (~4 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “PREDICTABLE PERFORMANCE AT SCALE”
- [Screenshot](https://uidiscovery.com/media/captures/avax/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. About one full screen (798px at 1440), own dark band #0a0a0a; 2 image/graphics; no interactive controls.
- Slots: Section title; 2 items: icon or visual + short title + 1–2 line description.
- [Screenshot](https://uidiscovery.com/media/captures/avax/s-03.webp) · imagery: slot 2
### 4. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (784px at 1440), own dark band #0a0a0a; no images (type-led); 3 buttons (tabs, toggles or per-card actions).
- Slots: Heading (~7 words, like the reference); Body copy; Primary + secondary action.
- Topic (tone/length only — never reuse): “WORLD'S MOST POWERFUL TECHNOLOGY PUT TO USE”
- [Screenshot](https://uidiscovery.com/media/captures/avax/s-04.webp)
### 5. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (481px at 1440), own dark band #0a0a0a; 6 images/icons (a set of cards or a small gallery); form with 3 fields, one primary button.
- Slots: Heading (~8 words, like the reference); Body copy; Supporting visual (see image plan); One primary action.
- Topic (tone/length only — never reuse): “AVALANCHE IS THE BUSINESS CHAIN FOR REAL-WORLD FINANCE”
- [Screenshot](https://uidiscovery.com/media/captures/avax/s-05.webp) · imagery: slot 3
### 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 (735px at 1440), own dark band #0a0a0a; 6 images/icons (a set of cards or a small gallery); 6 buttons (tabs, toggles or per-card actions); 4 headings → ~3 items under a title.
- Slots: Section title (~4 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “REAL STORIES REAL IMPACT”
- [Screenshot](https://uidiscovery.com/media/captures/avax/s-06.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 (864px at 1440), own dark band #0a0a0a; 2 image/graphics; one primary button.
- Slots: Section title (~9 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “EVERYTHING YOU NEED TO KNOW ABOUT BUILDING ON AVALANCHE”
- [Screenshot](https://uidiscovery.com/media/captures/avax/s-07.webp) · imagery: slot 4
### 8. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (540px at 1440), own dark band #0a0a0a; 11 images/icons (a set of cards or a small gallery); form with 6 fields, 10 buttons (tabs, toggles or per-card actions).
- Slots: Heading (~3 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “GET IN TOUCH”
- [Screenshot](https://uidiscovery.com/media/captures/avax/s-09.webp) · imagery: slot 1
### 9. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. About one full screen (834px at 1440), own dark band #000000; 5 images/icons (a set of cards or a small gallery); 49 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): “BUILD”
- [Screenshot](https://uidiscovery.com/media/captures/avax/s-10.webp)
Inner pages also captured (About, Blog, Docs, Enterprise, Security): https://uidiscovery.com/sites/avax?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#c6cccd` | page background | — |
| foreground | `#000000` | body text, headings | 12.9:1 |
| accent | `#e22b35` | primary buttons, links, highlights — sparingly | 2.8:1 ⚠ not for text; use as a fill with #ffffff text (4.5:1) |
| surface | `#ffffff` | cards, inputs, alternate bands | text on it 21.0:1 |
| muted | `#212020` | secondary text, borders | 10.0:1 |
Captured palette: `#c6cccd` `#212020` `#e22b35` `#0a0a0a` `#000000` `#ffffff`. Section bands top→bottom: `#0a0a0a` → `#000000`. 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: #c6cccd;
--foreground: #000000;
--accent: #e22b35;
--surface: #ffffff;
--muted: #212020;
--font-heading: "Manrope", ui-sans-serif, system-ui, sans-serif;
--font-body: "Manrope", 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: **Manrope** (Google Fonts) — reference uses Aeonik. “Aeonik” is a licensed face — use Manrope (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 ≈784px tall at 1440 (median; range 481–900px, 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 1 time 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; expressive layout and motion are part of the appeal — study the scroll video, but keep motion subtle and respect prefers-reduced-motion. 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 3 section screenshots: mostly **photography**, some typography with little or no imagery (dark, warm, Crypto & Web3). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 1. Hero, 8. Content → abstract 3D / gradient (uncertain)
- Dark Crypto & Web3 section with a few graphics — typically abstract 3D/gradient art or a product shot. Count: one consistent treatment across these sections. Aspect: 16:9 full-bleed (or 21:9). Look first: [ref 1](https://uidiscovery.com/media/captures/avax/s-01.webp) [ref 2](https://uidiscovery.com/media/captures/avax/s-09.webp)
- **Stock** — “abstract dark gradient 3d”: [Unsplash](https://unsplash.com/s/photos/abstract-dark-gradient-3d?orientation=landscape) · [Pexels](https://www.pexels.com/search/abstract%20dark%20gradient%203d/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/abstract%20dark%20gradient%203d/?orientation=horizontal)
- **Generate** — `Abstract 3D render: soft, glossy glass-like shapes and a smooth gradient in #e22b35 and #212020 on a #c6cccd 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.`
### Slot 2 · 2. Features, 3. Features → 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/avax/s-02.webp) [ref 2](https://uidiscovery.com/media/captures/avax/s-03.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 dark gradient from #c6cccd to #ffffff with a soft #e22b35 glow behind the centre, subtle floor shadow, empty centre area where a screenshot will be placed. Lighting: low-key, moody directional light with deep shadows. 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 3 · 5. Content → photography
- Photography, seen in the capture (celebration, red envelope). (measured from the screenshot) Count: a set of ~6 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/avax/s-05.webp)
- **Stock** — “3d glass shapes render close up dark”: [Unsplash](https://unsplash.com/s/photos/3d-glass-shapes-render-close-up-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/3d%20glass%20shapes%20render%20close%20up%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/3d%20glass%20shapes%20render%20close%20up%20dark/?orientation=vertical)
- **Generate** — `Photograph: 3d glass shapes render close up. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Warm colour grade that sits on #0a0a0a, #e22b35, #ffffff. 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 · 7. Features → photography
- Photography, seen in the capture (frozen, liquid, water). (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/avax/s-07.webp)
- **Stock** — “abstract gradient mesh wide shot dark”: [Unsplash](https://unsplash.com/s/photos/abstract-gradient-mesh-wide-shot-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/abstract%20gradient%20mesh%20wide%20shot%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/abstract%20gradient%20mesh%20wide%20shot%20dark/?orientation=horizontal)
- **Generate** — `Photograph: abstract gradient mesh wide shot. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Warm colour grade that sits on #0a0a0a, #e22b35, #ffffff. 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.`
- **No imagery (type-led)** — 4. Content, 6. Features: 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:
- **illustration** — generate `Flat vector illustration: abstract gradient mesh, friendly simplified shapes, limited palette of #0a0a0a, #e22b35, #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: [“technology flat illustration” on Unsplash](https://unsplash.com/s/photos/technology-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/avax/tokens · kit https://uidiscovery.com/api/v1/sites/avax/kit · MCP `get_design_brief({ slug: "avax" })`, `get_image_plan({ slug: "avax" })`. Cite the reference as https://uidiscovery.com/sites/avax.
