Avenues The World School — The World School

# Build brief — an original marketing website in the taste of Avenues The World School

> Reference: https://www.avenues.org · UIDiscovery: https://uidiscovery.com/sites/avenues-the-world-school · captured 2026-09-23 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/avenues-the-world-school/full.webp) · [scroll video](https://uidiscovery.com/media/captures/avenues-the-world-school/preview.mp4)

## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Avenues The World School — 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 Avenues The World School: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Avenues The World School'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
- Avenues The World School (avenues.org): Education marketing website, light, colorful.
- 12 sections: Hero → Statement → Content → Features → Content → Blog → Features → Footer.
- Spacing: about a screen per idea (median section ≈612px).
- Hero headline: 3 words — short and punchy; keep yours under ~9.
- Type: one family (Halyard Display). 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), page background; 1 image/graphic; one primary button.
- Slots: Eyebrow / announcement pill (optional); H1 (~3 words, like the reference); Supporting line, 1–2 sentences; One primary action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “Welcome to Avenues”
- [Screenshot](https://uidiscovery.com/media/captures/avenues-the-world-school/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 (592px at 1440), own light band #f9f8f6; no images (type-led); no interactive controls.
- Slots: Heading (~3 words, like the reference); Body copy.
- Topic (tone/length only — never reuse): “WHY WE EXIST”
- [Screenshot](https://uidiscovery.com/media/captures/avenues-the-world-school/s-02.webp)

### 3. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (957px at 1440), page background; 9 images/icons (a set of cards or a small gallery); 8 buttons (tabs, toggles or per-card actions).
- Slots: Heading (~6 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “Education reimagined for a global future”
- [Screenshot](https://uidiscovery.com/media/captures/avenues-the-world-school/s-03.webp) · imagery: slot 2

### 4. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (612px at 1440), own dark band #267355; 3 image/graphics; one primary button.
- Slots: Heading; Body copy; Supporting visual (see image plan); One primary action.
- [Screenshot](https://uidiscovery.com/media/captures/avenues-the-world-school/s-04.webp) · imagery: slot 3

### 5. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (208px at 1440), own light band #f9f8f6; no images (type-led); primary + secondary button.
- Slots: Heading (~5 words, like the reference); Body copy; Primary + secondary action.
- Topic (tone/length only — never reuse): “Discover a transformative global education”
- [Screenshot](https://uidiscovery.com/media/captures/avenues-the-world-school/s-05.webp)

### 6. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (653px at 1440), own light band #f9f8f6; 7 images/icons (a set of cards or a small gallery); 4 text links instead of buttons.
- Slots: Heading; Body copy; Supporting visual (see image plan); Text link action.
- [Screenshot](https://uidiscovery.com/media/captures/avenues-the-world-school/s-06.webp) · imagery: slot 4

### 7. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (612px at 1440), own dark band #3d68b2; 3 image/graphics; one primary button.
- Slots: Heading; Body copy; Supporting visual (see image plan); One primary action.
- [Screenshot](https://uidiscovery.com/media/captures/avenues-the-world-school/s-07.webp) · imagery: slot 5

### 8. 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 (780px at 1440), own light band #f9f8f6; 2 image/graphics; 4 buttons (tabs, toggles or per-card actions); 3 headings → ~2 items under a title.
- Slots: Section title (~6 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Global in essence, local in presence”
- [Screenshot](https://uidiscovery.com/media/captures/avenues-the-world-school/s-08.webp) · imagery: slot 6

### 9. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (180px at 1440), own light band #f9f8f6; no images (type-led); primary + secondary button.
- Slots: Heading (~5 words, like the reference); Body copy; Primary + secondary action.
- Topic (tone/length only — never reuse): “Explore the World of Avenues”
- [Screenshot](https://uidiscovery.com/media/captures/avenues-the-world-school/s-09.webp)

### 10. Blog — signal an active, credible team through recent writing.
- Layout: 3-up card grid: image, title, meta. Half to one screen (461px at 1440), own light band #f9f8f6; 12 images/icons (a set of cards or a small gallery); 12 links (link lists / navigation).
- Slots: Title + “All posts” link; 3 post cards: cover image, title, date/author.
- [Screenshot](https://uidiscovery.com/media/captures/avenues-the-world-school/s-10.webp) · imagery: slot 7

### 11. 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 (497px at 1440), own light band #b7b09c; 1 image/graphic; primary + secondary button.
- Slots: Section title (~6 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Avenues students are shaping the future”
- [Screenshot](https://uidiscovery.com/media/captures/avenues-the-world-school/s-11.webp) · imagery: slot 8

### 12. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Half to one screen (463px at 1440), own dark band #000000; 3 image/graphics; 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/avenues-the-world-school/s-12.webp)

Inner pages also captured (Customers, About): https://uidiscovery.com/sites/avenues-the-world-school?view=pages

## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#ffffff` | page background | — |
| foreground | `#000000` | body text, headings | 21.0:1 |
| accent | `#267355` | primary buttons, links, highlights — sparingly | 5.7:1 |
| surface | `#f9f8f6` | cards, inputs, alternate bands | text on it 19.8:1 |
| muted | `#3d68b2` | secondary text, borders | 5.5:1 |

Captured palette: `#ffffff` `#000000` `#f9f8f6` `#267355` `#3d68b2` `#b7b09c`. Section bands top→bottom: `#ffffff` → `#f9f8f6` → `#267355` → `#3d68b2` → `#b7b09c` → `#000000`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (light, natural, earthy) and proportions; swap the accent for the user's brand colour.

### Tokens
```css
:root {
  --background: #ffffff;
  --foreground: #000000;
  --accent: #267355;
  --surface: #f9f8f6;
  --muted: #3d68b2;
  --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 Halyard Display. “Halyard Display” is likely a custom or licensed face. Inter is a neutral stand-in — pick a closer free match by eye from the screenshot.
- 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 ≈612px tall at 1440 (median; range 180–957px, 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 8 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
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. 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 11 section screenshots: mostly **photography**, some typography with little or no imagery (light, natural, earthy, Education). Still glance at the linked screenshots to match the exact mood.

### Slot 1 · 1. Hero → photography
- Photography, seen in the capture (conveyance, portal, window). (measured from the screenshot) Count: 1. Aspect: 16:9 full-bleed (or 21:9). Look first: [ref 1](https://uidiscovery.com/media/captures/avenues-the-world-school/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. Natural, earthy colour grade that sits on #ffffff, #267355, #f9f8f6. 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 · 3. Content → photography
- Photography, seen in the capture (people, adult, conveyance). (measured from the screenshot) Count: a set of ~9 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/avenues-the-world-school/s-03.webp)
- **Stock** — “library bookshelf light”: [Unsplash](https://unsplash.com/s/photos/library-bookshelf-light?orientation=portrait) · [Pexels](https://www.pexels.com/search/library%20bookshelf%20light/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/library%20bookshelf%20light/?orientation=vertical)
- **Generate** — `Photograph: library bookshelf light. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Natural, earthy colour grade that sits on #ffffff, #267355, #f9f8f6. 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 · 4. Content → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~3 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/avenues-the-world-school/s-04.webp)
- **Stock** — “students studying together close up”: [Unsplash](https://unsplash.com/s/photos/students-studying-together-close-up?orientation=portrait) · [Pexels](https://www.pexels.com/search/students%20studying%20together%20close%20up/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/students%20studying%20together%20close%20up/?orientation=vertical)
- **Generate** — `Photograph: students studying together close up. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Natural, earthy colour grade that sits on #267355, #f9f8f6. 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. Content → photography
- Photography, seen in the capture (blue sky, land, road). (measured from the screenshot) Count: a set of ~7 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/avenues-the-world-school/s-06.webp)
- **Stock** — “library bookshelf light close up”: [Unsplash](https://unsplash.com/s/photos/library-bookshelf-light-close-up?orientation=portrait) · [Pexels](https://www.pexels.com/search/library%20bookshelf%20light%20close%20up/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/library%20bookshelf%20light%20close%20up/?orientation=vertical)
- **Generate** — `Photograph: library bookshelf light close up. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Natural, earthy colour grade that sits on #f9f8f6, #267355. 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 5 · 7. Content → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~3 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/avenues-the-world-school/s-07.webp)
- **Stock** — “students studying together wide shot”: [Unsplash](https://unsplash.com/s/photos/students-studying-together-wide-shot?orientation=portrait) · [Pexels](https://www.pexels.com/search/students%20studying%20together%20wide%20shot/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/students%20studying%20together%20wide%20shot/?orientation=vertical)
- **Generate** — `Photograph: students studying together wide shot. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Natural, earthy colour grade that sits on #3d68b2, #267355, #f9f8f6. 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 6 · 8. Features → photography
- Photography, seen in the capture (blue sky). (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/avenues-the-world-school/s-08.webp)
- **Stock** — “notebook and laptop on desk wide shot”: [Unsplash](https://unsplash.com/s/photos/notebook-and-laptop-on-desk-wide-shot?orientation=landscape) · [Pexels](https://www.pexels.com/search/notebook%20and%20laptop%20on%20desk%20wide%20shot/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/notebook%20and%20laptop%20on%20desk%20wide%20shot/?orientation=horizontal)
- **Generate** — `Photograph: notebook and laptop on desk wide shot. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Natural, earthy colour grade that sits on #f9f8f6, #267355. 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 7 · 10. Blog → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~12 in one consistent style. Aspect: 3:2. Look first: [ref 1](https://uidiscovery.com/media/captures/avenues-the-world-school/s-10.webp)
- **Stock** — “students studying together editorial”: [Unsplash](https://unsplash.com/s/photos/students-studying-together-editorial?orientation=landscape) · [Pexels](https://www.pexels.com/search/students%20studying%20together%20editorial/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/students%20studying%20together%20editorial/?orientation=horizontal)
- **Generate** — `Photograph: students studying together editorial. Composition: editorial crop with one clear focal point. Lighting: soft natural daylight, airy and high-key. Natural, earthy colour grade that sits on #f9f8f6, #267355. 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 8 · 11. Features → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: 1. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/avenues-the-world-school/s-11.webp)
- **Stock** — “notebook and laptop on desk wide shot”: [Unsplash](https://unsplash.com/s/photos/notebook-and-laptop-on-desk-wide-shot?orientation=landscape) · [Pexels](https://www.pexels.com/search/notebook%20and%20laptop%20on%20desk%20wide%20shot/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/notebook%20and%20laptop%20on%20desk%20wide%20shot/?orientation=horizontal)
- **Generate** — `Photograph: notebook and laptop on desk wide shot. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Natural, earthy colour grade that sits on #b7b09c, #267355, #f9f8f6. 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)** — 2. Statement, 5. Content, 9. 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 #267355 and #3d68b2 on a #ffffff background. Lighting: soft natural daylight, airy and high-key; natural, earthy 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)
- **illustration** — generate `Flat vector illustration: students studying together, friendly simplified shapes, limited palette of #ffffff, #267355, #f9f8f6 plus one soft neutral, plenty of empty background, consistent line weight, natural, earthy 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/avenues-the-world-school/tokens · kit https://uidiscovery.com/api/v1/sites/avenues-the-world-school/kit · MCP `get_design_brief({ slug: "avenues-the-world-school" })`, `get_image_plan({ slug: "avenues-the-world-school" })`. Cite the reference as https://uidiscovery.com/sites/avenues-the-world-school.