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# Build brief — an original marketing website in the taste of AXA
> Reference: https://www.axa.com · UIDiscovery: https://uidiscovery.com/sites/axa · captured 2026-09-23 at a 1440px desktop viewport · [full page](https://uidiscovery.com/media/captures/axa/full.webp)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as AXA — 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 AXA: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse AXA'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
- AXA (axa.com): Finance marketing website, light, colorful.
- 9 sections: Hero → Features → Stats → Content → Features → Blog → Footer.
- Spacing: about a screen per idea (median section ≈638px).
- Hero headline: 1 words — short and punchy; keep yours under ~9.
- Type: Publico Headline headings over Source Sans Pro body. Imagery: mostly photography, some abstract 3D / gradient art.
## 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 (500px at 1440), page background; no images (type-led); 1 text link instead of buttons.
- Slots: Eyebrow / announcement pill (optional); H1 (~3 words, like the reference); Supporting line, 1–2 sentences; Text link action; No image — let type and colour carry it.
- Topic (tone/length only — never reuse): “STRATEGY”
- [Screenshot](https://uidiscovery.com/media/captures/axa/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. Compact band (302px at 1440), page background; 5 images/icons (a set of cards or a small gallery); 5 buttons (tabs, toggles or per-card actions); 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; Primary + secondary action.
- Topic (tone/length only — never reuse): “STRATEGY”
- [Screenshot](https://uidiscovery.com/media/captures/axa/s-02.webp) · imagery: slot 2
### 3. Stats — prove scale or impact with a few big numbers.
- Layout: 3–4 large numerals with short labels in a row. Half to one screen (638px at 1440), own light band #4975ba; 3 image/graphics; 4 text links instead of buttons; 3 headings → ~2 items under a title.
- Slots: 3–4 numbers with short labels; Source/footnote if claims need it.
- Topic (tone/length only — never reuse): “ABOUT US”
- [Screenshot](https://uidiscovery.com/media/captures/axa/s-03.webp) · imagery: slot 3
### 4. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (783px at 1440), page background; 5 images/icons (a set of cards or a small gallery); 5 text links instead of buttons.
- Slots: Heading (~3 words, like the reference); Body copy; Supporting visual (see image plan); Text link action.
- Topic (tone/length only — never reuse): “OUR COMMITMENTS”
- [Screenshot](https://uidiscovery.com/media/captures/axa/s-04.webp) · imagery: slot 4
### 5. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (465px at 1440), page background; 2 image/graphics; 1 text link instead of buttons.
- Slots: Heading (~9 words, like the reference); Body copy; Supporting visual (see image plan); Text link action.
- Topic (tone/length only — never reuse): “Educating for resilience: a collaboration on disaster risk reduction”
- [Screenshot](https://uidiscovery.com/media/captures/axa/s-05.webp) · imagery: slot 5
### 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 (764px at 1440), own dark band #014750; 12 images/icons (a set of cards or a small gallery); 6 text links instead of buttons.
- Slots: Section title (~3 words, like the reference); 9 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “Leader’s Voice”
- [Screenshot](https://uidiscovery.com/media/captures/axa/s-06.webp) · imagery: slot 6
### 7. Blog — signal an active, credible team through recent writing.
- Layout: 3-up card grid: image, title, meta. Half to one screen (658px at 1440), page background; 2 image/graphics; 8 text links instead of buttons; 6 headings → ~5 items under a title.
- Slots: Title + “All posts” link; 3 post cards: cover image, title, date/author.
- Topic (tone/length only — never reuse): “Press Releases”
- [Screenshot](https://uidiscovery.com/media/captures/axa/s-07.webp)
### 8. Blog — signal an active, credible team through recent writing.
- Layout: 3-up card grid: image, title, meta. Half to one screen (710px at 1440), own light band #f5f5f5; 9 images/icons (a set of cards or a small gallery); 9 text links instead of buttons.
- Slots: Title + “All posts” link; 3 post cards: cover image, title, date/author.
- Topic (tone/length only — never reuse): “Publications”
- [Screenshot](https://uidiscovery.com/media/captures/axa/s-08.webp) · imagery: slot 7
### 9. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Compact band (268px at 1440), page background; 4 images/icons (a set of cards or a small gallery); one primary button, 11 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/axa/s-09.webp)
Inner pages also captured (About, Blog): https://uidiscovery.com/sites/axa?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#ffffff` | page background | — |
| foreground | `#343c3d` | body text, headings | 11.3:1 |
| accent | `#014750` | primary buttons, links, highlights — sparingly | 10.4:1 |
| surface | `#f5f5f5` | cards, inputs, alternate bands | text on it 10.4:1 |
| muted | `#757575` | secondary text, borders | 4.6:1 |
Captured palette: `#ffffff` `#343c3d` `#757575` `#4975ba` `#014750` `#f5f5f5`. Section bands top→bottom: `#ffffff` → `#4975ba` → `#014750` → `#f5f5f5`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (light, cool) and proportions; swap the accent for the user's brand colour.
### Tokens
```css
:root {
--background: #ffffff;
--foreground: #343c3d;
--accent: #014750;
--surface: #f5f5f5;
--muted: #757575;
--font-heading: "Source Serif 4", ui-serif, Georgia, 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: **Source Serif 4** (Google Fonts) — reference uses Publico Headline. “Publico Headline” is a licensed face — use Source Serif 4 (or Newsreader) as the free stand-in, or license the original.
- Body: **Inter** (Google Fonts) — reference uses Source Sans Pro. “Source Sans Pro” is likely a custom or licensed face. Inter is a neutral stand-in — pick a closer free match by eye from the screenshot.
- 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 ≈638px tall at 1440 (median; range 268–783px, 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 6 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 7 section screenshots: mostly **photography**, some abstract 3D / gradient art (light, cool, Finance). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 1. Hero → abstract 3D / gradient
- Abstract art — gradient, 3D or atmospheric graphics, seen in the capture. (measured from the screenshot) Count: 1. Aspect: 3:2. Look first: [ref 1](https://uidiscovery.com/media/captures/axa/s-01.webp)
- **Stock** — “abstract gradient 3d”: [Unsplash](https://unsplash.com/s/photos/abstract-gradient-3d?orientation=landscape) · [Pexels](https://www.pexels.com/search/abstract%20gradient%203d/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/abstract%20gradient%203d/?orientation=horizontal)
- **Generate** — `Abstract 3D render: soft, matte clay shapes and a smooth gradient in #014750 and #757575 on a #ffffff background. Lighting: soft natural daylight, airy and high-key; cool 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.`
### Slot 2 · 2. Features → product UI (uncertain)
- Finance features with 5 image elements — most likely product UI screenshots/mockups plus icons. Count: a set of ~5 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/axa/s-02.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 light gradient from #ffffff to #f5f5f5 with a soft #014750 glow behind the centre, subtle floor shadow, empty centre area where a screenshot will be placed. Lighting: soft natural daylight, airy and high-key. 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 · 3. Stats → photography
- Photography, seen in the capture (map). (measured from the screenshot) Count: a set of ~3 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/axa/s-03.webp)
- **Stock** — “abstract gradient”: [Unsplash](https://unsplash.com/s/photos/abstract-gradient?orientation=landscape) · [Pexels](https://www.pexels.com/search/abstract%20gradient/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/abstract%20gradient/?orientation=horizontal)
- **Generate** — `Photograph: abstract gradient. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #4975ba, #014750, #f5f5f5. 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. Content → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~5 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/axa/s-04.webp)
- **Stock** — “person paying with phone close up”: [Unsplash](https://unsplash.com/s/photos/person-paying-with-phone-close-up?orientation=portrait) · [Pexels](https://www.pexels.com/search/person%20paying%20with%20phone%20close%20up/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/person%20paying%20with%20phone%20close%20up/?orientation=vertical)
- **Generate** — `Photograph: person paying with phone close up. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #ffffff, #014750, #f5f5f5. 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 · 5. Content → photography
- Photography, seen in the capture (people). (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/axa/s-05.webp)
- **Stock** — “small business owner at counter close up”: [Unsplash](https://unsplash.com/s/photos/small-business-owner-at-counter-close-up?orientation=portrait) · [Pexels](https://www.pexels.com/search/small%20business%20owner%20at%20counter%20close%20up/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/small%20business%20owner%20at%20counter%20close%20up/?orientation=vertical)
- **Generate** — `Photograph: small business owner at counter close up. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #ffffff, #014750, #f5f5f5. 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 · 6. Features → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~12 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/axa/s-06.webp)
- **Stock** — “abstract gradient close up”: [Unsplash](https://unsplash.com/s/photos/abstract-gradient-close-up?orientation=landscape) · [Pexels](https://www.pexels.com/search/abstract%20gradient%20close%20up/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/abstract%20gradient%20close%20up/?orientation=horizontal)
- **Generate** — `Photograph: abstract gradient close up. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #014750, #f5f5f5. 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 · 8. Blog → photography
- Photography, seen in the capture (people, adult, conveyance). (measured from the screenshot) Count: a set of ~9 in one consistent style. Aspect: 3:2. Look first: [ref 1](https://uidiscovery.com/media/captures/axa/s-08.webp)
- **Stock** — “small business owner at counter editorial”: [Unsplash](https://unsplash.com/s/photos/small-business-owner-at-counter-editorial?orientation=landscape) · [Pexels](https://www.pexels.com/search/small%20business%20owner%20at%20counter%20editorial/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/small%20business%20owner%20at%20counter%20editorial/?orientation=horizontal)
- **Generate** — `Photograph: small business owner at counter editorial. Composition: editorial crop with one clear focal point. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #f5f5f5, #014750. 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.`
- **No imagery (type-led)** — 7. Blog: 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: person paying with phone, friendly simplified shapes, limited palette of #ffffff, #014750, #f5f5f5 plus one soft neutral, plenty of empty background, consistent line weight, cool mood. Aspect ratio 3:2. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.` · stock: [“finance flat illustration” on Unsplash](https://unsplash.com/s/photos/finance-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/axa/tokens · kit https://uidiscovery.com/api/v1/sites/axa/kit · MCP `get_design_brief({ slug: "axa" })`, `get_image_plan({ slug: "axa" })`. Cite the reference as https://uidiscovery.com/sites/axa.
