Preview the prompt +
# Build brief — an original marketing website in the taste of Baker McKenzie
> Reference: https://www.bakermckenzie.com · UIDiscovery: https://uidiscovery.com/sites/baker-mckenzie · captured 2026-09-23 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/baker-mckenzie/full.webp) · [scroll video](https://uidiscovery.com/media/captures/baker-mckenzie/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Baker McKenzie — 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 Baker McKenzie: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Baker McKenzie'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
- Baker McKenzie (bakermckenzie.com): Finance marketing website, light.
- 8 sections: Hero → Content → Call to action → Content → Stats → Content → Footer.
- Spacing: about a screen per idea (median section ≈558px).
- Hero headline: 4 words — short and punchy; keep yours under ~9.
- Type: one family (Baker Mc Kenzie Bernini Condensed). 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 (558px at 1440), page background; no images (type-led); 1 text link instead of buttons.
- Slots: Eyebrow / announcement pill (optional); H1 (~4 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): “The Convergence of Risk”
- [Screenshot](https://uidiscovery.com/media/captures/baker-mckenzie/s-01.webp) · imagery: slot 1
### 2. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (380px at 1440), page background; no images (type-led); 3 text links instead of buttons.
- Slots: Heading (~3 words, like the reference); Body copy; Text link action.
- Topic (tone/length only — never reuse): “LATEST NEWS”
- [Screenshot](https://uidiscovery.com/media/captures/baker-mckenzie/s-02.webp)
### 3. Call to action — close the page with one clear next step.
- Layout: short headline + one primary action on a contrasting band. Compact band (182px at 1440), page background; no images (type-led); 1 text link instead of buttons.
- Slots: Headline; One sentence of support; Text link action.
- [Screenshot](https://uidiscovery.com/media/captures/baker-mckenzie/s-03.webp)
### 4. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (854px at 1440), page background; no images (type-led); 3 text links instead of buttons.
- Slots: Heading; Body copy; Text link action.
- [Screenshot](https://uidiscovery.com/media/captures/baker-mckenzie/s-04.webp) · imagery: slot 2
### 5. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (263px at 1440), page background; no images (type-led); 1 text link instead of buttons.
- Slots: Heading; Body copy; Text link action.
- [Screenshot](https://uidiscovery.com/media/captures/baker-mckenzie/s-05.webp)
### 6. 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 (617px at 1440), page background; no images (type-led); no interactive controls.
- Slots: 3–4 numbers with short labels; Source/footnote if claims need it.
- [Screenshot](https://uidiscovery.com/media/captures/baker-mckenzie/s-06.webp)
### 7. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (620px at 1440), page background; 1 image/graphic; 1 text link instead of buttons.
- Slots: Heading; Body copy; Supporting visual (see image plan); Text link action.
- [Screenshot](https://uidiscovery.com/media/captures/baker-mckenzie/s-07.webp) · imagery: slot 3
### 8. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Compact band (302px at 1440), page background; no images (type-led); 12 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/baker-mckenzie/s-08.webp)
Inner pages also captured (About, Blog, Careers, Contact, Security): https://uidiscovery.com/sites/baker-mckenzie?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#f0f0f0` | page background | — |
| foreground | `#001a32` | body text, headings | 15.4:1 |
| accent | `#001a32` | none captured — monochrome. Primary buttons invert (foreground fill, background text); add your brand colour only for small highlights | — |
| surface | `#ffffff` | cards, inputs, alternate bands | text on it 17.6:1 |
| muted | `#001a32` | secondary text, borders | 15.4:1 |
Captured palette: `#f0f0f0` `#001a32` `#ffffff`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (light, neutral, desaturated) and proportions; swap the accent for the user's brand colour.
### Tokens
```css
:root {
--background: #f0f0f0;
--foreground: #001a32;
--accent: #001a32;
--surface: #ffffff;
--muted: #001a32;
--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 Baker Mc Kenzie Bernini Condensed. “Baker Mc Kenzie Bernini Condensed” 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 ≈558px tall at 1440 (median; range 182–854px, 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. 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, neutral, desaturated, Finance). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 1. Hero → photography
- Photography, seen in the capture (land, hill, fence). (measured from the screenshot) Count: 1. Aspect: 3:2. Look first: [ref 1](https://uidiscovery.com/media/captures/baker-mckenzie/s-01.webp)
- **Stock** — “person paying with phone”: [Unsplash](https://unsplash.com/s/photos/person-paying-with-phone?orientation=landscape) · [Pexels](https://www.pexels.com/search/person%20paying%20with%20phone/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/person%20paying%20with%20phone/?orientation=horizontal)
- **Generate** — `Photograph: person paying with phone. Composition: wide shot, subject off-centre to one side, generous clean negative space for the headline. Lighting: soft natural daylight, airy and high-key. Neutral, desaturated colour grade that sits on #f0f0f0, #001a32, #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 · 4. Content → abstract 3D / gradient
- Abstract art — gradient, 3D or atmospheric graphics, seen in the capture. (measured from the screenshot) Count: 1. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/baker-mckenzie/s-04.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 #001a32 and #ffffff on a #f0f0f0 background. Lighting: soft natural daylight, airy and high-key; neutral, desaturated 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 · 7. Content → photography
- Photography, seen in the capture (art, decoration, polka dots). (measured from the screenshot) Count: 1. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/baker-mckenzie/s-07.webp)
- **Stock** — “person paying with phone wide shot”: [Unsplash](https://unsplash.com/s/photos/person-paying-with-phone-wide-shot?orientation=portrait) · [Pexels](https://www.pexels.com/search/person%20paying%20with%20phone%20wide%20shot/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/person%20paying%20with%20phone%20wide%20shot/?orientation=vertical)
- **Generate** — `Photograph: person paying with phone wide shot. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Neutral, desaturated colour grade that sits on #f0f0f0, #001a32, #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.`
- **No imagery (type-led)** — 2. Content, 3. Call to action, 5. Content, 6. Stats: 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** — 8. 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 #f0f0f0, #001a32, #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: [“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/baker-mckenzie/tokens · kit https://uidiscovery.com/api/v1/sites/baker-mckenzie/kit · MCP `get_design_brief({ slug: "baker-mckenzie" })`, `get_image_plan({ slug: "baker-mckenzie" })`. Cite the reference as https://uidiscovery.com/sites/baker-mckenzie.
