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# Build brief — an original marketing website in the taste of Baker Tilly
> Reference: https://www.bakertilly.com · UIDiscovery: https://uidiscovery.com/sites/baker-tilly · captured 2026-09-23 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/baker-tilly/full.png) · [scroll video](https://uidiscovery.com/media/captures/baker-tilly/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Baker Tilly — 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 Tilly: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Baker Tilly'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 Tilly (bakertilly.com): Finance marketing website, light, colorful.
- 14 sections: Features → Content → Features → Statement → Content → Statement → Content → Features → Content → Statement → Features → Content → Footer → Content.
- Spacing: about a screen per idea (median section ≈543px).
- Type: Gt Ultra Median headings over Pp Mori body. Imagery: mostly typography with little or no imagery, some photography.
## 4. Page structure (top to bottom)
### 1. 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 (813px at 1440), own light band #d9d9d6; 1 image/graphic; one primary button.
- Slots: Section title (~4 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “Big thinking. Within reach.”
- [Screenshot](https://uidiscovery.com/media/captures/baker-tilly/s-02.webp) · imagery: slot 1
### 2. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (603px at 1440), page background; 7 images/icons (a set of cards or a small gallery); primary + secondary button.
- Slots: Heading; Body copy; Supporting visual (see image plan); Primary + secondary action.
- [Screenshot](https://uidiscovery.com/media/captures/baker-tilly/s-03.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. Half to one screen (543px at 1440), own dark band #1c2633; 1 image/graphic; one primary button.
- Slots: Section title (~4 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “2026 Executive Healthcare Conference”
- [Screenshot](https://uidiscovery.com/media/captures/baker-tilly/s-04.webp) · imagery: slot 1
### 4. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. Compact band (193px at 1440), own light band #d9d9d6; no images (type-led); no interactive controls.
- Slots: Heading (~7 words, like the reference); Body copy.
- Topic (tone/length only — never reuse): “What drives your industry excites us too”
- [Screenshot](https://uidiscovery.com/media/captures/baker-tilly/s-05.webp)
### 5. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (560px at 1440), own light band #d9d9d6; 14 images/icons (a set of cards or a small gallery); primary + secondary button, 12 links (link lists / navigation).
- Slots: Heading; Body copy; Supporting visual (see image plan); Primary + secondary action.
- [Screenshot](https://uidiscovery.com/media/captures/baker-tilly/s-06.webp) · imagery: slot 3
### 6. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. Compact band (193px at 1440), own dark band #1c2633; no images (type-led); no interactive controls.
- Slots: Heading (~7 words, like the reference); Body copy.
- Topic (tone/length only — never reuse): “Seeing your full picture can change everything”
- [Screenshot](https://uidiscovery.com/media/captures/baker-tilly/s-07.webp)
### 7. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (580px at 1440), own dark band #1c2633; 3 image/graphics; 3 text links instead of buttons.
- Slots: Heading; Body copy; Supporting visual (see image plan); Text link action.
- [Screenshot](https://uidiscovery.com/media/captures/baker-tilly/s-08.webp) · imagery: slot 4
### 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. Compact band (193px at 1440), page background; no images (type-led); no interactive controls.
- Slots: Section title (~7 words, like the reference); 3 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “What’s next rarely waits, neither should you”
- [Screenshot](https://uidiscovery.com/media/captures/baker-tilly/s-09.webp)
### 9. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (1121px at 1440), page background; 8 images/icons (a set of cards or a small gallery); 8 text links instead of buttons.
- Slots: Heading; Body copy; Supporting visual (see image plan); Text link action.
- [Screenshot](https://uidiscovery.com/media/captures/baker-tilly/s-10.webp) · imagery: slot 2
### 10. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. Compact band (193px at 1440), own dark band #1c2633; no images (type-led); no interactive controls.
- Slots: Heading (~7 words, like the reference); Body copy.
- Topic (tone/length only — never reuse): “The world is connected. We are too.”
- [Screenshot](https://uidiscovery.com/media/captures/baker-tilly/s-11.webp)
### 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 (489px at 1440), own dark band #1c2633; 1 image/graphic; one primary button.
- Slots: Section title (~3 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “700+ offices”
- [Screenshot](https://uidiscovery.com/media/captures/baker-tilly/s-12.webp) · imagery: slot 1
### 12. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (799px at 1440), own light band #d9d9d6; 2 image/graphics; one primary button.
- Slots: Heading; Body copy; Supporting visual (see image plan); One primary action.
- [Screenshot](https://uidiscovery.com/media/captures/baker-tilly/s-13.webp) · imagery: slot 5
### 13. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Compact band (182px at 1440), own dark band #1c2633; 4 images/icons (a set of cards or a small gallery); 18 buttons (tabs, toggles or per-card actions), 17 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-tilly/s-14.webp)
### 14. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (266px at 1440), own dark band #1c2633; no images (type-led); no interactive controls.
- Slots: Heading; Body copy.
- [Screenshot](https://uidiscovery.com/media/captures/baker-tilly/s-15.webp)
Inner pages also captured (Product, About, Blog, Careers, Contact, Security): https://uidiscovery.com/sites/baker-tilly?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#ffffff` | page background | — |
| foreground | `#1c2633` | body text, headings | 15.3:1 |
| accent | `#00ccc2` | primary buttons, links, highlights — sparingly | 2.0:1 ⚠ not for text; use as a fill with #111111 text (9.4:1) |
| surface | `#f5f5f5` | cards, inputs, alternate bands | text on it 14.0:1 |
| muted | `#00b7b3` | secondary text, borders | 2.5:1 — borders / large text only |
Captured palette: `#ffffff` `#1c2633` `#00ccc2` `#f5f5f5` `#d9d9d6` `#00b7b3`. Section bands top→bottom: `#d9d9d6` → `#ffffff` → `#1c2633`. 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: #1c2633;
--accent: #00ccc2;
--surface: #f5f5f5;
--muted: #00b7b3;
--font-heading: "Inter", ui-sans-serif, system-ui, sans-serif;
--font-body: "Hanken Grotesk", 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 Gt Ultra Median. “Gt Ultra Median” is likely a custom or licensed face. Inter is a neutral stand-in — pick a closer free match by eye from the screenshot.
- Body: **Hanken Grotesk** (Google Fonts) — reference uses Pp Mori. “Pp Mori” is a licensed face — use Hanken Grotesk (or Inter) as the free stand-in, or license the original.
- Scale (starting point, sizes weren't measured — calibrate against the 1440px screenshot): display clamp(2.5rem, 5vw, 4.25rem), 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 ≈543px tall at 1440 (median; range 182–1121px, 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 6 section screenshots: mostly **typography with little or no imagery**, some photography (light, cool, Finance). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 1. Features, 3. Features, 11. Features → product UI (uncertain)
- Finance 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/baker-tilly/s-02.webp) [ref 2](https://uidiscovery.com/media/captures/baker-tilly/s-04.webp) [ref 3](https://uidiscovery.com/media/captures/baker-tilly/s-12.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 #00ccc2 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 2 · 2. Content, 9. Content → illustration (uncertain)
- Light Finance section with a few graphics — illustration, icon art or a product shot. Count: one consistent treatment across these sections. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/baker-tilly/s-03.webp) [ref 2](https://uidiscovery.com/media/captures/baker-tilly/s-10.webp)
- **Stock** — “finance flat illustration”: [Unsplash](https://unsplash.com/s/photos/finance-flat-illustration?orientation=portrait) · [Pexels](https://www.pexels.com/search/finance%20flat%20illustration/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/finance%20flat%20illustration/?orientation=vertical)
- **Generate** — `Flat vector illustration: person paying with phone, friendly simplified shapes, limited palette of #ffffff, #00ccc2, #f5f5f5 plus one soft neutral, plenty of empty background, consistent line weight, cool mood. Aspect ratio 4:5. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`
- Uncertain: this could equally be photography, a product shot or icon art — open the reference screenshots and match what you see.
### Slot 3 · 5. Content → photography
- Photography, seen in the capture (people, adult, blue sky). (measured from the screenshot) Count: a set of ~14 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/baker-tilly/s-06.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 #d9d9d6, #00ccc2, #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 4 · 7. Content → abstract 3D / gradient (uncertain)
- Dark Finance section with a few graphics — typically abstract 3D/gradient art or a product shot. Count: a set of ~3 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/baker-tilly/s-08.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 #00ccc2 and #00b7b3 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 4:5. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`
### Slot 5 · 12. 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/baker-tilly/s-13.webp)
- **Stock** — “abstract gradient wide shot”: [Unsplash](https://unsplash.com/s/photos/abstract-gradient-wide-shot?orientation=portrait) · [Pexels](https://www.pexels.com/search/abstract%20gradient%20wide%20shot/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/abstract%20gradient%20wide%20shot/?orientation=vertical)
- **Generate** — `Photograph: abstract gradient wide shot. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #d9d9d6, #00ccc2, #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.`
- **No imagery (type-led)** — 4. Statement, 6. Statement, 8. Features, 10. Statement, 14. 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** — 13. 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.
- **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-tilly/tokens · kit https://uidiscovery.com/api/v1/sites/baker-tilly/kit · MCP `get_design_brief({ slug: "baker-tilly" })`, `get_image_plan({ slug: "baker-tilly" })`. Cite the reference as https://uidiscovery.com/sites/baker-tilly.
