Preview the prompt +
# Build brief — an original marketing website in the taste of Basecamp
> Reference: https://basecamp.com · UIDiscovery: https://uidiscovery.com/sites/basecamp · captured 2026-09-21 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/basecamp/full.webp) · [scroll video](https://uidiscovery.com/media/captures/basecamp/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Basecamp — 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 Basecamp: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Basecamp'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
- Basecamp (basecamp.com): Technology marketing website, dark.
- 7 sections: Content → Features → Content → Features → Stats → Content → Call to action.
- Spacing: about a screen per idea (median section ≈723px).
- Type: one family (Graphik). Imagery: mostly photography, some typography with little or no imagery.
## 4. Page structure (top to bottom)
### 1. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (723px at 1440), own dark band #010010; 35 image elements (icons, logos, product UI — not 35 photos); 14 buttons (tabs, toggles or per-card actions).
- Slots: Heading (~14 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “Basecamp is project management without all the nonsense. Rock solid and…”
- [Screenshot](https://uidiscovery.com/media/captures/basecamp/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 (924px at 1440), own dark band #010010; 1 image/graphic; one primary button.
- Slots: Section title (~9 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “Take a minute to meet some of our customers”
- [Screenshot](https://uidiscovery.com/media/captures/basecamp/s-02.webp) · imagery: slot 2
### 3. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (657px at 1440), own dark band #010010; no images (type-led); 1 text link instead of buttons.
- Slots: Heading (~14 words, like the reference); Body copy; Text link action.
- Topic (tone/length only — never reuse): “We asked our customers: “What changed for the better since you switched to…”
- [Screenshot](https://uidiscovery.com/media/captures/basecamp/s-03.webp)
### 4. 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 (894px at 1440), own dark band #010010; 1 image/graphic; one primary button.
- Slots: Section title (~5 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “How about a quick demonstration?”
- [Screenshot](https://uidiscovery.com/media/captures/basecamp/s-04.webp) · imagery: slot 3
### 5. Stats — prove scale or impact with a few big numbers.
- Layout: 3–4 large numerals with short labels in a row. About one full screen (812px at 1440), own dark band #010010; no images (type-led); 1 text link instead of buttons.
- Slots: 3–4 numbers with short labels; Source/footnote if claims need it.
- Topic (tone/length only — never reuse): “Big numbers. Highly-trusted. Rugged, reliable, ready.”
- [Screenshot](https://uidiscovery.com/media/captures/basecamp/s-05.webp)
### 6. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (568px at 1440), own dark band #010010; no images (type-led); 7 text links instead of buttons.
- Slots: Heading (~11 words, like the reference); Body copy; Text link action.
- Topic (tone/length only — never reuse): “Want to see a live demo and ask some questions first?”
- [Screenshot](https://uidiscovery.com/media/captures/basecamp/s-06.webp)
### 7. Call to action — close the page with one clear next step.
- Layout: short headline + one primary action on a contrasting band. Half to one screen (593px at 1440), page background; 4 images/icons (a set of cards or a small gallery); form with 3 fields, one primary button, 48 links (link lists / navigation).
- Slots: Headline (~4 words, like the reference); One sentence of support; One primary action.
- Topic (tone/length only — never reuse): “Have a wonderful day!”
- [Screenshot](https://uidiscovery.com/media/captures/basecamp/s-07.webp) · imagery: slot 4
Inner pages also captured (Pricing, Product, Customers, About, Blog, Docs, Contact, Security): https://uidiscovery.com/sites/basecamp?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#010000` | page background | — |
| foreground | `#0000ea` | body text, headings | 2.2:1 ⚠ below AA — adjust |
| accent | `#0000ea` | none captured — monochrome. Primary buttons invert (foreground fill, background text); add your brand colour only for small highlights | — |
| surface | `#000000` | cards, inputs, alternate bands | text on it 2.2:1 |
| muted | `#010010` | secondary text, borders | 1.0:1 — borders / large text only |
Captured palette: `#010000` `#0000ea` `#010010` `#010010` `#000000`. Section bands top→bottom: `#010010` → `#010000`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (dark, cool) and proportions; swap the accent for the user's brand colour.
### Tokens
```css
:root {
--background: #010000;
--foreground: #0000ea;
--accent: #0000ea;
--surface: #000000;
--muted: #010010;
--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 Graphik. “Graphik” is a licensed face — use Inter (or Hanken Grotesk) 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(2.5rem, 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 ≈723px tall at 1440 (median; range 568–924px, 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. 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, cool, Technology). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 1. Content → product UI (uncertain)
- Technology content with 35 image elements — most likely product UI screenshots/mockups plus icons. Count: 1–3 key visuals; the rest are icons/avatars. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/basecamp/s-01.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 #010000 to #000000 with a soft #010010 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 4:5. 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. Features → photography
- Photography, seen in the capture (land, road, street). (measured from the screenshot) Count: 1. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/basecamp/s-02.webp)
- **Stock** — “3d glass shapes render dark”: [Unsplash](https://unsplash.com/s/photos/3d-glass-shapes-render-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/3d%20glass%20shapes%20render%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/3d%20glass%20shapes%20render%20dark/?orientation=horizontal)
- **Generate** — `Photograph: 3d glass shapes render. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Cool colour grade that sits on #010010, #0000ea, #000000. 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 3 · 4. 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/basecamp/s-04.webp)
- **Stock** — “abstract gradient mesh close up dark”: [Unsplash](https://unsplash.com/s/photos/abstract-gradient-mesh-close-up-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/abstract%20gradient%20mesh%20close%20up%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/abstract%20gradient%20mesh%20close%20up%20dark/?orientation=horizontal)
- **Generate** — `Photograph: abstract gradient mesh close up. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Cool colour grade that sits on #010010, #0000ea, #000000. 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 · 7. Call to action → abstract 3D / gradient (uncertain)
- Dark Technology section with a few graphics — typically abstract 3D/gradient art or a product shot. Count: a set of ~4 in one consistent style. Aspect: 21:9 (background). Look first: [ref 1](https://uidiscovery.com/media/captures/basecamp/s-07.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 #010010 and #000000 on a #010000 background. Lighting: low-key, moody directional light with deep shadows; cool tone. Minimal and calm, generous negative space on one side for text. Aspect ratio 21:9. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`
- **No imagery (type-led)** — 3. Content, 5. Stats, 6. 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.
### 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 #010010, #0000ea, #000000 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: [“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/basecamp/tokens · kit https://uidiscovery.com/api/v1/sites/basecamp/kit · MCP `get_design_brief({ slug: "basecamp" })`, `get_image_plan({ slug: "basecamp" })`. Cite the reference as https://uidiscovery.com/sites/basecamp.
