Blur — NFT Marketplace for Pro Traders

# Build brief — an original marketing website in the taste of Blur

> Reference: https://blur.io · UIDiscovery: https://uidiscovery.com/sites/blur · captured 2026-09-22 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/blur/full.webp) · [scroll video](https://uidiscovery.com/media/captures/blur/preview.mp4)

## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Blur — 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 Blur: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Blur'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
- Blur (blur.io): Crypto & Web3 marketing website, dark, mono.
- 10 sections: Hero → Content → Features → Statement → Testimonials → Logo cloud → Content.
- Spacing: short, dense bands (median section ≈371px).
- Hero headline: 1 words — short and punchy; keep yours under ~9.
- Type: one family (Proto Mono). Imagery: mostly typography with little or no imagery, some photography.

## 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 (763px at 1440), page background; 8 images/icons (a set of cards or a small gallery); 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): “Azuki”
- [Screenshot](https://uidiscovery.com/media/captures/blur/s-01.webp) · imagery: slot 1

### 2. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (838px at 1440), page background; 59 image elements (icons, logos, product UI — not 59 photos); 120 links (link lists / navigation).
- Slots: Heading; Body copy; Supporting visual (see image plan); Text link action.
- [Screenshot](https://uidiscovery.com/media/captures/blur/s-02.webp)

### 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 (498px at 1440), page background; 21 image elements (icons, logos, product UI — not 21 photos); 7 text links instead of buttons.
- Slots: Section title (~3 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “Popular Collections”
- [Screenshot](https://uidiscovery.com/media/captures/blur/s-03.webp) · imagery: slot 2

### 4. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. Compact band (371px at 1440), page background; 2 image/graphics; no interactive controls.
- Slots: Heading (~4 words, like the reference); Body copy; Supporting visual (see image plan).
- Topic (tone/length only — never reuse): “THE FASTEST NFT MARKETPLACE”
- [Screenshot](https://uidiscovery.com/media/captures/blur/s-04.webp) · imagery: slot 1

### 5. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. Half to one screen (720px at 1440), page background; 2 image/graphics; one primary button.
- Slots: Heading (~4 words, like the reference); Body copy; Supporting visual (see image plan); One primary action.
- Topic (tone/length only — never reuse): “$BLUR FOR THE COMMUNITY”
- [Screenshot](https://uidiscovery.com/media/captures/blur/s-05.webp) · imagery: slot 1

### 6. Testimonials — let real customers make the case in their own words.
- Layout: quote cards or a featured quote with name, role and avatar. Compact band (313px at 1440), page background; 2 image/graphics; 1 text link instead of buttons.
- Slots: Section title; 2 quotes: 1–3 sentences, name, role, company, avatar; Use real customer quotes only.
- Topic (tone/length only — never reuse): “SWEEP ACROSS MULTIPLE MARKETPLACES”
- [Screenshot](https://uidiscovery.com/media/captures/blur/s-06.webp) · imagery: slot 3

### 7. Testimonials — let real customers make the case in their own words.
- Layout: quote cards or a featured quote with name, role and avatar. Compact band (275px at 1440), page background; 2 image/graphics; 1 text link instead of buttons.
- Slots: Section title; 2 quotes: 1–3 sentences, name, role, company, avatar; Use real customer quotes only.
- Topic (tone/length only — never reuse): “SNIPE REVEALS FASTER THAN ANYWHERE ELSE”
- [Screenshot](https://uidiscovery.com/media/captures/blur/s-07.webp) · imagery: slot 4

### 8. Testimonials — let real customers make the case in their own words.
- Layout: quote cards or a featured quote with name, role and avatar. Compact band (343px at 1440), page background; 2 image/graphics; 1 text link instead of buttons.
- Slots: Section title; 2 quotes: 1–3 sentences, name, role, company, avatar; Use real customer quotes only.
- Topic (tone/length only — never reuse): “MANAGE YOUR PORTFOLIO WITH ADVANCED ANALYTICS”
- [Screenshot](https://uidiscovery.com/media/captures/blur/s-08.webp) · imagery: slot 5

### 9. Logo cloud — borrow trust from recognisable customers or partners.
- Layout: a single row or wall of monochrome marks with a one-line lead-in. Compact band (294px at 1440), page background; 8 images/icons (a set of cards or a small gallery); no interactive controls.
- Slots: One-line lead-in (e.g. “Trusted by…”); 6–10 monochrome customer/partner marks (your own, with permission).
- Topic (tone/length only — never reuse): “TRUSTED AND BACKED BY”
- [Screenshot](https://uidiscovery.com/media/captures/blur/s-09.webp)

### 10. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (300px at 1440), page background; 1 image/graphic; 3 text links instead of buttons.
- Slots: Heading; Body copy; Supporting visual (see image plan); Text link action.
- [Screenshot](https://uidiscovery.com/media/captures/blur/s-10.webp)

Inner pages also captured (Pricing, Shop): https://uidiscovery.com/sites/blur?view=pages

## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#080404` | page background | — |
| foreground | `#ffffff` | body text, headings | 20.4:1 |
| accent | `#ff8700` | primary buttons, links, highlights — sparingly | 8.5:1 |
| surface | `#080404` | cards, inputs, alternate bands | text on it 20.4:1 |
| muted | `#c1c1c1` | secondary text, borders | 11.3:1 |

Captured palette: `#080404` `#ff8700` `#c1c1c1` `#ffffff`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (dark, warm) and proportions; swap the accent for the user's brand colour.

### Tokens
```css
:root {
  --background: #080404;
  --foreground: #ffffff;
  --accent: #ff8700;
  --surface: #080404;
  --muted: #c1c1c1;
  --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 Proto Mono. “Proto Mono” 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.
- A monospace accent (labels, numbers, code) is part of the tone — use it sparingly.

### Spacing & rhythm
Sections run ≈371px tall at 1440 (median; range 275–838px, captures cap at 1700px) — short, dense bands. Start with 64–80px 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
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 **typography with little or no imagery**, some photography (dark, warm, Crypto & Web3). Still glance at the linked screenshots to match the exact mood.

### Slot 1 · 1. Hero, 4. Statement, 5. Statement → abstract 3D / gradient (uncertain)
- Dark Crypto & Web3 section with a few graphics — typically abstract 3D/gradient art or a product shot. Count: one consistent treatment across these sections. Aspect: 3:2. Look first: [ref 1](https://uidiscovery.com/media/captures/blur/s-01.webp) [ref 2](https://uidiscovery.com/media/captures/blur/s-04.webp) [ref 3](https://uidiscovery.com/media/captures/blur/s-05.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 #ff8700 and #c1c1c1 on a #080404 background. Lighting: low-key, moody directional light with deep shadows; warm 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 · 3. Features → product UI (uncertain)
- Crypto & Web3 features with 21 image elements — most likely product UI screenshots/mockups plus icons. Count: 1–3 key visuals; the rest are icons/avatars. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/blur/s-03.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 #080404 to #080404 with a soft #ff8700 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 4:3. 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 · 6. Testimonials → portraits
- Testimonial section with 2 images — usually portraits/avatars. Count: a set of ~2 in one consistent style. Aspect: 1:1 (avatars) or 4:5 (portraits). Look first: [ref 1](https://uidiscovery.com/media/captures/blur/s-06.webp)
- **Stock** — “portrait headshot natural light”: [Unsplash](https://unsplash.com/s/photos/portrait-headshot-natural-light?orientation=portrait) · [Pexels](https://www.pexels.com/search/portrait%20headshot%20natural%20light/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/portrait%20headshot%20natural%20light/?orientation=vertical)
- **Generate** — `Natural headshot of a fictional professional, head-and-shoulders, eye level, plain soft background, low-key, moody directional light with deep shadows, background tinted #080404, warm colour grade. Aspect ratio 1:1. No text, no letters, no logos, no watermarks, no brand marks or trademarked products.`
- Placeholders only: a testimonial needs a real customer, their real photo and consent. Never attach a real quote to a stock or AI face.

### Slot 4 · 7. Testimonials → portraits
- Portrait photography, seen in the capture. (measured from the screenshot) Count: a set of ~2 in one consistent style. Aspect: 1:1 (avatars) or 4:5 (portraits). Look first: [ref 1](https://uidiscovery.com/media/captures/blur/s-07.webp)
- **Stock** — “portrait headshot natural light”: [Unsplash](https://unsplash.com/s/photos/portrait-headshot-natural-light?orientation=portrait) · [Pexels](https://www.pexels.com/search/portrait%20headshot%20natural%20light/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/portrait%20headshot%20natural%20light/?orientation=vertical)
- **Generate** — `Natural headshot of a fictional professional, head-and-shoulders, eye level, plain soft background, low-key, moody directional light with deep shadows, background tinted #080404, warm colour grade. Aspect ratio 1:1. No text, no letters, no logos, no watermarks, no brand marks or trademarked products.`
- Placeholders only: a testimonial needs a real customer, their real photo and consent. Never attach a real quote to a stock or AI face.

### Slot 5 · 8. Testimonials → portraits
- Testimonial section with 2 images — usually portraits/avatars. Count: a set of ~2 in one consistent style. Aspect: 1:1 (avatars) or 4:5 (portraits). Look first: [ref 1](https://uidiscovery.com/media/captures/blur/s-08.webp)
- **Stock** — “portrait headshot natural light”: [Unsplash](https://unsplash.com/s/photos/portrait-headshot-natural-light?orientation=portrait) · [Pexels](https://www.pexels.com/search/portrait%20headshot%20natural%20light/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/portrait%20headshot%20natural%20light/?orientation=vertical)
- **Generate** — `Natural headshot of a fictional professional, head-and-shoulders, eye level, plain soft background, low-key, moody directional light with deep shadows, background tinted #080404, warm colour grade. Aspect ratio 1:1. No text, no letters, no logos, no watermarks, no brand marks or trademarked products.`
- Placeholders only: a testimonial needs a real customer, their real photo and consent. Never attach a real quote to a stock or AI face.

- **No imagery (type-led)** — 2. Content, 10. 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.
- **Logos** — 9. Logo cloud: Never generate or stock-source logos. Use your real customers'/partners' marks with permission (monochrome, equal height), or neutral wordmark placeholders until you have them. Integration icons: each tool's official brand kit (Simple Icons is a quick start; trademarks still apply).

### 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:
- **photography** — generate `Photograph: abstract gradient mesh. Composition: wide shot, subject off-centre to one side, generous clean negative space for the headline. Lighting: low-key, moody directional light with deep shadows. Warm colour grade that sits on #080404, #ff8700. 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.` · stock: [“abstract gradient mesh dark” on Unsplash](https://unsplash.com/s/photos/abstract-gradient-mesh-dark?orientation=landscape) (same query works on Pexels/Pixabay)
- **illustration** — generate `Flat vector illustration: abstract gradient mesh, friendly simplified shapes, limited palette of #080404, #ff8700 plus one soft neutral, plenty of empty background, consistent line weight, warm 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).

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More: tokens https://uidiscovery.com/api/v1/sites/blur/tokens · kit https://uidiscovery.com/api/v1/sites/blur/kit · MCP `get_design_brief({ slug: "blur" })`, `get_image_plan({ slug: "blur" })`. Cite the reference as https://uidiscovery.com/sites/blur.