Preview the prompt +
# Build brief — an original marketing website in the taste of Cal.com
> Reference: https://cal.com · UIDiscovery: https://uidiscovery.com/sites/cal-com · captured 2026-09-21 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/cal-com/full.webp) · [scroll video](https://uidiscovery.com/media/captures/cal-com/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Cal.com — 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 Cal.com: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Cal.com'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
- Cal.com (cal.com): Productivity marketing website, light.
- 6 sections: Hero → Content → Features → Content.
- Spacing: about a screen per idea (median section ≈868px).
- Hero headline: 7 words — short and punchy; keep yours under ~9.
- Type: one family (Cal Sans). Imagery: mostly 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. About one full screen (796px at 1440), own light band #f4f4f4; 10 images/icons (a set of cards or a small gallery); 3 text links instead of buttons.
- Slots: Eyebrow / announcement pill (optional); H1 (~7 words, like the reference); Supporting line, 1–2 sentences; Text link action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “The better way to schedule your meetings”
- [Screenshot](https://uidiscovery.com/media/captures/cal-com/s-01.webp)
### 2. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (868px at 1440), own light band #f4f4f4; 15 images/icons (a set of cards or a small gallery); 3 text links instead of buttons.
- Slots: Heading (~6 words, like the reference); Body copy; Supporting visual (see image plan); Text link action.
- Topic (tone/length only — never reuse): “With us, appointment scheduling is easy”
- [Screenshot](https://uidiscovery.com/media/captures/cal-com/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. Tall, ≈1.4 screens (1238px at 1440), own light band #f4f4f4; 14 images/icons (a set of cards or a small gallery); 3 text links instead of buttons; 6 headings → ~5 items under a title.
- Slots: Section title (~4 words, like the reference); 5 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “Your all-purpose scheduling app”
- [Screenshot](https://uidiscovery.com/media/captures/cal-com/s-03.webp)
### 4. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (569px at 1440), own light band #f4f4f4; 8 images/icons (a set of cards or a small gallery); no interactive controls.
- Slots: Heading (~4 words, like the reference); Body copy; Supporting visual (see image plan).
- Topic (tone/length only — never reuse): “…and so much more!”
- [Screenshot](https://uidiscovery.com/media/captures/cal-com/s-04.webp) · imagery: slot 1
### 5. Content — supporting content that deepens one idea.
- Layout: text + media block. Tall, ≈1.7 screens (1531px at 1440), own light band #f4f4f4; 3 image/graphics; 3 text links instead of buttons.
- Slots: Heading (~6 words, like the reference); Body copy; Supporting visual (see image plan); Text link action.
- Topic (tone/length only — never reuse): “See why our users love Cal.com”
- [Screenshot](https://uidiscovery.com/media/captures/cal-com/s-05.webp) · imagery: slot 1
### 6. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (652px at 1440), own light band #f4f4f4; 3 image/graphics; 3 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): “Frequently asked questions”
- [Screenshot](https://uidiscovery.com/media/captures/cal-com/s-06.webp) · imagery: slot 1
Inner pages also captured (Pricing, Product, Customers, About, Sign up, Blog, Docs, Enterprise, Careers, Contact): https://uidiscovery.com/sites/cal-com?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#898989` | page background | — |
| foreground | `#242424` | body text, headings | 4.4:1 ⚠ below AA — adjust |
| accent | `#374151` | primary buttons, links, highlights — sparingly | 2.9:1 ⚠ not for text; use as a fill with #ffffff text (10.3:1) |
| surface | `#898989` | cards, inputs, alternate bands | text on it 4.4:1 |
| muted | `#292929` | secondary text, borders | 4.2:1 — borders / large text only |
Captured palette: `#898989` `#242424` `#ffffff` `#f4f4f4` `#292929` `#374151`. 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: #898989;
--foreground: #242424;
--accent: #374151;
--surface: #898989;
--muted: #292929;
--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 Cal Sans. “Cal Sans” 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(2.5rem, 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 ≈868px tall at 1440 (median; range 569–1531px, 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 3 section screenshots: mostly **typography with little or no imagery** (light, neutral, desaturated, Productivity). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 4. Content, 5. Content, 6. Content → illustration (uncertain)
- Light Productivity 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/cal-com/s-04.webp) [ref 2](https://uidiscovery.com/media/captures/cal-com/s-05.webp) [ref 3](https://uidiscovery.com/media/captures/cal-com/s-06.webp)
- **Stock** — “technology flat illustration”: [Unsplash](https://unsplash.com/s/photos/technology-flat-illustration?orientation=portrait) · [Pexels](https://www.pexels.com/search/technology%20flat%20illustration/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/technology%20flat%20illustration/?orientation=vertical)
- **Generate** — `Flat vector illustration: abstract gradient mesh, friendly simplified shapes, limited palette of #f4f4f4, #374151, #898989 plus one soft neutral, plenty of empty background, consistent line weight, neutral, desaturated 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.
- **No imagery (type-led)** — 1. Hero, 2. Content, 3. Features: 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:
- **photography** — generate `Photograph: abstract gradient mesh. 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 #f4f4f4, #374151, #898989. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 16:9. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.` · stock: [“abstract gradient mesh” on Unsplash](https://unsplash.com/s/photos/abstract-gradient-mesh?orientation=landscape) (same query works on Pexels/Pixabay)
- **abstract 3D / gradient** — generate `Abstract 3D render: soft, matte clay shapes and a smooth gradient in #374151 and #292929 on a #898989 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 16:9. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.` · stock: [“abstract gradient 3d” on Unsplash](https://unsplash.com/s/photos/abstract-gradient-3d?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/cal-com/tokens · kit https://uidiscovery.com/api/v1/sites/cal-com/kit · MCP `get_design_brief({ slug: "cal-com" })`, `get_image_plan({ slug: "cal-com" })`. Cite the reference as https://uidiscovery.com/sites/cal-com.
