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# Build brief — an original marketing website in the taste of Calibrate
> Reference: https://www.joincalibrate.com · UIDiscovery: https://uidiscovery.com/sites/calibrate · captured 2026-09-22 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/calibrate/full.webp) · [scroll video](https://uidiscovery.com/media/captures/calibrate/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Calibrate — 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 Calibrate: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Calibrate'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
- Calibrate (joincalibrate.com): Health & Fitness marketing website, light.
- 12 sections: Hero → Features → Content → Features → Testimonials → Content → Call to action → Footer.
- Spacing: about a screen per idea (median section ≈655px).
- Hero headline: 7 words — short and punchy; keep yours under ~9.
- Type: one family (Graphik). 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 (741px at 1440), page background; 1 image/graphic; primary + secondary button.
- Slots: Eyebrow / announcement pill (optional); H1 (~7 words, like the reference); Supporting line, 1–2 sentences; Primary + secondary action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “THE METABOLIC APPROACH TO SUSTAINABLE WEIGHT LOSS”
- [Screenshot](https://uidiscovery.com/media/captures/calibrate/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. Half to one screen (440px at 1440), page background; 2 image/graphics; one primary button.
- Slots: Section title (~5 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “It’s About Biology Not Willpower”
- [Screenshot](https://uidiscovery.com/media/captures/calibrate/s-02.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 (484px at 1440), page background; 8 images/icons (a set of cards or a small gallery); 4 text links instead of buttons.
- Slots: Section title; 2 items: icon or visual + short title + 1–2 line description; Text link action.
- [Screenshot](https://uidiscovery.com/media/captures/calibrate/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. Half to one screen (655px at 1440), page background; 2 image/graphics; inline form (1 field, e.g. email capture), 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): “EMPLOYERS COVER CALIBRATE”
- [Screenshot](https://uidiscovery.com/media/captures/calibrate/s-04.webp) · imagery: slot 3
### 5. 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, ≈1.5 screens (1325px at 1440), page background; 5 images/icons (a set of cards or a small gallery); one primary button.
- Slots: Section title (~8 words, like the reference); 5 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “REAL RESULTS WITH THE DATA TO PROVE IT”
- [Screenshot](https://uidiscovery.com/media/captures/calibrate/s-05.webp) · imagery: slot 4
### 6. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (1091px at 1440), page background; 2 image/graphics; one primary button.
- Slots: Heading (~3 words, like the reference); Body copy; Supporting visual (see image plan); One primary action.
- Topic (tone/length only — never reuse): “ROOTED IN RESEARCH”
- [Screenshot](https://uidiscovery.com/media/captures/calibrate/s-06.webp)
### 7. 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 (714px at 1440), page background; 2 image/graphics; one primary button.
- Slots: Section title (~4 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “CLINICIAN PRESCRIBED GLP-1 MEDICATION”
- [Screenshot](https://uidiscovery.com/media/captures/calibrate/s-07.webp)
### 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 (166px at 1440), page background; no images (type-led); no interactive controls.
- Slots: Section title; 3 quotes: 1–3 sentences, name, role, company, avatar; Use real customer quotes only.
- Topic (tone/length only — never reuse): “REAL MEMBERS REAL SUCCESS STORIES”
- [Screenshot](https://uidiscovery.com/media/captures/calibrate/s-08.webp)
### 9. Testimonials — let real customers make the case in their own words.
- Layout: quote cards or a featured quote with name, role and avatar. Half to one screen (676px at 1440), page background; 26 image elements (photo collage/gallery + small graphics); primary + secondary button.
- Slots: Section title; 2 quotes: 1–3 sentences, name, role, company, avatar; Use real customer quotes only.
- [Screenshot](https://uidiscovery.com/media/captures/calibrate/s-09.webp)
### 10. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (373px at 1440), page background; 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/calibrate/s-10.webp)
### 11. Call to action — close the page with one clear next step.
- Layout: short headline + one primary action on a contrasting band. Compact band (398px at 1440), page background; 1 image/graphic; one primary button.
- Slots: Headline (~5 words, like the reference); One sentence of support; One primary action.
- Topic (tone/length only — never reuse): “TAKE THE FIRST STEP TODAY”
- [Screenshot](https://uidiscovery.com/media/captures/calibrate/s-11.webp) · imagery: slot 5
### 12. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Compact band (362px at 1440), page background; 7 images/icons (a set of cards or a small gallery); one primary button, 23 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/calibrate/s-12.webp)
Inner pages also captured (Pricing, Product, About, Sign up, Blog, Enterprise, Contact, Security): https://uidiscovery.com/sites/calibrate?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#ffffff` | page background | — |
| foreground | `#211e3f` | body text, headings | 15.9:1 |
| accent | `#8f67e9` | primary buttons, links, highlights — sparingly | 4.0:1 (large text / UI only) |
| surface | `#bdbade` | cards, inputs, alternate bands | text on it 8.5:1 |
| muted | `#838198` | secondary text, borders | 3.8:1 — borders / large text only |
Captured palette: `#ffffff` `#211e3f` `#8f67e9` `#bdbade` `#413e5b` `#838198`. 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: #211e3f;
--accent: #8f67e9;
--surface: #bdbade;
--muted: #838198;
--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 ≈655px tall at 1440 (median; range 166–1325px, 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 10 section screenshots: mostly **typography with little or no imagery**, some photography (light, cool, Health & Fitness). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 1. Hero → photography
- Photography, seen in the capture (people, adult). (measured from the screenshot) Count: 1. Aspect: 3:2. Look first: [ref 1](https://uidiscovery.com/media/captures/calibrate/s-01.webp)
- **Stock** — “calm person meditating daylight”: [Unsplash](https://unsplash.com/s/photos/calm-person-meditating-daylight?orientation=landscape) · [Pexels](https://www.pexels.com/search/calm%20person%20meditating%20daylight/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/calm%20person%20meditating%20daylight/?orientation=horizontal)
- **Generate** — `Photograph: calm person meditating daylight. Composition: wide shot, subject off-centre to one side, generous clean negative space for the headline. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #ffffff, #8f67e9, #bdbade. 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 · 2. Features → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~2 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/calibrate/s-02.webp)
- **Stock** — “runner at sunrise”: [Unsplash](https://unsplash.com/s/photos/runner-at-sunrise?orientation=landscape) · [Pexels](https://www.pexels.com/search/runner%20at%20sunrise/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/runner%20at%20sunrise/?orientation=horizontal)
- **Generate** — `Photograph: runner at sunrise. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #ffffff, #8f67e9, #bdbade. 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 → product UI
- Product UI — screenshots or mockups of the app, seen in the capture. (measured from the screenshot) Count: a set of ~2 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/calibrate/s-04.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 #bdbade with a soft #8f67e9 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 4 · 5. Features → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~5 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/calibrate/s-05.webp)
- **Stock** — “runner at sunrise close up”: [Unsplash](https://unsplash.com/s/photos/runner-at-sunrise-close-up?orientation=landscape) · [Pexels](https://www.pexels.com/search/runner%20at%20sunrise%20close%20up/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/runner%20at%20sunrise%20close%20up/?orientation=horizontal)
- **Generate** — `Photograph: runner at sunrise close up. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #ffffff, #8f67e9, #bdbade. 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 5 · 11. Call to action → photography
- Health & Fitness references lean on photography. Count: 1. Aspect: 21:9 (background). Look first: [ref 1](https://uidiscovery.com/media/captures/calibrate/s-11.webp)
- **Stock** — “runner at sunrise wide shot”: [Unsplash](https://unsplash.com/s/photos/runner-at-sunrise-wide-shot?orientation=landscape) · [Pexels](https://www.pexels.com/search/runner%20at%20sunrise%20wide%20shot/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/runner%20at%20sunrise%20wide%20shot/?orientation=horizontal)
- **Generate** — `Photograph: runner at sunrise wide shot. Composition: low-detail texture so overlaid text stays readable. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #ffffff, #8f67e9, #bdbade. Photorealistic, natural textures, shallow depth of field, 35mm lens. 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. Features, 6. Content, 7. Features, 8. Testimonials, 9. Testimonials, 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.
- **Icons** — 12. 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:
- **abstract 3D / gradient** — generate `Abstract 3D render: soft, matte clay shapes and a smooth gradient in #8f67e9 and #838198 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 3:2. 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)
- **illustration** — generate `Flat vector illustration: calm person meditating, friendly simplified shapes, limited palette of #ffffff, #8f67e9, #bdbade 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: [“wellness flat illustration” on Unsplash](https://unsplash.com/s/photos/wellness-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/calibrate/tokens · kit https://uidiscovery.com/api/v1/sites/calibrate/kit · MCP `get_design_brief({ slug: "calibrate" })`, `get_image_plan({ slug: "calibrate" })`. Cite the reference as https://uidiscovery.com/sites/calibrate.
