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# Build brief — an original marketing website in the taste of Canada Drives
> Reference: https://www.canadadrives.ca · UIDiscovery: https://uidiscovery.com/sites/canada-drives · captured 2026-09-23 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/canada-drives/full.webp) · [scroll video](https://uidiscovery.com/media/captures/canada-drives/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Canada Drives — 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 Canada Drives: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Canada Drives'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
- Canada Drives (canadadrives.ca): Shopping marketing website, dark, minimal.
- 8 sections: Hero → Features → Statement → Features → Testimonials → Statement → Content → Footer.
- Spacing: short, dense bands (median section ≈481px).
- Hero headline: 9 words — a full sentence; keep yours to one thought.
- Type: Sofia Pro headings over Open Sans body. Imagery: mostly photography, some 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. Half to one screen (550px at 1440), page background; no images (type-led); 2 text links instead of buttons.
- Slots: Eyebrow / announcement pill (optional); H1 (~9 words, like the reference); Supporting line, 1–2 sentences; Text link action; No image — let type and colour carry it.
- Topic (tone/length only — never reuse): “The Easiest Way to Buy or Sell a Car”
- [Screenshot](https://uidiscovery.com/media/captures/canada-drives/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 (457px at 1440), page background; 4 images/icons (a set of cards or a small gallery); 1 text link instead of buttons.
- Slots: Section title (~6 words, like the reference); 4 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “Shop For a Car With Confidence”
- [Screenshot](https://uidiscovery.com/media/captures/canada-drives/s-02.webp) · imagery: slot 2
### 3. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. Half to one screen (594px at 1440), page background; 4 images/icons (a set of cards or a small gallery); 1 text link instead of buttons.
- Slots: Heading (~7 words, like the reference); Body copy; Supporting visual (see image plan); Text link action.
- Topic (tone/length only — never reuse): “Sell Your Car Directly to Canada Drives”
- [Screenshot](https://uidiscovery.com/media/captures/canada-drives/s-03.webp) · imagery: slot 3
### 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 (481px at 1440), page background; 6 images/icons (a set of cards or a small gallery); 6 text links instead of buttons.
- Slots: Section title (~8 words, like the reference); 6 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “What type of vehicle are you looking for?”
- [Screenshot](https://uidiscovery.com/media/captures/canada-drives/s-04.webp) · imagery: slot 4
### 5. 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 (631px at 1440), page background; 4 images/icons (a set of cards or a small gallery); 1 text link instead of buttons.
- Slots: Section title; 4 quotes: 1–3 sentences, name, role, company, avatar; Use real customer quotes only.
- Topic (tone/length only — never reuse): “Canadians Love Canada Drives”
- [Screenshot](https://uidiscovery.com/media/captures/canada-drives/s-05.webp) · imagery: slot 5
### 6. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. Compact band (295px at 1440), page background; no images (type-led); 2 text links instead of buttons.
- Slots: Heading (~9 words, like the reference); Body copy; Text link action.
- Topic (tone/length only — never reuse): “The Easiest Way to Buy or Sell a Car”
- [Screenshot](https://uidiscovery.com/media/captures/canada-drives/s-06.webp)
### 7. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (384px at 1440), own light band #f8f9fa; no images (type-led); 13 links (link lists / navigation).
- Slots: Heading; Body copy; Text link action.
- [Screenshot](https://uidiscovery.com/media/captures/canada-drives/s-07.webp)
### 8. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Compact band (231px at 1440), own light band #f8f9fa; 6 images/icons (a set of cards or a small gallery); 10 text links instead of buttons.
- Slots: Brand mark + one-line description; 3–5 link columns; Newsletter or contact (optional); Legal row + social icons.
- [Screenshot](https://uidiscovery.com/media/captures/canada-drives/s-08.webp)
Inner pages also captured (Product, Customers, About, Blog, Careers, Contact, Security): https://uidiscovery.com/sites/canada-drives?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#4a4a4a` | page background | — |
| foreground | `#ffffff` | body text, headings | 8.9:1 |
| accent | `#ffffff` | none captured — monochrome. Primary buttons invert (foreground fill, background text); add your brand colour only for small highlights | — |
| surface | `#4a4a4a` | cards, inputs, alternate bands | text on it 8.9:1 |
| muted | `#ffffff` | secondary text, borders | 8.9:1 |
Captured palette: `#4a4a4a` `#ffffff`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (dark, neutral, desaturated) and proportions; swap the accent for the user's brand colour.
### Tokens
```css
:root {
--background: #4a4a4a;
--foreground: #ffffff;
--accent: #ffffff;
--surface: #4a4a4a;
--muted: #ffffff;
--font-heading: "DM Sans", ui-sans-serif, system-ui, sans-serif;
--font-body: "Open Sans", 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: **DM Sans** (Google Fonts) — reference uses Sofia Pro. “Sofia Pro” is a licensed face — use DM Sans (or Plus Jakarta Sans) as the free stand-in, or license the original.
- Body: **Open Sans** (Google Fonts) — reference uses Open Sans. Free to use — load it directly.
- 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 ≈481px tall at 1440 (median; range 231–631px, 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
Flat surfaces, hairline 1px borders in the muted colour, small radii (4–8px), almost no shadow. 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 8 section screenshots: mostly **photography**, some typography with little or no imagery (dark, neutral, desaturated, Shopping). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 1. Hero → photography
- Photography, seen in the capture (automobile, vehicle, suv). (measured from the screenshot) Count: 1. Aspect: 3:2. Look first: [ref 1](https://uidiscovery.com/media/captures/canada-drives/s-01.webp)
- **Stock** — “product flat lay neutral background dark”: [Unsplash](https://unsplash.com/s/photos/product-flat-lay-neutral-background-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/product%20flat%20lay%20neutral%20background%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/product%20flat%20lay%20neutral%20background%20dark/?orientation=horizontal)
- **Generate** — `Photograph: product flat lay neutral background. 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. Neutral, desaturated colour grade that sits on #4a4a4a, #ffffff. 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 (automobile, vehicle, suv). (measured from the screenshot) Count: a set of ~4 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/canada-drives/s-02.webp)
- **Stock** — “minimal store display dark”: [Unsplash](https://unsplash.com/s/photos/minimal-store-display-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/minimal%20store%20display%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/minimal%20store%20display%20dark/?orientation=horizontal)
- **Generate** — `Photograph: minimal store display. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Neutral, desaturated colour grade that sits on #4a4a4a, #ffffff. 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 · 3. Statement → photography
- Photography, seen in the capture (automobile, vehicle, car). (measured from the screenshot) Count: a set of ~4 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/canada-drives/s-03.webp)
- **Stock** — “hands opening package dark”: [Unsplash](https://unsplash.com/s/photos/hands-opening-package-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/hands%20opening%20package%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/hands%20opening%20package%20dark/?orientation=vertical)
- **Generate** — `Photograph: hands opening package. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Neutral, desaturated colour grade that sits on #4a4a4a, #ffffff. 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 · 4. Features → photography
- Photography, seen in the capture (automobile, vehicle, car). (measured from the screenshot) Count: a set of ~6 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/canada-drives/s-04.webp)
- **Stock** — “product flat lay neutral background close up dark”: [Unsplash](https://unsplash.com/s/photos/product-flat-lay-neutral-background-close-up-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/product%20flat%20lay%20neutral%20background%20close%20up%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/product%20flat%20lay%20neutral%20background%20close%20up%20dark/?orientation=horizontal)
- **Generate** — `Photograph: product flat lay neutral background close up. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Neutral, desaturated colour grade that sits on #4a4a4a, #ffffff. 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 · 5. Testimonials → portraits
- Portrait photography, seen in the capture. (measured from the screenshot) Count: a set of ~4 in one consistent style. Aspect: 1:1 (avatars) or 4:5 (portraits). Look first: [ref 1](https://uidiscovery.com/media/captures/canada-drives/s-05.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 #4a4a4a, neutral, desaturated 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)** — 6. Statement, 7. 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** — 8. 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, glossy glass-like shapes and a smooth gradient in #ffffff on a #4a4a4a background. Lighting: low-key, moody directional light with deep shadows; neutral, desaturated 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 dark gradient 3d” on Unsplash](https://unsplash.com/s/photos/abstract-dark-gradient-3d?orientation=landscape) (same query works on Pexels/Pixabay)
- **illustration** — generate `Flat vector illustration: product flat lay neutral background, friendly simplified shapes, limited palette of #4a4a4a, #ffffff plus one soft neutral, plenty of empty background, consistent line weight, neutral, desaturated mood. Aspect ratio 3:2. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.` · stock: [“shopping flat illustration” on Unsplash](https://unsplash.com/s/photos/shopping-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/canada-drives/tokens · kit https://uidiscovery.com/api/v1/sites/canada-drives/kit · MCP `get_design_brief({ slug: "canada-drives" })`, `get_image_plan({ slug: "canada-drives" })`. Cite the reference as https://uidiscovery.com/sites/canada-drives.
