Preview the prompt +
# Build brief — an original marketing website in the taste of Carrier
> Reference: https://www.carrier.com · UIDiscovery: https://uidiscovery.com/sites/carrier · captured 2026-09-23 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/carrier/full.webp) · [scroll video](https://uidiscovery.com/media/captures/carrier/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Carrier — 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 Carrier: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Carrier'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
- Carrier (carrier.com): Lifestyle marketing website, light.
- 7 sections: Hero → Features → Content → Features → Blog → Call to action.
- Spacing: about a screen per idea (median section ≈768px).
- Hero headline: 5 words — short and punchy; keep yours under ~9.
- Type: Roobert headings over Helvetica Neue body. Imagery: mostly abstract 3D / gradient art, 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. About one full screen (818px at 1440), page background; 1 image/graphic; primary + secondary button.
- Slots: Eyebrow / announcement pill (optional); H1 (~5 words, like the reference); Supporting line, 1–2 sentences; Primary + secondary action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “For the World We Share”
- [Screenshot](https://uidiscovery.com/media/captures/carrier/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 (543px at 1440), page background; 3 image/graphics; 3 text links instead of buttons.
- Slots: Section title (~14 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “For more than a century, we’ve helped shape modern life — pioneering…”
- [Screenshot](https://uidiscovery.com/media/captures/carrier/s-02.webp) · imagery: slot 2
### 3. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (615px at 1440), page background; 1 image/graphic; one primary button.
- Slots: Heading; Body copy; Supporting visual (see image plan); One primary action.
- [Screenshot](https://uidiscovery.com/media/captures/carrier/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. About one full screen (768px at 1440), page background; no images (type-led); 6 text links instead of buttons.
- Slots: Section title (~9 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “Custom solutions to meet the needs of your industry”
- [Screenshot](https://uidiscovery.com/media/captures/carrier/s-04.webp)
### 5. Blog — signal an active, credible team through recent writing.
- Layout: 3-up card grid: image, title, meta. About one full screen (976px at 1440), page background; 8 images/icons (a set of cards or a small gallery); 5 buttons (tabs, toggles or per-card actions); 4 headings → ~3 items under a title.
- Slots: Title + “All posts” link; 3 post cards: cover image, title, date/author.
- Topic (tone/length only — never reuse): “Carrier News”
- [Screenshot](https://uidiscovery.com/media/captures/carrier/s-05.webp) · imagery: slot 4
### 6. 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 (606px at 1440), own dark band #0014df; no images (type-led); one primary button.
- Slots: Headline (~4 words, like the reference); One sentence of support; One primary action.
- Topic (tone/length only — never reuse): “Have questions? Ask Carrier.”
- [Screenshot](https://uidiscovery.com/media/captures/carrier/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. Tall, ≈1.3 screens (1188px at 1440), page background; 2 image/graphics; 22 links (link lists / navigation).
- Slots: Headline; One sentence of support; Text link action.
- [Screenshot](https://uidiscovery.com/media/captures/carrier/s-07.webp) · imagery: slot 5
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#ffffff` | page background | — |
| foreground | `#000000` | body text, headings | 21.0:1 |
| accent | `#002eff` | primary buttons, links, highlights — sparingly | 7.4:1 |
| surface | `#b0c0ff` | cards, inputs, alternate bands | text on it 11.8:1 |
| muted | `#0014df` | secondary text, borders | 9.7:1 |
Captured palette: `#ffffff` `#002eff` `#0014df` `#000000` `#b0c0ff` `#313131`. Section bands top→bottom: `#ffffff` → `#0014df`. 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: #000000;
--accent: #002eff;
--surface: #b0c0ff;
--muted: #0014df;
--font-heading: "Manrope", 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: **Manrope** (Google Fonts) — reference uses Roobert. “Roobert” is a licensed face — use Manrope (or Figtree) as the free stand-in, or license the original.
- Body: **Inter** (Google Fonts) — reference uses Helvetica Neue. “Helvetica Neue” is a licensed face — use Inter (or Hanken Grotesk) as the free stand-in, or license the original.
- 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.
### Spacing & rhythm
Sections run ≈768px tall at 1440 (median; range 543–1188px, 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 2 times 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
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 **abstract 3D / gradient art**, some photography (light, cool, Lifestyle). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 1. Hero → abstract 3D / gradient
- Abstract art — gradient, 3D or atmospheric graphics, seen in the capture. (measured from the screenshot) Count: 1. Aspect: 16:9 full-bleed (or 21:9). Look first: [ref 1](https://uidiscovery.com/media/captures/carrier/s-01.webp)
- **Stock** — “abstract gradient 3d”: [Unsplash](https://unsplash.com/s/photos/abstract-gradient-3d?orientation=landscape) · [Pexels](https://www.pexels.com/search/abstract%20gradient%203d/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/abstract%20gradient%203d/?orientation=horizontal)
- **Generate** — `Abstract 3D render: soft, matte clay shapes and a smooth gradient in #002eff and #0014df 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 16:9. 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 ~3 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/carrier/s-02.webp)
- **Stock** — “hands holding coffee cup”: [Unsplash](https://unsplash.com/s/photos/hands-holding-coffee-cup?orientation=landscape) · [Pexels](https://www.pexels.com/search/hands%20holding%20coffee%20cup/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/hands%20holding%20coffee%20cup/?orientation=horizontal)
- **Generate** — `Photograph: hands holding coffee cup. 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, #002eff, #b0c0ff. 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. Content → photography
- Lifestyle references lean on photography. Count: 1. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/carrier/s-03.webp)
- **Stock** — “plants on windowsill”: [Unsplash](https://unsplash.com/s/photos/plants-on-windowsill?orientation=portrait) · [Pexels](https://www.pexels.com/search/plants%20on%20windowsill/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/plants%20on%20windowsill/?orientation=vertical)
- **Generate** — `Photograph: plants on windowsill. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #ffffff, #002eff, #b0c0ff. 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 · 5. Blog → photography
- Lifestyle references lean on photography. Count: a set of ~8 in one consistent style. Aspect: 3:2. Look first: [ref 1](https://uidiscovery.com/media/captures/carrier/s-05.webp)
- **Stock** — “hands holding coffee cup editorial”: [Unsplash](https://unsplash.com/s/photos/hands-holding-coffee-cup-editorial?orientation=landscape) · [Pexels](https://www.pexels.com/search/hands%20holding%20coffee%20cup%20editorial/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/hands%20holding%20coffee%20cup%20editorial/?orientation=horizontal)
- **Generate** — `Photograph: hands holding coffee cup editorial. Composition: editorial crop with one clear focal point. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #ffffff, #002eff, #b0c0ff. 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 5 · 7. Call to action → photography
- Lifestyle references lean on photography. Count: a set of ~2 in one consistent style. Aspect: 21:9 (background). Look first: [ref 1](https://uidiscovery.com/media/captures/carrier/s-07.webp)
- **Stock** — “cozy home interior morning light wide shot”: [Unsplash](https://unsplash.com/s/photos/cozy-home-interior-morning-light-wide-shot?orientation=landscape) · [Pexels](https://www.pexels.com/search/cozy%20home%20interior%20morning%20light%20wide%20shot/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/cozy%20home%20interior%20morning%20light%20wide%20shot/?orientation=horizontal)
- **Generate** — `Photograph: cozy home interior morning light 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, #002eff, #b0c0ff. 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)** — 4. Features, 6. Call to action: 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: cozy home interior morning light, friendly simplified shapes, limited palette of #ffffff, #002eff, #b0c0ff plus one soft neutral, plenty of empty background, consistent line weight, cool mood. Aspect ratio 16:9. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.` · stock: [“lifestyle flat illustration” on Unsplash](https://unsplash.com/s/photos/lifestyle-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/carrier/tokens · kit https://uidiscovery.com/api/v1/sites/carrier/kit · MCP `get_design_brief({ slug: "carrier" })`, `get_image_plan({ slug: "carrier" })`. Cite the reference as https://uidiscovery.com/sites/carrier.
