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# Build brief — an original marketing website in the taste of Checkout.com
> Reference: https://www.checkout.com · UIDiscovery: https://uidiscovery.com/sites/checkout-com · captured 2026-09-22 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/checkout-com/full.webp) · [scroll video](https://uidiscovery.com/media/captures/checkout-com/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Checkout.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 Checkout.com: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Checkout.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
- Checkout.com (checkout.com): Finance marketing website, dark, mono.
- 11 sections: Hero → Features → Stats → Content → Stats → Content → Features → Blog → Features.
- Spacing: about a screen per idea (median section ≈900px).
- Hero headline: 1 words — short and punchy; keep yours under ~9.
- Type: Checkout Apercu Semi Mono headings over Inter 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. About one full screen (900px at 1440), page background; 171 image elements (icons, logos, product UI — not 171 photos); 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): “WHERE”
- [Screenshot](https://uidiscovery.com/media/captures/checkout-com/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. Tall, ≈1.5 screens (1362px at 1440), page background; 5 images/icons (a set of cards or a small gallery); no interactive controls.
- Slots: Section title (~6 words, like the reference); 5 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “BUILT FOR PERFORMANCE. MODULAR BY DESIGN.”
- [Screenshot](https://uidiscovery.com/media/captures/checkout-com/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. About one full screen (1018px at 1440), page background; 2 image/graphics; 1 text link instead of buttons.
- Slots: Section title (~3 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “INTELLIGENT ACCEPTANCE”
- [Screenshot](https://uidiscovery.com/media/captures/checkout-com/s-03.webp) · imagery: slot 2
### 4. Stats — prove scale or impact with a few big numbers.
- Layout: 3–4 large numerals with short labels in a row. Half to one screen (682px at 1440), page background; 5 images/icons (a set of cards or a small gallery); one primary button.
- Slots: 3–4 numbers with short labels; Source/footnote if claims need it.
- Topic (tone/length only — never reuse): “CHECKOUT.COM NAMED A LEADER BY FORRESTER”
- [Screenshot](https://uidiscovery.com/media/captures/checkout-com/s-04.webp) · imagery: slot 2
### 5. Content — supporting content that deepens one idea.
- Layout: text + media block. Tall, ≈1.4 screens (1256px at 1440), page background; 95 image elements (icons, logos, product UI — not 95 photos); 9 buttons (tabs, toggles or per-card actions), 37 links (link lists / navigation).
- Slots: Heading (~8 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “HERE TO HELP YOU BUILD WHAT COMES NEXT”
- [Screenshot](https://uidiscovery.com/media/captures/checkout-com/s-05.webp) · imagery: slot 3
### 6. Stats — prove scale or impact with a few big numbers.
- Layout: 3–4 large numerals with short labels in a row. Half to one screen (629px at 1440), page background; no images (type-led); no interactive controls.
- Slots: 3–4 numbers with short labels; Source/footnote if claims need it.
- Topic (tone/length only — never reuse): “SCALE YOU CAN TRUST”
- [Screenshot](https://uidiscovery.com/media/captures/checkout-com/s-06.webp)
### 7. Content — supporting content that deepens one idea.
- Layout: text + media block. Tall, ≈1.9 screens (1665px at 1440), page background; 3 image/graphics; no interactive controls.
- Slots: Heading; Body copy; Supporting visual (see image plan).
- [Screenshot](https://uidiscovery.com/media/captures/checkout-com/s-07.webp)
### 8. 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 (780px at 1440), page background; 1 image/graphic; one primary button.
- Slots: Section title (~5 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “READY TO PUSH YOUR PERFORMANCE?”
- [Screenshot](https://uidiscovery.com/media/captures/checkout-com/s-08.webp) · imagery: slot 2
### 9. Blog — signal an active, credible team through recent writing.
- Layout: 3-up card grid: image, title, meta. About one full screen (996px at 1440), own light band #e8e6e6; 20 image elements (icons, logos, product UI — not 20 photos); 9 buttons (tabs, toggles or per-card actions); 6 headings → ~5 items under a title.
- Slots: Title + “All posts” link; 3 post cards: cover image, title, date/author.
- Topic (tone/length only — never reuse): “LATEST ARTICLES”
- [Screenshot](https://uidiscovery.com/media/captures/checkout-com/s-09.webp) · imagery: slot 4
### 10. Blog — signal an active, credible team through recent writing.
- Layout: 3-up card grid: image, title, meta. About one full screen (839px at 1440), own light band #e8e6e6; 20 image elements (icons, logos, product UI — not 20 photos); 9 text links instead of buttons; 6 headings → ~5 items under a title.
- Slots: Title + “All posts” link; 3 post cards: cover image, title, date/author.
- Topic (tone/length only — never reuse): “POPULAR RESOURCES”
- [Screenshot](https://uidiscovery.com/media/captures/checkout-com/s-10.webp) · imagery: slot 5
### 11. 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 (739px at 1440), own light band #e8e6e6; 3 image/graphics; 3 text links instead of buttons; 4 headings → ~3 items under a title.
- 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): “DEVELOPER RESOURCES”
- [Screenshot](https://uidiscovery.com/media/captures/checkout-com/s-11.webp)
Inner pages also captured (Pricing, Product, Customers, About, Sign up, Blog, Docs, Enterprise, Careers, Contact): https://uidiscovery.com/sites/checkout-com?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#000000` | page background | — |
| foreground | `#ffffff` | body text, headings | 21.0:1 |
| accent | `#186aff` | primary buttons, links, highlights — sparingly | 4.5:1 |
| surface | `#272932` | cards, inputs, alternate bands | text on it 14.5:1 |
| muted | `#b4afb6` | secondary text, borders | 9.7:1 |
Captured palette: `#000000` `#b4afb6` `#e8e6e6` `#186aff` `#ffffff` `#272932`. Section bands top→bottom: `#000000` → `#e8e6e6`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (dark, cool) and proportions; swap the accent for the user's brand colour.
### Tokens
```css
:root {
--background: #000000;
--foreground: #ffffff;
--accent: #186aff;
--surface: #272932;
--muted: #b4afb6;
--font-heading: "DM Sans", 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: **DM Sans** (Google Fonts) — reference uses Checkout Apercu Semi Mono. “Checkout Apercu Semi Mono” is a licensed face — use DM Sans (or Plus Jakarta Sans) as the free stand-in, or license the original.
- Body: **Inter** (Google Fonts) — reference uses Inter. Free to use — load it directly.
- 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 ≈900px tall at 1440 (median; range 629–1665px, 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 1 time 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
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 8 section screenshots: mostly **photography**, some typography with little or no imagery (dark, cool, Finance). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 1. Hero → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: 1–3 key visuals; the rest are icons/avatars. Aspect: 16:9 full-bleed (or 21:9). Look first: [ref 1](https://uidiscovery.com/media/captures/checkout-com/s-01.webp)
- **Stock** — “person paying with phone dark”: [Unsplash](https://unsplash.com/s/photos/person-paying-with-phone-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/person%20paying%20with%20phone%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/person%20paying%20with%20phone%20dark/?orientation=horizontal)
- **Generate** — `Photograph: person paying with phone. 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. Cool colour grade that sits on #000000, #186aff, #272932. 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.`
### Slot 2 · 2. Features, 3. Features, 4. Stats, 8. Features → product UI (uncertain)
- Finance sections with many image elements — most likely product UI screenshots/mockups plus icons. Count: one consistent treatment across these sections. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/checkout-com/s-02.webp) [ref 2](https://uidiscovery.com/media/captures/checkout-com/s-03.webp) [ref 3](https://uidiscovery.com/media/captures/checkout-com/s-04.webp) [ref 4](https://uidiscovery.com/media/captures/checkout-com/s-08.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 #000000 to #272932 with a soft #186aff 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 · 5. Content → photography
- Photography, seen in the capture (people, adult). (measured from the screenshot) Count: 1–3 key visuals; the rest are icons/avatars. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/checkout-com/s-05.webp)
- **Stock** — “small business owner at counter close up dark”: [Unsplash](https://unsplash.com/s/photos/small-business-owner-at-counter-close-up-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/small%20business%20owner%20at%20counter%20close%20up%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/small%20business%20owner%20at%20counter%20close%20up%20dark/?orientation=vertical)
- **Generate** — `Photograph: small business owner at counter close up. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Cool colour grade that sits on #000000, #186aff, #272932. 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 · 9. Blog → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: 1–3 key visuals; the rest are icons/avatars. Aspect: 3:2. Look first: [ref 1](https://uidiscovery.com/media/captures/checkout-com/s-09.webp)
- **Stock** — “abstract gradient editorial dark”: [Unsplash](https://unsplash.com/s/photos/abstract-gradient-editorial-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/abstract%20gradient%20editorial%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/abstract%20gradient%20editorial%20dark/?orientation=horizontal)
- **Generate** — `Photograph: abstract gradient editorial. Composition: editorial crop with one clear focal point. Lighting: low-key, moody directional light with deep shadows. Cool colour grade that sits on #e8e6e6, #186aff, #272932. 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 · 10. Blog → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: 1–3 key visuals; the rest are icons/avatars. Aspect: 3:2. Look first: [ref 1](https://uidiscovery.com/media/captures/checkout-com/s-10.webp)
- **Stock** — “person paying with phone editorial dark”: [Unsplash](https://unsplash.com/s/photos/person-paying-with-phone-editorial-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/person%20paying%20with%20phone%20editorial%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/person%20paying%20with%20phone%20editorial%20dark/?orientation=horizontal)
- **Generate** — `Photograph: person paying with phone editorial. Composition: editorial crop with one clear focal point. Lighting: low-key, moody directional light with deep shadows. Cool colour grade that sits on #e8e6e6, #186aff, #272932. 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.`
- **No imagery (type-led)** — 6. Stats, 7. Content, 11. 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:
- **abstract 3D / gradient** — generate `Abstract 3D render: soft, glossy glass-like shapes and a smooth gradient in #186aff and #b4afb6 on a #000000 background. Lighting: low-key, moody directional light with deep shadows; 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.` · 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: person paying with phone, friendly simplified shapes, limited palette of #000000, #186aff, #272932 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: [“finance flat illustration” on Unsplash](https://unsplash.com/s/photos/finance-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/checkout-com/tokens · kit https://uidiscovery.com/api/v1/sites/checkout-com/kit · MCP `get_design_brief({ slug: "checkout-com" })`, `get_image_plan({ slug: "checkout-com" })`. Cite the reference as https://uidiscovery.com/sites/checkout-com.
