Checkpoint Research — SR&ED Tax Credit Consultants in Canada

# Build brief — an original marketing website in the taste of Checkpoint Research

> Reference: https://www.checkpointresearch.ca · UIDiscovery: https://uidiscovery.com/sites/checkpoint-research · captured 2026-09-23 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/checkpoint-research/full.png) · [scroll video](https://uidiscovery.com/media/captures/checkpoint-research/preview.mp4)

## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Checkpoint Research — 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 Checkpoint Research: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Checkpoint Research'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
- Checkpoint Research (checkpointresearch.ca): Finance marketing website, light.
- 14 sections: Hero → Logo cloud → Features → Content → Features → Call to action → Content → Stats → Content → Features.
- Spacing: short, dense bands (median section ≈468px).
- Hero headline: 6 words — short and punchy; keep yours under ~9.
- Type: Unbounded headings over Jet Brains Mono body. 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. About one full screen (900px at 1440), page background; 9 images/icons (a set of cards or a small gallery); primary + secondary button.
- Slots: Eyebrow / announcement pill (optional); H1 (~6 words, like the reference); Supporting line, 1–2 sentences; Primary + secondary action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “Your R&D. Our expertise. Zero anxiety.”
- [Screenshot](https://uidiscovery.com/media/captures/checkpoint-research/s-01.webp)

### 2. Logo cloud — borrow trust from recognisable customers or partners.
- Layout: a single row or wall of monochrome marks with a one-line lead-in. Compact band (299px at 1440), page background; 136 image elements (icons, logos, product UI — not 136 photos); no interactive controls.
- Slots: One-line lead-in (e.g. “Trusted by…”); 6–10 monochrome customer/partner marks (your own, with permission).
- [Screenshot](https://uidiscovery.com/media/captures/checkpoint-research/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. About one full screen (1000px at 1440), page background; 5 images/icons (a set of cards or a small gallery); no interactive controls; 5 headings → ~4 items under a title.
- Slots: Section title (~14 words, like the reference); 4 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “Why so many companies leave SR&ED capital on the table (or risk painful audits).”
- [Screenshot](https://uidiscovery.com/media/captures/checkpoint-research/s-03.webp)

### 4. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (258px at 1440), page background; no images (type-led); no interactive controls.
- Slots: Heading (~5 words, like the reference); Body copy.
- Topic (tone/length only — never reuse): “Deep Technical Translation. Frictionless Defense.”
- [Screenshot](https://uidiscovery.com/media/captures/checkpoint-research/s-04.webp) · imagery: slot 1

### 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. Compact band (260px at 1440), page background; 6 images/icons (a set of cards or a small gallery); no interactive controls; 3 headings → ~2 items under a title.
- Slots: Section title (~3 words, like the reference); 2 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “Peer-To-Peer Expertise”
- [Screenshot](https://uidiscovery.com/media/captures/checkpoint-research/s-05.webp) · imagery: slot 2

### 6. Call to action — close the page with one clear next step.
- Layout: short headline + one primary action on a contrasting band. Compact band (216px at 1440), page background; 6 images/icons (a set of cards or a small gallery); one primary button.
- Slots: Headline; One sentence of support; One primary action.
- [Screenshot](https://uidiscovery.com/media/captures/checkpoint-research/s-06.webp)

### 7. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (857px at 1440), page background; 24 image elements (icons, logos, product UI — not 24 photos); 6 buttons (tabs, toggles or per-card actions).
- Slots: Heading (~3 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “End-to-End SR&ED Solutions”
- [Screenshot](https://uidiscovery.com/media/captures/checkpoint-research/s-07.webp)

### 8. Stats — prove scale or impact with a few big numbers.
- Layout: 3–4 large numerals with short labels in a row. Compact band (294px 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): “Our Track Record”
- [Screenshot](https://uidiscovery.com/media/captures/checkpoint-research/s-08.webp)

### 9. Stats — prove scale or impact with a few big numbers.
- Layout: 3–4 large numerals with short labels in a row. Compact band (299px at 1440), page background; 12 images/icons (a set of cards or a small gallery); no interactive controls.
- Slots: 3–4 numbers with short labels; Source/footnote if claims need it.
- [Screenshot](https://uidiscovery.com/media/captures/checkpoint-research/s-09.webp)

### 10. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (468px at 1440), page background; 6 images/icons (a set of cards or a small gallery); 1 text link instead of buttons.
- Slots: Heading (~8 words, like the reference); Body copy; Supporting visual (see image plan); Text link action.
- Topic (tone/length only — never reuse): “Maximizing SR&ED in Agriculture without disrupting your harvest”
- [Screenshot](https://uidiscovery.com/media/captures/checkpoint-research/s-10.webp)

### 11. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (468px at 1440), page background; 6 images/icons (a set of cards or a small gallery); 1 text link instead of buttons.
- Slots: Heading (~10 words, like the reference); Body copy; Supporting visual (see image plan); Text link action.
- Topic (tone/length only — never reuse): “Funding the expensive gap between lab discoveries and commercial scale-up”
- [Screenshot](https://uidiscovery.com/media/captures/checkpoint-research/s-12.webp)

### 12. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (468px at 1440), page background; 6 images/icons (a set of cards or a small gallery); 1 text link instead of buttons.
- Slots: Heading (~8 words, like the reference); Body copy; Supporting visual (see image plan); Text link action.
- Topic (tone/length only — never reuse): “Claiming the hidden engineering costs of site adaptations”
- [Screenshot](https://uidiscovery.com/media/captures/checkpoint-research/s-13.webp)

### 13. 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, ≈1.9 screens (1700px at 1440), page background; 12 images/icons (a set of cards or a small gallery); one primary button; 6 headings → ~5 items under a title.
- Slots: Section title (~3 words, like the reference); 5 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “The Checkpoint Process”
- [Screenshot](https://uidiscovery.com/media/captures/checkpoint-research/s-16.webp)

### 14. 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 (620px at 1440), page background; 12 images/icons (a set of cards or a small gallery); one primary button.
- Slots: Section title; 2 items: icon or visual + short title + 1–2 line description; One primary action.
- [Screenshot](https://uidiscovery.com/media/captures/checkpoint-research/s-17.webp)

Inner pages also captured (Product, About, Sign up, Blog, Contact, Security): https://uidiscovery.com/sites/checkpoint-research?view=pages

## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#fffdfd` | page background | — |
| foreground | `#17171a` | body text, headings | 17.7:1 |
| accent | `#2552fc` | primary buttons, links, highlights — sparingly | 5.6:1 |
| surface | `#fffdfd` | cards, inputs, alternate bands | text on it 17.7:1 |
| muted | `#17171a` | secondary text, borders | 17.7:1 |

Captured palette: `#fffdfd` `#2552fc` `#17171a`. 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: #fffdfd;
  --foreground: #17171a;
  --accent: #2552fc;
  --surface: #fffdfd;
  --muted: #17171a;
  --font-heading: "Unbounded", ui-sans-serif, system-ui, sans-serif;
  --font-body: "JetBrains Mono", ui-monospace, monospace;
  --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: **Unbounded** (Google Fonts) — reference uses Unbounded. Free to use — load it directly.
- Body: **JetBrains Mono** (Google Fonts) — reference uses Jet Brains Mono. 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.

### Spacing & rhythm
Sections run ≈468px tall at 1440 (median; range 216–1700px, 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
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 12 section screenshots: mostly **typography with little or no imagery**, some photography (light, cool, Finance). Still glance at the linked screenshots to match the exact mood.

### Slot 1 · 4. Content → photography
- Photography, seen in the capture (blue sky). (measured from the screenshot) Count: 1. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/checkpoint-research/s-04.webp)
- **Stock** — “person paying with phone close up”: [Unsplash](https://unsplash.com/s/photos/person-paying-with-phone-close-up?orientation=portrait) · [Pexels](https://www.pexels.com/search/person%20paying%20with%20phone%20close%20up/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/person%20paying%20with%20phone%20close%20up/?orientation=vertical)
- **Generate** — `Photograph: person paying with phone close up. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #fffdfd, #2552fc. 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 2 · 5. Features → product UI (uncertain)
- Finance features with 6 image elements — most likely product UI screenshots/mockups plus icons. Count: a set of ~6 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/checkpoint-research/s-05.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 #fffdfd to #fffdfd with a soft #2552fc 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.

- **No imagery (type-led)** — 1. Hero, 3. Features, 6. Call to action, 7. Content, 8. Stats, 9. Stats, 10. Content, 11. Content, 12. Content, 13. Features, 14. 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.
- **Logos** — 2. Logo cloud: Never generate or stock-source logos. Use your real customers'/partners' marks with permission (monochrome, equal height), or neutral wordmark placeholders until you have them. Integration icons: each tool's official brand kit (Simple Icons is a quick start; trademarks still apply).

### 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 #2552fc and #17171a on a #fffdfd 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.` · 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: person paying with phone, friendly simplified shapes, limited palette of #fffdfd, #2552fc 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).

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More: tokens https://uidiscovery.com/api/v1/sites/checkpoint-research/tokens · kit https://uidiscovery.com/api/v1/sites/checkpoint-research/kit · MCP `get_design_brief({ slug: "checkpoint-research" })`, `get_image_plan({ slug: "checkpoint-research" })`. Cite the reference as https://uidiscovery.com/sites/checkpoint-research.