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# Build brief — an original marketing website in the taste of Clay GTM
> Reference: https://www.clay.com · UIDiscovery: https://uidiscovery.com/sites/clay-gtm · captured 2026-09-21 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/clay-gtm/full.webp) · [scroll video](https://uidiscovery.com/media/captures/clay-gtm/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Clay GTM — 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 Clay GTM: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Clay GTM'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
- Clay GTM (clay.com): Marketing marketing website, dark.
- 9 sections: Hero → Content → Showcase → Features → Testimonials → Blog → Footer.
- Spacing: long, content-rich sections (median ≈1072px tall at 1440).
- Hero headline: 5 words — short and punchy; keep yours under ~9.
- Type: one family (Roobert). 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 (1072px at 1440), own dark band #035d44; 7 images/icons (a set of cards or a small gallery); 3 buttons (tabs, toggles or per-card actions).
- 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): “Build systems to grow revenue”
- [Screenshot](https://uidiscovery.com/media/captures/clay-gtm/s-01.webp) · imagery: slot 1
### 2. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (508px at 1440), own light band #ffffff; 67 image elements (icons, logos, product UI — not 67 photos); 10 buttons (tabs, toggles or per-card actions), 12 links (link lists / navigation).
- Slots: Heading; Body copy; Supporting visual (see image plan); Primary + secondary action.
- [Screenshot](https://uidiscovery.com/media/captures/clay-gtm/s-02.webp) · imagery: slot 2
### 3. Showcase — show the product (or the result) itself as proof.
- Layout: a large framed visual with a short caption or heading. About one full screen (1020px at 1440), own light band #ffffff; 26 image elements (icons, logos, product UI — not 26 photos); 35 buttons (tabs, toggles or per-card actions).
- Slots: Heading (~5 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “GTM engineers build on Clay”
- [Screenshot](https://uidiscovery.com/media/captures/clay-gtm/s-03.webp) · imagery: slot 2
### 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 (519px at 1440), own light band #ffffff; 2 image/graphics; inline form (1 field, e.g. email capture), 5 buttons (tabs, toggles or per-card actions).
- Slots: Section title (~6 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “What do you want to build?”
- [Screenshot](https://uidiscovery.com/media/captures/clay-gtm/s-04.webp)
### 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, ≈1.9 screens (1700px at 1440), own light band #ffffff; 24 image elements (icons, logos, product UI — not 24 photos); 8 buttons (tabs, toggles or per-card actions); 5 headings → ~4 items under a title.
- Slots: Section title (~10 words, like the reference); 4 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Build, test, and scale any GTM play you can imagine.”
- [Screenshot](https://uidiscovery.com/media/captures/clay-gtm/s-05.webp) · imagery: slot 2
### 6. 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 (1046px at 1440), own light band #ffffff; 7 images/icons (a set of cards or a small gallery); 1 text link instead of buttons.
- Slots: Section title (~7 words, like the reference); 7 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “Build systems that make reps more productive”
- [Screenshot](https://uidiscovery.com/media/captures/clay-gtm/s-06.webp) · imagery: slot 2
### 7. Testimonials — let real customers make the case in their own words.
- Layout: quote cards or a featured quote with name, role and avatar. Tall, ≈1.9 screens (1700px at 1440), own light band #ffffff; 16 image elements (icons, logos, product UI — not 16 photos); one primary button.
- Slots: Section title; 3 quotes: 1–3 sentences, name, role, company, avatar; Use real customer quotes only.
- Topic (tone/length only — never reuse): “Hear from the teams that grow with Clay”
- [Screenshot](https://uidiscovery.com/media/captures/clay-gtm/s-07.webp) · imagery: slot 3
### 8. Blog — signal an active, credible team through recent writing.
- Layout: 3-up card grid: image, title, meta. About one full screen (1094px at 1440), own light band #ffffff; 18 image elements (icons, logos, product UI — not 18 photos); 6 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): “Learn more about GTM engineering”
- [Screenshot](https://uidiscovery.com/media/captures/clay-gtm/s-08.webp) · imagery: slot 4
### 9. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. About one full screen (1111px at 1440), own light band #fffdf9; 6 images/icons (a set of cards or a small gallery); primary + secondary button, 67 links (link lists / navigation).
- Slots: Brand mark + one-line description; 3–5 link columns; Newsletter or contact (optional); Legal row + social icons.
- Topic (tone/length only — never reuse): “Turn your growth ideas into reality today”
- [Screenshot](https://uidiscovery.com/media/captures/clay-gtm/s-09.webp)
Inner pages also captured (Pricing, Product, Customers, About, Sign up, Blog, Docs, Enterprise, Careers, Contact): https://uidiscovery.com/sites/clay-gtm?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 | `#035d44` | primary buttons, links, highlights — sparingly | 2.7:1 ⚠ not for text; use as a fill with #ffffff text (7.9:1) |
| surface | `#000000` | cards, inputs, alternate bands | text on it 21.0:1 |
| muted | `#79756d` | secondary text, borders | 4.6:1 |
Captured palette: `#000000` `#f4f3f0` `#ffffff` `#79756d` `#fefdfb` `#035d44`. Section bands top→bottom: `#035d44` → `#ffffff` → `#fffdf9`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (dark, natural, earthy) and proportions; swap the accent for the user's brand colour.
### Tokens
```css
:root {
--background: #000000;
--foreground: #ffffff;
--accent: #035d44;
--surface: #000000;
--muted: #79756d;
--font-heading: "Manrope", ui-sans-serif, system-ui, sans-serif;
--font-body: "Manrope", 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: 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(2.75rem, 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 ≈1072px tall at 1440 (median; range 508–1700px, captures cap at 1700px) — long, content-rich chapters. Start with 96–128px 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. Dark-first; for a light mode swap background ↔ foreground, lighten the surface, keep the accent and re-check contrast.
## 6. Imagery plan
Measured from 4 section screenshots: mostly **photography**, some typography with little or no imagery (dark, natural, earthy, Marketing). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 1. Hero → photography
- Photography, seen in the capture (liquid, water, water body). (measured from the screenshot) Count: a set of ~7 in one consistent style. Aspect: 16:9 full-bleed (or 21:9). Look first: [ref 1](https://uidiscovery.com/media/captures/clay-gtm/s-01.webp)
- **Stock** — “abstract gradient mesh dark”: [Unsplash](https://unsplash.com/s/photos/abstract-gradient-mesh-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/abstract%20gradient%20mesh%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/abstract%20gradient%20mesh%20dark/?orientation=horizontal)
- **Generate** — `Photograph: abstract gradient mesh. 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. Natural, earthy colour grade that sits on #035d44, #000000. 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. Content, 3. Showcase, 5. Features, 6. Features → product UI (uncertain)
- Marketing sections with many image elements — most likely product UI screenshots/mockups plus icons. Count: one consistent treatment across these sections. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/clay-gtm/s-02.webp) [ref 2](https://uidiscovery.com/media/captures/clay-gtm/s-03.webp) [ref 3](https://uidiscovery.com/media/captures/clay-gtm/s-05.webp) [ref 4](https://uidiscovery.com/media/captures/clay-gtm/s-06.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 #000000 with a soft #035d44 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 4:5. 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 · 7. Testimonials → portraits
- Portrait photography, seen in the capture. (measured from the screenshot) Count: 1–3 key visuals; the rest are icons/avatars. Aspect: 1:1 (avatars) or 4:5 (portraits). Look first: [ref 1](https://uidiscovery.com/media/captures/clay-gtm/s-07.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 #000000, natural, earthy 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.
### Slot 4 · 8. 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/clay-gtm/s-08.webp)
- **Stock** — “3d glass shapes render editorial dark”: [Unsplash](https://unsplash.com/s/photos/3d-glass-shapes-render-editorial-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/3d%20glass%20shapes%20render%20editorial%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/3d%20glass%20shapes%20render%20editorial%20dark/?orientation=horizontal)
- **Generate** — `Photograph: 3d glass shapes render editorial. Composition: editorial crop with one clear focal point. Lighting: low-key, moody directional light with deep shadows. Natural, earthy colour grade that sits on #ffffff, #035d44, #000000. 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)** — 4. 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.
- **Icons** — 9. 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 #035d44 and #79756d on a #000000 background. Lighting: low-key, moody directional light with deep shadows; natural, earthy 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: abstract gradient mesh, friendly simplified shapes, limited palette of #035d44, #000000 plus one soft neutral, plenty of empty background, consistent line weight, natural, earthy mood. Aspect ratio 16:9. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.` · stock: [“technology flat illustration” on Unsplash](https://unsplash.com/s/photos/technology-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/clay-gtm/tokens · kit https://uidiscovery.com/api/v1/sites/clay-gtm/kit · MCP `get_design_brief({ slug: "clay-gtm" })`, `get_image_plan({ slug: "clay-gtm" })`. Cite the reference as https://uidiscovery.com/sites/clay-gtm.
