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# Build brief — an original marketing website in the taste of Clover Health
> Reference: https://www.cloverhealth.com · UIDiscovery: https://uidiscovery.com/sites/clover-health · captured 2026-09-23 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/clover-health/full.webp) · [scroll video](https://uidiscovery.com/media/captures/clover-health/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Clover Health — 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 Clover Health: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Clover Health'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
- Clover Health (cloverhealth.com): Finance marketing website, dark, colorful.
- 9 sections: Hero → Features → About → Showcase → Features → Content.
- Spacing: short, dense bands (median section ≈455px).
- Hero headline: 7 words — short and punchy; keep yours under ~9.
- Type: one family (Calibre). 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 (700px at 1440), own light band #f3faf8; 2 image/graphics; inline form (2 fields, e.g. email capture), one primary button.
- Slots: Eyebrow / announcement pill (optional); H1 (~7 words, like the reference); Supporting line, 1–2 sentences; One primary action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “Get the Medicare Coverage You’ve Been Missing”
- [Screenshot](https://uidiscovery.com/media/captures/clover-health/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. Compact band (215px at 1440), own light band #f3faf8; 3 image/graphics; 3 text links instead of buttons; 3 headings → ~2 items under a title.
- Slots: Section title (~5 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “Dental, Vision, OTC, & More”
- [Screenshot](https://uidiscovery.com/media/captures/clover-health/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. Half to one screen (450px at 1440), own light band #f3faf8; 3 image/graphics; form with 4 fields, primary + secondary button; 3 headings → ~2 items under a title.
- 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): “Your Free Medicare Guide Is Here”
- [Screenshot](https://uidiscovery.com/media/captures/clover-health/s-03.webp) · imagery: slot 2
### 4. About — tell the story or mission behind the brand.
- Layout: text block with a supporting image. Half to one screen (534px at 1440), own light band #f3faf8; 4 images/icons (a set of cards or a small gallery); 1 text link instead of buttons.
- Slots: Heading (~3 words, like the reference); Body copy; Supporting visual (see image plan); Text link action.
- Topic (tone/length only — never reuse): “Medicare Done Differently”
- [Screenshot](https://uidiscovery.com/media/captures/clover-health/s-04.webp)
### 5. Showcase — show the product (or the result) itself as proof.
- Layout: a large framed visual with a short caption or heading. Half to one screen (455px at 1440), own light band #f3faf8; 4 images/icons (a set of cards or a small gallery); primary + secondary button.
- Slots: Heading (~4 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “Clover LiveHealthy Rewards Program”
- [Screenshot](https://uidiscovery.com/media/captures/clover-health/s-05.webp) · imagery: slot 3
### 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. Compact band (355px at 1440), own light band #f3faf8; 14 images/icons (a set of cards or a small gallery); primary + secondary button.
- Slots: Section title (~5 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “What Our Members Are Saying”
- [Screenshot](https://uidiscovery.com/media/captures/clover-health/s-06.webp) · imagery: slot 4
### 7. 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 (178px at 1440), own light band #f3faf8; 1 image/graphic; primary + secondary button.
- Slots: Section title (~8 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Find out if Clover is right for you.”
- [Screenshot](https://uidiscovery.com/media/captures/clover-health/s-07.webp)
### 8. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (768px at 1440), own dark band #0f4d43; 5 images/icons (a set of cards or a small gallery); 27 links (link lists / navigation).
- Slots: Heading (~3 words, like the reference); Body copy; Supporting visual (see image plan); Text link action.
- Topic (tone/length only — never reuse): “Clover Health”
- [Screenshot](https://uidiscovery.com/media/captures/clover-health/s-08.webp) · imagery: slot 5
### 9. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (480px at 1440), own dark band #0f4d43; no images (type-led); 1 text link instead of buttons.
- Slots: Heading; Body copy; Text link action.
- [Screenshot](https://uidiscovery.com/media/captures/clover-health/s-09.webp)
Inner pages also captured (Pricing, About, Blog, Docs, Contact, Security): https://uidiscovery.com/sites/clover-health?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#525251` | page background | — |
| foreground | `#ffffff` | body text, headings | 7.8:1 |
| accent | `#ffffff` | none captured — monochrome. Primary buttons invert (foreground fill, background text); add your brand colour only for small highlights | — |
| surface | `#663399` | cards, inputs, alternate bands | text on it 8.4:1 |
| muted | `#b2e6d3` | secondary text, borders | 5.6:1 |
Captured palette: `#525251` `#f3faf8` `#663399` `#0f4d43` `#ffffff` `#b2e6d3`. Section bands top→bottom: `#f3faf8` → `#0f4d43`. 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: #525251;
--foreground: #ffffff;
--accent: #ffffff;
--surface: #663399;
--muted: #b2e6d3;
--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 Calibre. “Calibre” 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(2.5rem, 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 ≈455px tall at 1440 (median; range 178–768px, 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. 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
Confident colour blocks — let full-bleed colour bands and big shapes carry the personality. 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 7 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: a set of ~2 in one consistent style. Aspect: 3:2. Look first: [ref 1](https://uidiscovery.com/media/captures/clover-health/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 #f3faf8, #ffffff, #663399. 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 · 3. 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/clover-health/s-03.webp)
- **Stock** — “abstract gradient dark”: [Unsplash](https://unsplash.com/s/photos/abstract-gradient-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/abstract%20gradient%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/abstract%20gradient%20dark/?orientation=horizontal)
- **Generate** — `Photograph: abstract gradient. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Cool colour grade that sits on #f3faf8, #ffffff, #663399. 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 · 5. Showcase → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~4 in one consistent style. Aspect: 16:10. Look first: [ref 1](https://uidiscovery.com/media/captures/clover-health/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=landscape) · [Pexels](https://www.pexels.com/search/small%20business%20owner%20at%20counter%20close%20up%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/small%20business%20owner%20at%20counter%20close%20up%20dark/?orientation=horizontal)
- **Generate** — `Photograph: small business owner at counter close up. Composition: centred subject with even space around it. Lighting: low-key, moody directional light with deep shadows. Cool colour grade that sits on #f3faf8, #ffffff, #663399. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 16:10. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`
### Slot 4 · 6. Features → photography
- Photography, seen in the capture (people, adult). (measured from the screenshot) Count: a set of ~14 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/clover-health/s-06.webp)
- **Stock** — “abstract gradient close up dark”: [Unsplash](https://unsplash.com/s/photos/abstract-gradient-close-up-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/abstract%20gradient%20close%20up%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/abstract%20gradient%20close%20up%20dark/?orientation=horizontal)
- **Generate** — `Photograph: abstract gradient close up. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Cool colour grade that sits on #f3faf8, #ffffff, #663399. 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 · 8. Content → abstract 3D / gradient (uncertain)
- Dark Finance section with a few graphics — typically abstract 3D/gradient art or a product shot. Count: a set of ~5 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/clover-health/s-08.webp)
- **Stock** — “abstract dark gradient 3d”: [Unsplash](https://unsplash.com/s/photos/abstract-dark-gradient-3d?orientation=portrait) · [Pexels](https://www.pexels.com/search/abstract%20dark%20gradient%203d/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/abstract%20dark%20gradient%203d/?orientation=vertical)
- **Generate** — `Abstract 3D render: soft, glossy glass-like shapes and a smooth gradient in #b2e6d3 and #663399 on a #525251 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 4:5. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`
- **No imagery (type-led)** — 2. Features, 4. About, 7. Features, 9. 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.
### 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: person paying with phone, friendly simplified shapes, limited palette of #f3faf8, #ffffff, #663399 plus one soft neutral, plenty of empty background, consistent line weight, cool mood. Aspect ratio 3:2. 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/clover-health/tokens · kit https://uidiscovery.com/api/v1/sites/clover-health/kit · MCP `get_design_brief({ slug: "clover-health" })`, `get_image_plan({ slug: "clover-health" })`. Cite the reference as https://uidiscovery.com/sites/clover-health.
