Preview the prompt +
# Build brief — an original marketing website in the taste of Clutch
> Reference: https://www.clutch.ca · UIDiscovery: https://uidiscovery.com/sites/clutch · captured 2026-09-23 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/clutch/full.webp) · [scroll video](https://uidiscovery.com/media/captures/clutch/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Clutch — 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 Clutch: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Clutch'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
- Clutch (clutch.ca): Shopping marketing website, dark, colorful.
- 7 sections: Hero → Features → Content → Statement → Showcase → Features → Logo cloud.
- Spacing: short, dense bands (median section ≈397px).
- Hero headline: 6 words — short and punchy; keep yours under ~9.
- Type: one family (Circular). 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. Compact band (397px at 1440), own light band #fafafa; 1 image/graphic; inline form (1 field, e.g. email capture), 7 buttons (tabs, toggles or per-card actions).
- 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): “Buy or sell your car online”
- [Screenshot](https://uidiscovery.com/media/captures/clutch/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 (290px at 1440), own light band #fafafa; 2 image/graphics; primary + secondary button.
- Slots: Section title (~7 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Every car you see is Clutch Certified.”
- [Screenshot](https://uidiscovery.com/media/captures/clutch/s-02.webp)
### 3. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (519px at 1440), own light band #fafafa; 3 image/graphics; 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): “How we do it”
- [Screenshot](https://uidiscovery.com/media/captures/clutch/s-03.webp) · imagery: slot 2
### 4. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. Compact band (274px at 1440), own light band #fafafa; no images (type-led); no interactive controls.
- Slots: Heading (~4 words, like the reference); Body copy.
- Topic (tone/length only — never reuse): “Why buy from Clutch?”
- [Screenshot](https://uidiscovery.com/media/captures/clutch/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 (662px at 1440), own light band #fafafa; 6 images/icons (a set of cards or a small gallery); form with 4 fields, 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): “Selling or trading?”
- [Screenshot](https://uidiscovery.com/media/captures/clutch/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. Half to one screen (575px at 1440), own light band #fafafa; 1 image/graphic; no interactive controls.
- Slots: Section title (~7 words, like the reference); 2 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “Why sell your car online to Clutch?”
- [Screenshot](https://uidiscovery.com/media/captures/clutch/s-06.webp)
### 7. 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 (204px at 1440), own light band #fafafa; 18 image elements (photo collage/gallery + small graphics); no interactive controls.
- Slots: One-line lead-in (e.g. “Trusted by…”); 6–10 monochrome customer/partner marks (your own, with permission).
- Topic (tone/length only — never reuse): “As featured in”
- [Screenshot](https://uidiscovery.com/media/captures/clutch/s-07.webp)
Inner pages also captured (Pricing, About, Blog, Careers, Contact, Shop, Security): https://uidiscovery.com/sites/clutch?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#606060` | page background | — |
| foreground | `#ffffff` | body text, headings | 6.3:1 |
| accent | `#ff464c` | primary buttons, links, highlights — sparingly | 1.9:1 ⚠ not for text; use as a fill with #111111 text (5.6:1) |
| surface | `#ce0b0b` | cards, inputs, alternate bands | text on it 5.7:1 |
| muted | `#191919` | secondary text, borders | 2.8:1 — borders / large text only |
Captured palette: `#606060` `#ffffff` `#191919` `#ff464c` `#ce0b0b` `#272727`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (dark, warm) and proportions; swap the accent for the user's brand colour.
### Tokens
```css
:root {
--background: #606060;
--foreground: #ffffff;
--accent: #ff464c;
--surface: #ce0b0b;
--muted: #191919;
--font-heading: "DM Sans", ui-sans-serif, system-ui, sans-serif;
--font-body: "DM Sans", 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 Circular. “Circular” is a licensed face — use DM Sans (or Plus Jakarta Sans) 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 ≈397px tall at 1440 (median; range 204–662px, 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
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 6 section screenshots: mostly **typography with little or no imagery**, some photography (dark, warm, Shopping). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 1. Hero → photography
- Photography, seen in the capture (wheel, tire, rim). (measured from the screenshot) Count: 1. Aspect: 3:2. Look first: [ref 1](https://uidiscovery.com/media/captures/clutch/s-01.webp)
- **Stock** — “product flat lay neutral background dark”: [Unsplash](https://unsplash.com/s/photos/product-flat-lay-neutral-background-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/product%20flat%20lay%20neutral%20background%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/product%20flat%20lay%20neutral%20background%20dark/?orientation=horizontal)
- **Generate** — `Photograph: product flat lay neutral background. 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. Warm colour grade that sits on #fafafa, #ff464c, #ce0b0b. 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. Content → photography
- Shopping references lean on photography. Count: a set of ~3 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/clutch/s-03.webp)
- **Stock** — “hands opening package dark”: [Unsplash](https://unsplash.com/s/photos/hands-opening-package-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/hands%20opening%20package%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/hands%20opening%20package%20dark/?orientation=vertical)
- **Generate** — `Photograph: hands opening package. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Warm colour grade that sits on #fafafa, #ff464c, #ce0b0b. 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 3 · 5. Showcase → photography
- Photography, seen in the capture (automobile, vehicle, car). (measured from the screenshot) Count: a set of ~6 in one consistent style. Aspect: 16:10. Look first: [ref 1](https://uidiscovery.com/media/captures/clutch/s-05.webp)
- **Stock** — “minimal store display close up dark”: [Unsplash](https://unsplash.com/s/photos/minimal-store-display-close-up-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/minimal%20store%20display%20close%20up%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/minimal%20store%20display%20close%20up%20dark/?orientation=horizontal)
- **Generate** — `Photograph: minimal store display close up. Composition: centred subject with even space around it. Lighting: low-key, moody directional light with deep shadows. Warm colour grade that sits on #fafafa, #ff464c, #ce0b0b. 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.`
- **No imagery (type-led)** — 2. Features, 4. Statement, 6. 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** — 7. 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, glossy glass-like shapes and a smooth gradient in #ff464c and #191919 on a #606060 background. Lighting: low-key, moody directional light with deep shadows; warm tone. Minimal and calm, generous negative space on one side for text. Aspect ratio 3:2. 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: product flat lay neutral background, friendly simplified shapes, limited palette of #fafafa, #ff464c, #ce0b0b plus one soft neutral, plenty of empty background, consistent line weight, warm mood. Aspect ratio 3:2. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.` · stock: [“shopping flat illustration” on Unsplash](https://unsplash.com/s/photos/shopping-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/clutch/tokens · kit https://uidiscovery.com/api/v1/sites/clutch/kit · MCP `get_design_brief({ slug: "clutch" })`, `get_image_plan({ slug: "clutch" })`. Cite the reference as https://uidiscovery.com/sites/clutch.
