Preview the prompt +
# Build brief — an original marketing website in the taste of Craft
> Reference: https://www.craft.do · UIDiscovery: https://uidiscovery.com/sites/craft · captured 2026-09-21 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/craft/full.webp) · [scroll video](https://uidiscovery.com/media/captures/craft/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Craft — 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 Craft: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Craft'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
- Craft (craft.do): Productivity marketing website, dark, serif.
- 4 sections: Hero → Content → Features.
- Spacing: about a screen per idea (median section ≈828px).
- Hero headline: 8 words — short and punchy; keep yours under ~9.
- Type: Untitled Serif Font headings over Untitled Sans Font body. Imagery: mostly photography, some product UI screenshots/mockups.
## 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 (828px at 1440), own light band #fcf9f7; 9 images/icons (a set of cards or a small gallery); one primary button.
- Slots: Eyebrow / announcement pill (optional); H1 (~8 words, like the reference); Supporting line, 1–2 sentences; One primary action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “Your space for notes, tasks, and big ideas”
- [Screenshot](https://uidiscovery.com/media/captures/craft/s-01.webp) · imagery: slot 1
### 2. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (860px at 1440), own light band #fcf9f7; 68 image elements (icons, logos, product UI — not 68 photos); no interactive controls.
- Slots: Heading (~4 words, like the reference); Body copy; Supporting visual (see image plan).
- Topic (tone/length only — never reuse): “How people use Craft”
- [Screenshot](https://uidiscovery.com/media/captures/craft/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. Half to one screen (665px at 1440), own light band #fcf9f7; 35 image elements (icons, logos, product UI — not 35 photos); no interactive controls.
- Slots: Section title (~6 words, like the reference); 3 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “Structure That Adapts to Your Thinking”
- [Screenshot](https://uidiscovery.com/media/captures/craft/s-03.webp) · imagery: slot 3
### 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 (639px at 1440), own light band #fcf9f7; 38 image elements (icons, logos, product UI — not 38 photos); one primary button.
- Slots: Section title (~4 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “Make it unmistakably yours”
- [Screenshot](https://uidiscovery.com/media/captures/craft/s-04.webp) · imagery: slot 3
Inner pages also captured (Pricing, Product, About, Sign up, Blog, Careers, Security): https://uidiscovery.com/sites/craft?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#030302` | page background | — |
| foreground | `#ffffff` | body text, headings | 20.6:1 |
| accent | `#0087ff` | primary buttons, links, highlights — sparingly | 5.8:1 |
| surface | `#1f2225` | cards, inputs, alternate bands | text on it 16.0:1 |
| muted | `#9bd8a9` | secondary text, borders | 12.6:1 |
Captured palette: `#030302` `#fcf9f7` `#9bd8a9` `#1f2225` `#ffffff` `#0087ff`. 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: #030302;
--foreground: #ffffff;
--accent: #0087ff;
--surface: #1f2225;
--muted: #9bd8a9;
--font-heading: "Source Serif 4", ui-serif, Georgia, 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: **Source Serif 4** (Google Fonts) — reference uses Untitled Serif Font. “Untitled Serif Font” is likely a custom or licensed face. Source Serif 4 is a neutral stand-in — pick a closer free match by eye from the screenshot.
- Body: **Inter** (Google Fonts) — reference uses Untitled Sans Font. “Untitled Sans Font” is a licensed face — use Inter (or Hanken Grotesk) as the free stand-in, or license the original.
- 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.
- The serif headings are central to the tone — keep a serif display face even if you swap the family.
### Spacing & rhythm
Sections run ≈828px tall at 1440 (median; range 639–860px, 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. 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. Dark-first; for a light mode swap background ↔ foreground, lighten the surface, keep the accent and re-check contrast.
## 6. Imagery plan
Best guess: mostly **photography**, some product UI screenshots/mockups (dark, cool, Productivity). Inferred from element counts, colours and industry — not from the pixels — so open the linked screenshots and match the real style before sourcing anything.
### Slot 1 · 1. Hero → photography
- Photography, seen in the capture (map). (measured from the screenshot) Count: a set of ~9 in one consistent style. Aspect: 16:9 full-bleed (or 21:9). Look first: [ref 1](https://uidiscovery.com/media/captures/craft/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. Cool colour grade that sits on #fcf9f7, #0087ff, #1f2225. 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 → photography
- Photography, seen in the capture (people). (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/craft/s-02.webp)
- **Stock** — “3d glass shapes render dark”: [Unsplash](https://unsplash.com/s/photos/3d-glass-shapes-render-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/3d%20glass%20shapes%20render%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/3d%20glass%20shapes%20render%20dark/?orientation=vertical)
- **Generate** — `Photograph: 3d glass shapes render. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Cool colour grade that sits on #fcf9f7, #0087ff, #1f2225. 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 · 3. Features, 4. Features → product UI (uncertain)
- Productivity 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/craft/s-03.webp) [ref 2](https://uidiscovery.com/media/captures/craft/s-04.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 #030302 to #1f2225 with a soft #0087ff 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.
### 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 #0087ff and #9bd8a9 on a #030302 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: abstract gradient mesh, friendly simplified shapes, limited palette of #fcf9f7, #0087ff, #1f2225 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: [“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).
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More: tokens https://uidiscovery.com/api/v1/sites/craft/tokens · kit https://uidiscovery.com/api/v1/sites/craft/kit · MCP `get_design_brief({ slug: "craft" })`, `get_image_plan({ slug: "craft" })`. Cite the reference as https://uidiscovery.com/sites/craft.
