Preview the prompt +
# Build brief — an original marketing website in the taste of Crisp
> Reference: https://crisp.chat · UIDiscovery: https://uidiscovery.com/sites/crisp · captured 2026-09-21 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/crisp/full.webp) · [scroll video](https://uidiscovery.com/media/captures/crisp/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Crisp — 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 Crisp: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Crisp'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
- Crisp (crisp.chat): AI marketing website, dark.
- 9 sections: Hero → Features → Content.
- Spacing: long, content-rich sections (median ≈1070px tall at 1440).
- Hero headline: 12 words — a full sentence; keep yours to one thought.
- Type: Crisp Inter headings over Crisp Aeonik Pro 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 (1070px at 1440), own light band #ffffff; 11 images/icons (a set of cards or a small gallery); 3 buttons (tabs, toggles or per-card actions).
- Slots: Eyebrow / announcement pill (optional); H1 (~12 words, like the reference); Supporting line, 1–2 sentences; Primary + secondary action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “Augment your customer experience. AI made to support your team & customers.”
- [Screenshot](https://uidiscovery.com/media/captures/crisp/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. About one full screen (1119px at 1440), own light band #ffffff; 9 images/icons (a set of cards or a small gallery); no interactive controls.
- Slots: Section title (~8 words, like the reference); 9 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “One platform to delight your teams and customers”
- [Screenshot](https://uidiscovery.com/media/captures/crisp/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 (689px at 1440), own light band #ffffff; 18 image elements (icons, logos, product UI — not 18 photos); one primary button; 5 headings → ~4 items under a title.
- Slots: Section title (~8 words, like the reference); 4 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “Build your perfect AI Agent in 4 steps”
- [Screenshot](https://uidiscovery.com/media/captures/crisp/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 (670px at 1440), own light band #fcfcfd; 9 images/icons (a set of cards or a small gallery); one primary button.
- Slots: Section title (~5 words, like the reference); 9 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “Centralize all your inbound messages”
- [Screenshot](https://uidiscovery.com/media/captures/crisp/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. Half to one screen (495px at 1440), own light band #fcfcfd; 5 images/icons (a set of cards or a small gallery); one primary button.
- Slots: Section title (~7 words, like the reference); 5 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “Let your users search for answers themselves”
- [Screenshot](https://uidiscovery.com/media/captures/crisp/s-05.webp)
### 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 (588px at 1440), own light band #fcfcfd; 5 images/icons (a set of cards or a small gallery); one primary button.
- Slots: Section title (~5 words, like the reference); 5 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “Craft tailor-made automated internal workflows”
- [Screenshot](https://uidiscovery.com/media/captures/crisp/s-06.webp)
### 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. Tall, ≈1.3 screens (1204px at 1440), own light band #ffffff; 10 images/icons (a set of cards or a small gallery); 4 buttons (tabs, toggles or per-card actions); 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; Primary + secondary action.
- Topic (tone/length only — never reuse): “As your business grows, you're facing more complex queries. Crisp makes it easy…”
- [Screenshot](https://uidiscovery.com/media/captures/crisp/s-07.webp)
### 8. 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 (1090px at 1440), own light band #ffffff; 6 images/icons (a set of cards or a small gallery); 3 text links instead of buttons.
- Slots: Section title (~10 words, like the reference); 6 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “Built for customer support, marketing, and sales teams. All together.”
- [Screenshot](https://uidiscovery.com/media/captures/crisp/s-08.webp) · imagery: slot 2
### 9. Content — supporting content that deepens one idea.
- Layout: text + media block. Tall, ≈1.4 screens (1299px at 1440), own light band #ffffff; 28 image elements (icons, logos, product UI — not 28 photos); one primary button.
- Slots: Heading (~7 words, like the reference); Body copy; Supporting visual (see image plan); One primary action.
- Topic (tone/length only — never reuse): “10,000 companies have already made the move”
- [Screenshot](https://uidiscovery.com/media/captures/crisp/s-09.webp) · imagery: slot 3
Inner pages also captured (Pricing, Product, Customers, About, Blog, Careers, Contact, Security): https://uidiscovery.com/sites/crisp?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#0d66e9` | page background | — |
| foreground | `#ffffff` | body text, headings | 5.1:1 |
| accent | `#030d26` | primary buttons, links, highlights — sparingly | 3.8:1 (large text / UI only) |
| surface | `#5d6b98` | cards, inputs, alternate bands | text on it 5.2:1 |
| muted | `#000000` | secondary text, borders | 4.1:1 — borders / large text only |
Captured palette: `#0d66e9` `#ffffff` `#030d26` `#000000` `#5d6b98` `#344055`. Section bands top→bottom: `#ffffff` → `#fcfcfd`. 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: #0d66e9;
--foreground: #ffffff;
--accent: #030d26;
--surface: #5d6b98;
--muted: #000000;
--font-heading: "Inter", 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: **Inter** (Google Fonts) — reference uses Crisp Inter. “Crisp Inter” is likely a custom or licensed face. Inter is a neutral stand-in — pick a closer free match by eye from the screenshot.
- Body: **Manrope** (Google Fonts) — reference uses Crisp Aeonik Pro. “Crisp Aeonik Pro” is a licensed face — use Manrope (or Figtree) 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.
### Spacing & rhythm
Sections run ≈1070px tall at 1440 (median; range 495–1299px, 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 5 section screenshots: mostly **typography with little or no imagery**, some photography (dark, cool, AI). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 1. Hero → illustration (uncertain)
- Light AI section with a few graphics — illustration, icon art or a product shot. Count: a set of ~11 in one consistent style. Aspect: 16:9 full-bleed (or 21:9). Look first: [ref 1](https://uidiscovery.com/media/captures/crisp/s-01.webp)
- **Stock** — “technology flat illustration”: [Unsplash](https://unsplash.com/s/photos/technology-flat-illustration?orientation=landscape) · [Pexels](https://www.pexels.com/search/technology%20flat%20illustration/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/technology%20flat%20illustration/?orientation=horizontal)
- **Generate** — `Flat vector illustration: abstract gradient mesh, friendly simplified shapes, limited palette of #ffffff, #030d26, #5d6b98 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.`
- Uncertain: this could equally be photography, a product shot or icon art — open the reference screenshots and match what you see.
### Slot 2 · 2. Features, 3. Features, 8. Features → product UI (uncertain)
- AI 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/crisp/s-02.webp) [ref 2](https://uidiscovery.com/media/captures/crisp/s-03.webp) [ref 3](https://uidiscovery.com/media/captures/crisp/s-08.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 #0d66e9 to #5d6b98 with a soft #030d26 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.
### Slot 3 · 9. 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/crisp/s-09.webp)
- **Stock** — “minimal desk with laptop wide shot dark”: [Unsplash](https://unsplash.com/s/photos/minimal-desk-with-laptop-wide-shot-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/minimal%20desk%20with%20laptop%20wide%20shot%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/minimal%20desk%20with%20laptop%20wide%20shot%20dark/?orientation=vertical)
- **Generate** — `Photograph: minimal desk with laptop wide shot. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Cool colour grade that sits on #ffffff, #030d26, #5d6b98. 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.`
- **No imagery (type-led)** — 4. Features, 5. Features, 6. Features, 7. 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.
### 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 #030d26 and #000000 on a #0d66e9 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)
- **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/crisp/tokens · kit https://uidiscovery.com/api/v1/sites/crisp/kit · MCP `get_design_brief({ slug: "crisp" })`, `get_image_plan({ slug: "crisp" })`. Cite the reference as https://uidiscovery.com/sites/crisp.
