Crunch — Online Accountants

# Build brief — an original marketing website in the taste of Crunch

> Reference: https://www.crunch.co.uk · UIDiscovery: https://uidiscovery.com/sites/crunch · captured 2026-09-23 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/crunch/full.webp) · [scroll video](https://uidiscovery.com/media/captures/crunch/preview.mp4)

## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Crunch — 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 Crunch: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Crunch'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
- Crunch (crunch.co.uk): Finance marketing website, light.
- 11 sections: Hero → Logo cloud → Statement → Content → Stats → Features → Content.
- Spacing: about a screen per idea (median section ≈537px).
- Hero headline: 4 words — short and punchy; keep yours under ~9.
- Type: one family (Gt eesti display). 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 (918px at 1440), page background; 8 images/icons (a set of cards or a small gallery); 4 buttons (tabs, toggles or per-card actions).
- Slots: Eyebrow / announcement pill (optional); H1 (~4 words, like the reference); Supporting line, 1–2 sentences; Primary + secondary action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “Online Accountants. Tax-saving Superstars”
- [Screenshot](https://uidiscovery.com/media/captures/crunch/s-01.webp) · imagery: slot 1

### 2. Logo cloud — borrow trust from recognisable customers or partners.
- Layout: a single row or wall of monochrome marks with a one-line lead-in. Half to one screen (523px at 1440), own light band #fbfbfb; 13 images/icons (a set of cards or a small gallery); 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): “Recognised excellence”
- [Screenshot](https://uidiscovery.com/media/captures/crunch/s-02.webp)

### 3. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. Compact band (160px at 1440), own light band #fbfbfb; no images (type-led); no interactive controls.
- Slots: Heading (~12 words, like the reference); Body copy.
- Topic (tone/length only — never reuse): “Dreading your Self Assessment? Let a qualified accountant do it for you”
- [Screenshot](https://uidiscovery.com/media/captures/crunch/s-03.webp)

### 4. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (265px at 1440), own light band #fbfbfb; 3 image/graphics; no interactive controls.
- Slots: Heading (~3 words, like the reference); Body copy; Supporting visual (see image plan).
- Topic (tone/length only — never reuse): “Fixed-fee pricing”
- [Screenshot](https://uidiscovery.com/media/captures/crunch/s-04.webp) · imagery: slot 2

### 5. Stats — prove scale or impact with a few big numbers.
- Layout: 3–4 large numerals with short labels in a row. Compact band (164px at 1440), own light band #fbfbfb; no images (type-led); no interactive controls.
- Slots: 3–4 numbers with short labels; Source/footnote if claims need it.
- [Screenshot](https://uidiscovery.com/media/captures/crunch/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 (764px at 1440), page background; 3 image/graphics; 3 text links instead of buttons; 4 headings → ~3 items under a title.
- Slots: Section title (~6 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “Real regulated accountants at every stage”
- [Screenshot](https://uidiscovery.com/media/captures/crunch/s-06.webp) · imagery: slot 3

### 7. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (779px at 1440), own light band #fbfbfb; no images (type-led); one primary button.
- Slots: Heading (~6 words, like the reference); Body copy; One primary action.
- Topic (tone/length only — never reuse): “See how Crunch works for you”
- [Screenshot](https://uidiscovery.com/media/captures/crunch/s-07.webp) · imagery: slot 4

### 8. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (776px at 1440), own light band #eeeeee; 4 images/icons (a set of cards or a small gallery); 4 text links instead of buttons.
- Slots: Heading (~4 words, like the reference); Body copy; Supporting visual (see image plan); Text link action.
- Topic (tone/length only — never reuse): “Real businesses, real growth”
- [Screenshot](https://uidiscovery.com/media/captures/crunch/s-08.webp) · imagery: slot 5

### 9. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (666px at 1440), page background; 6 images/icons (a set of cards or a small gallery); 3 text links instead of buttons.
- Slots: Heading (~4 words, like the reference); Body copy; Supporting visual (see image plan); Text link action.
- Topic (tone/length only — never reuse): “Explore our knowledge hub”
- [Screenshot](https://uidiscovery.com/media/captures/crunch/s-09.webp) · imagery: slot 6

### 10. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (537px at 1440), own light band #fbfbfb; 2 image/graphics; primary + secondary button, 64 links (link lists / navigation).
- Slots: Heading; Body copy; Supporting visual (see image plan); Primary + secondary action.
- [Screenshot](https://uidiscovery.com/media/captures/crunch/s-10.webp) · imagery: slot 2

### 11. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (225px at 1440), own light band #fbfbfb; 2 image/graphics; inline form (2 fields, e.g. email capture), one primary button.
- Slots: Heading; Body copy; Supporting visual (see image plan); One primary action.
- [Screenshot](https://uidiscovery.com/media/captures/crunch/s-11.webp)

Inner pages also captured (Product, Customers, About, Sign up, Blog, Enterprise, Careers, Contact): https://uidiscovery.com/sites/crunch?view=pages

## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#ffffff` | page background | — |
| foreground | `#0a032c` | body text, headings | 19.8:1 |
| accent | `#eb0052` | primary buttons, links, highlights — sparingly | 4.5:1 |
| surface | `#fbfbfb` | cards, inputs, alternate bands | text on it 19.1:1 |
| muted | `#eeeeee` | secondary text, borders | 1.2:1 — borders / large text only |

Captured palette: `#ffffff` `#0a032c` `#fbfbfb` `#25272d` `#eb0052` `#eeeeee`. Section bands top→bottom: `#ffffff` → `#fbfbfb` → `#eeeeee`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (light, warm) and proportions; swap the accent for the user's brand colour.

### Tokens
```css
:root {
  --background: #ffffff;
  --foreground: #0a032c;
  --accent: #eb0052;
  --surface: #fbfbfb;
  --muted: #eeeeee;
  --font-heading: "Inter", ui-sans-serif, system-ui, sans-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: **Inter** (Google Fonts) — reference uses Gt eesti display. “Gt eesti display” is likely a custom or licensed face. Inter is a neutral stand-in — pick a closer free match by eye from the screenshot.
- 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 ≈537px tall at 1440 (median; range 160–918px, 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. The background changes 6 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. Light-first; for a dark mode use a near-black (not #000) background, ~90% white text, lift surfaces with lightness not shadow, re-check the accent.

## 6. Imagery plan

Measured from 9 section screenshots: mostly **photography**, some typography with little or no imagery (light, warm, Finance). Still glance at the linked screenshots to match the exact mood.

### Slot 1 · 1. Hero → photography
- Photography, seen in the capture (people, adult). (measured from the screenshot) Count: a set of ~8 in one consistent style. Aspect: 16:9 full-bleed (or 21:9). Look first: [ref 1](https://uidiscovery.com/media/captures/crunch/s-01.webp)
- **Stock** — “person paying with phone”: [Unsplash](https://unsplash.com/s/photos/person-paying-with-phone?orientation=landscape) · [Pexels](https://www.pexels.com/search/person%20paying%20with%20phone/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/person%20paying%20with%20phone/?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: soft natural daylight, airy and high-key. Warm colour grade that sits on #ffffff, #eb0052, #fbfbfb. 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 · 4. Content, 10. Content → illustration (uncertain)
- Light Finance section with a few graphics — illustration, icon art or a product shot. Count: one consistent treatment across these sections. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/crunch/s-04.webp) [ref 2](https://uidiscovery.com/media/captures/crunch/s-10.webp)
- **Stock** — “finance flat illustration”: [Unsplash](https://unsplash.com/s/photos/finance-flat-illustration?orientation=portrait) · [Pexels](https://www.pexels.com/search/finance%20flat%20illustration/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/finance%20flat%20illustration/?orientation=vertical)
- **Generate** — `Flat vector illustration: person paying with phone, friendly simplified shapes, limited palette of #fbfbfb, #eb0052 plus one soft neutral, plenty of empty background, consistent line weight, warm mood. Aspect ratio 4:5. 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 3 · 6. 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/crunch/s-06.webp)
- **Stock** — “abstract gradient close up”: [Unsplash](https://unsplash.com/s/photos/abstract-gradient-close-up?orientation=landscape) · [Pexels](https://www.pexels.com/search/abstract%20gradient%20close%20up/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/abstract%20gradient%20close%20up/?orientation=horizontal)
- **Generate** — `Photograph: abstract gradient close up. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #ffffff, #eb0052, #fbfbfb. 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 4 · 7. Content → photography
- Photography, seen in the capture (plant, decorative plant). (measured from the screenshot) Count: 1. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/crunch/s-07.webp)
- **Stock** — “person paying with phone wide shot”: [Unsplash](https://unsplash.com/s/photos/person-paying-with-phone-wide-shot?orientation=portrait) · [Pexels](https://www.pexels.com/search/person%20paying%20with%20phone%20wide%20shot/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/person%20paying%20with%20phone%20wide%20shot/?orientation=vertical)
- **Generate** — `Photograph: person paying with phone wide shot. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #fbfbfb, #eb0052. 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 5 · 8. Content → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~4 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/crunch/s-08.webp)
- **Stock** — “small business owner at counter wide shot”: [Unsplash](https://unsplash.com/s/photos/small-business-owner-at-counter-wide-shot?orientation=portrait) · [Pexels](https://www.pexels.com/search/small%20business%20owner%20at%20counter%20wide%20shot/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/small%20business%20owner%20at%20counter%20wide%20shot/?orientation=vertical)
- **Generate** — `Photograph: small business owner at counter wide shot. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #eeeeee, #eb0052, #fbfbfb. 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 6 · 9. Content → photography
- Photography, seen in the capture (people, adult). (measured from the screenshot) Count: a set of ~6 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/crunch/s-09.webp)
- **Stock** — “abstract gradient wide shot”: [Unsplash](https://unsplash.com/s/photos/abstract-gradient-wide-shot?orientation=portrait) · [Pexels](https://www.pexels.com/search/abstract%20gradient%20wide%20shot/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/abstract%20gradient%20wide%20shot/?orientation=vertical)
- **Generate** — `Photograph: abstract gradient wide shot. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #ffffff, #eb0052, #fbfbfb. 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.`

- **Logos** — 2. 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).
- **No imagery (type-led)** — 3. Statement, 5. Stats, 11. 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:
- **abstract 3D / gradient** — generate `Abstract 3D render: soft, matte clay shapes and a smooth gradient in #eb0052 and #eeeeee on a #ffffff background. Lighting: soft natural daylight, airy and high-key; warm 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 gradient 3d” on Unsplash](https://unsplash.com/s/photos/abstract-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).

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More: tokens https://uidiscovery.com/api/v1/sites/crunch/tokens · kit https://uidiscovery.com/api/v1/sites/crunch/kit · MCP `get_design_brief({ slug: "crunch" })`, `get_image_plan({ slug: "crunch" })`. Cite the reference as https://uidiscovery.com/sites/crunch.