Preview the prompt +
# Build brief — an original marketing website in the taste of Destigmatize
> Reference: https://destigmatize.ca · UIDiscovery: https://uidiscovery.com/sites/destigmatize · captured 2026-09-22 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/destigmatize/full.webp) · [scroll video](https://uidiscovery.com/media/captures/destigmatize/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Destigmatize — 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 Destigmatize: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Destigmatize'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
- Destigmatize (destigmatize.ca): Design & Agency marketing website, dark, serif, award winner.
- 5 sections: Hero → Content → Features → Statement.
- Spacing: about a screen per idea (median section ≈900px).
- Hero headline: 6 words — short and punchy; keep yours under ~9.
- Type: Domaine headings over TWKEverett body. Imagery: mostly photography, some abstract 3D / gradient art.
## 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 (900px at 1440), own dark band #130b07; 16 image elements (photo collage/gallery + small graphics); no interactive controls.
- Slots: Eyebrow / announcement pill (optional); H1 (~6 words, like the reference); Supporting line, 1–2 sentences; Primary action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “RAISE YOUR VOICE AGAINST HIV STIGMA”
- [Screenshot](https://uidiscovery.com/media/captures/destigmatize/s-01.webp) · imagery: slot 1
### 2. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (605px at 1440), own dark band #130b07; 2 image/graphics; one primary button.
- Slots: Heading; Body copy; Supporting visual (see image plan); One primary action.
- [Screenshot](https://uidiscovery.com/media/captures/destigmatize/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. Tall, ≈1.9 screens (1700px at 1440), own dark band #130b07; 4 images/icons (a set of cards or a small gallery); primary + secondary button; 3 headings → ~2 items under a title.
- Slots: Section title (~3 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Stigma”
- [Screenshot](https://uidiscovery.com/media/captures/destigmatize/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. Tall, ≈1.9 screens (1700px at 1440), own dark band #130b07; 5 images/icons (a set of cards or a small gallery); primary + secondary button; 4 headings → ~3 items under a title.
- Slots: Section title (~3 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Disclosure”
- [Screenshot](https://uidiscovery.com/media/captures/destigmatize/s-04.webp) · imagery: slot 4
### 5. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. Compact band (281px at 1440), own dark band #130b07; no images (type-led); no interactive controls.
- Slots: Heading; Body copy.
- [Screenshot](https://uidiscovery.com/media/captures/destigmatize/s-06.webp) · imagery: slot 5
Inner pages also captured (About, Security): https://uidiscovery.com/sites/destigmatize?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#ffcea3` | page background | — |
| foreground | `#000000` | body text, headings | 14.6:1 |
| accent | `#ed3e35` | primary buttons, links, highlights — sparingly | 2.7:1 ⚠ not for text; use as a fill with #111111 text (4.8:1) |
| surface | `#ffcea3` | cards, inputs, alternate bands | text on it 14.6:1 |
| muted | `#130b07` | secondary text, borders | 13.5:1 |
Captured palette: `#ffcea3` `#130b07` `#000000` `#ed3e35`. 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: #ffcea3;
--foreground: #000000;
--accent: #ed3e35;
--surface: #ffcea3;
--muted: #130b07;
--font-heading: "Fraunces", ui-serif, Georgia, serif;
--font-body: "Hanken Grotesk", 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: **Fraunces** (Google Fonts) — reference uses Domaine. “Domaine” is a licensed face — use Fraunces (or Instrument Serif) as the free stand-in, or license the original.
- Body: **Hanken Grotesk** (Google Fonts) — reference uses TWKEverett. “TWKEverett” is a licensed face — use Hanken Grotesk (or Inter) as the free stand-in, or license the original.
- 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.
- The serif headings are central to the tone — keep a serif display face even if you swap the family.
### Spacing & rhythm
Sections run ≈900px tall at 1440 (median; range 281–1700px, 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
On dark, separate layers with 1px borders at ~8–12% white and soft glows instead of drop shadows; expressive layout and motion are part of the appeal — study the scroll video, but keep motion subtle and respect prefers-reduced-motion. 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 3 section screenshots: mostly **photography**, some abstract 3D / gradient art (dark, warm, Design & Agency). 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 collage of several photos with one consistent colour grade. Aspect: 16:9 full-bleed (or 21:9). Look first: [ref 1](https://uidiscovery.com/media/captures/destigmatize/s-01.webp)
- **Stock** — “design studio workspace dark”: [Unsplash](https://unsplash.com/s/photos/design-studio-workspace-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/design%20studio%20workspace%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/design%20studio%20workspace%20dark/?orientation=horizontal)
- **Generate** — `Photograph: design studio workspace. 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 #130b07, #ed3e35, #ffcea3. 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
- Design & Agency references lean on photography. Count: a set of ~2 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/destigmatize/s-02.webp)
- **Stock** — “architectural detail shadow dark”: [Unsplash](https://unsplash.com/s/photos/architectural-detail-shadow-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/architectural%20detail%20shadow%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/architectural%20detail%20shadow%20dark/?orientation=vertical)
- **Generate** — `Photograph: architectural detail shadow. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Warm colour grade that sits on #130b07, #ed3e35, #ffcea3. 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 → photography
- Design & Agency references lean on photography. Count: a set of ~4 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/destigmatize/s-03.webp)
- **Stock** — “creative team at work dark”: [Unsplash](https://unsplash.com/s/photos/creative-team-at-work-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/creative%20team%20at%20work%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/creative%20team%20at%20work%20dark/?orientation=horizontal)
- **Generate** — `Photograph: creative team at work. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Warm colour grade that sits on #130b07, #ed3e35, #ffcea3. 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 · 4. Features → photography
- Photography, seen in the capture (people, adult, furniture). (measured from the screenshot) Count: a set of ~5 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/destigmatize/s-04.webp)
- **Stock** — “design studio workspace close up dark”: [Unsplash](https://unsplash.com/s/photos/design-studio-workspace-close-up-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/design%20studio%20workspace%20close%20up%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/design%20studio%20workspace%20close%20up%20dark/?orientation=horizontal)
- **Generate** — `Photograph: design studio workspace close up. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Warm colour grade that sits on #130b07, #ed3e35, #ffcea3. 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 · 5. Statement → abstract 3D / gradient
- Abstract art — gradient, 3D or atmospheric graphics, seen in the capture. (measured from the screenshot) Count: 1. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/destigmatize/s-06.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 #ed3e35 and #130b07 on a #ffcea3 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 4:5. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`
### 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: design studio workspace, friendly simplified shapes, limited palette of #130b07, #ed3e35, #ffcea3 plus one soft neutral, plenty of empty background, consistent line weight, warm mood. Aspect ratio 16:9. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.` · stock: [“lifestyle flat illustration” on Unsplash](https://unsplash.com/s/photos/lifestyle-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/destigmatize/tokens · kit https://uidiscovery.com/api/v1/sites/destigmatize/kit · MCP `get_design_brief({ slug: "destigmatize" })`, `get_image_plan({ slug: "destigmatize" })`. Cite the reference as https://uidiscovery.com/sites/destigmatize.
