Preview the prompt +
# Build brief — an original marketing website in the taste of Dig
> Reference: https://www.diginn.com · UIDiscovery: https://uidiscovery.com/sites/dig · captured 2026-09-22 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/dig/full.webp) · [scroll video](https://uidiscovery.com/media/captures/dig/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Dig — 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 Dig: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Dig'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
- Dig (diginn.com): Food & Drink marketing website, dark.
- 9 sections: Hero → Features → Call to action → Testimonials → Features → Call to action → Statement.
- Spacing: about a screen per idea (median section ≈741px).
- Hero headline: 3 words — short and punchy; keep yours under ~9.
- Type: one family (Flama). 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 (900px at 1440), page background; 3 image/graphics; primary + secondary button.
- Slots: Eyebrow / announcement pill (optional); H1 (~3 words, like the reference); Supporting line, 1–2 sentences; Primary + secondary action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “FALL. IN SEASON.”
- [Screenshot](https://uidiscovery.com/media/captures/dig/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. Tall, ≈1.3 screens (1209px at 1440), page background; 21 image elements (photo collage/gallery + small graphics); no interactive controls; 6 headings → ~5 items under a title.
- Slots: Section title (~4 words, like the reference); 5 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “SCRATCH-MADE FOOD, DONE RIGHT.”
- [Screenshot](https://uidiscovery.com/media/captures/dig/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 (741px at 1440), own dark band #1a1a1a; 3 image/graphics; 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): “CATERING THAT'S A CROWD-PLEASER.”
- [Screenshot](https://uidiscovery.com/media/captures/dig/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 (720px at 1440), own dark band #1a1a1a; 3 image/graphics; 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): “SQUASH. MEET MAPLE TAHINI.”
- [Screenshot](https://uidiscovery.com/media/captures/dig/s-04.webp) · imagery: slot 4
### 5. Call to action — close the page with one clear next step.
- Layout: short headline + one primary action on a contrasting band. About one full screen (923px at 1440), own dark band #1a1a1a; 3 image/graphics; one primary button.
- Slots: Headline (~5 words, like the reference); One sentence of support; One primary action.
- Topic (tone/length only — never reuse): “MADE FROM SCRATCH, WITH PURPOSE”
- [Screenshot](https://uidiscovery.com/media/captures/dig/s-05.webp) · imagery: slot 5
### 6. Testimonials — let real customers make the case in their own words.
- Layout: quote cards or a featured quote with name, role and avatar. Compact band (236px at 1440), own light band #e6f0e7; no images (type-led); no interactive controls.
- Slots: Section title; 3 quotes: 1–3 sentences, name, role, company, avatar; Use real customer quotes only.
- Topic (tone/length only — never reuse): “SATISFACTION GUARANTEED. SERIOUSLY”
- [Screenshot](https://uidiscovery.com/media/captures/dig/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. Compact band (308px at 1440), own light band #e6f0e7; 3 image/graphics; no interactive controls; 3 headings → ~2 items under a title.
- Slots: Section title (~5 words, like the reference); 2 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “HOOKED FROM THE FIRST BITE”
- [Screenshot](https://uidiscovery.com/media/captures/dig/s-07.webp) · imagery: slot 6
### 8. Call to action — close the page with one clear next step.
- Layout: short headline + one primary action on a contrasting band. Half to one screen (554px at 1440), page background; no images (type-led); no interactive controls.
- Slots: Headline (~3 words, like the reference); One sentence of support; Primary action.
- Topic (tone/length only — never reuse): “SUBSCRIBE FOR UPDATES”
- [Screenshot](https://uidiscovery.com/media/captures/dig/s-08.webp)
### 9. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. Half to one screen (757px at 1440), own light band #a8d6ae; 10 images/icons (a set of cards or a small gallery); 2 text links instead of buttons.
- Slots: Heading (~3 words, like the reference); Body copy; Supporting visual (see image plan); Text link action.
- Topic (tone/length only — never reuse): “TREAT YOURSELF.”
- [Screenshot](https://uidiscovery.com/media/captures/dig/s-09.webp) · imagery: slot 7
Inner pages also captured (About, Log in, Careers, Contact, Security): https://uidiscovery.com/sites/dig?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#005740` | page background | — |
| foreground | `#ffffff` | body text, headings | 8.6:1 |
| accent | `#ffffff` | none captured — monochrome. Primary buttons invert (foreground fill, background text); add your brand colour only for small highlights | — |
| surface | `#005740` | cards, inputs, alternate bands | text on it 8.6:1 |
| muted | `#a8d6ae` | secondary text, borders | 5.3:1 |
Captured palette: `#005740` `#1a1a1a` `#000000` `#a8d6ae` `#090a0b` `#ffffff`. Section bands top→bottom: `#1a1a1a` → `#e6f0e7` → `#a8d6ae`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (dark, natural, earthy) and proportions; swap the accent for the user's brand colour.
### Tokens
```css
:root {
--background: #005740;
--foreground: #ffffff;
--accent: #ffffff;
--surface: #005740;
--muted: #a8d6ae;
--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 Flama. “Flama” 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 ≈741px tall at 1440 (median; range 236–1209px, 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 1 time 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 6 section screenshots: mostly **photography**, some typography with little or no imagery (dark, natural, earthy, Food & Drink). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 1. Hero → photography
- Food & Drink references lean on photography. Count: a set of ~3 in one consistent style. Aspect: 16:9 full-bleed (or 21:9). Look first: [ref 1](https://uidiscovery.com/media/captures/dig/s-01.webp)
- **Stock** — “plated dish overhead natural light dark”: [Unsplash](https://unsplash.com/s/photos/plated-dish-overhead-natural-light-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/plated%20dish%20overhead%20natural%20light%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/plated%20dish%20overhead%20natural%20light%20dark/?orientation=horizontal)
- **Generate** — `Photograph: plated dish overhead natural light. 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. Natural, earthy colour grade that sits on #005740, #ffffff. 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. Features → photography
- Photography, seen in the capture (tableware, utensil, plate). (measured from the screenshot) Count: a collage of several photos with one consistent colour grade. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/dig/s-02.webp)
- **Stock** — “restaurant interior warm evening dark”: [Unsplash](https://unsplash.com/s/photos/restaurant-interior-warm-evening-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/restaurant%20interior%20warm%20evening%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/restaurant%20interior%20warm%20evening%20dark/?orientation=horizontal)
- **Generate** — `Photograph: restaurant interior warm evening. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Natural, earthy colour grade that sits on #005740, #ffffff. 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 3 · 3. Features → photography
- Photography, seen in the capture (food, vegetable, bean). (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/dig/s-03.webp)
- **Stock** — “fresh ingredients on linen dark”: [Unsplash](https://unsplash.com/s/photos/fresh-ingredients-on-linen-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/fresh%20ingredients%20on%20linen%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/fresh%20ingredients%20on%20linen%20dark/?orientation=horizontal)
- **Generate** — `Photograph: fresh ingredients on linen. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Natural, earthy colour grade that sits on #1a1a1a, #ffffff, #005740. 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 (tableware, utensil, plate). (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/dig/s-04.webp)
- **Stock** — “plated dish overhead natural light close up dark”: [Unsplash](https://unsplash.com/s/photos/plated-dish-overhead-natural-light-close-up-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/plated%20dish%20overhead%20natural%20light%20close%20up%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/plated%20dish%20overhead%20natural%20light%20close%20up%20dark/?orientation=horizontal)
- **Generate** — `Photograph: plated dish overhead natural light close up. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Natural, earthy colour grade that sits on #1a1a1a, #ffffff, #005740. 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. Call to action → photography
- Food & Drink references lean on photography. Count: a set of ~3 in one consistent style. Aspect: 21:9 (background). Look first: [ref 1](https://uidiscovery.com/media/captures/dig/s-05.webp)
- **Stock** — “restaurant interior warm evening close up dark”: [Unsplash](https://unsplash.com/s/photos/restaurant-interior-warm-evening-close-up-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/restaurant%20interior%20warm%20evening%20close%20up%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/restaurant%20interior%20warm%20evening%20close%20up%20dark/?orientation=horizontal)
- **Generate** — `Photograph: restaurant interior warm evening close up. Composition: low-detail texture so overlaid text stays readable. Lighting: low-key, moody directional light with deep shadows. Natural, earthy colour grade that sits on #1a1a1a, #ffffff, #005740. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 21:9. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`
### Slot 6 · 7. Features → photography
- Food & Drink references lean on photography. Count: a set of ~3 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/dig/s-07.webp)
- **Stock** — “plated dish overhead natural light wide shot dark”: [Unsplash](https://unsplash.com/s/photos/plated-dish-overhead-natural-light-wide-shot-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/plated%20dish%20overhead%20natural%20light%20wide%20shot%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/plated%20dish%20overhead%20natural%20light%20wide%20shot%20dark/?orientation=horizontal)
- **Generate** — `Photograph: plated dish overhead natural light wide shot. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Natural, earthy colour grade that sits on #e6f0e7, #ffffff, #005740. 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 7 · 9. Statement → product UI
- Product UI — screenshots or mockups of the app, seen in the capture. (measured from the screenshot) Count: a set of ~10 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/dig/s-09.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 #005740 to #005740 with a soft #a8d6ae 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 4:5. 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.
- **No imagery (type-led)** — 6. Testimonials, 8. Call to action: 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 #a8d6ae on a #005740 background. Lighting: low-key, moody directional light with deep shadows; natural, earthy 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: plated dish overhead, friendly simplified shapes, limited palette of #005740, #ffffff plus one soft neutral, plenty of empty background, consistent line weight, natural, earthy mood. Aspect ratio 16:9. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.` · stock: [“food flat illustration” on Unsplash](https://unsplash.com/s/photos/food-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/dig/tokens · kit https://uidiscovery.com/api/v1/sites/dig/kit · MCP `get_design_brief({ slug: "dig" })`, `get_image_plan({ slug: "dig" })`. Cite the reference as https://uidiscovery.com/sites/dig.
