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# Build brief — an original marketing website in the taste of Discover Cars
> Reference: https://www.discovercars.com · UIDiscovery: https://uidiscovery.com/sites/discover-cars · captured 2026-09-23 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/discover-cars/full.webp) · [scroll video](https://uidiscovery.com/media/captures/discover-cars/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Discover Cars — 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 Discover Cars: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Discover Cars'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
- Discover Cars (discovercars.com): Travel marketing website, light.
- 12 sections: Hero → Features → Testimonials → Features → Stats → Testimonials → Features → Content → Features → Content → FAQ → Call to action.
- Spacing: short, dense bands (median section ≈400px).
- Hero headline: 7 words — short and punchy; keep yours under ~9.
- Type: one family (Inter). 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. Compact band (389px at 1440), own dark band #000000; 22 image elements (photo collage/gallery + small graphics); form with 5 fields, 79 buttons (tabs, toggles or per-card actions).
- Slots: Eyebrow / announcement pill (optional); H1 (~7 words, like the reference); Supporting line, 1–2 sentences; Primary + secondary action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “Save up to 70% on car rentals”
- [Screenshot](https://uidiscovery.com/media/captures/discover-cars/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. Half to one screen (456px at 1440), own light band #f1f5f9; 10 images/icons (a set of cards or a small gallery); primary + secondary button.
- Slots: Section title (~8 words, like the reference); 9 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “World's #1 Car Rental Comparison & Booking Site”
- [Screenshot](https://uidiscovery.com/media/captures/discover-cars/s-02.webp)
### 3. Testimonials — let real customers make the case in their own words.
- Layout: quote cards or a featured quote with name, role and avatar. Half to one screen (513px at 1440), page background; 19 image elements (photo collage/gallery + small graphics); primary + secondary button.
- Slots: Section title; 3 quotes: 1–3 sentences, name, role, company, avatar; Use real customer quotes only.
- Topic (tone/length only — never reuse): “Highly recommended by our customers”
- [Screenshot](https://uidiscovery.com/media/captures/discover-cars/s-03.webp)
### 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. Compact band (366px at 1440), page background; 5 images/icons (a set of cards or a small gallery); no interactive controls; 3 headings → ~2 items under a title.
- Slots: Section title (~8 words, like the reference); 2 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “Find the perfect rental car for your trip”
- [Screenshot](https://uidiscovery.com/media/captures/discover-cars/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 (162px at 1440), page background; 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/discover-cars/s-05.webp)
### 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 (350px at 1440), page background; 44 image elements (photo collage/gallery + small graphics); 5 text links instead of buttons.
- Slots: Section title; 3 quotes: 1–3 sentences, name, role, company, avatar; Use real customer quotes only.
- Topic (tone/length only — never reuse): “Customer Recommended”
- [Screenshot](https://uidiscovery.com/media/captures/discover-cars/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. About one full screen (1060px at 1440), page background; 4 images/icons (a set of cards or a small gallery); no interactive controls.
- Slots: Section title (~8 words, like the reference); 4 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “How to find a great car rental deal”
- [Screenshot](https://uidiscovery.com/media/captures/discover-cars/s-07.webp) · imagery: slot 3
### 8. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (400px at 1440), page background; 4 images/icons (a set of cards or a small gallery); 4 text links instead of buttons.
- Slots: Heading (~9 words, like the reference); Body copy; Supporting visual (see image plan); Text link action.
- Topic (tone/length only — never reuse): “What do you need to pick up the car?”
- [Screenshot](https://uidiscovery.com/media/captures/discover-cars/s-08.webp)
### 9. 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 (262px at 1440), page background; 1 image/graphic; 1 text link instead of buttons.
- Slots: Section title (~9 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “Find out where it's cheapest to rent a car”
- [Screenshot](https://uidiscovery.com/media/captures/discover-cars/s-09.webp)
### 10. Content — supporting content that deepens one idea.
- Layout: text + media block. Tall, ≈1.5 screens (1322px at 1440), page background; 690 image elements (photo collage/gallery + small graphics); 45 buttons (tabs, toggles or per-card actions), 445 links (link lists / navigation).
- Slots: Heading (~3 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “Top Locations”
- [Screenshot](https://uidiscovery.com/media/captures/discover-cars/s-10.webp)
### 11. FAQ — remove the last objections before the call to action.
- Layout: question list with disclosure (accordion), often two columns on desktop. Compact band (341px at 1440), page background; 5 images/icons (a set of cards or a small gallery); no interactive controls.
- Slots: Title; 5 question/answer pairs; Link to support/contact.
- Topic (tone/length only — never reuse): “Frequently Asked Questions”
- [Screenshot](https://uidiscovery.com/media/captures/discover-cars/s-11.webp)
### 12. 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 (484px at 1440), page background; 9 images/icons (a set of cards or a small gallery); 2 text links instead of buttons.
- Slots: Headline (~7 words, like the reference); One sentence of support; Text link action.
- Topic (tone/length only — never reuse): “Save even more with our mobile app”
- [Screenshot](https://uidiscovery.com/media/captures/discover-cars/s-12.webp) · imagery: slot 4
Inner pages also captured (Pricing, About, Blog, Careers, Contact, Security): https://uidiscovery.com/sites/discover-cars?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#ffffff` | page background | — |
| foreground | `#000000` | body text, headings | 21.0:1 |
| accent | `#007ac2` | primary buttons, links, highlights — sparingly | 4.6:1 |
| surface | `#f1f5f9` | cards, inputs, alternate bands | text on it 19.2:1 |
| muted | `#f1f3f4` | secondary text, borders | 1.1:1 — borders / large text only |
Captured palette: `#ffffff` `#0f172a` `#f1f3f4` `#007ac2` `#000000` `#f1f5f9`. Section bands top→bottom: `#000000` → `#f1f5f9` → `#ffffff`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (light, cool) and proportions; swap the accent for the user's brand colour.
### Tokens
```css
:root {
--background: #ffffff;
--foreground: #000000;
--accent: #007ac2;
--surface: #f1f5f9;
--muted: #f1f3f4;
--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 Inter. Free to use — load it directly.
- 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(2.5rem, 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 ≈400px tall at 1440 (median; range 162–1322px, captures cap at 1700px) — short, dense bands. Start with 64–80px 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. 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 **typography with little or no imagery**, some photography (light, cool, Travel). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 1. Hero → photography
- Photography, seen in the capture (land, hill, mountain). (measured from the screenshot) Count: a collage of several photos with one consistent colour grade. Aspect: 3:2. Look first: [ref 1](https://uidiscovery.com/media/captures/discover-cars/s-01.webp)
- **Stock** — “coastal landscape aerial”: [Unsplash](https://unsplash.com/s/photos/coastal-landscape-aerial?orientation=landscape) · [Pexels](https://www.pexels.com/search/coastal%20landscape%20aerial/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/coastal%20landscape%20aerial/?orientation=horizontal)
- **Generate** — `Photograph: coastal landscape aerial. Composition: wide shot, subject off-centre to one side, generous clean negative space for the headline. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #000000, #007ac2, #f1f5f9. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 3:2. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`
### Slot 2 · 4. Features → photography
- Travel references lean on photography. Count: a set of ~5 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/discover-cars/s-04.webp)
- **Stock** — “coastal landscape aerial close up”: [Unsplash](https://unsplash.com/s/photos/coastal-landscape-aerial-close-up?orientation=landscape) · [Pexels](https://www.pexels.com/search/coastal%20landscape%20aerial%20close%20up/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/coastal%20landscape%20aerial%20close%20up/?orientation=horizontal)
- **Generate** — `Photograph: coastal landscape aerial close up. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #ffffff, #007ac2, #f1f5f9. 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 · 7. Features → photography
- Travel 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/discover-cars/s-07.webp)
- **Stock** — “coastal landscape aerial wide shot”: [Unsplash](https://unsplash.com/s/photos/coastal-landscape-aerial-wide-shot?orientation=landscape) · [Pexels](https://www.pexels.com/search/coastal%20landscape%20aerial%20wide%20shot/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/coastal%20landscape%20aerial%20wide%20shot/?orientation=horizontal)
- **Generate** — `Photograph: coastal landscape aerial wide shot. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #ffffff, #007ac2, #f1f5f9. 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 · 12. Call to action → photography
- Photography, seen in the capture (clothing, people, adult). (measured from the screenshot) Count: a set of ~9 in one consistent style. Aspect: 21:9 (background). Look first: [ref 1](https://uidiscovery.com/media/captures/discover-cars/s-12.webp)
- **Stock** — “traveler on mountain trail wide shot”: [Unsplash](https://unsplash.com/s/photos/traveler-on-mountain-trail-wide-shot?orientation=landscape) · [Pexels](https://www.pexels.com/search/traveler%20on%20mountain%20trail%20wide%20shot/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/traveler%20on%20mountain%20trail%20wide%20shot/?orientation=horizontal)
- **Generate** — `Photograph: traveler on mountain trail wide shot. Composition: low-detail texture so overlaid text stays readable. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #ffffff, #007ac2, #f1f5f9. 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.`
- **No imagery (type-led)** — 2. Features, 3. Testimonials, 5. Stats, 6. Testimonials, 8. Content, 9. Features, 10. 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.
- **Icons** — 11. FAQ: Use one open-source icon set at one stroke weight — Lucide, Phosphor or Heroicons (MIT) — tinted with the text or accent token. Social icons: Simple Icons.
### 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 #007ac2 and #f1f3f4 on a #ffffff background. Lighting: soft natural daylight, airy and high-key; cool tone. Minimal and calm, generous negative space on one side for text. Aspect ratio 3:2. 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)
- **illustration** — generate `Flat vector illustration: coastal landscape aerial, friendly simplified shapes, limited palette of #000000, #007ac2, #f1f5f9 plus one soft neutral, plenty of empty background, consistent line weight, cool mood. Aspect ratio 3:2. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.` · stock: [“travel flat illustration” on Unsplash](https://unsplash.com/s/photos/travel-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/discover-cars/tokens · kit https://uidiscovery.com/api/v1/sites/discover-cars/kit · MCP `get_design_brief({ slug: "discover-cars" })`, `get_image_plan({ slug: "discover-cars" })`. Cite the reference as https://uidiscovery.com/sites/discover-cars.
