Preview the prompt +
# Build brief — an original marketing website in the taste of DPR Construction
> Reference: https://www.dpr.com · UIDiscovery: https://uidiscovery.com/sites/dpr-construction · captured 2026-09-23 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/dpr-construction/full.webp) · [scroll video](https://uidiscovery.com/media/captures/dpr-construction/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as DPR Construction — 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 DPR Construction: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse DPR Construction'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
- DPR Construction (dpr.com): Real Estate marketing website, dark, colorful.
- 8 sections: Hero → Statement → Features → Content → Call to action.
- Spacing: about a screen per idea (median section ≈820px).
- Hero headline: 4 words — short and punchy; keep yours under ~9.
- Type: one family (Franklin Gothic). Imagery: mostly 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 (820px at 1440), own light band #85888c; 1 image/graphic; one primary button.
- Slots: Eyebrow / announcement pill (optional); H1 (~4 words, like the reference); Supporting line, 1–2 sentences; One primary action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “Optimized for What's Next”
- [Screenshot](https://uidiscovery.com/media/captures/dpr-construction/s-01.webp) · imagery: slot 1
### 2. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. About one full screen (820px at 1440), own light band #85888c; 1 image/graphic; one primary button.
- Slots: Heading (~6 words, like the reference); Body copy; Supporting visual (see image plan); One primary action.
- Topic (tone/length only — never reuse): “We Exist to Build Great Things®”
- [Screenshot](https://uidiscovery.com/media/captures/dpr-construction/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. About one full screen (820px at 1440), page background; 1 image/graphic; no interactive controls.
- Slots: Section title (~14 words, like the reference); 3 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “We Exist to Build Great Things.® Great Teams. Great Projects. A Great Place to…”
- [Screenshot](https://uidiscovery.com/media/captures/dpr-construction/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. About one full screen (820px at 1440), page background; 5 images/icons (a set of cards or a small gallery); 1 text link instead of buttons.
- Slots: Section title (~3 words, like the reference); 5 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “Integrity.”
- [Screenshot](https://uidiscovery.com/media/captures/dpr-construction/s-04.webp) · imagery: slot 4
### 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. About one full screen (820px at 1440), page background; 5 images/icons (a set of cards or a small gallery); no interactive controls.
- Slots: Section title (~3 words, like the reference); 5 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “Ever-Forward.”
- [Screenshot](https://uidiscovery.com/media/captures/dpr-construction/s-05.webp) · imagery: slot 5
### 6. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (820px at 1440), page background; 6 images/icons (a set of cards or a small gallery); 1 text link 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): “Enjoyment.”
- [Screenshot](https://uidiscovery.com/media/captures/dpr-construction/s-06.webp) · imagery: slot 6
### 7. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (820px at 1440), page background; 5 images/icons (a set of cards or a small gallery); 4 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): “Uniqueness.”
- [Screenshot](https://uidiscovery.com/media/captures/dpr-construction/s-07.webp) · imagery: slot 7
### 8. 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 (820px at 1440), page background; 42 image elements (photo collage/gallery + small graphics); primary + secondary button, 20 links (link lists / navigation).
- Slots: Headline (~3 words, like the reference); One sentence of support; Primary + secondary action.
- Topic (tone/length only — never reuse): “Mission Critical”
- [Screenshot](https://uidiscovery.com/media/captures/dpr-construction/s-08.webp) · imagery: slot 8
Inner pages also captured (Customers, About, Blog, Contact, Shop, Security): https://uidiscovery.com/sites/dpr-construction?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#414042` | page background | — |
| foreground | `#ffffff` | body text, headings | 10.3:1 |
| accent | `#005b9c` | primary buttons, links, highlights — sparingly | 1.5:1 ⚠ not for text; use as a fill with #ffffff text (7.1:1) |
| surface | `#414042` | cards, inputs, alternate bands | text on it 10.3:1 |
| muted | `#709f32` | secondary text, borders | 3.3:1 — borders / large text only |
Captured palette: `#414042` `#85888c` `#ffffff` `#005b9c` `#299cbc` `#709f32`. 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: #414042;
--foreground: #ffffff;
--accent: #005b9c;
--surface: #414042;
--muted: #709f32;
--font-heading: "Inter Tight", ui-sans-serif, system-ui, sans-serif;
--font-body: "Inter Tight", 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 Tight** (Google Fonts) — reference uses Franklin Gothic. “Franklin Gothic” is a licensed face — use Inter Tight (or Libre Franklin) as the free stand-in, or license the original.
- 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 ≈820px tall at 1440 (median; range 820–820px, 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
Confident colour blocks — let full-bleed colour bands and big shapes carry the personality. 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** (dark, cool, Real Estate). 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: 1. Aspect: 16:9 full-bleed (or 21:9). Look first: [ref 1](https://uidiscovery.com/media/captures/dpr-construction/s-01.webp)
- **Stock** — “modern living room natural light dark”: [Unsplash](https://unsplash.com/s/photos/modern-living-room-natural-light-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/modern%20living%20room%20natural%20light%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/modern%20living%20room%20natural%20light%20dark/?orientation=horizontal)
- **Generate** — `Photograph: modern living room 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. Cool colour grade that sits on #85888c, #005b9c, #414042. 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. Statement → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: 1. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/dpr-construction/s-02.webp)
- **Stock** — “minimal architecture facade dark”: [Unsplash](https://unsplash.com/s/photos/minimal-architecture-facade-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/minimal%20architecture%20facade%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/minimal%20architecture%20facade%20dark/?orientation=vertical)
- **Generate** — `Photograph: minimal architecture facade. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Cool colour grade that sits on #85888c, #005b9c, #414042. 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
- Photography, seen in the capture (people). (measured from the screenshot) Count: 1. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/dpr-construction/s-03.webp)
- **Stock** — “bright kitchen interior dark”: [Unsplash](https://unsplash.com/s/photos/bright-kitchen-interior-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/bright%20kitchen%20interior%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/bright%20kitchen%20interior%20dark/?orientation=horizontal)
- **Generate** — `Photograph: bright kitchen interior. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Cool colour grade that sits on #414042, #005b9c. 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). (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/dpr-construction/s-04.webp)
- **Stock** — “modern living room natural light close up dark”: [Unsplash](https://unsplash.com/s/photos/modern-living-room-natural-light-close-up-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/modern%20living%20room%20natural%20light%20close%20up%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/modern%20living%20room%20natural%20light%20close%20up%20dark/?orientation=horizontal)
- **Generate** — `Photograph: modern living room natural light close up. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Cool colour grade that sits on #414042, #005b9c. 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. Features → photography
- Photography, seen in the capture (people). (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/dpr-construction/s-05.webp)
- **Stock** — “minimal architecture facade close up dark”: [Unsplash](https://unsplash.com/s/photos/minimal-architecture-facade-close-up-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/minimal%20architecture%20facade%20close%20up%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/minimal%20architecture%20facade%20close%20up%20dark/?orientation=horizontal)
- **Generate** — `Photograph: minimal architecture facade close up. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Cool colour grade that sits on #414042, #005b9c. 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 6 · 6. Content → photography
- Photography, seen in the capture (people). (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/dpr-construction/s-06.webp)
- **Stock** — “bright kitchen interior close up dark”: [Unsplash](https://unsplash.com/s/photos/bright-kitchen-interior-close-up-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/bright%20kitchen%20interior%20close%20up%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/bright%20kitchen%20interior%20close%20up%20dark/?orientation=vertical)
- **Generate** — `Photograph: bright kitchen interior close up. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Cool colour grade that sits on #414042, #005b9c. 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 7 · 7. Content → photography
- Real Estate references lean on photography. Count: a set of ~5 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/dpr-construction/s-07.webp)
- **Stock** — “modern living room natural light wide shot dark”: [Unsplash](https://unsplash.com/s/photos/modern-living-room-natural-light-wide-shot-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/modern%20living%20room%20natural%20light%20wide%20shot%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/modern%20living%20room%20natural%20light%20wide%20shot%20dark/?orientation=vertical)
- **Generate** — `Photograph: modern living room natural light wide shot. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Cool colour grade that sits on #414042, #005b9c. 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 8 · 8. Call to action → photography (uncertain)
- Real Estate references lean on photography; 42 elements suggests icons/thumbnails mixed in. Count: a collage of several photos with one consistent colour grade. Aspect: 21:9 (background). Look first: [ref 1](https://uidiscovery.com/media/captures/dpr-construction/s-08.webp)
- **Stock** — “minimal architecture facade wide shot dark”: [Unsplash](https://unsplash.com/s/photos/minimal-architecture-facade-wide-shot-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/minimal%20architecture%20facade%20wide%20shot%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/minimal%20architecture%20facade%20wide%20shot%20dark/?orientation=horizontal)
- **Generate** — `Photograph: minimal architecture facade wide shot. Composition: low-detail texture so overlaid text stays readable. Lighting: low-key, moody directional light with deep shadows. Cool colour grade that sits on #414042, #005b9c. 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.`
### 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 #005b9c and #709f32 on a #414042 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)
- **illustration** — generate `Flat vector illustration: modern living room, friendly simplified shapes, limited palette of #85888c, #005b9c, #414042 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.` · stock: [“home interior flat illustration” on Unsplash](https://unsplash.com/s/photos/home-interior-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/dpr-construction/tokens · kit https://uidiscovery.com/api/v1/sites/dpr-construction/kit · MCP `get_design_brief({ slug: "dpr-construction" })`, `get_image_plan({ slug: "dpr-construction" })`. Cite the reference as https://uidiscovery.com/sites/dpr-construction.
