Emons — Emons Spedition

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

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

## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Emons — 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 Emons: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Emons'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
- Emons (emons.de): Technology marketing website, dark, colorful.
- 9 sections: Hero → Statement → Features → Content → Features → Content → Footer.
- Spacing: about a screen per idea (median section ≈900px).
- Hero headline: 9 words — a full sentence; keep yours to one thought.
- Type: one family (Clashgrotesk). 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 (900px at 1440), own light band #ffffff; 25 image elements (icons, logos, product UI — not 25 photos); 17 buttons (tabs, toggles or per-card actions), 26 links (link lists / navigation).
- Slots: Eyebrow / announcement pill (optional); H1 (~9 words, like the reference); Supporting line, 1–2 sentences; Primary + secondary action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “Emons - your forwarding company for transport & logistics”
- [Screenshot](https://uidiscovery.com/media/captures/emons/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 (876px at 1440), own light band #ffffff; 5 images/icons (a set of cards or a small gallery); 2 text links instead of buttons.
- Slots: Heading (~7 words, like the reference); Body copy; Supporting visual (see image plan); Text link action.
- Topic (tone/length only — never reuse): “Your cargo. Our mission. Welcome to Emons.”
- [Screenshot](https://uidiscovery.com/media/captures/emons/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 (533px at 1440), own light band #ffffff; 24 image elements (icons, logos, product UI — not 24 photos); 8 text links instead of buttons; 6 headings → ~5 items under a title.
- 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): “Road”
- [Screenshot](https://uidiscovery.com/media/captures/emons/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 (913px at 1440), own light band #ffffff; 13 images/icons (a set of cards or a small gallery); 4 text links instead of buttons.
- Slots: Section title (~8 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “Your experts for reliable transport and logistics solutions”
- [Screenshot](https://uidiscovery.com/media/captures/emons/s-04.webp) · imagery: slot 4

### 5. Content — supporting content that deepens one idea.
- Layout: text + media block. Tall, ≈1.9 screens (1700px at 1440), own light band #ffffff; 2 image/graphics; no interactive controls.
- Slots: Heading; Body copy; Supporting visual (see image plan).
- [Screenshot](https://uidiscovery.com/media/captures/emons/s-05.webp) · imagery: slot 5

### 6. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (1078px at 1440), own light band #ffffff; 3 image/graphics; 1 text link instead of buttons.
- Slots: Heading (~6 words, like the reference); Body copy; Supporting visual (see image plan); Text link action.
- Topic (tone/length only — never reuse): “Latest news from the Emons world”
- [Screenshot](https://uidiscovery.com/media/captures/emons/s-06.webp) · imagery: slot 6

### 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. Half to one screen (547px at 1440), own light band #ffffff; 28 image elements (icons, logos, product UI — not 28 photos); 5 buttons (tabs, toggles or per-card actions); 6 headings → ~5 items under a title.
- Slots: Section title (~7 words, like the reference); 5 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Shipping general cargo: Definition, process & tips”
- [Screenshot](https://uidiscovery.com/media/captures/emons/s-07.webp) · imagery: slot 1

### 8. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (470px at 1440), own dark band #c00719; 9 images/icons (a set of cards or a small gallery); 3 text links instead of buttons.
- Slots: Heading; Body copy; Supporting visual (see image plan); Text link action.
- [Screenshot](https://uidiscovery.com/media/captures/emons/s-08.webp) · imagery: slot 7

### 9. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. About one full screen (920px at 1440), own light band #f3f3f3; 4 images/icons (a set of cards or a small gallery); 33 links (link lists / navigation).
- Slots: Brand mark + one-line description; 3–5 link columns; Newsletter or contact (optional); Legal row + social icons.
- [Screenshot](https://uidiscovery.com/media/captures/emons/s-09.webp)

Inner pages also captured (Customers, About): https://uidiscovery.com/sites/emons?view=pages

## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#030000` | page background | — |
| foreground | `#ffffff` | body text, headings | 20.9:1 |
| accent | `#c00719` | primary buttons, links, highlights — sparingly | 3.3:1 (large text / UI only) |
| surface | `#030000` | cards, inputs, alternate bands | text on it 20.9:1 |
| muted | `#df3d31` | secondary text, borders | 4.8:1 |

Captured palette: `#030000` `#ffffff` `#ffdcbd` `#838181` `#c00719` `#df3d31`. Section bands top→bottom: `#ffffff` → `#c00719` → `#f3f3f3`. 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: #030000;
  --foreground: #ffffff;
  --accent: #c00719;
  --surface: #030000;
  --muted: #df3d31;
  --font-heading: "Clash Grotesk", ui-sans-serif, system-ui, sans-serif;
  --font-body: "Clash 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: **Clash Grotesk** (Fontshare (free for commercial use)) — reference uses Clashgrotesk. Free to use — load it from fontshare.com.
- 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 ≈900px tall at 1440 (median; range 470–1700px, 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. 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
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 5 section screenshots: mostly **photography** (dark, warm, Technology). Still glance at the linked screenshots to match the exact mood.

### Slot 1 · 1. Hero, 7. Features → product UI (uncertain)
- Technology sections with many image elements — most likely product UI screenshots/mockups plus icons. Count: one consistent treatment across these sections. Aspect: 16:9 full-bleed (or 21:9). Look first: [ref 1](https://uidiscovery.com/media/captures/emons/s-01.webp) [ref 2](https://uidiscovery.com/media/captures/emons/s-07.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 #030000 to #030000 with a soft #c00719 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 16:9. 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.

### Slot 2 · 2. Statement → photography
- Photography, seen in the capture (automobile, vehicle, semi truck). (measured from the screenshot) Count: a set of ~5 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/emons/s-02.webp)
- **Stock** — “3d glass shapes render dark”: [Unsplash](https://unsplash.com/s/photos/3d-glass-shapes-render-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/3d%20glass%20shapes%20render%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/3d%20glass%20shapes%20render%20dark/?orientation=vertical)
- **Generate** — `Photograph: 3d glass shapes render. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Warm colour grade that sits on #ffffff, #c00719, #030000. 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 (vehicle, barge, boat). (measured from the screenshot) Count: 1–3 key visuals; the rest are icons/avatars. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/emons/s-03.webp)
- **Stock** — “minimal desk with laptop dark”: [Unsplash](https://unsplash.com/s/photos/minimal-desk-with-laptop-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/minimal%20desk%20with%20laptop%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/minimal%20desk%20with%20laptop%20dark/?orientation=horizontal)
- **Generate** — `Photograph: minimal desk with laptop. 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 #ffffff, #c00719, #030000. 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). (measured from the screenshot) Count: a set of ~13 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/emons/s-04.webp)
- **Stock** — “abstract gradient mesh close up dark”: [Unsplash](https://unsplash.com/s/photos/abstract-gradient-mesh-close-up-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/abstract%20gradient%20mesh%20close%20up%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/abstract%20gradient%20mesh%20close%20up%20dark/?orientation=horizontal)
- **Generate** — `Photograph: abstract gradient mesh 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 #ffffff, #c00719, #030000. 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. Content → photography
- Photography, seen in the capture (map). (measured from the screenshot) Count: a set of ~2 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/emons/s-05.webp)
- **Stock** — “3d glass shapes render close up dark”: [Unsplash](https://unsplash.com/s/photos/3d-glass-shapes-render-close-up-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/3d%20glass%20shapes%20render%20close%20up%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/3d%20glass%20shapes%20render%20close%20up%20dark/?orientation=vertical)
- **Generate** — `Photograph: 3d glass shapes render close up. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Warm colour grade that sits on #ffffff, #c00719, #030000. 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 · 6. Content → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~3 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/emons/s-06.webp)
- **Stock** — “minimal desk with laptop close up dark”: [Unsplash](https://unsplash.com/s/photos/minimal-desk-with-laptop-close-up-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/minimal%20desk%20with%20laptop%20close%20up%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/minimal%20desk%20with%20laptop%20close%20up%20dark/?orientation=vertical)
- **Generate** — `Photograph: minimal desk with laptop close up. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Warm colour grade that sits on #ffffff, #c00719, #030000. 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 · 8. Content → abstract 3D / gradient (uncertain)
- Dark Technology section with a few graphics — typically abstract 3D/gradient art or a product shot. Count: a set of ~9 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/emons/s-08.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 #c00719 and #df3d31 on a #030000 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.`

- **Icons** — 9. Footer: 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:
- **illustration** — generate `Flat vector illustration: abstract gradient mesh, friendly simplified shapes, limited palette of #ffffff, #c00719, #030000 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: [“technology flat illustration” on Unsplash](https://unsplash.com/s/photos/technology-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/emons/tokens · kit https://uidiscovery.com/api/v1/sites/emons/kit · MCP `get_design_brief({ slug: "emons" })`, `get_image_plan({ slug: "emons" })`. Cite the reference as https://uidiscovery.com/sites/emons.