Preview the prompt +
# Build brief — an original marketing website in the taste of Express Scripts
> Reference: https://www.express-scripts.com · UIDiscovery: https://uidiscovery.com/sites/express-scripts · captured 2026-09-23 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/express-scripts/full.webp) · [scroll video](https://uidiscovery.com/media/captures/express-scripts/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Express Scripts — 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 Express Scripts: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Express Scripts'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
- Express Scripts (express-scripts.com): Health & Fitness marketing website, light, colorful.
- 7 sections: Hero → Content → Logo cloud → Footer.
- Spacing: short, dense bands (median section ≈463px).
- Hero headline: 5 words — short and punchy; keep yours under ~9.
- Type: one family (Inter). 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. Half to one screen (421px at 1440), page background; 2 image/graphics; inline form (2 fields, e.g. email capture), one primary button.
- Slots: Eyebrow / announcement pill (optional); H1 (~5 words, like the reference); Supporting line, 1–2 sentences; One primary action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “Health care built around you”
- [Screenshot](https://uidiscovery.com/media/captures/express-scripts/s-02.webp) · imagery: slot 1
### 2. Content — supporting content that deepens one idea.
- Layout: text + media block. Tall, ≈1.9 screens (1700px at 1440), page background; 6 images/icons (a set of cards or a small gallery); 7 buttons (tabs, toggles or per-card actions), 11 links (link lists / navigation).
- Slots: Heading (~8 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “What Express Scripts is and how we help”
- [Screenshot](https://uidiscovery.com/media/captures/express-scripts/s-03.webp) · imagery: slot 2
### 3. Content — supporting content that deepens one idea.
- Layout: text + media block. Tall, ≈1.9 screens (1700px at 1440), page background; 6 images/icons (a set of cards or a small gallery); 7 buttons (tabs, toggles or per-card actions), 11 links (link lists / navigation).
- Slots: Heading; Body copy; Supporting visual (see image plan); Primary + secondary action.
- [Screenshot](https://uidiscovery.com/media/captures/express-scripts/s-04.webp) · imagery: slot 3
### 4. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (662px at 1440), page background; 6 images/icons (a set of cards or a small gallery); 7 buttons (tabs, toggles or per-card actions), 11 links (link lists / navigation).
- Slots: Heading; Body copy; Supporting visual (see image plan); Primary + secondary action.
- [Screenshot](https://uidiscovery.com/media/captures/express-scripts/s-05.webp) · imagery: slot 4
### 5. Logo cloud — borrow trust from recognisable customers or partners.
- Layout: a single row or wall of monochrome marks with a one-line lead-in. Compact band (254px at 1440), page background; 6 images/icons (a set of cards or a small gallery); 6 text links instead of buttons.
- Slots: One-line lead-in (e.g. “Trusted by…”); 6–10 monochrome customer/partner marks (your own, with permission).
- [Screenshot](https://uidiscovery.com/media/captures/express-scripts/s-06.webp)
### 6. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Half to one screen (463px at 1440), own dark band #035c67; 3 image/graphics; 17 links (link lists / navigation).
- Slots: Brand mark + one-line description; 3–5 link columns; Newsletter or contact (optional); Legal row + social icons.
- Topic (tone/length only — never reuse): “Sites & Partners”
- [Screenshot](https://uidiscovery.com/media/captures/express-scripts/s-07.webp)
### 7. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Compact band (238px at 1440), own dark band #035c67; no images (type-led); one primary button.
- Slots: Brand mark + one-line description; 3–5 link columns; Newsletter or contact (optional); Legal row + social icons.
- [Screenshot](https://uidiscovery.com/media/captures/express-scripts/s-08.webp)
Inner pages also captured (Product, Sign up, Log in, Blog, Docs, Contact, Security): https://uidiscovery.com/sites/express-scripts?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#ffffff` | page background | — |
| foreground | `#2d2d2d` | body text, headings | 13.8:1 |
| accent | `#035c67` | primary buttons, links, highlights — sparingly | 7.7:1 |
| surface | `#3effc0` | cards, inputs, alternate bands | text on it 10.7:1 |
| muted | `#2d2d2d` | secondary text, borders | 13.8:1 |
Captured palette: `#ffffff` `#035c67` `#2d2d2d` `#3effc0`. Section bands top→bottom: `#ffffff` → `#035c67`. 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: #2d2d2d;
--accent: #035c67;
--surface: #3effc0;
--muted: #2d2d2d;
--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(2.75rem, 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 ≈463px tall at 1440 (median; range 238–1700px, 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 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
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. 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
Best guess: mostly **photography** (light, cool, Health & Fitness). Inferred from element counts, colours and industry — not from the pixels — so open the linked screenshots and match the real style before sourcing anything.
### Slot 1 · 1. Hero → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~2 in one consistent style. Aspect: 3:2. Look first: [ref 1](https://uidiscovery.com/media/captures/express-scripts/s-02.webp)
- **Stock** — “calm person meditating daylight”: [Unsplash](https://unsplash.com/s/photos/calm-person-meditating-daylight?orientation=landscape) · [Pexels](https://www.pexels.com/search/calm%20person%20meditating%20daylight/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/calm%20person%20meditating%20daylight/?orientation=horizontal)
- **Generate** — `Photograph: calm person meditating daylight. 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 #ffffff, #035c67, #3effc0. 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 · 2. Content → photography
- Health & Fitness references lean on photography. Count: a set of ~6 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/express-scripts/s-03.webp)
- **Stock** — “runner at sunrise”: [Unsplash](https://unsplash.com/s/photos/runner-at-sunrise?orientation=portrait) · [Pexels](https://www.pexels.com/search/runner%20at%20sunrise/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/runner%20at%20sunrise/?orientation=vertical)
- **Generate** — `Photograph: runner at sunrise. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #ffffff, #035c67, #3effc0. 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. Content → photography
- Health & Fitness references lean on photography. Count: a set of ~6 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/express-scripts/s-04.webp)
- **Stock** — “healthy breakfast bowl”: [Unsplash](https://unsplash.com/s/photos/healthy-breakfast-bowl?orientation=portrait) · [Pexels](https://www.pexels.com/search/healthy%20breakfast%20bowl/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/healthy%20breakfast%20bowl/?orientation=vertical)
- **Generate** — `Photograph: healthy breakfast bowl. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #ffffff, #035c67, #3effc0. 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 4 · 4. Content → photography
- Health & Fitness references lean on photography. Count: a set of ~6 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/express-scripts/s-05.webp)
- **Stock** — “calm person meditating daylight close up”: [Unsplash](https://unsplash.com/s/photos/calm-person-meditating-daylight-close-up?orientation=portrait) · [Pexels](https://www.pexels.com/search/calm%20person%20meditating%20daylight%20close%20up/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/calm%20person%20meditating%20daylight%20close%20up/?orientation=vertical)
- **Generate** — `Photograph: calm person meditating daylight close up. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #ffffff, #035c67, #3effc0. 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.`
- **Logos** — 5. Logo cloud: Never generate or stock-source logos. Use your real customers'/partners' marks with permission (monochrome, equal height), or neutral wordmark placeholders until you have them. Integration icons: each tool's official brand kit (Simple Icons is a quick start; trademarks still apply).
- **Icons** — 6. Footer, 7. 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:
- **abstract 3D / gradient** — generate `Abstract 3D render: soft, matte clay shapes and a smooth gradient in #035c67 and #2d2d2d 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: calm person meditating, friendly simplified shapes, limited palette of #ffffff, #035c67, #3effc0 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: [“wellness flat illustration” on Unsplash](https://unsplash.com/s/photos/wellness-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/express-scripts/tokens · kit https://uidiscovery.com/api/v1/sites/express-scripts/kit · MCP `get_design_brief({ slug: "express-scripts" })`, `get_image_plan({ slug: "express-scripts" })`. Cite the reference as https://uidiscovery.com/sites/express-scripts.
