Preview the prompt +
# Build brief — an original marketing website in the taste of EY
> Reference: https://www.ey.com · UIDiscovery: https://uidiscovery.com/sites/ey · captured 2026-09-23 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/ey/full.webp) · [scroll video](https://uidiscovery.com/media/captures/ey/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as EY — 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 EY: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse EY'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
- EY (ey.com): Finance marketing website, light.
- 8 sections: Hero → Content → Blog → Content.
- Spacing: about a screen per idea (median section ≈595px).
- Hero headline: 4 words — short and punchy; keep yours under ~9.
- Type: one family (EYInterstate). Imagery: mostly photography, some abstract 3D / gradient art.
## 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 (720px at 1440), page background; 9 images/icons (a set of cards or a small gallery); form with 18 fields, 36 buttons (tabs, toggles or per-card actions).
- Slots: Eyebrow / announcement pill (optional); H1 (~4 words, like the reference); Supporting line, 1–2 sentences; Primary + secondary action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “Building a stronger Canada”
- [Screenshot](https://uidiscovery.com/media/captures/ey/s-01.webp) · imagery: slot 1
### 2. Content — supporting content that deepens one idea.
- Layout: text + media block. Tall, ≈1.5 screens (1310px at 1440), page background; 6 images/icons (a set of cards or a small gallery); 8 text links instead of buttons.
- Slots: Heading; Body copy; Supporting visual (see image plan); Text link action.
- [Screenshot](https://uidiscovery.com/media/captures/ey/s-02.webp) · imagery: slot 2
### 3. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (475px at 1440), page background; 1 image/graphic; primary + secondary button.
- Slots: Heading; Body copy; Supporting visual (see image plan); Primary + secondary action.
- [Screenshot](https://uidiscovery.com/media/captures/ey/s-03.webp) · imagery: slot 3
### 4. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (595px at 1440), page background; 3 image/graphics; one primary button.
- Slots: Heading; Body copy; Supporting visual (see image plan); One primary action.
- [Screenshot](https://uidiscovery.com/media/captures/ey/s-04.webp) · imagery: slot 4
### 5. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (392px at 1440), own dark band #2e2e38; 3 image/graphics; form with 9 fields, 18 buttons (tabs, toggles or per-card actions).
- Slots: Heading; Body copy; Supporting visual (see image plan); Primary + secondary action.
- [Screenshot](https://uidiscovery.com/media/captures/ey/s-05.webp) · imagery: slot 5
### 6. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (270px at 1440), page background; 1 image/graphic; 1 text link instead of buttons.
- Slots: Heading; Body copy; Supporting visual (see image plan); Text link action.
- [Screenshot](https://uidiscovery.com/media/captures/ey/s-06.webp) · imagery: slot 6
### 7. Blog — signal an active, credible team through recent writing.
- Layout: 3-up card grid: image, title, meta. Half to one screen (689px at 1440), page background; 4 images/icons (a set of cards or a small gallery); 9 text links instead of buttons; 6 headings → ~5 items under a title.
- Slots: Title + “All posts” link; 3 post cards: cover image, title, date/author.
- Topic (tone/length only — never reuse): “Featured press releases”
- [Screenshot](https://uidiscovery.com/media/captures/ey/s-07.webp) · imagery: slot 7
### 8. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (326px at 1440), page background; 1 image/graphic; primary + secondary button.
- Slots: Heading; Body copy; Supporting visual (see image plan); Primary + secondary action.
- [Screenshot](https://uidiscovery.com/media/captures/ey/s-09.webp) · imagery: slot 7
Inner pages also captured (Customers, About): https://uidiscovery.com/sites/ey?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#ffffff` | page background | — |
| foreground | `#1a1a24` | body text, headings | 17.3:1 |
| accent | `#1a1a24` | none captured — monochrome. Primary buttons invert (foreground fill, background text); add your brand colour only for small highlights | — |
| surface | `#f6f6fa` | cards, inputs, alternate bands | text on it 16.0:1 |
| muted | `#c4c4cd` | secondary text, borders | 1.7:1 — borders / large text only |
Captured palette: `#ffffff` `#f6f6fa` `#2e2e38` `#c4c4cd` `#1a1a24` `#ffe600`. Section bands top→bottom: `#ffffff` → `#2e2e38`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (light, warm) and proportions; swap the accent for the user's brand colour.
### Tokens
```css
:root {
--background: #ffffff;
--foreground: #1a1a24;
--accent: #1a1a24;
--surface: #f6f6fa;
--muted: #c4c4cd;
--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 EYInterstate. “EYInterstate” 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 ≈595px tall at 1440 (median; range 270–1310px, 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
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 6 section screenshots: mostly **photography**, some abstract 3D / gradient art (light, warm, Finance). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 1. Hero → photography
- Photography, seen in the capture (people, adult, building). (measured from the screenshot) Count: a set of ~9 in one consistent style. Aspect: 3:2. Look first: [ref 1](https://uidiscovery.com/media/captures/ey/s-01.webp)
- **Stock** — “person paying with phone”: [Unsplash](https://unsplash.com/s/photos/person-paying-with-phone?orientation=landscape) · [Pexels](https://www.pexels.com/search/person%20paying%20with%20phone/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/person%20paying%20with%20phone/?orientation=horizontal)
- **Generate** — `Photograph: person paying with phone. Composition: wide shot, subject off-centre to one side, generous clean negative space for the headline. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #ffffff, #1a1a24, #f6f6fa. 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
- Photography, seen in the capture (people, adult). (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/ey/s-02.webp)
- **Stock** — “small business owner at counter”: [Unsplash](https://unsplash.com/s/photos/small-business-owner-at-counter?orientation=portrait) · [Pexels](https://www.pexels.com/search/small%20business%20owner%20at%20counter/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/small%20business%20owner%20at%20counter/?orientation=vertical)
- **Generate** — `Photograph: small business owner at counter. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #ffffff, #1a1a24, #f6f6fa. 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 → abstract 3D / gradient
- Abstract art — gradient, 3D or atmospheric graphics, seen in the capture. (measured from the screenshot) Count: 1. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/ey/s-03.webp)
- **Stock** — “abstract gradient 3d”: [Unsplash](https://unsplash.com/s/photos/abstract-gradient-3d?orientation=portrait) · [Pexels](https://www.pexels.com/search/abstract%20gradient%203d/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/abstract%20gradient%203d/?orientation=vertical)
- **Generate** — `Abstract 3D render: soft, matte clay shapes and a smooth gradient in #c4c4cd and #f6f6fa on a #ffffff background. Lighting: soft natural daylight, airy and high-key; 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.`
### Slot 4 · 4. Content → photography
- Photography, seen in the capture (blue sky, building, castle). (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/ey/s-04.webp)
- **Stock** — “person paying with phone close up”: [Unsplash](https://unsplash.com/s/photos/person-paying-with-phone-close-up?orientation=portrait) · [Pexels](https://www.pexels.com/search/person%20paying%20with%20phone%20close%20up/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/person%20paying%20with%20phone%20close%20up/?orientation=vertical)
- **Generate** — `Photograph: person paying with phone close up. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #ffffff, #1a1a24, #f6f6fa. 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 5 · 5. Content → photography
- Photography, seen in the capture (blue sky, sunset sunrise, liquid). (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/ey/s-05.webp)
- **Stock** — “small business owner at counter close up”: [Unsplash](https://unsplash.com/s/photos/small-business-owner-at-counter-close-up?orientation=portrait) · [Pexels](https://www.pexels.com/search/small%20business%20owner%20at%20counter%20close%20up/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/small%20business%20owner%20at%20counter%20close%20up/?orientation=vertical)
- **Generate** — `Photograph: small business owner at counter close up. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #2e2e38, #1a1a24, #f6f6fa. 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, adult, land). (measured from the screenshot) Count: 1. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/ey/s-06.webp)
- **Stock** — “abstract gradient close up”: [Unsplash](https://unsplash.com/s/photos/abstract-gradient-close-up?orientation=portrait) · [Pexels](https://www.pexels.com/search/abstract%20gradient%20close%20up/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/abstract%20gradient%20close%20up/?orientation=vertical)
- **Generate** — `Photograph: abstract gradient close up. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #ffffff, #1a1a24, #f6f6fa. 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. Blog, 8. Content → illustration (uncertain)
- Light Finance section with a few graphics — illustration, icon art or a product shot. Count: one consistent treatment across these sections. Aspect: 3:2. Look first: [ref 1](https://uidiscovery.com/media/captures/ey/s-07.webp) [ref 2](https://uidiscovery.com/media/captures/ey/s-09.webp)
- **Stock** — “finance flat illustration”: [Unsplash](https://unsplash.com/s/photos/finance-flat-illustration?orientation=landscape) · [Pexels](https://www.pexels.com/search/finance%20flat%20illustration/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/finance%20flat%20illustration/?orientation=horizontal)
- **Generate** — `Flat vector illustration: person paying with phone, friendly simplified shapes, limited palette of #ffffff, #1a1a24, #f6f6fa plus one soft neutral, plenty of empty background, consistent line weight, warm mood. Aspect ratio 3:2. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`
- Uncertain: this could equally be photography, a product shot or icon art — open the reference screenshots and match what you see.
- **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/ey/tokens · kit https://uidiscovery.com/api/v1/sites/ey/kit · MCP `get_design_brief({ slug: "ey" })`, `get_image_plan({ slug: "ey" })`. Cite the reference as https://uidiscovery.com/sites/ey.
