Preview the prompt +
# Build brief — an original marketing website in the taste of Fetch Pet Insurance
> Reference: https://www.fetchpet.com · UIDiscovery: https://uidiscovery.com/sites/fetch-pet-insurance · captured 2026-09-23 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/fetch-pet-insurance/full.png) · [scroll video](https://uidiscovery.com/media/captures/fetch-pet-insurance/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Fetch Pet Insurance — 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 Fetch Pet Insurance: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Fetch Pet Insurance'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
- Fetch Pet Insurance (fetchpet.com): Lifestyle marketing website, dark.
- 17 sections: Hero → Features → Content → Features → Statement → Content → Features → Content → FAQ → Features → Footer.
- Spacing: about a screen per idea (median section ≈535px).
- Hero headline: 8 words — short and punchy; keep yours under ~9.
- Type: one family (DM Sans). 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. Half to one screen (640px at 1440), own light band #fdfcfa; 23 image elements (photo collage/gallery + small graphics); 5 buttons (tabs, toggles or per-card actions).
- Slots: Eyebrow / announcement pill (optional); H1 (~8 words, like the reference); Supporting line, 1–2 sentences; Primary + secondary action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “PET INSURANCE THAT COVERS DOGS & CATS NATIONWIDE”
- [Screenshot](https://uidiscovery.com/media/captures/fetch-pet-insurance/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. Compact band (296px at 1440), own light band #f7f3ec; 14 images/icons (a set of cards or a small gallery); no interactive controls.
- Slots: Section title (~11 words, like the reference); 3 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “See what pet parents & experts are saying about Fetch Pet”
- [Screenshot](https://uidiscovery.com/media/captures/fetch-pet-insurance/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. Compact band (194px at 1440), own light band #fdfcfa; no images (type-led); no interactive controls.
- Slots: Section title (~5 words, like the reference); 3 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “WHAT DOES PET INSURANCE COVER?”
- [Screenshot](https://uidiscovery.com/media/captures/fetch-pet-insurance/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. Half to one screen (535px at 1440), own light band #fdfcfa; 52 image elements (photo collage/gallery + small graphics); 2 text links instead of buttons; 4 headings → ~3 items under a title.
- Slots: Section title (~3 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “Accidents”
- [Screenshot](https://uidiscovery.com/media/captures/fetch-pet-insurance/s-04.webp)
### 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 (964px at 1440), own light band #fdfcfa; 6 images/icons (a set of cards or a small gallery); one primary button.
- Slots: Section title (~12 words, like the reference); 6 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “Fetch covers what others charge extra for or don't cover at all”
- [Screenshot](https://uidiscovery.com/media/captures/fetch-pet-insurance/s-05.webp)
### 6. 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 (534px at 1440), own light band #faf8f3; 1 image/graphic; no interactive controls.
- Slots: Section title (~4 words, like the reference); 3 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “ROUTINE & PREVENTIVE CARE”
- [Screenshot](https://uidiscovery.com/media/captures/fetch-pet-insurance/s-06.webp) · imagery: slot 3
### 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. Compact band (219px at 1440), own light band #fdfcfa; no images (type-led); no interactive controls.
- Slots: Section title (~3 words, like the reference); 3 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “COMPARE PET INSURANCE”
- [Screenshot](https://uidiscovery.com/media/captures/fetch-pet-insurance/s-07.webp)
### 8. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (844px at 1440), own light band #fdfcfa; 95 image elements (photo collage/gallery + small graphics); no interactive controls.
- Slots: Heading; Body copy; Supporting visual (see image plan).
- [Screenshot](https://uidiscovery.com/media/captures/fetch-pet-insurance/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. About one full screen (872px at 1440), own light band #faf8f3; 1 image/graphic; one primary button.
- Slots: Section title (~3 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “HOW FETCH WORKS”
- [Screenshot](https://uidiscovery.com/media/captures/fetch-pet-insurance/s-09.webp) · imagery: slot 4
### 10. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. Compact band (244px at 1440), own light band #fdfcfa; no images (type-led); 1 text link instead of buttons.
- Slots: Heading (~6 words, like the reference); Body copy; Text link action.
- Topic (tone/length only — never reuse): “PET INSURANCE FOR DOGS & CATS”
- [Screenshot](https://uidiscovery.com/media/captures/fetch-pet-insurance/s-10.webp)
### 11. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (296px at 1440), own light band #fdfcfa; 2 image/graphics; 2 text links instead of buttons.
- Slots: Heading; Body copy; Supporting visual (see image plan); Text link action.
- [Screenshot](https://uidiscovery.com/media/captures/fetch-pet-insurance/s-11.webp) · imagery: slot 5
### 12. 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 (175px at 1440), own light band #faf8f3; no images (type-led); no interactive controls.
- Slots: Section title (~3 words, like the reference); 3 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “BEYOND PET INSURANCE”
- [Screenshot](https://uidiscovery.com/media/captures/fetch-pet-insurance/s-12.webp)
### 13. 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 (557px at 1440), own light band #faf8f3; 6 images/icons (a set of cards or a small gallery); 3 buttons (tabs, toggles or per-card actions); 3 headings → ~2 items under a title.
- Slots: Section title (~10 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Over $1,500 in savings on pet health + wellness products”
- [Screenshot](https://uidiscovery.com/media/captures/fetch-pet-insurance/s-13.webp) · imagery: slot 6
### 14. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (621px at 1440), own light band #fdfcfa; no images (type-led); no interactive controls.
- Slots: Heading (~4 words, like the reference); Body copy.
- Topic (tone/length only — never reuse): “FETCH PET INSURANCE REVIEWS”
- [Screenshot](https://uidiscovery.com/media/captures/fetch-pet-insurance/s-14.webp)
### 15. FAQ — remove the last objections before the call to action.
- Layout: question list with disclosure (accordion), often two columns on desktop. About one full screen (858px at 1440), own light band #faf8f3; 8 images/icons (a set of cards or a small gallery); 9 buttons (tabs, toggles or per-card actions).
- Slots: Title; 8 question/answer pairs; Link to support/contact.
- Topic (tone/length only — never reuse): “PET INSURANCE FAQS”
- [Screenshot](https://uidiscovery.com/media/captures/fetch-pet-insurance/s-15.webp)
### 16. 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 (485px at 1440), own dark band #085a4f; 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): “Fetch is on a mission to help you give your pet a longer, healthier life.”
- [Screenshot](https://uidiscovery.com/media/captures/fetch-pet-insurance/s-16.webp)
…and 1 more at https://uidiscovery.com/sites/fetch-pet-insurance.
Inner pages also captured (Pricing, Product, About, Sign up, Blog, Docs, Careers, Contact): https://uidiscovery.com/sites/fetch-pet-insurance?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#4c4e4f` | page background | — |
| foreground | `#fffdf8` | body text, headings | 8.2:1 |
| accent | `#fffdf8` | none captured — monochrome. Primary buttons invert (foreground fill, background text); add your brand colour only for small highlights | — |
| surface | `#2347d7` | cards, inputs, alternate bands | text on it 7.0:1 |
| muted | `#000000` | secondary text, borders | 2.5:1 — borders / large text only |
Captured palette: `#4c4e4f` `#151515` `#fffdf8` `#000000` `#2347d7` `#faf8f3`. Section bands top→bottom: `#fdfcfa` → `#f7f3ec` → `#faf8f3` → `#085a4f` → `#002c26`. 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: #4c4e4f;
--foreground: #fffdf8;
--accent: #fffdf8;
--surface: #2347d7;
--muted: #000000;
--font-heading: "DM Sans", ui-sans-serif, system-ui, sans-serif;
--font-body: "DM Sans", 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: **DM Sans** (Google Fonts) — reference uses DM Sans. 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 ≈535px tall at 1440 (median; range 175–964px, 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 11 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. Dark-first; for a light mode swap background ↔ foreground, lighten the surface, keep the accent and re-check contrast.
## 6. Imagery plan
Measured from 14 section screenshots: mostly **typography with little or no imagery**, some photography (dark, cool, Lifestyle). 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: a collage of several photos with one consistent colour grade. Aspect: 3:2. Look first: [ref 1](https://uidiscovery.com/media/captures/fetch-pet-insurance/s-01.webp)
- **Stock** — “cozy home interior morning light dark”: [Unsplash](https://unsplash.com/s/photos/cozy-home-interior-morning-light-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/cozy%20home%20interior%20morning%20light%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/cozy%20home%20interior%20morning%20light%20dark/?orientation=horizontal)
- **Generate** — `Photograph: cozy home interior morning 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 #fdfcfa, #fffdf8, #2347d7. 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. Features → photography
- Lifestyle references lean on photography. Count: a set of ~14 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/fetch-pet-insurance/s-02.webp)
- **Stock** — “hands holding coffee cup dark”: [Unsplash](https://unsplash.com/s/photos/hands-holding-coffee-cup-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/hands%20holding%20coffee%20cup%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/hands%20holding%20coffee%20cup%20dark/?orientation=horizontal)
- **Generate** — `Photograph: hands holding coffee cup. 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 #f7f3ec, #fffdf8, #2347d7. 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 · 6. 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/fetch-pet-insurance/s-06.webp)
- **Stock** — “plants on windowsill close up dark”: [Unsplash](https://unsplash.com/s/photos/plants-on-windowsill-close-up-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/plants%20on%20windowsill%20close%20up%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/plants%20on%20windowsill%20close%20up%20dark/?orientation=horizontal)
- **Generate** — `Photograph: plants on windowsill 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 #faf8f3, #fffdf8, #2347d7. 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 · 9. Features → photography
- Photography, seen in the capture (people, adult, grass). (measured from the screenshot) Count: 1. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/fetch-pet-insurance/s-09.webp)
- **Stock** — “plants on windowsill wide shot dark”: [Unsplash](https://unsplash.com/s/photos/plants-on-windowsill-wide-shot-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/plants%20on%20windowsill%20wide%20shot%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/plants%20on%20windowsill%20wide%20shot%20dark/?orientation=horizontal)
- **Generate** — `Photograph: plants on windowsill wide shot. 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 #faf8f3, #fffdf8, #2347d7. 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 · 11. Content → photography
- Photography, seen in the capture (animal, cat, feline). (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/fetch-pet-insurance/s-11.webp)
- **Stock** — “hands holding coffee cup wide shot dark”: [Unsplash](https://unsplash.com/s/photos/hands-holding-coffee-cup-wide-shot-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/hands%20holding%20coffee%20cup%20wide%20shot%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/hands%20holding%20coffee%20cup%20wide%20shot%20dark/?orientation=vertical)
- **Generate** — `Photograph: hands holding coffee cup wide shot. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Cool colour grade that sits on #fdfcfa, #fffdf8, #2347d7. 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 · 13. Features → photography
- Photography, seen in the capture (textile). (measured from the screenshot) Count: a set of ~6 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/fetch-pet-insurance/s-13.webp)
- **Stock** — “cozy home interior morning light wide shot dark”: [Unsplash](https://unsplash.com/s/photos/cozy-home-interior-morning-light-wide-shot-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/cozy%20home%20interior%20morning%20light%20wide%20shot%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/cozy%20home%20interior%20morning%20light%20wide%20shot%20dark/?orientation=horizontal)
- **Generate** — `Photograph: cozy home interior morning light wide shot. 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 #faf8f3, #fffdf8, #2347d7. 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.`
- **No imagery (type-led)** — 3. Features, 4. Features, 5. Features, 7. Features, 8. Content, 10. Statement, 12. Features, 14. Content, 16. Features: 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** — 15. 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, glossy glass-like shapes and a smooth gradient in #000000 and #2347d7 on a #4c4e4f 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 3:2. 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: cozy home interior morning light, friendly simplified shapes, limited palette of #fdfcfa, #fffdf8, #2347d7 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: [“lifestyle flat illustration” on Unsplash](https://unsplash.com/s/photos/lifestyle-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/fetch-pet-insurance/tokens · kit https://uidiscovery.com/api/v1/sites/fetch-pet-insurance/kit · MCP `get_design_brief({ slug: "fetch-pet-insurance" })`, `get_image_plan({ slug: "fetch-pet-insurance" })`. Cite the reference as https://uidiscovery.com/sites/fetch-pet-insurance.
