Fillout — Forms that do it all

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

> Reference: https://www.fillout.com · UIDiscovery: https://uidiscovery.com/sites/fillout · captured 2026-09-22 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/fillout/full.webp) · [scroll video](https://uidiscovery.com/media/captures/fillout/preview.mp4)

## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Fillout — 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 Fillout: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Fillout'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
- Fillout (fillout.com): Productivity marketing website, dark.
- 10 sections: Hero → Features → Logo cloud → Stats → Features → Integrations → Content → Testimonials → Footer.
- Spacing: about a screen per idea (median section ≈670px).
- Hero headline: 5 words — short and punchy; keep yours under ~9.
- Type: one family (Inter). 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. Compact band (382px at 1440), own light band #ffffff; 5 images/icons (a set of cards or a small gallery); inline form (2 fields, e.g. email capture), 7 buttons (tabs, toggles or per-card actions).
- Slots: Eyebrow / announcement pill (optional); H1 (~5 words, like the reference); Supporting line, 1–2 sentences; Primary + secondary action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “Forms that do it all”
- [Screenshot](https://uidiscovery.com/media/captures/fillout/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. Half to one screen (670px at 1440), own dark band #010000; 16 image elements (icons, logos, product UI — not 16 photos); 13 buttons (tabs, toggles or per-card actions).
- Slots: Section title; 2 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- [Screenshot](https://uidiscovery.com/media/captures/fillout/s-02.webp) · imagery: slot 2

### 3. 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 (187px at 1440), own light band #ffffff; 48 image elements (icons, logos, product UI — not 48 photos); no interactive controls.
- 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/fillout/s-03.webp)

### 4. Stats — prove scale or impact with a few big numbers.
- Layout: 3–4 large numerals with short labels in a row. Compact band (295px at 1440), own light band #ffffff; 13 images/icons (a set of cards or a small gallery); no interactive controls.
- Slots: 3–4 numbers with short labels; Source/footnote if claims need it.
- [Screenshot](https://uidiscovery.com/media/captures/fillout/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. Tall, ≈1.3 screens (1208px at 1440), own light band #fbfbfb; 6 images/icons (a set of cards or a small gallery); no interactive controls.
- Slots: Section title (~6 words, like the reference); 6 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “It all starts with a form”
- [Screenshot](https://uidiscovery.com/media/captures/fillout/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. About one full screen (831px at 1440), own light band #ffffff; 8 images/icons (a set of cards or a small gallery); no interactive controls.
- Slots: Section title (~4 words, like the reference); 8 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “Create a lasting impression”
- [Screenshot](https://uidiscovery.com/media/captures/fillout/s-06.webp) · imagery: slot 3

### 7. Integrations — show that it fits the tools the visitor already uses.
- Layout: a grid of app icons around a short explanation. Compact band (180px at 1440), own light band #fbfbfb; no images (type-led); no interactive controls.
- Slots: Title + explanation; Icon grid of tools you truly integrate with.
- Topic (tone/length only — never reuse): “Integrate with all your apps”
- [Screenshot](https://uidiscovery.com/media/captures/fillout/s-07.webp)

### 8. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (404px at 1440), own light band #fbfbfb; 96 image elements (icons, logos, product UI — not 96 photos); 32 links (link lists / navigation).
- Slots: Heading; Body copy; Supporting visual (see image plan); Text link action.
- [Screenshot](https://uidiscovery.com/media/captures/fillout/s-08.webp)

### 9. Testimonials — let real customers make the case in their own words.
- Layout: quote cards or a featured quote with name, role and avatar. About one full screen (839px at 1440), own light band #ffffff; 21 image elements (icons, logos, product UI — not 21 photos); one primary button.
- Slots: Section title; 3 quotes: 1–3 sentences, name, role, company, avatar; Use real customer quotes only.
- Topic (tone/length only — never reuse): “How people use Fillout”
- [Screenshot](https://uidiscovery.com/media/captures/fillout/s-09.webp)

### 10. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. About one full screen (780px at 1440), own light band #ffffff; 11 images/icons (a set of cards or a small gallery); primary + secondary button, 38 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): “Make your first form in minutes”
- [Screenshot](https://uidiscovery.com/media/captures/fillout/s-10.webp)

Inner pages also captured (Pricing, Customers, About, Blog, Enterprise, Careers, Contact, Security): https://uidiscovery.com/sites/fillout?view=pages

## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#333333` | page background | — |
| foreground | `#ffffff` | body text, headings | 12.6:1 |
| accent | `#010000` | primary buttons, links, highlights — sparingly | 1.7:1 ⚠ not for text; use as a fill with #ffffff text (21.0:1) |
| surface | `#333333` | cards, inputs, alternate bands | text on it 12.6:1 |
| muted | `#737373` | secondary text, borders | 2.7:1 — borders / large text only |

Captured palette: `#333333` `#ffffff` `#010000` `#fbfbfb` `#737373` `#f6c744`. Section bands top→bottom: `#ffffff` → `#010000` → `#fbfbfb`. 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: #333333;
  --foreground: #ffffff;
  --accent: #010000;
  --surface: #333333;
  --muted: #737373;
  --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 ≈670px tall at 1440 (median; range 180–1208px, 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 6 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 8 section screenshots: mostly **typography with little or no imagery**, some photography (dark, warm, Productivity). Still glance at the linked screenshots to match the exact mood.

### Slot 1 · 1. Hero → photography
- Photography, seen in the capture (blue sky, plant, foliage). (measured from the screenshot) Count: a set of ~5 in one consistent style. Aspect: 3:2. Look first: [ref 1](https://uidiscovery.com/media/captures/fillout/s-01.webp)
- **Stock** — “abstract gradient mesh dark”: [Unsplash](https://unsplash.com/s/photos/abstract-gradient-mesh-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/abstract%20gradient%20mesh%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/abstract%20gradient%20mesh%20dark/?orientation=horizontal)
- **Generate** — `Photograph: abstract gradient mesh. 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. Warm colour grade that sits on #ffffff, #010000, #333333. 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 → product UI (uncertain)
- Productivity features with 16 image elements — most likely product UI screenshots/mockups plus icons. Count: 1–3 key visuals; the rest are icons/avatars. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/fillout/s-02.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 #333333 to #333333 with a soft #010000 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 4:3. 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 3 · 6. Features → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~8 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/fillout/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=landscape) · [Pexels](https://www.pexels.com/search/minimal%20desk%20with%20laptop%20close%20up%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/minimal%20desk%20with%20laptop%20close%20up%20dark/?orientation=horizontal)
- **Generate** — `Photograph: minimal desk with laptop 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, #010000, #333333. 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.`

- **Logos** — 3. Logo cloud, 7. Integrations: 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).
- **No imagery (type-led)** — 4. Stats, 5. Features, 8. Content, 9. Testimonials: 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** — 10. 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, glossy glass-like shapes and a smooth gradient in #010000 and #737373 on a #333333 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 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: abstract gradient mesh, friendly simplified shapes, limited palette of #ffffff, #010000, #333333 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.` · 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).

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More: tokens https://uidiscovery.com/api/v1/sites/fillout/tokens · kit https://uidiscovery.com/api/v1/sites/fillout/kit · MCP `get_design_brief({ slug: "fillout" })`, `get_image_plan({ slug: "fillout" })`. Cite the reference as https://uidiscovery.com/sites/fillout.