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# Build brief — an original marketing website in the taste of Fly.io
> Reference: https://fly.io · UIDiscovery: https://uidiscovery.com/sites/fly-io · captured 2026-09-21 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/fly-io/full.webp) · [scroll video](https://uidiscovery.com/media/captures/fly-io/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Fly.io — 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 Fly.io: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Fly.io'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
- Fly.io (fly.io): AI marketing website, dark.
- 12 sections: Hero → Statement → Features → Statement → Features → Content → Features → Testimonials → Call to action → Footer.
- Spacing: about a screen per idea (median section ≈755px).
- Type: one family (Mackinac). 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. Tall, ≈1.9 screens (1700px at 1440), own light band #ffffff; no images (type-led); no interactive controls.
- Slots: Eyebrow / announcement pill (optional); H1; Supporting line, 1–2 sentences; Primary action; No image — let type and colour carry it.
- [Screenshot](https://uidiscovery.com/media/captures/fly-io/s-01.webp)
### 2. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. Half to one screen (692px at 1440), page background; 3 image/graphics; primary + secondary button.
- Slots: Heading (~3 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “Computers for agents”
- [Screenshot](https://uidiscovery.com/media/captures/fly-io/s-02.webp) · imagery: slot 1
### 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 (755px at 1440), page background; 1 image/graphic; 2 text links instead of buttons; 3 headings → ~2 items under a title.
- Slots: Section title (~12 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “Sprites: where your agent runs. Machines: where you run what it builds.”
- [Screenshot](https://uidiscovery.com/media/captures/fly-io/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. Compact band (396px at 1440), page background; 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): “Your Agent's Favorite Cloud”
- [Screenshot](https://uidiscovery.com/media/captures/fly-io/s-04.webp) · imagery: slot 2
### 5. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. About one full screen (1002px at 1440), page background; 8 images/icons (a set of cards or a small gallery); 3 buttons (tabs, toggles or per-card actions).
- Slots: Heading (~3 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “Machines that Remember”
- [Screenshot](https://uidiscovery.com/media/captures/fly-io/s-05.webp) · imagery: slot 3
### 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. Compact band (355px at 1440), page background; 3 image/graphics; 1 text link instead of buttons.
- Slots: Section title (~4 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “A Real Durable Filesystem”
- [Screenshot](https://uidiscovery.com/media/captures/fly-io/s-06.webp)
### 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. About one full screen (1027px at 1440), page background; 4 images/icons (a set of cards or a small gallery); no interactive controls; 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.
- Topic (tone/length only — never reuse): “Nothing to Manage”
- [Screenshot](https://uidiscovery.com/media/captures/fly-io/s-07.webp) · imagery: slot 4
### 8. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (340px at 1440), page background; no images (type-led); no interactive controls.
- Slots: Heading (~3 words, like the reference); Body copy.
- Topic (tone/length only — never reuse): “Grow without drama”
- [Screenshot](https://uidiscovery.com/media/captures/fly-io/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 (1152px at 1440), page background; 4 images/icons (a set of cards or a small gallery); one primary button; 4 headings → ~3 items under a title.
- Slots: Section title (~4 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “A Connection to Everything”
- [Screenshot](https://uidiscovery.com/media/captures/fly-io/s-09.webp) · imagery: slot 4
### 10. 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 (1044px at 1440), page background; 1 image/graphic; 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): “Support that knows the stack”
- [Screenshot](https://uidiscovery.com/media/captures/fly-io/s-10.webp) · imagery: slot 5
### 11. Call to action — close the page with one clear next step.
- Layout: short headline + one primary action on a contrasting band. Compact band (312px at 1440), page background; no images (type-led); 1 text link instead of buttons.
- Slots: Headline (~7 words, like the reference); One sentence of support; Text link action.
- Topic (tone/length only — never reuse): “Give your agent a computer. Start free.”
- [Screenshot](https://uidiscovery.com/media/captures/fly-io/s-11.webp)
### 12. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Half to one screen (479px at 1440), own dark band #191034; 1 image/graphic; form with 7 fields, primary + secondary button, 20 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/fly-io/s-12.webp)
Inner pages also captured (Pricing, Product, Customers, About, Sign up, Log in, Blog, Docs, Careers, Contact): https://uidiscovery.com/sites/fly-io?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#7c3aed` | page background | — |
| foreground | `#ffffff` | body text, headings | 5.7:1 |
| accent | `#191034` | primary buttons, links, highlights — sparingly | 3.2:1 (large text / UI only) |
| surface | `#686082` | cards, inputs, alternate bands | text on it 5.9:1 |
| muted | `#e6e0fe` | secondary text, borders | 4.5:1 — borders / large text only |
Captured palette: `#7c3aed` `#686082` `#000000` `#ffffff` `#191034` `#e6e0fe`. Section bands top→bottom: `#ffffff` → `#191034`. 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: #7c3aed;
--foreground: #ffffff;
--accent: #191034;
--surface: #686082;
--muted: #e6e0fe;
--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 Mackinac. “Mackinac” is likely a custom or licensed face. Inter is a neutral stand-in — pick a closer free match by eye from the screenshot.
- 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 ≈755px tall at 1440 (median; range 312–1700px, 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. One continuous background — separate sections with space and type, not colour bands. 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 5 section screenshots: mostly **typography with little or no imagery**, some photography (dark, cool, AI). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 2. Statement → photography
- Photography, seen in the capture (art, illustrations, map). (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/fly-io/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. Cool colour grade that sits on #7c3aed, #191034, #686082. 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 2 · 4. Features → photography
- Photography, seen in the capture (art, illustrations). (measured from the screenshot) Count: 1. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/fly-io/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. Cool colour grade that sits on #7c3aed, #191034, #686082. 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 · 5. Statement → illustration (uncertain)
- Light AI section with a few graphics — illustration, icon art or a product shot. Count: a set of ~8 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/fly-io/s-05.webp)
- **Stock** — “technology flat illustration”: [Unsplash](https://unsplash.com/s/photos/technology-flat-illustration?orientation=portrait) · [Pexels](https://www.pexels.com/search/technology%20flat%20illustration/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/technology%20flat%20illustration/?orientation=vertical)
- **Generate** — `Flat vector illustration: abstract gradient mesh, friendly simplified shapes, limited palette of #7c3aed, #191034, #686082 plus one soft neutral, plenty of empty background, consistent line weight, cool mood. Aspect ratio 4:5. 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.
### Slot 4 · 7. Features, 9. Features → product UI (uncertain)
- AI sections with many image elements — most likely product UI screenshots/mockups plus icons. Count: one consistent treatment across these sections. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/fly-io/s-07.webp) [ref 2](https://uidiscovery.com/media/captures/fly-io/s-09.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 #7c3aed to #686082 with a soft #191034 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 5 · 10. Testimonials → portraits
- Testimonial section with 1 image — usually portraits/avatars. Count: 1. Aspect: 1:1 (avatars) or 4:5 (portraits). Look first: [ref 1](https://uidiscovery.com/media/captures/fly-io/s-10.webp)
- **Stock** — “portrait headshot natural light”: [Unsplash](https://unsplash.com/s/photos/portrait-headshot-natural-light?orientation=portrait) · [Pexels](https://www.pexels.com/search/portrait%20headshot%20natural%20light/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/portrait%20headshot%20natural%20light/?orientation=vertical)
- **Generate** — `Natural headshot of a fictional professional, head-and-shoulders, eye level, plain soft background, low-key, moody directional light with deep shadows, background tinted #686082, cool colour grade. Aspect ratio 1:1. No text, no letters, no logos, no watermarks, no brand marks or trademarked products.`
- Placeholders only: a testimonial needs a real customer, their real photo and consent. Never attach a real quote to a stock or AI face.
- **No imagery (type-led)** — 1. Hero, 3. Features, 6. Features, 8. Content, 11. Call to action: 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** — 12. 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 #191034 and #e6e0fe on a #7c3aed 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 16:9. 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)
- **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/fly-io/tokens · kit https://uidiscovery.com/api/v1/sites/fly-io/kit · MCP `get_design_brief({ slug: "fly-io" })`, `get_image_plan({ slug: "fly-io" })`. Cite the reference as https://uidiscovery.com/sites/fly-io.
