Preview the prompt +
# Build brief — an original marketing website in the taste of Framer
> Reference: https://www.framer.com · UIDiscovery: https://uidiscovery.com/sites/framer · captured 2026-09-21 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/framer/full.webp) · [scroll video](https://uidiscovery.com/media/captures/framer/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Framer — 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 Framer: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Framer'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
- Framer (framer.com): Marketing marketing website, dark, colorful.
- 5 sections: Hero → Content → Showcase → Content.
- Spacing: long, content-rich sections (median ≈1238px tall at 1440).
- Hero headline: 12 words — a full sentence; keep yours to one thought.
- Type: one family (GT Walsheim). Imagery: mostly abstract 3D / gradient art, some typography with little or no imagery.
## 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. About one full screen (981px at 1440), own dark band #000000; 3 image/graphics; 2 text links instead of buttons.
- Slots: Eyebrow / announcement pill (optional); H1 (~12 words, like the reference); Supporting line, 1–2 sentences; Text link action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “Framer is the design agent for every step from idea to launch”
- [Screenshot](https://uidiscovery.com/media/captures/framer/s-01.webp) · imagery: slot 1
### 2. Content — supporting content that deepens one idea.
- Layout: text + media block. Tall, ≈1.9 screens (1700px at 1440), own dark band #000000; 53 image elements (icons, logos, product UI — not 53 photos); inline form (1 field, e.g. email capture), one primary button.
- Slots: Heading (~9 words, like the reference); Body copy; Supporting visual (see image plan); One primary action.
- Topic (tone/length only — never reuse): “Agents that work alongside you, not instead of you”
- [Screenshot](https://uidiscovery.com/media/captures/framer/s-02.webp)
### 3. Content — supporting content that deepens one idea.
- Layout: text + media block. Tall, ≈1.9 screens (1700px at 1440), own dark band #000000; 29 image elements (icons, logos, product UI — not 29 photos); 9 text links instead of buttons.
- Slots: Heading (~6 words, like the reference); Body copy; Supporting visual (see image plan); Text link action.
- Topic (tone/length only — never reuse): “Not just vibes, a full platform”
- [Screenshot](https://uidiscovery.com/media/captures/framer/s-03.webp) · imagery: slot 2
### 4. Showcase — show the product (or the result) itself as proof.
- Layout: a large framed visual with a short caption or heading. Tall, ≈1.4 screens (1238px at 1440), own dark band #000000; 12 images/icons (a set of cards or a small gallery); 1 text link instead of buttons.
- Slots: Heading (~3 words, like the reference); Body copy; Supporting visual (see image plan); Text link action.
- Topic (tone/length only — never reuse): “Shipped with Framer”
- [Screenshot](https://uidiscovery.com/media/captures/framer/s-04.webp) · imagery: slot 3
### 5. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (819px at 1440), own dark band #000000; 24 image elements (icons, logos, product UI — not 24 photos); 9 text links instead of buttons.
- Slots: Heading (~6 words, like the reference); Body copy; Supporting visual (see image plan); Text link action.
- Topic (tone/length only — never reuse): “Trusted by teams shipping big sites”
- [Screenshot](https://uidiscovery.com/media/captures/framer/s-05.webp) · imagery: slot 2
Inner pages also captured (Pricing, Product, Customers, Sign up, Blog, Docs, Enterprise, Changelog): https://uidiscovery.com/sites/framer?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#ffffff` | page background | — |
| foreground | `#000000` | body text, headings | 21.0:1 |
| accent | `#00bb88` | primary buttons, links, highlights — sparingly | 2.5:1 ⚠ not for text; use as a fill with #111111 text (7.6:1) |
| surface | `#ffffff` | cards, inputs, alternate bands | text on it 21.0:1 |
| muted | `#666666` | secondary text, borders | 5.7:1 |
Captured palette: `#ffffff` `#999999` `#000000` `#666666` `#00bb88` `#0099ff`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (dark, natural, earthy) and proportions; swap the accent for the user's brand colour.
### Tokens
```css
:root {
--background: #ffffff;
--foreground: #000000;
--accent: #00bb88;
--surface: #ffffff;
--muted: #666666;
--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 GT Walsheim. “GT Walsheim” 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 ≈1238px tall at 1440 (median; range 819–1700px, captures cap at 1700px) — long, content-rich chapters. Start with 96–128px 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
On dark, separate layers with 1px borders at ~8–12% white and soft glows instead of drop shadows; 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. Dark-first; for a light mode swap background ↔ foreground, lighten the surface, keep the accent and re-check contrast.
## 6. Imagery plan
Measured from 3 section screenshots: mostly **abstract 3D / gradient art**, some typography with little or no imagery (dark, natural, earthy, Marketing). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 1. Hero → abstract 3D / gradient
- Abstract art — gradient, 3D or atmospheric graphics, seen in the capture. (measured from the screenshot) Count: a set of ~3 in one consistent style. Aspect: 16:9 full-bleed (or 21:9). Look first: [ref 1](https://uidiscovery.com/media/captures/framer/s-01.webp)
- **Stock** — “abstract dark gradient 3d”: [Unsplash](https://unsplash.com/s/photos/abstract-dark-gradient-3d?orientation=landscape) · [Pexels](https://www.pexels.com/search/abstract%20dark%20gradient%203d/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/abstract%20dark%20gradient%203d/?orientation=horizontal)
- **Generate** — `Abstract 3D render: soft, glossy glass-like shapes and a smooth gradient in #00bb88 and #666666 on a #ffffff background. Lighting: low-key, moody directional light with deep shadows; natural, earthy 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.`
### Slot 2 · 3. Content, 5. Content → product UI (uncertain)
- Marketing sections with many image elements — most likely product UI screenshots/mockups plus icons. Count: one consistent treatment across these sections. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/framer/s-03.webp) [ref 2](https://uidiscovery.com/media/captures/framer/s-05.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 #ffffff to #ffffff with a soft #00bb88 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 4:5. 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 · 4. Showcase → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~12 in one consistent style. Aspect: 16:10. Look first: [ref 1](https://uidiscovery.com/media/captures/framer/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: centred subject with even space around it. Lighting: low-key, moody directional light with deep shadows. Natural, earthy colour grade that sits on #000000, #00bb88, #ffffff. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 16:10. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`
- **No imagery (type-led)** — 2. Content: 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.
### 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:
- **illustration** — generate `Flat vector illustration: abstract gradient mesh, friendly simplified shapes, limited palette of #000000, #00bb88, #ffffff plus one soft neutral, plenty of empty background, consistent line weight, natural, earthy mood. Aspect ratio 16:9. 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).
---
More: tokens https://uidiscovery.com/api/v1/sites/framer/tokens · kit https://uidiscovery.com/api/v1/sites/framer/kit · MCP `get_design_brief({ slug: "framer" })`, `get_image_plan({ slug: "framer" })`. Cite the reference as https://uidiscovery.com/sites/framer.
