Preview the prompt +
# Build brief — an original marketing website in the taste of Getaway
> Reference: https://getaway.house · UIDiscovery: https://uidiscovery.com/sites/getaway · captured 2026-09-22 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/getaway/full.webp) · [scroll video](https://uidiscovery.com/media/captures/getaway/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Getaway — 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 Getaway: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Getaway'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
- Getaway (getaway.house): Travel marketing website, dark, serif, minimal.
- 11 sections: Hero → Features → Statement → Content → Statement → Content → Logo cloud.
- Spacing: short, dense bands (median section ≈427px).
- Hero headline: 6 words — short and punchy; keep yours under ~9.
- Type: Ltt Recoleta headings over Swiss 721 body. Imagery: mostly photography, 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 (810px at 1440), own light band #ffffff; 4 images/icons (a set of cards or a small gallery); one primary button.
- Slots: Eyebrow / announcement pill (optional); H1 (~6 words, like the reference); Supporting line, 1–2 sentences; One primary action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “Adventure by day, comfort by night.”
- [Screenshot](https://uidiscovery.com/media/captures/getaway/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 (686px at 1440), own light band #ffffff; 8 images/icons (a set of cards or a small gallery); 4 buttons (tabs, toggles or per-card actions); 5 headings → ~4 items under a title.
- Slots: Section title (~3 words, like the reference); 4 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “About Postcard Cabins”
- [Screenshot](https://uidiscovery.com/media/captures/getaway/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 (362px at 1440), own light band #ffffff; 8 images/icons (a set of cards or a small gallery); no interactive controls; 5 headings → ~4 items under a title.
- Slots: Section title (~5 words, like the reference); 4 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “What’s included at Postcard Cabins”
- [Screenshot](https://uidiscovery.com/media/captures/getaway/s-03.webp) · imagery: slot 3
### 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 (411px at 1440), own light band #ffffff; 6 images/icons (a set of cards or a small gallery); 3 text links instead of buttons; 4 headings → ~3 items under a title.
- Slots: Section title (~5 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “Ways to enjoy your stay”
- [Screenshot](https://uidiscovery.com/media/captures/getaway/s-04.webp) · imagery: slot 4
### 5. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. Compact band (164px at 1440), own light band #ffffff; no images (type-led); no interactive controls.
- Slots: Heading (~6 words, like the reference); Body copy.
- Topic (tone/length only — never reuse): “Your cozy corner of the wild”
- [Screenshot](https://uidiscovery.com/media/captures/getaway/s-05.webp)
### 6. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (693px at 1440), own light band #ffffff; 6 images/icons (a set of cards or a small gallery); one primary button.
- Slots: Heading (~3 words, like the reference); Body copy; Supporting visual (see image plan); One primary action.
- Topic (tone/length only — never reuse): “Popular Postcard Cabins”
- [Screenshot](https://uidiscovery.com/media/captures/getaway/s-06.webp) · imagery: slot 5
### 7. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. Compact band (164px at 1440), own light band #ffffff; no images (type-led); no interactive controls.
- Slots: Heading (~5 words, like the reference); Body copy.
- Topic (tone/length only — never reuse): “Gather in the great outdoors”
- [Screenshot](https://uidiscovery.com/media/captures/getaway/s-07.webp)
### 8. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (427px at 1440), own light band #ffffff; 6 images/icons (a set of cards or a small gallery); 3 text links instead of buttons.
- Slots: Heading (~4 words, like the reference); Body copy; Supporting visual (see image plan); Text link action.
- Topic (tone/length only — never reuse): “Get ready to disconnect”
- [Screenshot](https://uidiscovery.com/media/captures/getaway/s-08.webp) · imagery: slot 6
### 9. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (164px at 1440), own light band #ffffff; no images (type-led); no interactive controls.
- Slots: Heading (~4 words, like the reference); Body copy.
- Topic (tone/length only — never reuse): “Know before you go”
- [Screenshot](https://uidiscovery.com/media/captures/getaway/s-09.webp)
### 10. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (662px at 1440), own light band #ffffff; 6 images/icons (a set of cards or a small gallery); 6 buttons (tabs, toggles or per-card actions).
- Slots: Heading (~7 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “From cabins to canyons—it’s all within reach”
- [Screenshot](https://uidiscovery.com/media/captures/getaway/s-10.webp) · imagery: slot 7
### 11. Logo cloud — borrow trust from recognisable customers or partners.
- Layout: a single row or wall of monochrome marks with a one-line lead-in. Half to one screen (499px at 1440), own light band #ffffff; 39 image elements (photo collage/gallery + small graphics); 39 links (link lists / navigation).
- Slots: One-line lead-in (e.g. “Trusted by…”); 6–10 monochrome customer/partner marks (your own, with permission).
- Topic (tone/length only — never reuse): “Your Lifelong Travel Partner for Every Journey”
- [Screenshot](https://uidiscovery.com/media/captures/getaway/s-11.webp)
Inner pages also captured (About, Enterprise, Contact, Shop): https://uidiscovery.com/sites/getaway?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#1c1c1c` | page background | — |
| foreground | `#ffffff` | body text, headings | 17.0:1 |
| accent | `#ffffff` | none captured — monochrome. Primary buttons invert (foreground fill, background text); add your brand colour only for small highlights | — |
| surface | `#33362e` | cards, inputs, alternate bands | text on it 12.3:1 |
| muted | `#707070` | secondary text, borders | 3.4:1 — borders / large text only |
Captured palette: `#1c1c1c` `#ffffff` `#33362e` `#707070` `#fcf0da` `#c4c4c4`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (dark, neutral, desaturated) and proportions; swap the accent for the user's brand colour.
### Tokens
```css
:root {
--background: #1c1c1c;
--foreground: #ffffff;
--accent: #ffffff;
--surface: #33362e;
--muted: #707070;
--font-heading: "Fraunces", ui-serif, Georgia, 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: **Fraunces** (Google Fonts) — reference uses Ltt Recoleta. “Ltt Recoleta” is a licensed face — use Fraunces (or Instrument Serif) as the free stand-in, or license the original.
- Body: **Inter** (Google Fonts) — reference uses Swiss 721. “Swiss 721” is likely a custom or licensed face. Inter is a neutral stand-in — pick a closer free match by eye from the screenshot.
- 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.
- The serif headings are central to the tone — keep a serif display face even if you swap the family.
### Spacing & rhythm
Sections run ≈427px tall at 1440 (median; range 164–810px, captures cap at 1700px) — short, dense bands. Start with 64–80px 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
Flat surfaces, hairline 1px borders in the muted colour, small radii (4–8px), almost no shadow. 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 7 section screenshots: mostly **photography**, some typography with little or no imagery (dark, neutral, desaturated, Travel). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 1. Hero → photography
- Photography, seen in the capture (people, adult, plant). (measured from the screenshot) Count: a set of ~4 in one consistent style. Aspect: 16:9 full-bleed (or 21:9). Look first: [ref 1](https://uidiscovery.com/media/captures/getaway/s-01.webp)
- **Stock** — “coastal landscape aerial dark”: [Unsplash](https://unsplash.com/s/photos/coastal-landscape-aerial-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/coastal%20landscape%20aerial%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/coastal%20landscape%20aerial%20dark/?orientation=horizontal)
- **Generate** — `Photograph: coastal landscape aerial. 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. Neutral, desaturated colour grade that sits on #ffffff, #33362e. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 16:9. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`
### Slot 2 · 2. Features → photography
- Photography, seen in the capture (conveyance, portal, window). (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/getaway/s-02.webp)
- **Stock** — “boutique hotel room daylight dark”: [Unsplash](https://unsplash.com/s/photos/boutique-hotel-room-daylight-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/boutique%20hotel%20room%20daylight%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/boutique%20hotel%20room%20daylight%20dark/?orientation=horizontal)
- **Generate** — `Photograph: boutique hotel room daylight. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Neutral, desaturated colour grade that sits on #ffffff, #33362e. 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 · 3. Features → photography
- Photography, seen in the capture (art, illustrations). (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/getaway/s-03.webp)
- **Stock** — “traveler on mountain trail dark”: [Unsplash](https://unsplash.com/s/photos/traveler-on-mountain-trail-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/traveler%20on%20mountain%20trail%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/traveler%20on%20mountain%20trail%20dark/?orientation=horizontal)
- **Generate** — `Photograph: traveler on mountain trail. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Neutral, desaturated colour grade that sits on #ffffff, #33362e. 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 · 4. Features → photography
- Photography, seen in the capture (cabinet, furniture, conveyance). (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/getaway/s-04.webp)
- **Stock** — “coastal landscape aerial close up dark”: [Unsplash](https://unsplash.com/s/photos/coastal-landscape-aerial-close-up-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/coastal%20landscape%20aerial%20close%20up%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/coastal%20landscape%20aerial%20close%20up%20dark/?orientation=horizontal)
- **Generate** — `Photograph: coastal landscape aerial close up. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Neutral, desaturated colour grade that sits on #ffffff, #33362e. 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 · 6. Content → photography
- Photography, seen in the capture (people, adult, blue sky). (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/getaway/s-06.webp)
- **Stock** — “traveler on mountain trail close up dark”: [Unsplash](https://unsplash.com/s/photos/traveler-on-mountain-trail-close-up-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/traveler%20on%20mountain%20trail%20close%20up%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/traveler%20on%20mountain%20trail%20close%20up%20dark/?orientation=vertical)
- **Generate** — `Photograph: traveler on mountain trail close up. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Neutral, desaturated colour grade that sits on #ffffff, #33362e. 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 · 8. Content → photography
- Travel references lean on photography. Count: a set of ~6 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/getaway/s-08.webp)
- **Stock** — “boutique hotel room daylight wide shot dark”: [Unsplash](https://unsplash.com/s/photos/boutique-hotel-room-daylight-wide-shot-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/boutique%20hotel%20room%20daylight%20wide%20shot%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/boutique%20hotel%20room%20daylight%20wide%20shot%20dark/?orientation=vertical)
- **Generate** — `Photograph: boutique hotel room daylight wide shot. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Neutral, desaturated colour grade that sits on #ffffff, #33362e. 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 · 10. Content → photography
- Travel references lean on photography. Count: a set of ~6 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/getaway/s-10.webp)
- **Stock** — “coastal landscape aerial wide shot dark”: [Unsplash](https://unsplash.com/s/photos/coastal-landscape-aerial-wide-shot-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/coastal%20landscape%20aerial%20wide%20shot%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/coastal%20landscape%20aerial%20wide%20shot%20dark/?orientation=vertical)
- **Generate** — `Photograph: coastal landscape aerial wide shot. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Neutral, desaturated colour grade that sits on #ffffff, #33362e. 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.`
- **No imagery (type-led)** — 5. Statement, 7. Statement, 9. 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.
- **Logos** — 11. Logo cloud: 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).
### 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 #707070 and #33362e on a #1c1c1c background. Lighting: low-key, moody directional light with deep shadows; neutral, desaturated 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)
- **illustration** — generate `Flat vector illustration: coastal landscape aerial, friendly simplified shapes, limited palette of #ffffff, #33362e plus one soft neutral, plenty of empty background, consistent line weight, neutral, desaturated mood. Aspect ratio 16:9. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.` · stock: [“travel flat illustration” on Unsplash](https://unsplash.com/s/photos/travel-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/getaway/tokens · kit https://uidiscovery.com/api/v1/sites/getaway/kit · MCP `get_design_brief({ slug: "getaway" })`, `get_image_plan({ slug: "getaway" })`. Cite the reference as https://uidiscovery.com/sites/getaway.
