Preview the prompt +
# Build brief — an original marketing website in the taste of Good Fella
> Reference: https://good-fella.com · UIDiscovery: https://uidiscovery.com/sites/good-fella · captured 2026-09-22 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/good-fella/full.webp) · [scroll video](https://uidiscovery.com/media/captures/good-fella/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Good Fella — 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 Good Fella: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Good Fella'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
- Good Fella (good-fella.com): Entertainment marketing website, dark, minimal, award winner.
- 6 sections: Hero → Features → Content → FAQ → Call to action.
- Spacing: long, content-rich sections (median ≈1324px tall at 1440).
- Hero headline: 4 words — short and punchy; keep yours under ~9.
- Type: one family (Aktiv grotesk). 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 (900px at 1440), page background; 6 images/icons (a set of cards or a small gallery); 2 text links instead of buttons.
- Slots: Eyebrow / announcement pill (optional); H1 (~4 words, like the reference); Supporting line, 1–2 sentences; Text link action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “The digital landmark studio.”
- [Screenshot](https://uidiscovery.com/media/captures/good-fella/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. Tall, ≈1.9 screens (1700px at 1440), own light band #eeeeee; 8 images/icons (a set of cards or a small gallery); no interactive controls; 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.
- Topic (tone/length only — never reuse): “How we work.”
- [Screenshot](https://uidiscovery.com/media/captures/good-fella/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. Tall, ≈1.9 screens (1700px at 1440), page background; 18 image elements (photo collage/gallery + small graphics); 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): “Selected work.”
- [Screenshot](https://uidiscovery.com/media/captures/good-fella/s-03.webp) · imagery: slot 3
### 4. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (850px at 1440), own light band #eeeeee; no images (type-led); no interactive controls.
- Slots: Heading (~4 words, like the reference); Body copy.
- Topic (tone/length only — never reuse): “What's in a landmark.”
- [Screenshot](https://uidiscovery.com/media/captures/good-fella/s-04.webp)
### 5. FAQ — remove the last objections before the call to action.
- Layout: question list with disclosure (accordion), often two columns on desktop. Tall, ≈1.5 screens (1324px at 1440), page background; 6 images/icons (a set of cards or a small gallery); 6 buttons (tabs, toggles or per-card actions).
- Slots: Title; 6 question/answer pairs; Link to support/contact.
- Topic (tone/length only — never reuse): “Common questions”
- [Screenshot](https://uidiscovery.com/media/captures/good-fella/s-05.webp)
### 6. Call to action — close the page with one clear next step.
- Layout: short headline + one primary action on a contrasting band. About one full screen (786px at 1440), own light band #eeeeee; 4 images/icons (a set of cards or a small gallery); one primary button.
- Slots: Headline (~3 words, like the reference); One sentence of support; One primary action.
- Topic (tone/length only — never reuse): “Start a project.”
- [Screenshot](https://uidiscovery.com/media/captures/good-fella/s-06.webp) · imagery: slot 4
Inner pages also captured (Pricing, About, Contact, Security): https://uidiscovery.com/sites/good-fella?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#141314` | page background | — |
| foreground | `#eeeeee` | body text, headings | 16.0:1 |
| accent | `#eeeeee` | none captured — monochrome. Primary buttons invert (foreground fill, background text); add your brand colour only for small highlights | — |
| surface | `#141314` | cards, inputs, alternate bands | text on it 16.0:1 |
| muted | `#818081` | secondary text, borders | 4.7:1 |
Captured palette: `#141314` `#eeeeee` `#696869` `#818081`. Section bands top→bottom: `#141314` → `#eeeeee`. 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: #141314;
--foreground: #eeeeee;
--accent: #eeeeee;
--surface: #141314;
--muted: #818081;
--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 Aktiv grotesk. “Aktiv grotesk” is a licensed face — use Inter (or Hanken Grotesk) as the free stand-in, or license the original.
- 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 ≈1324px tall at 1440 (median; range 786–1700px, 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. The background changes 5 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
Flat surfaces, hairline 1px borders in the muted colour, small radii (4–8px), almost no shadow; on dark, separate layers with 1px borders at ~8–12% white and soft glows instead of drop shadows; expressive layout and motion are part of the appeal — study the scroll video, but keep motion subtle and respect prefers-reduced-motion. 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 **photography**, some typography with little or no imagery (dark, neutral, desaturated, Entertainment). 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 set of ~6 in one consistent style. Aspect: 16:9 full-bleed (or 21:9). Look first: [ref 1](https://uidiscovery.com/media/captures/good-fella/s-01.webp)
- **Stock** — “concert stage lights crowd dark”: [Unsplash](https://unsplash.com/s/photos/concert-stage-lights-crowd-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/concert%20stage%20lights%20crowd%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/concert%20stage%20lights%20crowd%20dark/?orientation=horizontal)
- **Generate** — `Photograph: concert stage lights crowd. 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 #141314, #eeeeee. 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 (people, adult). (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/good-fella/s-02.webp)
- **Stock** — “vinyl record player dark”: [Unsplash](https://unsplash.com/s/photos/vinyl-record-player-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/vinyl%20record%20player%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/vinyl%20record%20player%20dark/?orientation=horizontal)
- **Generate** — `Photograph: vinyl record player. 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 #eeeeee, #141314. 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
- Entertainment references lean on photography. Count: a collage of several photos with one consistent colour grade. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/good-fella/s-03.webp)
- **Stock** — “cinema seats lighting dark”: [Unsplash](https://unsplash.com/s/photos/cinema-seats-lighting-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/cinema%20seats%20lighting%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/cinema%20seats%20lighting%20dark/?orientation=horizontal)
- **Generate** — `Photograph: cinema seats lighting. 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 #141314, #eeeeee. 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 · 6. Call to action → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~4 in one consistent style. Aspect: 21:9 (background). Look first: [ref 1](https://uidiscovery.com/media/captures/good-fella/s-06.webp)
- **Stock** — “cinema seats lighting close up dark”: [Unsplash](https://unsplash.com/s/photos/cinema-seats-lighting-close-up-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/cinema%20seats%20lighting%20close%20up%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/cinema%20seats%20lighting%20close%20up%20dark/?orientation=horizontal)
- **Generate** — `Photograph: cinema seats lighting close up. Composition: low-detail texture so overlaid text stays readable. Lighting: low-key, moody directional light with deep shadows. Neutral, desaturated colour grade that sits on #eeeeee, #141314. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 21:9. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`
- **No imagery (type-led)** — 4. Content, 5. FAQ: 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:
- **abstract 3D / gradient** — generate `Abstract 3D render: soft, glossy glass-like shapes and a smooth gradient in #818081 on a #141314 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: concert stage lights crowd, friendly simplified shapes, limited palette of #141314, #eeeeee 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: [“music flat illustration” on Unsplash](https://unsplash.com/s/photos/music-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/good-fella/tokens · kit https://uidiscovery.com/api/v1/sites/good-fella/kit · MCP `get_design_brief({ slug: "good-fella" })`, `get_image_plan({ slug: "good-fella" })`. Cite the reference as https://uidiscovery.com/sites/good-fella.
