Preview the prompt +
# Build brief — an original marketing website in the taste of Good Is The New Cool
> Reference: https://good-is-the-new-cool.netlify.app · UIDiscovery: https://uidiscovery.com/sites/good-is-the-new-cool · captured 2026-09-22 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/good-is-the-new-cool/full.webp) · [scroll video](https://uidiscovery.com/media/captures/good-is-the-new-cool/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Good Is The New Cool — 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 Is The New Cool: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Good Is The New Cool'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 Is The New Cool (good-is-the-new-cool.netlify.app): Education marketing website, dark, minimal, award winner.
- 6 sections: Blog → Statement → Features → Content → Footer.
- Spacing: about a screen per idea (median section ≈849px).
- Type: one family (Neue Montreal). Imagery: mostly photography, some abstract 3D / gradient art.
## 4. Page structure (top to bottom)
### 1. Blog — signal an active, credible team through recent writing.
- Layout: 3-up card grid: image, title, meta. About one full screen (900px at 1440), own light band #f8f4ed; 33 image elements (photo collage/gallery + small graphics); 20 links (link lists / navigation).
- Slots: Title + “All posts” link; 3 post cards: cover image, title, date/author.
- [Screenshot](https://uidiscovery.com/media/captures/good-is-the-new-cool/s-01.webp) · imagery: slot 1
### 2. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. Half to one screen (478px at 1440), own light band #f8f4ed; no images (type-led); no interactive controls.
- Slots: Heading (~6 words, like the reference); Body copy.
- Topic (tone/length only — never reuse): “Stories of inspiration, impact and innovation”
- [Screenshot](https://uidiscovery.com/media/captures/good-is-the-new-cool/s-02.webp)
### 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, ≈1.5 screens (1327px at 1440), own light band #f8f4ed; 26 image elements (photo collage/gallery + small graphics); 5 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/good-is-the-new-cool/s-03.webp) · imagery: slot 2
### 4. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (811px at 1440), own light band #f8f4ed; 2 image/graphics; no interactive controls.
- Slots: Heading; Body copy; Supporting visual (see image plan).
- [Screenshot](https://uidiscovery.com/media/captures/good-is-the-new-cool/s-04.webp) · imagery: slot 3
### 5. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (367px at 1440), own light band #f8f4ed; no images (type-led); one primary button.
- Slots: Heading (~9 words, like the reference); Body copy; One primary action.
- Topic (tone/length only — never reuse): “Bold creative actions to lead to impactful social change”
- [Screenshot](https://uidiscovery.com/media/captures/good-is-the-new-cool/s-06.webp)
### 6. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. About one full screen (849px at 1440), own light band #f8f4ed; 11 images/icons (a set of cards or a small gallery); 8 text links instead of buttons.
- Slots: Brand mark + one-line description; 3–5 link columns; Newsletter or contact (optional); Legal row + social icons.
- [Screenshot](https://uidiscovery.com/media/captures/good-is-the-new-cool/s-07.webp)
Inner pages also captured (About, Blog, Contact, Shop, Security): https://uidiscovery.com/sites/good-is-the-new-cool?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#0e0e0e` | page background | — |
| foreground | `#f8f4ed` | body text, headings | 17.6:1 |
| accent | `#f8f4ed` | none captured — monochrome. Primary buttons invert (foreground fill, background text); add your brand colour only for small highlights | — |
| surface | `#0e0e0e` | cards, inputs, alternate bands | text on it 17.6:1 |
| muted | `#f8f4ed` | secondary text, borders | 17.6:1 |
Captured palette: `#0e0e0e` `#f8f4ed`. 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: #0e0e0e;
--foreground: #f8f4ed;
--accent: #f8f4ed;
--surface: #0e0e0e;
--muted: #f8f4ed;
--font-heading: "Hanken Grotesk", ui-sans-serif, system-ui, sans-serif;
--font-body: "Hanken Grotesk", 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: **Hanken Grotesk** (Google Fonts) — reference uses Neue Montreal. “Neue Montreal” is a licensed face — use Hanken Grotesk (or Inter) 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(2.5rem, 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 ≈849px tall at 1440 (median; range 367–1327px, 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
Flat surfaces, hairline 1px borders in the muted colour, small radii (4–8px), almost no shadow; 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 4 section screenshots: mostly **photography**, some abstract 3D / gradient art (dark, neutral, desaturated, Education). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 1. Blog → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a collage of several photos with one consistent colour grade. Aspect: 3:2. Look first: [ref 1](https://uidiscovery.com/media/captures/good-is-the-new-cool/s-01.webp)
- **Stock** — “students studying together editorial dark”: [Unsplash](https://unsplash.com/s/photos/students-studying-together-editorial-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/students%20studying%20together%20editorial%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/students%20studying%20together%20editorial%20dark/?orientation=horizontal)
- **Generate** — `Photograph: students studying together editorial. Composition: editorial crop with one clear focal point. Lighting: low-key, moody directional light with deep shadows. Neutral, desaturated colour grade that sits on #f8f4ed, #0e0e0e. 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 · 3. Features → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a collage of several photos with one consistent colour grade. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/good-is-the-new-cool/s-03.webp)
- **Stock** — “library bookshelf light dark”: [Unsplash](https://unsplash.com/s/photos/library-bookshelf-light-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/library%20bookshelf%20light%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/library%20bookshelf%20light%20dark/?orientation=horizontal)
- **Generate** — `Photograph: library bookshelf light. 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 #f8f4ed, #0e0e0e. 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 · 4. Content → abstract 3D / gradient
- Abstract art — gradient, 3D or atmospheric graphics, seen in the capture. (measured from the screenshot) Count: a set of ~2 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/good-is-the-new-cool/s-04.webp)
- **Stock** — “abstract dark gradient 3d”: [Unsplash](https://unsplash.com/s/photos/abstract-dark-gradient-3d?orientation=portrait) · [Pexels](https://www.pexels.com/search/abstract%20dark%20gradient%203d/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/abstract%20dark%20gradient%203d/?orientation=vertical)
- **Generate** — `Abstract 3D render: soft, glossy glass-like shapes and a smooth gradient in #f8f4ed on a #0e0e0e 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 4:5. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`
- **No imagery (type-led)** — 2. Statement, 5. 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.
- **Icons** — 6. 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:
- **illustration** — generate `Flat vector illustration: students studying together, friendly simplified shapes, limited palette of #f8f4ed, #0e0e0e 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: [“education flat illustration” on Unsplash](https://unsplash.com/s/photos/education-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-is-the-new-cool/tokens · kit https://uidiscovery.com/api/v1/sites/good-is-the-new-cool/kit · MCP `get_design_brief({ slug: "good-is-the-new-cool" })`, `get_image_plan({ slug: "good-is-the-new-cool" })`. Cite the reference as https://uidiscovery.com/sites/good-is-the-new-cool.
