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# Build brief — an original marketing website in the taste of Gorgias
> Reference: https://www.gorgias.com · UIDiscovery: https://uidiscovery.com/sites/gorgias · captured 2026-09-21 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/gorgias/full.webp) · [scroll video](https://uidiscovery.com/media/captures/gorgias/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Gorgias — 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 Gorgias: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Gorgias'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
- Gorgias (gorgias.com): AI marketing website, light.
- 11 sections: Logo cloud → Features → Content → Features → Content → Statement.
- Spacing: about a screen per idea (median section ≈872px).
- Type: one family (Inter Tight). Imagery: mostly photography, some typography with little or no imagery.
## 4. Page structure (top to bottom)
### 1. 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 (547px at 1440), page background; 24 image elements (icons, logos, product UI — not 24 photos); 9 text links instead of buttons.
- Slots: One-line lead-in (e.g. “Trusted by…”); 6–10 monochrome customer/partner marks (your own, with permission).
- [Screenshot](https://uidiscovery.com/media/captures/gorgias/s-02.webp)
### 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, ≈1.7 screens (1540px at 1440), page background; 11 images/icons (a set of cards or a small gallery); 1 text link instead of buttons.
- Slots: Section title (~4 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “Get to know Gorgias”
- [Screenshot](https://uidiscovery.com/media/captures/gorgias/s-03.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. Tall, ≈1.4 screens (1256px at 1440), page background; 13 images/icons (a set of cards or a small gallery); one primary button.
- Slots: Section title (~4 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “AI Agent + Helpdesk”
- [Screenshot](https://uidiscovery.com/media/captures/gorgias/s-04.webp)
### 4. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (1153px at 1440), page background; 10 images/icons (a set of cards or a small gallery); 3 text links 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): “Customer stories”
- [Screenshot](https://uidiscovery.com/media/captures/gorgias/s-05.webp) · imagery: slot 2
### 5. 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, ≈1.3 screens (1197px at 1440), page background; 6 images/icons (a set of cards or a small gallery); 5 text links instead of buttons.
- Slots: Section title (~4 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “50 in 50 program”
- [Screenshot](https://uidiscovery.com/media/captures/gorgias/s-06.webp) · imagery: slot 1
### 6. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (872px at 1440), own dark band #1b1a19; 6 images/icons (a set of cards or a small gallery); no interactive controls.
- Slots: Heading (~4 words, like the reference); Body copy; Supporting visual (see image plan).
- Topic (tone/length only — never reuse): “Backed by the best”
- [Screenshot](https://uidiscovery.com/media/captures/gorgias/s-07.webp) · imagery: slot 3
### 7. Content — supporting content that deepens one idea.
- Layout: text + media block. Tall, ≈1.6 screens (1452px at 1440), own dark band #1b1a19; no images (type-led); no interactive controls.
- Slots: Heading; Body copy.
- [Screenshot](https://uidiscovery.com/media/captures/gorgias/s-08.webp)
### 8. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. Half to one screen (431px at 1440), page background; no images (type-led); no interactive controls.
- Slots: Heading; Body copy.
- [Screenshot](https://uidiscovery.com/media/captures/gorgias/s-09.webp) · imagery: slot 4
### 9. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. Half to one screen (426px at 1440), page background; no images (type-led); no interactive controls.
- Slots: Heading; Body copy.
- [Screenshot](https://uidiscovery.com/media/captures/gorgias/s-10.webp) · imagery: slot 5
### 10. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. Half to one screen (431px at 1440), page background; no images (type-led); no interactive controls.
- Slots: Heading; Body copy.
- [Screenshot](https://uidiscovery.com/media/captures/gorgias/s-11.webp) · imagery: slot 6
### 11. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. Half to one screen (426px at 1440), page background; no images (type-led); no interactive controls.
- Slots: Heading; Body copy.
- [Screenshot](https://uidiscovery.com/media/captures/gorgias/s-12.webp) · imagery: slot 7
Inner pages also captured (Pricing, Product, Customers, Sign up, Log in, Blog, Docs, Enterprise, Contact, Shop): https://uidiscovery.com/sites/gorgias?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#ffffff` | page background | — |
| foreground | `#1b1a19` | body text, headings | 17.4:1 |
| accent | `#ff9780` | primary buttons, links, highlights — sparingly | 2.1:1 ⚠ not for text; use as a fill with #111111 text (9.0:1) |
| surface | `#fdefec` | cards, inputs, alternate bands | text on it 15.5:1 |
| muted | `#1b1a19` | secondary text, borders | 17.4:1 |
Captured palette: `#ffffff` `#1b1a19` `#ff9780` `#fdefec`. Section bands top→bottom: `#ffffff` → `#1b1a19`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (light, warm) and proportions; swap the accent for the user's brand colour.
### Tokens
```css
:root {
--background: #ffffff;
--foreground: #1b1a19;
--accent: #ff9780;
--surface: #fdefec;
--muted: #1b1a19;
--font-heading: "Inter Tight", ui-sans-serif, system-ui, sans-serif;
--font-body: "Inter Tight", 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 Tight** (Google Fonts) — reference uses Inter Tight. Free to use — load it directly.
- 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 ≈872px tall at 1440 (median; range 426–1540px, 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. The background changes 2 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
Radii and shadows weren't measured. Read exact corner radius, border and shadow treatment from the screenshots. Light-first; for a dark mode use a near-black (not #000) background, ~90% white text, lift surfaces with lightness not shadow, re-check the accent.
## 6. Imagery plan
Measured from 7 section screenshots: mostly **photography**, some typography with little or no imagery (light, warm, AI). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 2. Features, 5. 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/gorgias/s-03.webp) [ref 2](https://uidiscovery.com/media/captures/gorgias/s-06.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 light gradient from #ffffff to #fdefec with a soft #ff9780 glow behind the centre, subtle floor shadow, empty centre area where a screenshot will be placed. Lighting: soft natural daylight, airy and high-key. 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 2 · 4. Content → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~10 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/gorgias/s-05.webp)
- **Stock** — “abstract gradient mesh close up”: [Unsplash](https://unsplash.com/s/photos/abstract-gradient-mesh-close-up?orientation=portrait) · [Pexels](https://www.pexels.com/search/abstract%20gradient%20mesh%20close%20up/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/abstract%20gradient%20mesh%20close%20up/?orientation=vertical)
- **Generate** — `Photograph: abstract gradient mesh close up. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #ffffff, #ff9780, #fdefec. 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 3 · 6. Content → abstract 3D / gradient (uncertain)
- Dark AI section with a few graphics — typically abstract 3D/gradient art or a product shot. Count: a set of ~6 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/gorgias/s-07.webp)
- **Stock** — “abstract gradient 3d”: [Unsplash](https://unsplash.com/s/photos/abstract-gradient-3d?orientation=portrait) · [Pexels](https://www.pexels.com/search/abstract%20gradient%203d/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/abstract%20gradient%203d/?orientation=vertical)
- **Generate** — `Abstract 3D render: soft, matte clay shapes and a smooth gradient in #ff9780 and #1b1a19 on a #ffffff background. Lighting: soft natural daylight, airy and high-key; warm 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.`
### Slot 4 · 8. Statement → photography
- Photography, seen in the capture (people, adult, automobile). (measured from the screenshot) Count: 1. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/gorgias/s-09.webp)
- **Stock** — “3d glass shapes render wide shot”: [Unsplash](https://unsplash.com/s/photos/3d-glass-shapes-render-wide-shot?orientation=portrait) · [Pexels](https://www.pexels.com/search/3d%20glass%20shapes%20render%20wide%20shot/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/3d%20glass%20shapes%20render%20wide%20shot/?orientation=vertical)
- **Generate** — `Photograph: 3d glass shapes render wide shot. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #ffffff, #ff9780, #fdefec. 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 5 · 9. Statement → photography
- Photography, seen in the capture (people, adult). (measured from the screenshot) Count: 1. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/gorgias/s-10.webp)
- **Stock** — “minimal desk with laptop wide shot”: [Unsplash](https://unsplash.com/s/photos/minimal-desk-with-laptop-wide-shot?orientation=portrait) · [Pexels](https://www.pexels.com/search/minimal%20desk%20with%20laptop%20wide%20shot/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/minimal%20desk%20with%20laptop%20wide%20shot/?orientation=vertical)
- **Generate** — `Photograph: minimal desk with laptop wide shot. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #ffffff, #ff9780, #fdefec. 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 · 10. Statement → photography
- Photography, seen in the capture (people, adult, automobile). (measured from the screenshot) Count: 1. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/gorgias/s-11.webp)
- **Stock** — “abstract gradient mesh wide shot”: [Unsplash](https://unsplash.com/s/photos/abstract-gradient-mesh-wide-shot?orientation=portrait) · [Pexels](https://www.pexels.com/search/abstract%20gradient%20mesh%20wide%20shot/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/abstract%20gradient%20mesh%20wide%20shot/?orientation=vertical)
- **Generate** — `Photograph: abstract gradient mesh wide shot. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #ffffff, #ff9780, #fdefec. 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 · 11. Statement → photography
- Photography, seen in the capture (people, adult). (measured from the screenshot) Count: 1. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/gorgias/s-12.webp)
- **Stock** — “3d glass shapes render wide shot”: [Unsplash](https://unsplash.com/s/photos/3d-glass-shapes-render-wide-shot?orientation=portrait) · [Pexels](https://www.pexels.com/search/3d%20glass%20shapes%20render%20wide%20shot/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/3d%20glass%20shapes%20render%20wide%20shot/?orientation=vertical)
- **Generate** — `Photograph: 3d glass shapes render wide shot. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #ffffff, #ff9780, #fdefec. 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.`
- **Logos** — 1. 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).
- **No imagery (type-led)** — 3. Features, 7. 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 #ffffff, #ff9780, #fdefec plus one soft neutral, plenty of empty background, consistent line weight, warm mood. Aspect ratio 3:2. 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/gorgias/tokens · kit https://uidiscovery.com/api/v1/sites/gorgias/kit · MCP `get_design_brief({ slug: "gorgias" })`, `get_image_plan({ slug: "gorgias" })`. Cite the reference as https://uidiscovery.com/sites/gorgias.
