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# Build brief — an original marketing website in the taste of Great Clips
> Reference: https://www.greatclips.com · UIDiscovery: https://uidiscovery.com/sites/great-clips · captured 2026-09-23 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/great-clips/full.webp) · [scroll video](https://uidiscovery.com/media/captures/great-clips/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Great Clips — 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 Great Clips: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Great Clips'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
- Great Clips (greatclips.com): Fashion & Beauty marketing website, dark.
- 8 sections: Hero → Features → Content → Statement → Features → Footer.
- Spacing: about a screen per idea (median section ≈670px).
- Hero headline: 6 words — short and punchy; keep yours under ~9.
- Type: one family (Poppins). Imagery: mostly photography, some product UI screenshots/mockups.
## 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 (768px at 1440), page background; 1 image/graphic; 3 buttons (tabs, toggles or per-card actions).
- Slots: Eyebrow / announcement pill (optional); H1 (~6 words, like the reference); Supporting line, 1–2 sentences; Primary + secondary action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “Get in. Get out. Look GREAT®”
- [Screenshot](https://uidiscovery.com/media/captures/great-clips/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. About one full screen (1124px at 1440), page background; 12 images/icons (a set of cards or a small gallery); 7 buttons (tabs, toggles or per-card actions); 6 headings → ~5 items under a title.
- Slots: Section title (~4 words, like the reference); 5 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “GREAT® haircuts for everyone”
- [Screenshot](https://uidiscovery.com/media/captures/great-clips/s-02.webp) · imagery: slot 2
### 3. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (524px at 1440), page background; 2 image/graphics; one primary button.
- Slots: Heading (~11 words, like the reference); Body copy; Supporting visual (see image plan); One primary action.
- Topic (tone/length only — never reuse): “870k+ 5 star reviews on Google* across all Great Clips salons”
- [Screenshot](https://uidiscovery.com/media/captures/great-clips/s-03.webp) · imagery: slot 3
### 4. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. Half to one screen (418px at 1440), page background; no images (type-led); no interactive controls.
- Slots: Heading (~8 words, like the reference); Body copy.
- Topic (tone/length only — never reuse): “A GREAT® haircut every time, on your schedule”
- [Screenshot](https://uidiscovery.com/media/captures/great-clips/s-04.webp) · imagery: slot 4
### 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. About one full screen (803px at 1440), page background; 7 images/icons (a set of cards or a small gallery); primary + secondary button.
- Slots: Section title; 2 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- [Screenshot](https://uidiscovery.com/media/captures/great-clips/s-05.webp) · imagery: slot 5
### 6. 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 (645px at 1440), page background; 2 image/graphics; inline form (2 fields, e.g. email capture), 2 text links instead of buttons.
- Slots: Section title (~9 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “Quick and easy check-in when you're on the go”
- [Screenshot](https://uidiscovery.com/media/captures/great-clips/s-06.webp) · imagery: slot 6
### 7. 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 (670px at 1440), page background; 3 image/graphics; 3 buttons (tabs, toggles or per-card actions).
- Slots: Section title (~3 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Great news”
- [Screenshot](https://uidiscovery.com/media/captures/great-clips/s-07.webp) · imagery: slot 7
### 8. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Compact band (226px at 1440), page background; 3 image/graphics; 30 links (link lists / navigation).
- Slots: Brand mark + one-line description; 3–5 link columns; Newsletter or contact (optional); Legal row + social icons.
- [Screenshot](https://uidiscovery.com/media/captures/great-clips/s-08.webp)
Inner pages also captured (Product, Customers, About, Blog, Security): https://uidiscovery.com/sites/great-clips?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#000000` | page background | — |
| foreground | `#ffffff` | body text, headings | 21.0:1 |
| accent | `#048667` | primary buttons, links, highlights — sparingly | 4.6:1 |
| surface | `#000000` | cards, inputs, alternate bands | text on it 21.0:1 |
| muted | `#ffffff` | secondary text, borders | 21.0:1 |
Captured palette: `#000000` `#048667` `#ffffff`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (dark, cool) and proportions; swap the accent for the user's brand colour.
### Tokens
```css
:root {
--background: #000000;
--foreground: #ffffff;
--accent: #048667;
--surface: #000000;
--muted: #ffffff;
--font-heading: "Poppins", ui-sans-serif, system-ui, sans-serif;
--font-body: "Poppins", 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: **Poppins** (Google Fonts) — reference uses Poppins. 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(2.75rem, 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 ≈670px tall at 1440 (median; range 226–1124px, 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
Radii and shadows weren't measured. 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 product UI screenshots/mockups (dark, cool, Fashion & Beauty). 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: 1. Aspect: 3:2. Look first: [ref 1](https://uidiscovery.com/media/captures/great-clips/s-01.webp)
- **Stock** — “editorial fashion portrait plain backdrop dark”: [Unsplash](https://unsplash.com/s/photos/editorial-fashion-portrait-plain-backdrop-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/editorial%20fashion%20portrait%20plain%20backdrop%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/editorial%20fashion%20portrait%20plain%20backdrop%20dark/?orientation=horizontal)
- **Generate** — `Photograph: editorial fashion portrait plain backdrop. 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. Cool colour grade that sits on #000000, #048667. 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 · 2. Features → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~12 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/great-clips/s-02.webp)
- **Stock** — “fabric texture close up dark”: [Unsplash](https://unsplash.com/s/photos/fabric-texture-close-up-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/fabric%20texture%20close%20up%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/fabric%20texture%20close%20up%20dark/?orientation=horizontal)
- **Generate** — `Photograph: fabric texture close up. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Cool colour grade that sits on #000000, #048667. 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. Content → photography
- Fashion & Beauty references lean on photography. Count: a set of ~2 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/great-clips/s-03.webp)
- **Stock** — “unbranded skincare bottles still life dark”: [Unsplash](https://unsplash.com/s/photos/unbranded-skincare-bottles-still-life-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/unbranded%20skincare%20bottles%20still%20life%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/unbranded%20skincare%20bottles%20still%20life%20dark/?orientation=vertical)
- **Generate** — `Photograph: unbranded skincare bottles still life. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Cool colour grade that sits on #000000, #048667. 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 4 · 4. Statement → photography
- Photography, seen in the capture (art, illustrations). (measured from the screenshot) Count: 1. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/great-clips/s-04.webp)
- **Stock** — “editorial fashion portrait plain backdrop close up dark”: [Unsplash](https://unsplash.com/s/photos/editorial-fashion-portrait-plain-backdrop-close-up-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/editorial%20fashion%20portrait%20plain%20backdrop%20close%20up%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/editorial%20fashion%20portrait%20plain%20backdrop%20close%20up%20dark/?orientation=vertical)
- **Generate** — `Photograph: editorial fashion portrait plain backdrop close up. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Cool colour grade that sits on #000000, #048667. 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 · 5. Features → photography
- Fashion & Beauty references lean on photography. Count: a set of ~7 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/great-clips/s-05.webp)
- **Stock** — “fabric texture close up close up dark”: [Unsplash](https://unsplash.com/s/photos/fabric-texture-close-up-close-up-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/fabric%20texture%20close%20up%20close%20up%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/fabric%20texture%20close%20up%20close%20up%20dark/?orientation=horizontal)
- **Generate** — `Photograph: fabric texture close up close up. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Cool colour grade that sits on #000000, #048667. 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 6 · 6. Features → product UI
- Product UI — screenshots or mockups of the app, seen in the capture. (measured from the screenshot) Count: a set of ~2 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/great-clips/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 dark gradient from #000000 to #000000 with a soft #048667 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 4:3. 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 7 · 7. Features → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~3 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/great-clips/s-07.webp)
- **Stock** — “editorial fashion portrait plain backdrop wide shot dark”: [Unsplash](https://unsplash.com/s/photos/editorial-fashion-portrait-plain-backdrop-wide-shot-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/editorial%20fashion%20portrait%20plain%20backdrop%20wide%20shot%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/editorial%20fashion%20portrait%20plain%20backdrop%20wide%20shot%20dark/?orientation=horizontal)
- **Generate** — `Photograph: editorial fashion portrait plain backdrop wide shot. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Cool colour grade that sits on #000000, #048667. 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.`
- **Icons** — 8. 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:
- **abstract 3D / gradient** — generate `Abstract 3D render: soft, glossy glass-like shapes and a smooth gradient in #048667 and #ffffff on a #000000 background. Lighting: low-key, moody directional light with deep shadows; cool tone. Minimal and calm, generous negative space on one side for text. Aspect ratio 3:2. 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: editorial fashion portrait plain backdrop, friendly simplified shapes, limited palette of #000000, #048667 plus one soft neutral, plenty of empty background, consistent line weight, cool mood. Aspect ratio 3:2. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.` · stock: [“fashion flat illustration” on Unsplash](https://unsplash.com/s/photos/fashion-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/great-clips/tokens · kit https://uidiscovery.com/api/v1/sites/great-clips/kit · MCP `get_design_brief({ slug: "great-clips" })`, `get_image_plan({ slug: "great-clips" })`. Cite the reference as https://uidiscovery.com/sites/great-clips.
