Preview the prompt +
# Build brief — an original marketing website in the taste of Guild Mortgage
> Reference: https://www.guildmortgage.com · UIDiscovery: https://uidiscovery.com/sites/guild-mortgage · captured 2026-09-23 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/guild-mortgage/full.webp) · [scroll video](https://uidiscovery.com/media/captures/guild-mortgage/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Guild Mortgage — 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 Guild Mortgage: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Guild Mortgage'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
- Guild Mortgage (guildmortgage.com): Finance marketing website, light, colorful.
- 6 sections: Call to action → Content → Features → Content.
- Spacing: short, dense bands (median section ≈415px).
- Type: one family (Guild Black). Imagery: mostly photography, some illustration.
## 4. Page structure (top to bottom)
### 1. Call to action — close the page with one clear next step.
- Layout: short headline + one primary action on a contrasting band. Half to one screen (450px at 1440), page background; no images (type-led); primary + secondary button.
- Slots: Headline (~4 words, like the reference); One sentence of support; Primary + secondary action.
- Topic (tone/length only — never reuse): “Take the next step”
- [Screenshot](https://uidiscovery.com/media/captures/guild-mortgage/s-01.webp) · imagery: slot 1
### 2. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (415px at 1440), own light band #00b5ef; no images (type-led); 3 buttons (tabs, toggles or per-card actions).
- Slots: Heading (~6 words, like the reference); Body copy; Primary + secondary action.
- Topic (tone/length only — never reuse): “Your home can finance your future”
- [Screenshot](https://uidiscovery.com/media/captures/guild-mortgage/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. About one full screen (800px at 1440), own light band #f7f7f7; 13 images/icons (a set of cards or a small gallery); primary + secondary button.
- Slots: Section title (~11 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Committed to delivering the promise of home, from coast to coast.**”
- [Screenshot](https://uidiscovery.com/media/captures/guild-mortgage/s-03.webp)
### 4. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (181px at 1440), page background; no images (type-led); 1 text link instead of buttons.
- Slots: Heading; Body copy; Text link action.
- [Screenshot](https://uidiscovery.com/media/captures/guild-mortgage/s-04.webp)
### 5. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (314px at 1440), own light band #f7f7f7; 1 image/graphic; 37 links (link lists / navigation).
- Slots: Heading; Body copy; Supporting visual (see image plan); Text link action.
- [Screenshot](https://uidiscovery.com/media/captures/guild-mortgage/s-05.webp) · imagery: slot 2
### 6. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (196px at 1440), own light band #f7f7f7; no images (type-led); 2 text links instead of buttons.
- Slots: Heading; Body copy; Text link action.
- [Screenshot](https://uidiscovery.com/media/captures/guild-mortgage/s-06.webp)
Inner pages also captured (Product, About, Blog, Docs, Enterprise, Careers, Contact, Shop): https://uidiscovery.com/sites/guild-mortgage?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#ffffff` | page background | — |
| foreground | `#191a1d` | body text, headings | 17.4:1 |
| accent | `#00b5ef` | primary buttons, links, highlights — sparingly | 2.4:1 ⚠ not for text; use as a fill with #111111 text (8.0:1) |
| surface | `#f7f7f7` | cards, inputs, alternate bands | text on it 16.2:1 |
| muted | `#4a494a` | secondary text, borders | 9.0:1 |
Captured palette: `#ffffff` `#4a494a` `#262a82` `#00b5ef` `#f7f7f7` `#191a1d`. Section bands top→bottom: `#ffffff` → `#00b5ef` → `#f7f7f7`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (light, cool) and proportions; swap the accent for the user's brand colour.
### Tokens
```css
:root {
--background: #ffffff;
--foreground: #191a1d;
--accent: #00b5ef;
--surface: #f7f7f7;
--muted: #4a494a;
--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 Guild Black. “Guild Black” is likely a custom or licensed face. Inter is a neutral stand-in — pick a closer free match by eye from the screenshot.
- 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 ≈415px tall at 1440 (median; range 181–800px, 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. The background changes 4 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
Confident colour blocks — let full-bleed colour bands and big shapes carry the personality. 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
Best guess: mostly **photography**, some illustration (light, cool, Finance). Inferred from element counts, colours and industry — not from the pixels — so open the linked screenshots and match the real style before sourcing anything.
### Slot 1 · 1. Call to action → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: 1. Aspect: 21:9 (background). Look first: [ref 1](https://uidiscovery.com/media/captures/guild-mortgage/s-01.webp)
- **Stock** — “person paying with phone”: [Unsplash](https://unsplash.com/s/photos/person-paying-with-phone?orientation=landscape) · [Pexels](https://www.pexels.com/search/person%20paying%20with%20phone/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/person%20paying%20with%20phone/?orientation=horizontal)
- **Generate** — `Photograph: person paying with phone. Composition: low-detail texture so overlaid text stays readable. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #ffffff, #00b5ef, #f7f7f7. 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.`
### Slot 2 · 5. Content → illustration (uncertain)
- Light Finance section with a few graphics — illustration, icon art or a product shot. Count: 1. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/guild-mortgage/s-05.webp)
- **Stock** — “finance flat illustration”: [Unsplash](https://unsplash.com/s/photos/finance-flat-illustration?orientation=portrait) · [Pexels](https://www.pexels.com/search/finance%20flat%20illustration/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/finance%20flat%20illustration/?orientation=vertical)
- **Generate** — `Flat vector illustration: person paying with phone, friendly simplified shapes, limited palette of #f7f7f7, #00b5ef plus one soft neutral, plenty of empty background, consistent line weight, cool mood. Aspect ratio 4:5. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`
- Uncertain: this could equally be photography, a product shot or icon art — open the reference screenshots and match what you see.
- **No imagery (type-led)** — 2. Content, 3. Features, 4. Content, 6. 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:
- **abstract 3D / gradient** — generate `Abstract 3D render: soft, matte clay shapes and a smooth gradient in #00b5ef and #4a494a on a #ffffff background. Lighting: soft natural daylight, airy and high-key; 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 gradient 3d” on Unsplash](https://unsplash.com/s/photos/abstract-gradient-3d?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).
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More: tokens https://uidiscovery.com/api/v1/sites/guild-mortgage/tokens · kit https://uidiscovery.com/api/v1/sites/guild-mortgage/kit · MCP `get_design_brief({ slug: "guild-mortgage" })`, `get_image_plan({ slug: "guild-mortgage" })`. Cite the reference as https://uidiscovery.com/sites/guild-mortgage.
