Hildenkaira — Hildén & Kaira

# Build brief — an original marketing website in the taste of Hildenkaira

> Reference: https://www.hildenkaira.fi · UIDiscovery: https://uidiscovery.com/sites/hildenkaira · captured 2026-09-22 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/hildenkaira/full.webp) · [scroll video](https://uidiscovery.com/media/captures/hildenkaira/preview.mp4)

## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Hildenkaira — 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 Hildenkaira: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Hildenkaira'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
- Hildenkaira (hildenkaira.fi): Design & Agency marketing website, dark, serif, award winner.
- 8 sections: Statement → Features → Content → Features → Content → Statement → Call to action → Footer.
- Spacing: about a screen per idea (median section ≈900px).
- Type: PP Editorial New headings over PP Neue Montreal body. Imagery: mostly typography with little or no imagery, some photography.

## 4. Page structure (top to bottom)

### 1. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. About one full screen (900px at 1440), own light band #eae9e6; 22 image elements (photo collage/gallery + small graphics); primary + secondary button.
- Slots: Heading (~14 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “If you can't reach a million people with 0€ ad spend, your branding sucks.”
- [Screenshot](https://uidiscovery.com/media/captures/hildenkaira/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 (900px at 1440), page background; 13 images/icons (a set of cards or a small gallery); no interactive controls.
- Slots: Section title (~11 words, like the reference); 3 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “Content only you can post because it's built around your people.”
- [Screenshot](https://uidiscovery.com/media/captures/hildenkaira/s-02.webp)

### 3. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (838px at 1440), own light band #eae9e6; 277 image elements (photo collage/gallery + small graphics); 17 buttons (tabs, toggles or per-card actions).
- Slots: Heading (~13 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “Finlayson's social media is built to carry the spirit of a bold brand.”
- [Screenshot](https://uidiscovery.com/media/captures/hildenkaira/s-03.webp) · imagery: slot 2

### 4. 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; 26 image elements (photo collage/gallery + small graphics); 3 buttons (tabs, toggles or per-card actions); 4 headings → ~3 items under a title.
- 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): “Our services”
- [Screenshot](https://uidiscovery.com/media/captures/hildenkaira/s-04.webp)

### 5. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (684px at 1440), own light band #eae9e6; 8 images/icons (a set of cards or a small gallery); primary + secondary button.
- Slots: Heading (~14 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “Hildén & Kaira has been with us through critical moments on Uusi Juttu's…”
- [Screenshot](https://uidiscovery.com/media/captures/hildenkaira/s-05.webp)

### 6. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. About one full screen (900px at 1440), own light band #eae9e6; 8 images/icons (a set of cards or a small gallery); primary + secondary button.
- Slots: Heading (~6 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “Does your brand have self-esteem issues?”
- [Screenshot](https://uidiscovery.com/media/captures/hildenkaira/s-06.webp) · imagery: slot 3

### 7. 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 (900px at 1440), page background; 15 images/icons (a set of cards or a small gallery); form with 4 fields, one primary button.
- Slots: Headline (~5 words, like the reference); One sentence of support; One primary action.
- Topic (tone/length only — never reuse): “Ready to work with us?”
- [Screenshot](https://uidiscovery.com/media/captures/hildenkaira/s-07.webp)

### 8. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. About one full screen (900px at 1440), own dark band #2b2b2b; 20 image elements (photo collage/gallery + small graphics); 6 buttons (tabs, toggles or per-card actions), 15 links (link lists / navigation).
- Slots: Brand mark + one-line description; 3–5 link columns; Newsletter or contact (optional); Legal row + social icons.
- Topic (tone/length only — never reuse): “Podcast”
- [Screenshot](https://uidiscovery.com/media/captures/hildenkaira/s-08.webp)

Inner pages also captured (Sign up, Blog, Contact, Security): https://uidiscovery.com/sites/hildenkaira?view=pages

## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#181818` | page background | — |
| foreground | `#ffffff` | body text, headings | 17.8:1 |
| accent | `#ecfdad` | primary buttons, links, highlights — sparingly | 16.3:1 |
| surface | `#2b2b2b` | cards, inputs, alternate bands | text on it 14.2:1 |
| muted | `#eae9e6` | secondary text, borders | 14.6:1 |

Captured palette: `#181818` `#ffffff` `#eae9e6` `#2b2b2b` `#ecfdad`. Section bands top→bottom: `#eae9e6` → `#181818` → `#2b2b2b`. 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: #181818;
  --foreground: #ffffff;
  --accent: #ecfdad;
  --surface: #2b2b2b;
  --muted: #eae9e6;
  --font-heading: "Fraunces", ui-serif, Georgia, 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: **Fraunces** (Google Fonts) — reference uses PP Editorial New. “PP Editorial New” is a licensed face — use Fraunces (or Instrument Serif) as the free stand-in, or license the original.
- Body: **Hanken Grotesk** (Google Fonts) — reference uses PP Neue Montreal. “PP Neue Montreal” is a licensed face — use Hanken Grotesk (or Inter) as the free stand-in, or license the original.
- 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.
- The serif headings are central to the tone — keep a serif display face even if you swap the family.

### Spacing & rhythm
Sections run ≈900px tall at 1440 (median; range 684–1700px, 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 6 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
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 6 section screenshots: mostly **typography with little or no imagery**, some photography (dark, neutral, desaturated, Design & Agency). Still glance at the linked screenshots to match the exact mood.

### Slot 1 · 1. Statement → photography
- Design & Agency references lean on photography. Count: a collage of several photos with one consistent colour grade. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/hildenkaira/s-01.webp)
- **Stock** — “design studio workspace dark”: [Unsplash](https://unsplash.com/s/photos/design-studio-workspace-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/design%20studio%20workspace%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/design%20studio%20workspace%20dark/?orientation=vertical)
- **Generate** — `Photograph: design studio workspace. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Neutral, desaturated colour grade that sits on #eae9e6, #ecfdad, #2b2b2b. 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 2 · 3. Content → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a collage of several photos with one consistent colour grade. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/hildenkaira/s-03.webp)
- **Stock** — “creative team at work dark”: [Unsplash](https://unsplash.com/s/photos/creative-team-at-work-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/creative%20team%20at%20work%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/creative%20team%20at%20work%20dark/?orientation=vertical)
- **Generate** — `Photograph: creative team at work. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Neutral, desaturated colour grade that sits on #eae9e6, #ecfdad, #2b2b2b. 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. Statement → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~8 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/hildenkaira/s-06.webp)
- **Stock** — “creative team at work close up dark”: [Unsplash](https://unsplash.com/s/photos/creative-team-at-work-close-up-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/creative%20team%20at%20work%20close%20up%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/creative%20team%20at%20work%20close%20up%20dark/?orientation=vertical)
- **Generate** — `Photograph: creative team at work close up. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Neutral, desaturated colour grade that sits on #eae9e6, #ecfdad, #2b2b2b. 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.`

- **No imagery (type-led)** — 2. Features, 4. Features, 5. Content, 7. Call to action: 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** — 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 #ecfdad and #eae9e6 on a #181818 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: design studio workspace, friendly simplified shapes, limited palette of #eae9e6, #ecfdad, #2b2b2b 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: [“lifestyle flat illustration” on Unsplash](https://unsplash.com/s/photos/lifestyle-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).

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More: tokens https://uidiscovery.com/api/v1/sites/hildenkaira/tokens · kit https://uidiscovery.com/api/v1/sites/hildenkaira/kit · MCP `get_design_brief({ slug: "hildenkaira" })`, `get_image_plan({ slug: "hildenkaira" })`. Cite the reference as https://uidiscovery.com/sites/hildenkaira.