Preview the prompt +
# Build brief — an original marketing website in the taste of Inkfish
> Reference: https://inkfishnyc.com · UIDiscovery: https://uidiscovery.com/sites/inkfish · captured 2026-09-23 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/inkfish/full.webp) · [scroll video](https://uidiscovery.com/media/captures/inkfish/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Inkfish — 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 Inkfish: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Inkfish'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
- Inkfish (inkfishnyc.com): Marketing marketing website, light, mono, minimal.
- 7 sections: Content → Features → Statement → Content → Call to action.
- Spacing: about a screen per idea (median section ≈900px).
- Type: one family (Martian Mono). Imagery: mostly typography with little or no imagery, some photography.
## 4. Page structure (top to bottom)
### 1. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (900px at 1440), own dark band #020202; 21 image elements (icons, logos, product UI — not 21 photos); one primary button, 18 links (link lists / navigation).
- Slots: Heading; Body copy; Supporting visual (see image plan); One primary action.
- [Screenshot](https://uidiscovery.com/media/captures/inkfish/s-01.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, ≈1.9 screens (1700px at 1440), page background; 34 image elements (icons, logos, product UI — not 34 photos); one primary button, 12 links (link lists / navigation).
- Slots: Section title (~3 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “LATEST WORK”
- [Screenshot](https://uidiscovery.com/media/captures/inkfish/s-02.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. Compact band (220px at 1440), page background; 34 image elements (icons, logos, product UI — not 34 photos); one primary button, 12 links (link lists / navigation).
- Slots: Section title; 2 items: icon or visual + short title + 1–2 line description; One primary action.
- [Screenshot](https://uidiscovery.com/media/captures/inkfish/s-03.webp) · imagery: slot 2
### 4. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. About one full screen (933px at 1440), page background; no images (type-led); one primary button.
- Slots: Heading (~3 words, like the reference); Body copy; One primary action.
- Topic (tone/length only — never reuse): “AGENCY”
- [Screenshot](https://uidiscovery.com/media/captures/inkfish/s-04.webp)
### 5. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (356px at 1440), page background; no images (type-led); no interactive controls.
- Slots: Heading (~3 words, like the reference); Body copy.
- Topic (tone/length only — never reuse): “INFORMATION”
- [Screenshot](https://uidiscovery.com/media/captures/inkfish/s-05.webp)
### 6. 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; 5 images/icons (a set of cards or a small gallery); one primary button.
- Slots: Headline (~3 words, like the reference); One sentence of support; One primary action.
- Topic (tone/length only — never reuse): “CONTACT”
- [Screenshot](https://uidiscovery.com/media/captures/inkfish/s-06.webp)
### 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; 3 image/graphics; one primary button.
- Slots: Headline; One sentence of support; One primary action.
- [Screenshot](https://uidiscovery.com/media/captures/inkfish/s-07.webp) · imagery: slot 3
Inner pages also captured (Pricing, About, Docs, Contact): https://uidiscovery.com/sites/inkfish?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#ffffff` | page background | — |
| foreground | `#000000` | body text, headings | 21.0:1 |
| accent | `#000000` | none captured — monochrome. Primary buttons invert (foreground fill, background text); add your brand colour only for small highlights | — |
| surface | `#ffffff` | cards, inputs, alternate bands | text on it 21.0:1 |
| muted | `#020202` | secondary text, borders | 20.7:1 |
Captured palette: `#ffffff` `#020202` `#000000`. Section bands top→bottom: `#020202` → `#ffffff`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (light, neutral, desaturated) and proportions; swap the accent for the user's brand colour.
### Tokens
```css
:root {
--background: #ffffff;
--foreground: #000000;
--accent: #000000;
--surface: #ffffff;
--muted: #020202;
--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 Martian Mono. “Martian Mono” 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.
- A monospace accent (labels, numbers, code) is part of the tone — use it sparingly.
### Spacing & rhythm
Sections run ≈900px tall at 1440 (median; range 220–1700px, 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 1 time 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
Flat surfaces, hairline 1px borders in the muted colour, small radii (4–8px), almost no shadow. 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 6 section screenshots: mostly **typography with little or no imagery**, some photography (light, neutral, desaturated, Marketing). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 2. Features → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: 1–3 key visuals; the rest are icons/avatars. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/inkfish/s-02.webp)
- **Stock** — “3d glass shapes render”: [Unsplash](https://unsplash.com/s/photos/3d-glass-shapes-render?orientation=landscape) · [Pexels](https://www.pexels.com/search/3d%20glass%20shapes%20render/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/3d%20glass%20shapes%20render/?orientation=horizontal)
- **Generate** — `Photograph: 3d glass shapes render. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Neutral, desaturated colour grade that sits on #ffffff, #000000. 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 2 · 3. Features → photography
- Photography, seen in the capture (bottle, container, drink). (measured from the screenshot) Count: 1–3 key visuals; the rest are icons/avatars. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/inkfish/s-03.webp)
- **Stock** — “minimal desk with laptop”: [Unsplash](https://unsplash.com/s/photos/minimal-desk-with-laptop?orientation=landscape) · [Pexels](https://www.pexels.com/search/minimal%20desk%20with%20laptop/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/minimal%20desk%20with%20laptop/?orientation=horizontal)
- **Generate** — `Photograph: minimal desk with laptop. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Neutral, desaturated colour grade that sits on #ffffff, #000000. 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 · 7. Call to action → illustration (uncertain)
- Light Marketing section with a few graphics — illustration, icon art or a product shot. Count: a set of ~3 in one consistent style. Aspect: 21:9 (background). Look first: [ref 1](https://uidiscovery.com/media/captures/inkfish/s-07.webp)
- **Stock** — “technology flat illustration”: [Unsplash](https://unsplash.com/s/photos/technology-flat-illustration?orientation=landscape) · [Pexels](https://www.pexels.com/search/technology%20flat%20illustration/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/technology%20flat%20illustration/?orientation=horizontal)
- **Generate** — `Flat vector illustration: abstract gradient mesh, friendly simplified shapes, limited palette of #ffffff, #000000 plus one soft neutral, plenty of empty background, consistent line weight, neutral, desaturated mood. Aspect ratio 21:9. 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)** — 1. Content, 4. Statement, 5. Content, 6. 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.
### 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 #020202 on a #ffffff background. Lighting: soft natural daylight, airy and high-key; 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 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).
---
More: tokens https://uidiscovery.com/api/v1/sites/inkfish/tokens · kit https://uidiscovery.com/api/v1/sites/inkfish/kit · MCP `get_design_brief({ slug: "inkfish" })`, `get_image_plan({ slug: "inkfish" })`. Cite the reference as https://uidiscovery.com/sites/inkfish.
