Preview the prompt +
# Build brief — an original marketing website in the taste of Intercom
> Reference: https://www.intercom.com · UIDiscovery: https://uidiscovery.com/sites/intercom · captured 2026-09-21 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/intercom/full.webp) · [scroll video](https://uidiscovery.com/media/captures/intercom/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Intercom — 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 Intercom: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Intercom'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
- Intercom (intercom.com): AI marketing website, dark, minimal.
- 7 sections: Hero → Showcase → Statement → Features → Content → Pricing.
- Spacing: about a screen per idea (median section ≈798px).
- Hero headline: 9 words — a full sentence; keep yours to one thought.
- Type: one family (Saans). Imagery: mostly product UI screenshots/mockups, some illustration.
## 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. Half to one screen (672px at 1440), own light band #ffffff; 6 images/icons (a set of cards or a small gallery); inline form (2 fields, e.g. email capture), one primary button.
- Slots: Eyebrow / announcement pill (optional); H1 (~9 words, like the reference); Supporting line, 1–2 sentences; One primary action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “A complete system for human and AI customer service”
- [Screenshot](https://uidiscovery.com/media/captures/intercom/s-01.webp) · imagery: slot 1
### 2. Showcase — show the product (or the result) itself as proof.
- Layout: a large framed visual with a short caption or heading. About one full screen (795px at 1440), own light band #faf9f6; 6 images/icons (a set of cards or a small gallery); primary + secondary button.
- Slots: Heading (~5 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “Two products, one seamless experience”
- [Screenshot](https://uidiscovery.com/media/captures/intercom/s-02.webp) · imagery: slot 2
### 3. Showcase — show the product (or the result) itself as proof.
- Layout: a large framed visual with a short caption or heading. Tall, ≈1.5 screens (1364px at 1440), own light band #faf9f6; 13 images/icons (a set of cards or a small gallery); 8 buttons (tabs, toggles or per-card actions).
- Slots: Heading (~6 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “Intercom is a fully-featured AI-powered helpdesk”
- [Screenshot](https://uidiscovery.com/media/captures/intercom/s-03.webp) · imagery: slot 2
### 4. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. Tall, ≈1.5 screens (1328px at 1440), own light band #ffffff; 3 image/graphics; 8 buttons (tabs, toggles or per-card actions).
- Slots: Heading (~6 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “Fin is the highest-performing AI agent”
- [Screenshot](https://uidiscovery.com/media/captures/intercom/s-04.webp) · imagery: slot 3
### 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, ≈1.4 screens (1219px at 1440), own light band #faf9f6; 13 images/icons (a set of cards or a small gallery); primary + secondary button; 4 headings → ~3 items under a title.
- Slots: Section title (~6 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Together, they deliver better support experiences”
- [Screenshot](https://uidiscovery.com/media/captures/intercom/s-05.webp) · imagery: slot 2
### 6. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (646px at 1440), own light band #ffffff; 1 image/graphic; primary + secondary button.
- Slots: Heading (~7 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “Works with the tools you already use”
- [Screenshot](https://uidiscovery.com/media/captures/intercom/s-06.webp) · imagery: slot 3
### 7. Pricing — help the visitor pick a plan with minimal thinking.
- Layout: plan cards side by side, one highlighted, with a billing toggle if needed. About one full screen (798px at 1440), own light band #faf9f6; 2 image/graphics; 4 buttons (tabs, toggles or per-card actions).
- Slots: Title + billing toggle; 2 plan cards: name, price, 4–6 features, action; Highlight one recommended plan; Small print (tax, trial).
- Topic (tone/length only — never reuse): “Transparent pricing”
- [Screenshot](https://uidiscovery.com/media/captures/intercom/s-07.webp)
Inner pages also captured (Pricing, Product, Customers, About, Sign up, Blog, Contact, Security): https://uidiscovery.com/sites/intercom?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#111111` | page background | — |
| foreground | `#ffffff` | body text, headings | 18.9:1 |
| accent | `#ffffff` | none captured — monochrome. Primary buttons invert (foreground fill, background text); add your brand colour only for small highlights | — |
| surface | `#000000` | cards, inputs, alternate bands | text on it 21.0:1 |
| muted | `#faf9f6` | secondary text, borders | 17.9:1 |
Captured palette: `#111111` `#faf9f6` `#000000` `#ffffff`. Section bands top→bottom: `#ffffff` → `#faf9f6`. 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: #111111;
--foreground: #ffffff;
--accent: #ffffff;
--surface: #000000;
--muted: #faf9f6;
--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 Saans. “Saans” is a licensed face — use Inter (or Hanken Grotesk) as the free stand-in, or license the original.
- 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 ≈798px tall at 1440 (median; range 646–1364px, 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 5 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
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. Dark-first; for a light mode swap background ↔ foreground, lighten the surface, keep the accent and re-check contrast.
## 6. Imagery plan
Best guess: mostly **product UI screenshots/mockups**, some illustration (dark, neutral, desaturated, AI). 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. Hero → photography
- Photography, seen in the capture (people, adult). (measured from the screenshot) Count: a set of ~6 in one consistent style. Aspect: 3:2. Look first: [ref 1](https://uidiscovery.com/media/captures/intercom/s-01.webp)
- **Stock** — “abstract gradient mesh dark”: [Unsplash](https://unsplash.com/s/photos/abstract-gradient-mesh-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/abstract%20gradient%20mesh%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/abstract%20gradient%20mesh%20dark/?orientation=horizontal)
- **Generate** — `Photograph: abstract gradient mesh. 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. Neutral, desaturated colour grade that sits on #ffffff, #000000. 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. Showcase, 3. Showcase, 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: 16:10. Look first: [ref 1](https://uidiscovery.com/media/captures/intercom/s-02.webp) [ref 2](https://uidiscovery.com/media/captures/intercom/s-03.webp) [ref 3](https://uidiscovery.com/media/captures/intercom/s-05.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 #111111 to #000000 with a soft #faf9f6 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 16:10. 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 3 · 4. Statement, 6. Content → illustration (uncertain)
- Light AI section with a few graphics — illustration, icon art or a product shot. Count: one consistent treatment across these sections. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/intercom/s-04.webp) [ref 2](https://uidiscovery.com/media/captures/intercom/s-06.webp)
- **Stock** — “technology flat illustration”: [Unsplash](https://unsplash.com/s/photos/technology-flat-illustration?orientation=portrait) · [Pexels](https://www.pexels.com/search/technology%20flat%20illustration/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/technology%20flat%20illustration/?orientation=vertical)
- **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 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.
- **Icons** — 7. Pricing: 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 #faf9f6 and #000000 on a #111111 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 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)
- **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/intercom/tokens · kit https://uidiscovery.com/api/v1/sites/intercom/kit · MCP `get_design_brief({ slug: "intercom" })`, `get_image_plan({ slug: "intercom" })`. Cite the reference as https://uidiscovery.com/sites/intercom.
