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# Build brief — an original marketing website in the taste of Jackson Hewitt
> Reference: https://www.jacksonhewitt.com · UIDiscovery: https://uidiscovery.com/sites/jackson-hewitt · captured 2026-09-23 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/jackson-hewitt/full.webp) · [scroll video](https://uidiscovery.com/media/captures/jackson-hewitt/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Jackson Hewitt — 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 Jackson Hewitt: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Jackson Hewitt'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
- Jackson Hewitt (jacksonhewitt.com): Finance marketing website, light, colorful.
- 10 sections: Hero → Features → Testimonials → Content → Features → Content → Features → Footer.
- Spacing: short, dense bands (median section ≈460px).
- Hero headline: 8 words — short and punchy; keep yours under ~9.
- Type: Scout Black headings over Open Sans body. Imagery: mostly photography, some typography with little or no imagery.
## 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 (452px at 1440), page background; 2 image/graphics; inline form (1 field, e.g. email capture), one primary button.
- Slots: Eyebrow / announcement pill (optional); H1 (~8 words, like the reference); Supporting line, 1–2 sentences; One primary action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “Still need to file taxes? We’ll handle it!”
- [Screenshot](https://uidiscovery.com/media/captures/jackson-hewitt/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. Half to one screen (708px at 1440), page background; 4 images/icons (a set of cards or a small gallery); 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): “Year-round tax services”
- [Screenshot](https://uidiscovery.com/media/captures/jackson-hewitt/s-02.webp) · imagery: slot 2
### 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. Half to one screen (721px at 1440), page background; 4 images/icons (a set of cards or a small gallery); one primary button; 3 headings → ~2 items under a title.
- Slots: Section title (~5 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “Get every dollar you deserve®”
- [Screenshot](https://uidiscovery.com/media/captures/jackson-hewitt/s-03.webp) · imagery: slot 3
### 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. Half to one screen (460px at 1440), page background; 2 image/graphics; one primary button.
- Slots: Section title (~9 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “Get expert help resolving IRS & tax debt issues”
- [Screenshot](https://uidiscovery.com/media/captures/jackson-hewitt/s-04.webp) · imagery: slot 4
### 5. Testimonials — let real customers make the case in their own words.
- Layout: quote cards or a featured quote with name, role and avatar. Compact band (237px at 1440), page background; 5 images/icons (a set of cards or a small gallery); 1 text link instead of buttons.
- Slots: Section title; 5 quotes: 1–3 sentences, name, role, company, avatar; Use real customer quotes only.
- Topic (tone/length only — never reuse): “Find out why our clients trust us most, year after year”
- [Screenshot](https://uidiscovery.com/media/captures/jackson-hewitt/s-05.webp)
### 6. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (306px at 1440), page background; 22 image elements (icons, logos, product UI — not 22 photos); 6 buttons (tabs, toggles or per-card actions).
- Slots: Heading; Body copy; Supporting visual (see image plan); Primary + secondary action.
- [Screenshot](https://uidiscovery.com/media/captures/jackson-hewitt/s-06.webp) · imagery: slot 5
### 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 (460px at 1440), page background; 2 image/graphics; one primary button.
- Slots: Section title (~5 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “Learn taxes & join us”
- [Screenshot](https://uidiscovery.com/media/captures/jackson-hewitt/s-07.webp) · imagery: slot 6
### 8. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (748px at 1440), page background; 4 images/icons (a set of cards or a small gallery); 3 text links instead of buttons.
- Slots: Heading (~5 words, like the reference); Body copy; Supporting visual (see image plan); Text link action.
- Topic (tone/length only — never reuse): “Let’s expand your success, together.”
- [Screenshot](https://uidiscovery.com/media/captures/jackson-hewitt/s-08.webp) · imagery: slot 7
### 9. 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 (346px at 1440), page background; 2 image/graphics; no interactive controls; 3 headings → ~2 items under a title.
- Slots: Section title (~3 words, like the reference); 2 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “TRUSTED GUARANTEES.”
- [Screenshot](https://uidiscovery.com/media/captures/jackson-hewitt/s-09.webp) · imagery: slot 4
### 10. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Tall, ≈1.3 screens (1177px at 1440), own dark band #360060; 11 images/icons (a set of cards or a small gallery); inline form (1 field, e.g. email capture), 9 buttons (tabs, toggles or per-card actions), 55 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): “Lifetime Accuracy Guarantee”
- [Screenshot](https://uidiscovery.com/media/captures/jackson-hewitt/s-10.webp)
Inner pages also captured (Product, About, Sign up, Docs, Careers): https://uidiscovery.com/sites/jackson-hewitt?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#ffffff` | page background | — |
| foreground | `#222222` | body text, headings | 15.9:1 |
| accent | `#360060` | primary buttons, links, highlights — sparingly | 15.8:1 |
| surface | `#ffea00` | cards, inputs, alternate bands | text on it 12.9:1 |
| muted | `#1878cc` | secondary text, borders | 4.6:1 |
Captured palette: `#ffffff` `#505050` `#222222` `#360060` `#1878cc` `#ffea00`. Section bands top→bottom: `#ffffff` → `#360060`. 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: #222222;
--accent: #360060;
--surface: #ffea00;
--muted: #1878cc;
--font-heading: "Inter", ui-sans-serif, system-ui, sans-serif;
--font-body: "Open Sans", 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 Scout Black. “Scout 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: **Open Sans** (Google Fonts) — reference uses Open Sans. Free to use — load it directly.
- 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 ≈460px tall at 1440 (median; range 237–1177px, 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 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
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
Measured from 6 section screenshots: mostly **photography**, some typography with little or no imagery (light, cool, Finance). 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: a set of ~2 in one consistent style. Aspect: 3:2. Look first: [ref 1](https://uidiscovery.com/media/captures/jackson-hewitt/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: wide shot, subject off-centre to one side, generous clean negative space for the headline. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #ffffff, #360060, #ffea00. 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 ~4 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/jackson-hewitt/s-02.webp)
- **Stock** — “small business owner at counter”: [Unsplash](https://unsplash.com/s/photos/small-business-owner-at-counter?orientation=landscape) · [Pexels](https://www.pexels.com/search/small%20business%20owner%20at%20counter/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/small%20business%20owner%20at%20counter/?orientation=horizontal)
- **Generate** — `Photograph: small business owner at counter. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #ffffff, #360060, #ffea00. 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. Features → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~4 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/jackson-hewitt/s-03.webp)
- **Stock** — “abstract gradient”: [Unsplash](https://unsplash.com/s/photos/abstract-gradient?orientation=landscape) · [Pexels](https://www.pexels.com/search/abstract%20gradient/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/abstract%20gradient/?orientation=horizontal)
- **Generate** — `Photograph: abstract gradient. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #ffffff, #360060, #ffea00. 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 4 · 4. Features, 9. Features → product UI (uncertain)
- Finance sections with many image elements — most likely product UI screenshots/mockups plus icons. Count: one consistent treatment across these sections. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/jackson-hewitt/s-04.webp) [ref 2](https://uidiscovery.com/media/captures/jackson-hewitt/s-09.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 light gradient from #ffffff to #ffea00 with a soft #360060 glow behind the centre, subtle floor shadow, empty centre area where a screenshot will be placed. Lighting: soft natural daylight, airy and high-key. 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 5 · 6. Content → photography
- Photography, seen in the capture (people, adult). (measured from the screenshot) Count: 1–3 key visuals; the rest are icons/avatars. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/jackson-hewitt/s-06.webp)
- **Stock** — “abstract gradient close up”: [Unsplash](https://unsplash.com/s/photos/abstract-gradient-close-up?orientation=portrait) · [Pexels](https://www.pexels.com/search/abstract%20gradient%20close%20up/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/abstract%20gradient%20close%20up/?orientation=vertical)
- **Generate** — `Photograph: abstract gradient close up. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #ffffff, #360060, #ffea00. 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 6 · 7. Features → photography
- Photography, seen in the capture (people). (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/jackson-hewitt/s-07.webp)
- **Stock** — “person paying with phone wide shot”: [Unsplash](https://unsplash.com/s/photos/person-paying-with-phone-wide-shot?orientation=landscape) · [Pexels](https://www.pexels.com/search/person%20paying%20with%20phone%20wide%20shot/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/person%20paying%20with%20phone%20wide%20shot/?orientation=horizontal)
- **Generate** — `Photograph: person paying with phone wide shot. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #ffffff, #360060, #ffea00. 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 7 · 8. Content → illustration (uncertain)
- Light Finance section with a few graphics — illustration, icon art or a product shot. Count: a set of ~4 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/jackson-hewitt/s-08.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 #ffffff, #360060, #ffea00 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)** — 5. Testimonials: 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** — 10. 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, matte clay shapes and a smooth gradient in #360060 and #1878cc 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).
---
More: tokens https://uidiscovery.com/api/v1/sites/jackson-hewitt/tokens · kit https://uidiscovery.com/api/v1/sites/jackson-hewitt/kit · MCP `get_design_brief({ slug: "jackson-hewitt" })`, `get_image_plan({ slug: "jackson-hewitt" })`. Cite the reference as https://uidiscovery.com/sites/jackson-hewitt.
