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# Build brief — an original marketing website in the taste of KB Home
> Reference: https://www.kbhome.com · UIDiscovery: https://uidiscovery.com/sites/kb-home · captured 2026-09-23 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/kb-home/full.webp) · [scroll video](https://uidiscovery.com/media/captures/kb-home/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as KB Home — 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 KB Home: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse KB Home'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
- KB Home (kbhome.com): Real Estate marketing website, light.
- 10 sections: Hero → Content → Features → Content → Footer.
- Spacing: about a screen per idea (median section ≈644px).
- Hero headline: 2 words — short and punchy; keep yours under ~9.
- Type: system sans-serif headings over Avenir Next LT Pro 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. About one full screen (899px at 1440), page background; no images (type-led); inline form (2 fields, e.g. email capture), 3 buttons (tabs, toggles or per-card actions).
- Slots: Eyebrow / announcement pill (optional); H1 (~3 words, like the reference); Supporting line, 1–2 sentences; Primary + secondary action; No image — let type and colour carry it.
- Topic (tone/length only — never reuse): “We see”
- [Screenshot](https://uidiscovery.com/media/captures/kb-home/s-01.webp) · imagery: slot 1
### 2. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (706px at 1440), page background; 2 image/graphics; 3 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/kb-home/s-02.webp) · imagery: slot 2
### 3. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (644px at 1440), page background; 1 image/graphic; primary + secondary button.
- Slots: Heading; Body copy; Supporting visual (see image plan); Primary + secondary action.
- [Screenshot](https://uidiscovery.com/media/captures/kb-home/s-03.webp) · imagery: slot 3
### 4. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (696px at 1440), page background; 1 image/graphic; primary + secondary button.
- Slots: Heading; Body copy; Supporting visual (see image plan); Primary + secondary action.
- [Screenshot](https://uidiscovery.com/media/captures/kb-home/s-04.webp) · imagery: slot 4
### 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. Half to one screen (626px at 1440), page background; 1 image/graphic; primary + secondary button.
- Slots: Section title; 2 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- [Screenshot](https://uidiscovery.com/media/captures/kb-home/s-05.webp) · imagery: slot 5
### 6. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (1000px at 1440), page background; 2 image/graphics; primary + secondary button.
- Slots: Heading; Body copy; Supporting visual (see image plan); Primary + secondary action.
- [Screenshot](https://uidiscovery.com/media/captures/kb-home/s-06.webp) · imagery: slot 6
### 7. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (643px at 1440), page background; 1 image/graphic; primary + secondary button.
- Slots: Heading; Body copy; Supporting visual (see image plan); Primary + secondary action.
- [Screenshot](https://uidiscovery.com/media/captures/kb-home/s-07.webp) · imagery: slot 7
### 8. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (248px at 1440), page background; 4 images/icons (a set of cards or a small gallery); primary + secondary button.
- Slots: Heading; Body copy; Supporting visual (see image plan); Primary + secondary action.
- [Screenshot](https://uidiscovery.com/media/captures/kb-home/s-08.webp)
### 9. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (216px 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/kb-home/s-09.webp)
### 10. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Half to one screen (579px at 1440), page background; 20 image elements (photo collage/gallery + small graphics); inline form (1 field, e.g. email capture), 5 buttons (tabs, toggles or per-card actions), 49 links (link lists / navigation).
- Slots: Brand mark + one-line description; 3–5 link columns; Newsletter or contact (optional); Legal row + social icons.
- [Screenshot](https://uidiscovery.com/media/captures/kb-home/s-10.webp)
Inner pages also captured (Customers, About, Sign up, Careers, Contact, Shop, Security): https://uidiscovery.com/sites/kb-home?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#f8f8f8` | page background | — |
| foreground | `#010c03` | body text, headings | 18.7:1 |
| accent | `#ffc709` | primary buttons, links, highlights — sparingly | 1.5:1 ⚠ not for text; use as a fill with #111111 text (12.1:1) |
| surface | `#ffffff` | cards, inputs, alternate bands | text on it 19.9:1 |
| muted | `#968c83` | secondary text, borders | 3.1:1 — borders / large text only |
Captured palette: `#f8f8f8` `#010c03` `#ffffff` `#ffc709` `#968c83` `#212529`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (light, warm) and proportions; swap the accent for the user's brand colour.
### Tokens
```css
:root {
--background: #f8f8f8;
--foreground: #010c03;
--accent: #ffc709;
--surface: #ffffff;
--muted: #968c83;
--font-heading: "Inter", ui-sans-serif, system-ui, sans-serif;
--font-body: "Jost", 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 system sans-serif. The reference uses the system stack; Inter (or plain system-ui) keeps that neutral feel.
- Body: **Jost** (Google Fonts) — reference uses Avenir Next LT Pro. “Avenir Next LT Pro” is a licensed face — use Jost (or Outfit) as the free stand-in, or license the original.
- Scale (starting point, sizes weren't measured — calibrate against the 1440px screenshot): display clamp(2.75rem, 6vw, 5rem), 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 ≈644px tall at 1440 (median; range 216–1000px, 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. One continuous background — separate sections with space and type, not colour bands. 8px spacing grid, 1200–1280px max content width, 24px (mobile) / 32–48px (desktop) gutters.
### Shape, depth & theme
Radii and shadows weren't measured. 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 7 section screenshots: mostly **photography**, some typography with little or no imagery (light, warm, Real Estate). 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: 1. Aspect: 16:9 full-bleed (or 21:9). Look first: [ref 1](https://uidiscovery.com/media/captures/kb-home/s-01.webp)
- **Stock** — “modern living room natural light”: [Unsplash](https://unsplash.com/s/photos/modern-living-room-natural-light?orientation=landscape) · [Pexels](https://www.pexels.com/search/modern%20living%20room%20natural%20light/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/modern%20living%20room%20natural%20light/?orientation=horizontal)
- **Generate** — `Photograph: modern living room natural light. Composition: wide shot, subject off-centre to one side, generous clean negative space for the headline. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #f8f8f8, #ffc709, #ffffff. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 16:9. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`
### Slot 2 · 2. Content → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~2 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/kb-home/s-02.webp)
- **Stock** — “minimal architecture facade”: [Unsplash](https://unsplash.com/s/photos/minimal-architecture-facade?orientation=portrait) · [Pexels](https://www.pexels.com/search/minimal%20architecture%20facade/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/minimal%20architecture%20facade/?orientation=vertical)
- **Generate** — `Photograph: minimal architecture facade. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #f8f8f8, #ffc709, #ffffff. 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 · 3. Content → photography
- Photography, seen in the capture (furniture, chair, armchair). (measured from the screenshot) Count: 1. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/kb-home/s-03.webp)
- **Stock** — “bright kitchen interior”: [Unsplash](https://unsplash.com/s/photos/bright-kitchen-interior?orientation=portrait) · [Pexels](https://www.pexels.com/search/bright%20kitchen%20interior/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/bright%20kitchen%20interior/?orientation=vertical)
- **Generate** — `Photograph: bright kitchen interior. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #f8f8f8, #ffc709, #ffffff. 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 4 · 4. Content → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: 1. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/kb-home/s-04.webp)
- **Stock** — “modern living room natural light close up”: [Unsplash](https://unsplash.com/s/photos/modern-living-room-natural-light-close-up?orientation=portrait) · [Pexels](https://www.pexels.com/search/modern%20living%20room%20natural%20light%20close%20up/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/modern%20living%20room%20natural%20light%20close%20up/?orientation=vertical)
- **Generate** — `Photograph: modern living room natural light close up. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #f8f8f8, #ffc709, #ffffff. 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 5 · 5. Features → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: 1. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/kb-home/s-05.webp)
- **Stock** — “minimal architecture facade close up”: [Unsplash](https://unsplash.com/s/photos/minimal-architecture-facade-close-up?orientation=landscape) · [Pexels](https://www.pexels.com/search/minimal%20architecture%20facade%20close%20up/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/minimal%20architecture%20facade%20close%20up/?orientation=horizontal)
- **Generate** — `Photograph: minimal architecture facade close up. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #f8f8f8, #ffc709, #ffffff. 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 6 · 6. Content → photography
- Real Estate references lean on photography. Count: a set of ~2 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/kb-home/s-06.webp)
- **Stock** — “bright kitchen interior close up”: [Unsplash](https://unsplash.com/s/photos/bright-kitchen-interior-close-up?orientation=portrait) · [Pexels](https://www.pexels.com/search/bright%20kitchen%20interior%20close%20up/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/bright%20kitchen%20interior%20close%20up/?orientation=vertical)
- **Generate** — `Photograph: bright kitchen interior close up. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #f8f8f8, #ffc709, #ffffff. 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 7 · 7. Content → photography
- Photography, seen in the capture (plant, foliage, grass). (measured from the screenshot) Count: 1. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/kb-home/s-07.webp)
- **Stock** — “modern living room natural light wide shot”: [Unsplash](https://unsplash.com/s/photos/modern-living-room-natural-light-wide-shot?orientation=portrait) · [Pexels](https://www.pexels.com/search/modern%20living%20room%20natural%20light%20wide%20shot/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/modern%20living%20room%20natural%20light%20wide%20shot/?orientation=vertical)
- **Generate** — `Photograph: modern living room natural light wide shot. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #f8f8f8, #ffc709, #ffffff. 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)** — 8. Content, 9. 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.
- **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 #ffc709 and #968c83 on a #f8f8f8 background. Lighting: soft natural daylight, airy and high-key; warm 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)
- **illustration** — generate `Flat vector illustration: modern living room, friendly simplified shapes, limited palette of #f8f8f8, #ffc709, #ffffff plus one soft neutral, plenty of empty background, consistent line weight, warm mood. Aspect ratio 16:9. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.` · stock: [“home interior flat illustration” on Unsplash](https://unsplash.com/s/photos/home-interior-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).
---
More: tokens https://uidiscovery.com/api/v1/sites/kb-home/tokens · kit https://uidiscovery.com/api/v1/sites/kb-home/kit · MCP `get_design_brief({ slug: "kb-home" })`, `get_image_plan({ slug: "kb-home" })`. Cite the reference as https://uidiscovery.com/sites/kb-home.
