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# Build brief — an original marketing website in the taste of Khan Academy
> Reference: https://www.khanacademy.org · UIDiscovery: https://uidiscovery.com/sites/khan-academy · captured 2026-09-22 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/khan-academy/full.webp) · [scroll video](https://uidiscovery.com/media/captures/khan-academy/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Khan Academy — 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 Khan Academy: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Khan Academy'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
- Khan Academy (khanacademy.org): Education marketing website, dark.
- 11 sections: Call to action → Statement → Features → Content → Features → Call to action → FAQ → Features → Footer.
- Spacing: about a screen per idea (median section ≈577px).
- Type: one family (Plus Jakarta Sans). Imagery: mostly photography, some typography with little or no imagery.
## 4. Page structure (top to bottom)
### 1. Call to action — close the page with one clear next step.
- Layout: short headline + one primary action on a contrasting band. Half to one screen (577px at 1440), own light band #ffffff; 1 image/graphic; form with 9 fields, primary + secondary button.
- Slots: Headline; One sentence of support; Primary + secondary action.
- [Screenshot](https://uidiscovery.com/media/captures/khan-academy/s-01.webp) · imagery: slot 1
### 2. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. Half to one screen (640px at 1440), own light band #ffffff; 2 image/graphics; 4 text links instead of buttons.
- Slots: Heading (~7 words, like the reference); Body copy; Supporting visual (see image plan); Text link action.
- Topic (tone/length only — never reuse): “Turn big learning goals into real results.”
- [Screenshot](https://uidiscovery.com/media/captures/khan-academy/s-02.webp)
### 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 (650px at 1440), own light band #ffffff; 13 images/icons (a set of cards or a small gallery); 13 links (link lists / navigation).
- Slots: Section title (~3 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “Explore our content”
- [Screenshot](https://uidiscovery.com/media/captures/khan-academy/s-03.webp)
### 4. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (414px at 1440), own light band #ffffff; 1 image/graphic; no interactive controls.
- Slots: Heading (~7 words, like the reference); Body copy; Supporting visual (see image plan).
- Topic (tone/length only — never reuse): “Real progress starts with how students learn.”
- [Screenshot](https://uidiscovery.com/media/captures/khan-academy/s-04.webp) · imagery: slot 2
### 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. Compact band (340px at 1440), own light band #ffffff; 1 image/graphic; 1 text link instead of buttons.
- Slots: Section title (~3 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “Every skill counts.”
- [Screenshot](https://uidiscovery.com/media/captures/khan-academy/s-05.webp) · imagery: slot 3
### 6. 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 (654px at 1440), own light band #ebf1fd; 1 image/graphic; 3 buttons (tabs, toggles or per-card actions).
- Slots: Section title (~4 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Benefits to our users”
- [Screenshot](https://uidiscovery.com/media/captures/khan-academy/s-06.webp)
### 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. Tall, ≈1.3 screens (1178px at 1440), own light band #ffffff; 1 image/graphic; one primary button; 5 headings → ~4 items under a title.
- Slots: Section title (~6 words, like the reference); 4 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “What learning looks like in practice.”
- [Screenshot](https://uidiscovery.com/media/captures/khan-academy/s-07.webp) · imagery: slot 4
### 8. Call to action — close the page with one clear next step.
- Layout: short headline + one primary action on a contrasting band. Compact band (310px at 1440), own light band #ffffff; no images (type-led); 2 text links instead of buttons.
- Slots: Headline (~6 words, like the reference); One sentence of support; Text link action.
- Topic (tone/length only — never reuse): “Built for learning. Not for profit.”
- [Screenshot](https://uidiscovery.com/media/captures/khan-academy/s-08.webp)
### 9. FAQ — remove the last objections before the call to action.
- Layout: question list with disclosure (accordion), often two columns on desktop. Half to one screen (444px at 1440), own light band #ffffff; no images (type-led); 4 buttons (tabs, toggles or per-card actions); 5 headings → ~4 items under a title.
- Slots: Title; 5 question/answer pairs; Link to support/contact.
- Topic (tone/length only — never reuse): “Frequently asked questions, answered.”
- [Screenshot](https://uidiscovery.com/media/captures/khan-academy/s-09.webp)
### 10. 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 (557px at 1440), own dark band #000000; 2 image/graphics; 1 text link instead of buttons.
- Slots: Section title (~3 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “Strengthen every classroom.”
- [Screenshot](https://uidiscovery.com/media/captures/khan-academy/s-10.webp) · imagery: slot 5
### 11. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Half to one screen (638px at 1440), own dark band #000000; 15 images/icons (a set of cards or a small gallery); primary + secondary button, 32 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): “TEACHERS”
- [Screenshot](https://uidiscovery.com/media/captures/khan-academy/s-11.webp)
Inner pages also captured (Customers, About, Sign up, Log in, Careers): https://uidiscovery.com/sites/khan-academy?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#5753fa` | page background | — |
| foreground | `#ffffff` | body text, headings | 5.2:1 |
| accent | `#151521` | primary buttons, links, highlights — sparingly | 3.5:1 (large text / UI only) |
| surface | `#5753fa` | cards, inputs, alternate bands | text on it 5.2:1 |
| muted | `#ebf1fd` | secondary text, borders | 4.6:1 |
Captured palette: `#5753fa` `#151521` `#ebf1fd` `#000000` `#ffffff` `#010101`. Section bands top→bottom: `#ffffff` → `#ebf1fd` → `#000000`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (dark, cool) and proportions; swap the accent for the user's brand colour.
### Tokens
```css
:root {
--background: #5753fa;
--foreground: #ffffff;
--accent: #151521;
--surface: #5753fa;
--muted: #ebf1fd;
--font-heading: "Plus Jakarta Sans", ui-sans-serif, system-ui, sans-serif;
--font-body: "Plus Jakarta 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: **Plus Jakarta Sans** (Google Fonts) — reference uses Plus Jakarta Sans. Free to use — load it directly.
- 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 ≈577px tall at 1440 (median; range 310–1178px, 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 3 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
Radii and shadows weren't measured. 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 **photography**, some typography with little or no imagery (dark, cool, Education). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 1. Call to action → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: 1. Aspect: 21:9 (background). Look first: [ref 1](https://uidiscovery.com/media/captures/khan-academy/s-01.webp)
- **Stock** — “students studying together dark”: [Unsplash](https://unsplash.com/s/photos/students-studying-together-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/students%20studying%20together%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/students%20studying%20together%20dark/?orientation=horizontal)
- **Generate** — `Photograph: students studying together. Composition: low-detail texture so overlaid text stays readable. Lighting: low-key, moody directional light with deep shadows. Cool colour grade that sits on #ffffff, #151521, #5753fa. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 21:9. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`
### Slot 2 · 4. Content → photography
- Education references lean on photography. Count: 1. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/khan-academy/s-04.webp)
- **Stock** — “students studying together close up dark”: [Unsplash](https://unsplash.com/s/photos/students-studying-together-close-up-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/students%20studying%20together%20close%20up%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/students%20studying%20together%20close%20up%20dark/?orientation=vertical)
- **Generate** — `Photograph: students studying together close up. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Cool colour grade that sits on #ffffff, #151521, #5753fa. 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 · 5. Features → photography
- Photography, seen in the capture (people, adult). (measured from the screenshot) Count: 1. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/khan-academy/s-05.webp)
- **Stock** — “notebook and laptop on desk close up dark”: [Unsplash](https://unsplash.com/s/photos/notebook-and-laptop-on-desk-close-up-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/notebook%20and%20laptop%20on%20desk%20close%20up%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/notebook%20and%20laptop%20on%20desk%20close%20up%20dark/?orientation=horizontal)
- **Generate** — `Photograph: notebook and laptop on desk close up. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Cool colour grade that sits on #ffffff, #151521, #5753fa. 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 · 7. 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/khan-academy/s-07.webp)
- **Stock** — “students studying together wide shot dark”: [Unsplash](https://unsplash.com/s/photos/students-studying-together-wide-shot-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/students%20studying%20together%20wide%20shot%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/students%20studying%20together%20wide%20shot%20dark/?orientation=horizontal)
- **Generate** — `Photograph: students studying together wide shot. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Cool colour grade that sits on #ffffff, #151521, #5753fa. 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 5 · 10. Features → photography
- Education references lean on photography. Count: a set of ~2 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/khan-academy/s-10.webp)
- **Stock** — “students studying together wide shot dark”: [Unsplash](https://unsplash.com/s/photos/students-studying-together-wide-shot-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/students%20studying%20together%20wide%20shot%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/students%20studying%20together%20wide%20shot%20dark/?orientation=horizontal)
- **Generate** — `Photograph: students studying together wide shot. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Cool colour grade that sits on #000000, #151521, #5753fa. 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.`
- **No imagery (type-led)** — 2. Statement, 3. Features, 6. Features, 8. Call to action, 9. FAQ: 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** — 11. 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 #151521 and #ebf1fd on a #5753fa background. Lighting: low-key, moody directional light with deep shadows; 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 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: students studying together, friendly simplified shapes, limited palette of #ffffff, #151521, #5753fa plus one soft neutral, plenty of empty background, consistent line weight, cool mood. Aspect ratio 3:2. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.` · stock: [“education flat illustration” on Unsplash](https://unsplash.com/s/photos/education-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/khan-academy/tokens · kit https://uidiscovery.com/api/v1/sites/khan-academy/kit · MCP `get_design_brief({ slug: "khan-academy" })`, `get_image_plan({ slug: "khan-academy" })`. Cite the reference as https://uidiscovery.com/sites/khan-academy.
