Preview the prompt +
# Build brief — an original marketing website in the taste of Kinship
> Reference: https://www.kinship.com · UIDiscovery: https://uidiscovery.com/sites/kinship · captured 2026-09-23 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/kinship/full.webp) · [scroll video](https://uidiscovery.com/media/captures/kinship/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Kinship — 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 Kinship: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Kinship'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
- Kinship (kinship.com): Lifestyle marketing website, dark.
- 9 sections: Hero → Features → Statement → Content → Features → Footer.
- Spacing: about a screen per idea (median section ≈587px).
- Hero headline: 5 words — short and punchy; keep yours under ~9.
- Type: Plantin Head headings over FKGrotesk Neue 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 (660px at 1440), page background; 34 image elements (photo collage/gallery + small graphics); inline form (1 field, e.g. email capture), 4 buttons (tabs, toggles or per-card actions), 11 links (link lists / navigation).
- Slots: Eyebrow / announcement pill (optional); H1 (~5 words, like the reference); Supporting line, 1–2 sentences; Primary + secondary action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “Ready to adopt a pet?”
- [Screenshot](https://uidiscovery.com/media/captures/kinship/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. Tall, ≈1.4 screens (1265px at 1440), own light band #f0f0eb; 5 images/icons (a set of cards or a small gallery); primary + secondary button; 5 headings → ~4 items under a title.
- Slots: Section title (~5 words, like the reference); 4 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Hi, we’re Adopt a Pet”
- [Screenshot](https://uidiscovery.com/media/captures/kinship/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 (512px at 1440), page background; 7 images/icons (a set of cards or a small gallery); 3 buttons (tabs, toggles or per-card actions); 3 headings → ~2 items under a title.
- Slots: Section title (~6 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Claim your FREE* office visit coupon”
- [Screenshot](https://uidiscovery.com/media/captures/kinship/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. Tall, ≈1.5 screens (1320px at 1440), own light band #f0f0eb; 13 images/icons (a set of cards or a small gallery); one primary button, 24 links (link lists / navigation).
- Slots: Section title (~4 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “Check out expert advice”
- [Screenshot](https://uidiscovery.com/media/captures/kinship/s-04.webp) · imagery: slot 4
### 5. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. Compact band (202px at 1440), own light band #f0f0eb; no images (type-led); no interactive controls.
- Slots: Heading; Body copy.
- [Screenshot](https://uidiscovery.com/media/captures/kinship/s-05.webp) · imagery: slot 5
### 6. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (587px at 1440), own light band #92caff; no images (type-led); 4 buttons (tabs, toggles or per-card actions), 787 links (link lists / navigation).
- Slots: Heading (~3 words, like the reference); Body copy; Primary + secondary action.
- Topic (tone/length only — never reuse): “Adopt a dog”
- [Screenshot](https://uidiscovery.com/media/captures/kinship/s-06.webp)
### 7. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (587px at 1440), own light band #f2df7d; no images (type-led); 4 buttons (tabs, toggles or per-card actions), 229 links (link lists / navigation).
- Slots: Heading (~3 words, like the reference); Body copy; Primary + secondary action.
- Topic (tone/length only — never reuse): “Adopt a cat”
- [Screenshot](https://uidiscovery.com/media/captures/kinship/s-07.webp)
### 8. 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 (575px at 1440), own light band #b2f1ee; 1 image/graphic; one primary button.
- Slots: Section title (~9 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “Need to find a new home for a pet?”
- [Screenshot](https://uidiscovery.com/media/captures/kinship/s-08.webp) · imagery: slot 6
### 9. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. About one full screen (856px at 1440), own light band #6cd9d3; 10 images/icons (a set of cards or a small gallery); inline form (1 field, e.g. email capture), primary + secondary button, 50 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/kinship/s-09.webp)
Inner pages also captured (About, Sign up, Blog, Docs, Contact): https://uidiscovery.com/sites/kinship?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#190a05` | page background | — |
| foreground | `#f0f0eb` | body text, headings | 16.9:1 |
| accent | `#6cd9d3` | primary buttons, links, highlights — sparingly | 11.5:1 |
| surface | `#190a05` | cards, inputs, alternate bands | text on it 16.9:1 |
| muted | `#92caff` | secondary text, borders | 11.1:1 |
Captured palette: `#190a05` `#f0f0eb` `#92caff` `#f2df7d` `#b2f1ee` `#6cd9d3`. Section bands top→bottom: `#f0f0eb` → `#92caff` → `#f2df7d` → `#b2f1ee` → `#6cd9d3`. 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: #190a05;
--foreground: #f0f0eb;
--accent: #6cd9d3;
--surface: #190a05;
--muted: #92caff;
--font-heading: "Inter", ui-sans-serif, system-ui, sans-serif;
--font-body: "Hanken Grotesk", 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 Plantin Head. “Plantin Head” is likely a custom or licensed face. Inter is a neutral stand-in — pick a closer free match by eye from the screenshot.
- Body: **Hanken Grotesk** (Google Fonts) — reference uses FKGrotesk Neue. “FKGrotesk Neue” is a licensed face — use Hanken Grotesk (or Inter) 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 ≈587px tall at 1440 (median; range 202–1320px, 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 4 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 8 section screenshots: mostly **photography**, some typography with little or no imagery (dark, cool, Lifestyle). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 1. Hero → photography
- Photography, seen in the capture (animal, cat, feline). (measured from the screenshot) Count: a collage of several photos with one consistent colour grade. Aspect: 3:2. Look first: [ref 1](https://uidiscovery.com/media/captures/kinship/s-01.webp)
- **Stock** — “cozy home interior morning light dark”: [Unsplash](https://unsplash.com/s/photos/cozy-home-interior-morning-light-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/cozy%20home%20interior%20morning%20light%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/cozy%20home%20interior%20morning%20light%20dark/?orientation=horizontal)
- **Generate** — `Photograph: cozy home interior morning light. 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. Cool colour grade that sits on #190a05, #6cd9d3. 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 ~5 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/kinship/s-02.webp)
- **Stock** — “hands holding coffee cup dark”: [Unsplash](https://unsplash.com/s/photos/hands-holding-coffee-cup-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/hands%20holding%20coffee%20cup%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/hands%20holding%20coffee%20cup%20dark/?orientation=horizontal)
- **Generate** — `Photograph: hands holding coffee cup. 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 #f0f0eb, #6cd9d3, #190a05. 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 ~7 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/kinship/s-03.webp)
- **Stock** — “plants on windowsill dark”: [Unsplash](https://unsplash.com/s/photos/plants-on-windowsill-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/plants%20on%20windowsill%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/plants%20on%20windowsill%20dark/?orientation=horizontal)
- **Generate** — `Photograph: plants on windowsill. 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 #190a05, #6cd9d3. 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 → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~13 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/kinship/s-04.webp)
- **Stock** — “cozy home interior morning light close up dark”: [Unsplash](https://unsplash.com/s/photos/cozy-home-interior-morning-light-close-up-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/cozy%20home%20interior%20morning%20light%20close%20up%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/cozy%20home%20interior%20morning%20light%20close%20up%20dark/?orientation=horizontal)
- **Generate** — `Photograph: cozy home interior morning light 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 #f0f0eb, #6cd9d3, #190a05. 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 · 5. Statement → photography
- Photography, seen in the capture (adult, people). (measured from the screenshot) Count: 1. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/kinship/s-05.webp)
- **Stock** — “hands holding coffee cup close up dark”: [Unsplash](https://unsplash.com/s/photos/hands-holding-coffee-cup-close-up-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/hands%20holding%20coffee%20cup%20close%20up%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/hands%20holding%20coffee%20cup%20close%20up%20dark/?orientation=vertical)
- **Generate** — `Photograph: hands holding coffee cup close up. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Cool colour grade that sits on #f0f0eb, #6cd9d3, #190a05. 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 · 8. 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/kinship/s-08.webp)
- **Stock** — “hands holding coffee cup wide shot dark”: [Unsplash](https://unsplash.com/s/photos/hands-holding-coffee-cup-wide-shot-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/hands%20holding%20coffee%20cup%20wide%20shot%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/hands%20holding%20coffee%20cup%20wide%20shot%20dark/?orientation=horizontal)
- **Generate** — `Photograph: hands holding coffee cup 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 #b2f1ee, #6cd9d3, #190a05. 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)** — 6. Content, 7. 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** — 9. 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 #6cd9d3 and #92caff on a #190a05 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: cozy home interior morning light, friendly simplified shapes, limited palette of #190a05, #6cd9d3 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: [“lifestyle flat illustration” on Unsplash](https://unsplash.com/s/photos/lifestyle-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/kinship/tokens · kit https://uidiscovery.com/api/v1/sites/kinship/kit · MCP `get_design_brief({ slug: "kinship" })`, `get_image_plan({ slug: "kinship" })`. Cite the reference as https://uidiscovery.com/sites/kinship.
