Kruze Consulting — Expert Accounting for VC-Funded Startups

# Build brief — an original marketing website in the taste of Kruze Consulting

> Reference: https://kruzeconsulting.com · UIDiscovery: https://uidiscovery.com/sites/kruze-consulting · captured 2026-09-23 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/kruze-consulting/full.webp) · [scroll video](https://uidiscovery.com/media/captures/kruze-consulting/preview.mp4)

## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Kruze Consulting — 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 Kruze Consulting: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Kruze Consulting'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
- Kruze Consulting (kruzeconsulting.com): Finance marketing website, dark, colorful.
- 10 sections: Hero → Content → Features → Content → Features → FAQ → Content → Footer.
- Spacing: short, dense bands (median section ≈461px).
- Hero headline: 7 words — short and punchy; keep yours under ~9.
- Type: one family (Lato). 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. Compact band (180px at 1440), own light band #ffffff; no images (type-led); no interactive controls.
- Slots: Eyebrow / announcement pill (optional); H1 (~7 words, like the reference); Supporting line, 1–2 sentences; Primary action; No image — let type and colour carry it.
- Topic (tone/length only — never reuse): “KRUZE CONSULTING: EXPERT ACCOUNTING FOR VC-FUNDED STARTUPS”
- [Screenshot](https://uidiscovery.com/media/captures/kruze-consulting/s-01.webp) · imagery: slot 1

### 2. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (257px at 1440), own light band #ffffff; no images (type-led); one primary button.
- Slots: Heading; Body copy; One primary action.
- [Screenshot](https://uidiscovery.com/media/captures/kruze-consulting/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 (461px at 1440), own light band #ffffff; 3 image/graphics; 1 text link instead of buttons.
- Slots: Section title (~14 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “KRUZE CONSULTING CLIENTS ARE TWICE AS LIKELY TO BE ACQUIRED AS THE AVERAGE…”
- [Screenshot](https://uidiscovery.com/media/captures/kruze-consulting/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. About one full screen (809px at 1440), own light band #ffffff; 5 images/icons (a set of cards or a small gallery); 2 text links instead of buttons.
- Slots: Section title (~4 words, like the reference); 5 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “WHY PARTNER WITH KRUZE?”
- [Screenshot](https://uidiscovery.com/media/captures/kruze-consulting/s-04.webp)

### 5. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (298px at 1440), own light band #ffffff; no images (type-led); one primary button.
- Slots: Heading; Body copy; One primary action.
- [Screenshot](https://uidiscovery.com/media/captures/kruze-consulting/s-05.webp)

### 6. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (507px at 1440), own light band #ffffff; 4 images/icons (a set of cards or a small gallery); 9 text links instead of buttons.
- Slots: Heading (~6 words, like the reference); Body copy; Supporting visual (see image plan); Text link action.
- Topic (tone/length only — never reuse): “WHAT SERVICES DOES KRUZE CONSULTING PROVIDE?”
- [Screenshot](https://uidiscovery.com/media/captures/kruze-consulting/s-06.webp) · imagery: slot 4

### 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 (415px at 1440), own light band #ffffff; 3 image/graphics; one primary button.
- Slots: Section title (~3 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “SNAPATTACK”
- [Screenshot](https://uidiscovery.com/media/captures/kruze-consulting/s-07.webp) · imagery: slot 5

### 8. 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 (448px at 1440), own light band #ffffff; 4 images/icons (a set of cards or a small gallery); 4 text links instead of buttons.
- Slots: Title; 5 question/answer pairs; Link to support/contact.
- Topic (tone/length only — never reuse): “FREQUENTLY ASKED QUESTIONS”
- [Screenshot](https://uidiscovery.com/media/captures/kruze-consulting/s-08.webp)

### 9. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (531px at 1440), own light band #ffffff; 23 image elements (icons, logos, product UI — not 23 photos); form with 44 fields, 12 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/kruze-consulting/s-09.webp) · imagery: slot 6

### 10. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. About one full screen (973px at 1440), own light band #ffffff; 2 image/graphics; primary + secondary button, 43 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/kruze-consulting/s-10.webp)

Inner pages also captured (Pricing, Customers, About, Sign up, Blog, Careers, Contact, Security): https://uidiscovery.com/sites/kruze-consulting?view=pages

## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#434344` | page background | — |
| foreground | `#ffffff` | body text, headings | 9.9:1 |
| accent | `#276196` | primary buttons, links, highlights — sparingly | 1.5:1 ⚠ not for text; use as a fill with #ffffff text (6.5:1) |
| surface | `#024d7c` | cards, inputs, alternate bands | text on it 8.9:1 |
| muted | `#2f74b2` | secondary text, borders | 2.0:1 — borders / large text only |

Captured palette: `#434344` `#ffffff` `#2f74b2` `#59595b` `#024d7c` `#276196`. 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: #434344;
  --foreground: #ffffff;
  --accent: #276196;
  --surface: #024d7c;
  --muted: #2f74b2;
  --font-heading: "Lato", ui-sans-serif, system-ui, sans-serif;
  --font-body: "Lato", 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: **Lato** (Google Fonts) — reference uses Lato. 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 ≈461px tall at 1440 (median; range 180–973px, 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. 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
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. Dark-first; for a light mode swap background ↔ foreground, lighten the surface, keep the accent and re-check contrast.

## 6. Imagery plan

Measured from 7 section screenshots: mostly **photography**, some typography with little or no imagery (dark, cool, Finance). Still glance at the linked screenshots to match the exact mood.

### Slot 1 · 1. Hero → photography
- Photography, seen in the capture (art, decoration, polka dots). (measured from the screenshot) Count: 1. Aspect: 3:2. Look first: [ref 1](https://uidiscovery.com/media/captures/kruze-consulting/s-01.webp)
- **Stock** — “person paying with phone dark”: [Unsplash](https://unsplash.com/s/photos/person-paying-with-phone-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/person%20paying%20with%20phone%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/person%20paying%20with%20phone%20dark/?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: low-key, moody directional light with deep shadows. Cool colour grade that sits on #ffffff, #276196, #024d7c. 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. Content → photography
- Photography, seen in the capture (art, decoration, polka dots). (measured from the screenshot) Count: 1. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/kruze-consulting/s-02.webp)
- **Stock** — “small business owner at counter dark”: [Unsplash](https://unsplash.com/s/photos/small-business-owner-at-counter-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/small%20business%20owner%20at%20counter%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/small%20business%20owner%20at%20counter%20dark/?orientation=vertical)
- **Generate** — `Photograph: small business owner at counter. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Cool colour grade that sits on #ffffff, #276196, #024d7c. 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. Features → photography
- Photography, seen in the capture (adult, people). (measured from the screenshot) Count: a set of ~3 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/kruze-consulting/s-03.webp)
- **Stock** — “abstract gradient dark”: [Unsplash](https://unsplash.com/s/photos/abstract-gradient-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/abstract%20gradient%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/abstract%20gradient%20dark/?orientation=horizontal)
- **Generate** — `Photograph: abstract gradient. 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, #276196, #024d7c. 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 · 6. 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/kruze-consulting/s-06.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, #276196, #024d7c 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.

### Slot 5 · 7. Features → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~3 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/kruze-consulting/s-07.webp)
- **Stock** — “person paying with phone wide shot dark”: [Unsplash](https://unsplash.com/s/photos/person-paying-with-phone-wide-shot-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/person%20paying%20with%20phone%20wide%20shot%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/person%20paying%20with%20phone%20wide%20shot%20dark/?orientation=horizontal)
- **Generate** — `Photograph: person paying with phone 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, #276196, #024d7c. 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 · 9. Content → photography
- Photography, seen in the capture (adult, people). (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/kruze-consulting/s-09.webp)
- **Stock** — “abstract gradient wide shot dark”: [Unsplash](https://unsplash.com/s/photos/abstract-gradient-wide-shot-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/abstract%20gradient%20wide%20shot%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/abstract%20gradient%20wide%20shot%20dark/?orientation=vertical)
- **Generate** — `Photograph: abstract gradient wide shot. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Cool colour grade that sits on #ffffff, #276196, #024d7c. 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)** — 4. Features, 5. 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** — 8. FAQ, 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, glossy glass-like shapes and a smooth gradient in #276196 and #2f74b2 on a #434344 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)

- **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).

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More: tokens https://uidiscovery.com/api/v1/sites/kruze-consulting/tokens · kit https://uidiscovery.com/api/v1/sites/kruze-consulting/kit · MCP `get_design_brief({ slug: "kruze-consulting" })`, `get_image_plan({ slug: "kruze-consulting" })`. Cite the reference as https://uidiscovery.com/sites/kruze-consulting.