Preview the prompt +
# Build brief — an original marketing website in the taste of Leeroy
> Reference: https://leeroy.ca · UIDiscovery: https://uidiscovery.com/sites/leeroy · captured 2026-09-22 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/leeroy/full.webp) · [scroll video](https://uidiscovery.com/media/captures/leeroy/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Leeroy — 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 Leeroy: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Leeroy'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
- Leeroy (leeroy.ca): Marketing marketing website, light, award winner.
- 8 sections: Statement → Showcase → Features → Footer.
- Spacing: long, content-rich sections (median ≈1134px tall at 1440).
- Type: Feature Display headings over Feature Text body. Imagery: mostly photography, some abstract 3D / gradient art.
## 4. Page structure (top to bottom)
### 1. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. About one full screen (990px at 1440), page background; 3 image/graphics; 3 text links instead of buttons.
- Slots: Heading (~14 words, like the reference); Body copy; Supporting visual (see image plan); Text link action.
- Topic (tone/length only — never reuse): “Élever les marques UNE AGENCE CRÉATIVE HUMAINE ET AMBITIEUSE dans un NOUS…”
- [Screenshot](https://uidiscovery.com/media/captures/leeroy/s-01.webp) · imagery: slot 1
### 2. Showcase — show the product (or the result) itself as proof.
- Layout: a large framed visual with a short caption or heading. Tall, ≈1.5 screens (1350px at 1440), page background; 5 images/icons (a set of cards or a small gallery); one primary button.
- Slots: Heading (~11 words, like the reference); Body copy; Supporting visual (see image plan); One primary action.
- Topic (tone/length only — never reuse): “Des campagnes et du contenu d’impact pour vous connecter au monde”
- [Screenshot](https://uidiscovery.com/media/captures/leeroy/s-02.webp) · imagery: slot 2
### 3. Showcase — show the product (or the result) itself as proof.
- Layout: a large framed visual with a short caption or heading. Tall, ≈1.5 screens (1350px at 1440), page background; 4 images/icons (a set of cards or a small gallery); one primary button.
- Slots: Heading (~10 words, like the reference); Body copy; Supporting visual (see image plan); One primary action.
- Topic (tone/length only — never reuse): “Des plateformes web intuitives & des écosystèmes à fort impact”
- [Screenshot](https://uidiscovery.com/media/captures/leeroy/s-03.webp) · imagery: slot 3
### 4. Showcase — show the product (or the result) itself as proof.
- Layout: a large framed visual with a short caption or heading. Tall, ≈1.5 screens (1350px at 1440), page background; 4 images/icons (a set of cards or a small gallery); one primary button.
- Slots: Heading (~11 words, like the reference); Body copy; Supporting visual (see image plan); One primary action.
- Topic (tone/length only — never reuse): “Le pouvoir du design & du storytelling pour transformer les marques”
- [Screenshot](https://uidiscovery.com/media/captures/leeroy/s-04.webp) · imagery: slot 4
### 5. Showcase — show the product (or the result) itself as proof.
- Layout: a large framed visual with a short caption or heading. About one full screen (1134px at 1440), own light band #e6e7eb; 4 images/icons (a set of cards or a small gallery); one primary button.
- Slots: Heading (~9 words, like the reference); Body copy; Supporting visual (see image plan); One primary action.
- Topic (tone/length only — never reuse): “Des stratégies numériques au service de vos objectifs d'affaires”
- [Screenshot](https://uidiscovery.com/media/captures/leeroy/s-05.webp) · imagery: slot 5
### 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. About one full screen (1006px at 1440), page background; 20 image elements (icons, logos, product UI — not 20 photos); 11 links (link lists / navigation); 6 headings → ~5 items under a title.
- Slots: Section title (~3 words, like the reference); 5 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “Réalisations”
- [Screenshot](https://uidiscovery.com/media/captures/leeroy/s-06.webp) · imagery: slot 6
### 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. About one full screen (978px at 1440), page background; 2 image/graphics; 1 text link instead of buttons; 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; Text link action.
- Topic (tone/length only — never reuse): “COLLABORATIONS ACTUELLES”
- [Screenshot](https://uidiscovery.com/media/captures/leeroy/s-09.webp)
### 8. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Half to one screen (434px at 1440), page background; 1 image/graphic; 3 buttons (tabs, toggles or per-card actions).
- Slots: Brand mark + one-line description; 3–5 link columns; Newsletter or contact (optional); Legal row + social icons.
- [Screenshot](https://uidiscovery.com/media/captures/leeroy/s-10.webp)
Inner pages also captured (Product, About, Docs, Contact, Shop): https://uidiscovery.com/sites/leeroy?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#ffffff` | page background | — |
| foreground | `#0e172f` | body text, headings | 17.8:1 |
| accent | `#242733` | primary buttons, links, highlights — sparingly | 14.9:1 |
| surface | `#f0f1f5` | cards, inputs, alternate bands | text on it 15.7:1 |
| muted | `#e6e7eb` | secondary text, borders | 1.2:1 — borders / large text only |
Captured palette: `#ffffff` `#242733` `#0e172f` `#e6e7eb` `#1f1f1f` `#f0f1f5`. Section bands top→bottom: `#e6e7eb` → `#ffffff`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (light, neutral, desaturated) and proportions; swap the accent for the user's brand colour.
### Tokens
```css
:root {
--background: #ffffff;
--foreground: #0e172f;
--accent: #242733;
--surface: #f0f1f5;
--muted: #e6e7eb;
--font-heading: "Fraunces", ui-serif, Georgia, serif;
--font-body: "Inter", 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: **Fraunces** (Google Fonts) — reference uses Feature Display. “Feature Display” is a licensed face — use Fraunces (or Instrument Serif) as the free stand-in, or license the original.
- Body: **Inter** (Google Fonts) — reference uses Feature Text. “Feature Text” is likely a custom or licensed face. Inter is a neutral stand-in — pick a closer free match by eye from the screenshot.
- 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 ≈1134px tall at 1440 (median; range 434–1350px, captures cap at 1700px) — long, content-rich chapters. Start with 96–128px 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
Expressive layout and motion are part of the appeal — study the scroll video, but keep motion subtle and respect prefers-reduced-motion. 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 abstract 3D / gradient art (light, neutral, desaturated, Marketing). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 1. Statement → abstract 3D / gradient
- Abstract art — gradient, 3D or atmospheric graphics, seen in the capture. (measured from the screenshot) Count: a set of ~3 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/leeroy/s-01.webp)
- **Stock** — “abstract gradient 3d”: [Unsplash](https://unsplash.com/s/photos/abstract-gradient-3d?orientation=portrait) · [Pexels](https://www.pexels.com/search/abstract%20gradient%203d/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/abstract%20gradient%203d/?orientation=vertical)
- **Generate** — `Abstract 3D render: soft, matte clay shapes and a smooth gradient in #242733 and #e6e7eb on a #ffffff background. Lighting: soft natural daylight, airy and high-key; neutral, desaturated tone. Minimal and calm, generous negative space on one side for text. Aspect ratio 4:5. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`
### Slot 2 · 2. Showcase → photography
- Photography, seen in the capture (blue sky, people, adult). (measured from the screenshot) Count: a set of ~5 in one consistent style. Aspect: 16:10. Look first: [ref 1](https://uidiscovery.com/media/captures/leeroy/s-02.webp)
- **Stock** — “3d glass shapes render”: [Unsplash](https://unsplash.com/s/photos/3d-glass-shapes-render?orientation=landscape) · [Pexels](https://www.pexels.com/search/3d%20glass%20shapes%20render/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/3d%20glass%20shapes%20render/?orientation=horizontal)
- **Generate** — `Photograph: 3d glass shapes render. Composition: centred subject with even space around it. Lighting: soft natural daylight, airy and high-key. Neutral, desaturated colour grade that sits on #ffffff, #242733, #f0f1f5. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 16:10. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`
### Slot 3 · 3. Showcase → product UI (uncertain)
- Marketing showcase with 4 image elements — most likely product UI screenshots/mockups plus icons. Count: a set of ~4 in one consistent style. Aspect: 16:10. Look first: [ref 1](https://uidiscovery.com/media/captures/leeroy/s-03.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 #f0f1f5 with a soft #242733 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 16:10. 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 4 · 4. Showcase → photography
- Photography, seen in the capture (animal, arthropods, insect). (measured from the screenshot) Count: a set of ~4 in one consistent style. Aspect: 16:10. Look first: [ref 1](https://uidiscovery.com/media/captures/leeroy/s-04.webp)
- **Stock** — “abstract gradient mesh close up”: [Unsplash](https://unsplash.com/s/photos/abstract-gradient-mesh-close-up?orientation=landscape) · [Pexels](https://www.pexels.com/search/abstract%20gradient%20mesh%20close%20up/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/abstract%20gradient%20mesh%20close%20up/?orientation=horizontal)
- **Generate** — `Photograph: abstract gradient mesh close up. Composition: centred subject with even space around it. Lighting: soft natural daylight, airy and high-key. Neutral, desaturated colour grade that sits on #ffffff, #242733, #f0f1f5. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 16:10. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`
### Slot 5 · 5. Showcase → photography
- Photography, seen in the capture (blue sky). (measured from the screenshot) Count: a set of ~4 in one consistent style. Aspect: 16:10. Look first: [ref 1](https://uidiscovery.com/media/captures/leeroy/s-05.webp)
- **Stock** — “3d glass shapes render close up”: [Unsplash](https://unsplash.com/s/photos/3d-glass-shapes-render-close-up?orientation=landscape) · [Pexels](https://www.pexels.com/search/3d%20glass%20shapes%20render%20close%20up/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/3d%20glass%20shapes%20render%20close%20up/?orientation=horizontal)
- **Generate** — `Photograph: 3d glass shapes render close up. Composition: centred subject with even space around it. Lighting: soft natural daylight, airy and high-key. Neutral, desaturated colour grade that sits on #e6e7eb, #242733, #f0f1f5. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 16:10. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`
### Slot 6 · 6. Features → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: 1–3 key visuals; the rest are icons/avatars. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/leeroy/s-06.webp)
- **Stock** — “minimal desk with laptop close up”: [Unsplash](https://unsplash.com/s/photos/minimal-desk-with-laptop-close-up?orientation=landscape) · [Pexels](https://www.pexels.com/search/minimal%20desk%20with%20laptop%20close%20up/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/minimal%20desk%20with%20laptop%20close%20up/?orientation=horizontal)
- **Generate** — `Photograph: minimal desk with laptop close up. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Neutral, desaturated colour grade that sits on #ffffff, #242733, #f0f1f5. 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)** — 7. Features: 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. 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:
- **illustration** — generate `Flat vector illustration: abstract gradient mesh, friendly simplified shapes, limited palette of #ffffff, #242733, #f0f1f5 plus one soft neutral, plenty of empty background, consistent line weight, neutral, desaturated mood. Aspect ratio 16:9. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.` · stock: [“technology flat illustration” on Unsplash](https://unsplash.com/s/photos/technology-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/leeroy/tokens · kit https://uidiscovery.com/api/v1/sites/leeroy/kit · MCP `get_design_brief({ slug: "leeroy" })`, `get_image_plan({ slug: "leeroy" })`. Cite the reference as https://uidiscovery.com/sites/leeroy.
