Preview the prompt +
# Build brief — an original marketing website in the taste of Lonely Planet
> Reference: https://www.lonelyplanet.com · UIDiscovery: https://uidiscovery.com/sites/lonely-planet · captured 2026-09-22 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/lonely-planet/full.png) · [scroll video](https://uidiscovery.com/media/captures/lonely-planet/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Lonely Planet — 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 Lonely Planet: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Lonely Planet'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
- Lonely Planet (lonelyplanet.com): Travel marketing website, dark.
- 13 sections: Hero → Blog → Features → Content → Features → Blog → Features → Statement → Features → Logo cloud → Footer.
- Spacing: about a screen per idea (median section ≈741px).
- Hero headline: 4 words — short and punchy; keep yours under ~9.
- Type: one family (ABC Arizona Flare). 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 (849px at 1440), page background; 2 image/graphics; one primary button.
- Slots: Eyebrow / announcement pill (optional); H1 (~4 words, like the reference); Supporting line, 1–2 sentences; One primary action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “BEST IN TRAVEL 2027”
- [Screenshot](https://uidiscovery.com/media/captures/lonely-planet/s-01.webp) · imagery: slot 1
### 2. Blog — signal an active, credible team through recent writing.
- Layout: 3-up card grid: image, title, meta. Half to one screen (741px at 1440), page background; 14 images/icons (a set of cards or a small gallery); 3 buttons (tabs, toggles or per-card actions), 13 links (link lists / navigation).
- Slots: Title + “All posts” link; 3 post cards: cover image, title, date/author.
- Topic (tone/length only — never reuse): “Latest Travel Stories”
- [Screenshot](https://uidiscovery.com/media/captures/lonely-planet/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 (723px at 1440), own dark band #01005b; 4 images/icons (a set of cards or a small gallery); 2 text links instead of buttons; 3 headings → ~2 items under a title.
- Slots: Section title (~5 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “What's New at Lonely Planet”
- [Screenshot](https://uidiscovery.com/media/captures/lonely-planet/s-03.webp) · imagery: slot 3
### 4. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (550px at 1440), own dark band #010000; no images (type-led); no interactive controls.
- Slots: Heading; Body copy.
- [Screenshot](https://uidiscovery.com/media/captures/lonely-planet/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. About one full screen (775px at 1440), own dark band #01005b; 6 images/icons (a set of cards or a small gallery); 3 text links instead of buttons; 3 headings → ~2 items under a title.
- 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): “BOOKS”
- [Screenshot](https://uidiscovery.com/media/captures/lonely-planet/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 (821px at 1440), own dark band #010000; 14 images/icons (a set of cards or a small gallery); 3 buttons (tabs, toggles or per-card actions), 13 links (link lists / navigation).
- Slots: Section title (~3 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Our Fall Favorites”
- [Screenshot](https://uidiscovery.com/media/captures/lonely-planet/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 (888px at 1440), own dark band #010000; 2 image/graphics; one primary button.
- Slots: Section title (~3 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “Visit Switzerland”
- [Screenshot](https://uidiscovery.com/media/captures/lonely-planet/s-07.webp) · imagery: slot 7
### 8. Blog — signal an active, credible team through recent writing.
- Layout: 3-up card grid: image, title, meta. Half to one screen (741px at 1440), page background; 8 images/icons (a set of cards or a small gallery); 3 buttons (tabs, toggles or per-card actions).
- Slots: Title + “All posts” link; 3 post cards: cover image, title, date/author.
- Topic (tone/length only — never reuse): “Explore More From Our Partners”
- [Screenshot](https://uidiscovery.com/media/captures/lonely-planet/s-08.webp) · imagery: slot 8
### 9. 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 (917px at 1440), own dark band #01005b; 5 images/icons (a set of cards or a small gallery); primary + secondary button.
- Slots: Section title (~5 words, like the reference); 5 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “The Lonely Planet Correspondent Network”
- [Screenshot](https://uidiscovery.com/media/captures/lonely-planet/s-09.webp)
### 10. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. Half to one screen (550px at 1440), own dark band #010000; no images (type-led); no interactive controls.
- Slots: Heading; Body copy.
- [Screenshot](https://uidiscovery.com/media/captures/lonely-planet/s-10.webp)
### 11. 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 (741px at 1440), own dark band #010000; 12 images/icons (a set of cards or a small gallery); 3 buttons (tabs, toggles or per-card actions), 11 links (link lists / navigation).
- Slots: Section title (~3 words, like the reference); 9 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Featured Destinations”
- [Screenshot](https://uidiscovery.com/media/captures/lonely-planet/s-11.webp)
### 12. Logo cloud — borrow trust from recognisable customers or partners.
- Layout: a single row or wall of monochrome marks with a one-line lead-in. Compact band (267px at 1440), page background; 66 image elements (photo collage/gallery + small graphics); no interactive controls.
- Slots: One-line lead-in (e.g. “Trusted by…”); 6–10 monochrome customer/partner marks (your own, with permission).
- [Screenshot](https://uidiscovery.com/media/captures/lonely-planet/s-12.webp)
### 13. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. About one full screen (986px at 1440), page background; 14 images/icons (a set of cards or a small gallery); form with 4 fields, 8 buttons (tabs, toggles or per-card actions), 36 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/lonely-planet/s-13.webp)
Inner pages also captured (Customers, About, Sign up, Blog, Security): https://uidiscovery.com/sites/lonely-planet?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#0000e5` | page background | — |
| foreground | `#ffffff` | body text, headings | 9.9:1 |
| accent | `#010000` | primary buttons, links, highlights — sparingly | 2.1:1 ⚠ not for text; use as a fill with #ffffff text (21.0:1) |
| surface | `#01005b` | cards, inputs, alternate bands | text on it 18.2:1 |
| muted | `#01001d` | secondary text, borders | 2.1:1 — borders / large text only |
Captured palette: `#0000e5` `#ffffff` `#010000` `#01005b` `#01001d`. Section bands top→bottom: `#01005b` → `#010000` → `#0000e5`. 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: #0000e5;
--foreground: #ffffff;
--accent: #010000;
--surface: #01005b;
--muted: #01001d;
--font-heading: "Inter", ui-sans-serif, system-ui, sans-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: **Inter** (Google Fonts) — reference uses ABC Arizona Flare. “ABC Arizona Flare” is likely a custom or licensed face. Inter is a neutral stand-in — pick a closer free match by eye from the screenshot.
- 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(2.75rem, 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 ≈741px tall at 1440 (median; range 267–986px, 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 11 section screenshots: mostly **photography**, some typography with little or no imagery (dark, cool, Travel). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 1. Hero → photography
- Photography, seen in the capture (rocks). (measured from the screenshot) Count: a set of ~2 in one consistent style. Aspect: 16:9 full-bleed (or 21:9). Look first: [ref 1](https://uidiscovery.com/media/captures/lonely-planet/s-01.webp)
- **Stock** — “coastal landscape aerial dark”: [Unsplash](https://unsplash.com/s/photos/coastal-landscape-aerial-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/coastal%20landscape%20aerial%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/coastal%20landscape%20aerial%20dark/?orientation=horizontal)
- **Generate** — `Photograph: coastal landscape aerial. 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 #0000e5, #010000, #01005b. 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. Blog → photography
- Photography, seen in the capture (palm tree, plant, tree). (measured from the screenshot) Count: a set of ~14 in one consistent style. Aspect: 3:2. Look first: [ref 1](https://uidiscovery.com/media/captures/lonely-planet/s-02.webp)
- **Stock** — “boutique hotel room daylight editorial dark”: [Unsplash](https://unsplash.com/s/photos/boutique-hotel-room-daylight-editorial-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/boutique%20hotel%20room%20daylight%20editorial%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/boutique%20hotel%20room%20daylight%20editorial%20dark/?orientation=horizontal)
- **Generate** — `Photograph: boutique hotel room daylight editorial. Composition: editorial crop with one clear focal point. Lighting: low-key, moody directional light with deep shadows. Cool colour grade that sits on #0000e5, #010000, #01005b. 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 3 · 3. Features → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~4 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/lonely-planet/s-03.webp)
- **Stock** — “traveler on mountain trail dark”: [Unsplash](https://unsplash.com/s/photos/traveler-on-mountain-trail-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/traveler%20on%20mountain%20trail%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/traveler%20on%20mountain%20trail%20dark/?orientation=horizontal)
- **Generate** — `Photograph: traveler on mountain trail. 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 #01005b, #010000. 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. 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/lonely-planet/s-04.webp)
- **Stock** — “coastal landscape aerial close up dark”: [Unsplash](https://unsplash.com/s/photos/coastal-landscape-aerial-close-up-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/coastal%20landscape%20aerial%20close%20up%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/coastal%20landscape%20aerial%20close%20up%20dark/?orientation=vertical)
- **Generate** — `Photograph: coastal landscape aerial close up. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Cool colour grade that sits on #010000, #01005b. 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 (arch, land, mountain). (measured from the screenshot) Count: a set of ~6 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/lonely-planet/s-05.webp)
- **Stock** — “boutique hotel room daylight close up dark”: [Unsplash](https://unsplash.com/s/photos/boutique-hotel-room-daylight-close-up-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/boutique%20hotel%20room%20daylight%20close%20up%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/boutique%20hotel%20room%20daylight%20close%20up%20dark/?orientation=horizontal)
- **Generate** — `Photograph: boutique hotel room daylight 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 #01005b, #010000. 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. Features → photography
- Photography, seen in the capture (blue sky). (measured from the screenshot) Count: a set of ~14 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/lonely-planet/s-06.webp)
- **Stock** — “traveler on mountain trail close up dark”: [Unsplash](https://unsplash.com/s/photos/traveler-on-mountain-trail-close-up-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/traveler%20on%20mountain%20trail%20close%20up%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/traveler%20on%20mountain%20trail%20close%20up%20dark/?orientation=horizontal)
- **Generate** — `Photograph: traveler on mountain trail 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 #010000, #01005b. 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 7 · 7. Features → photography
- Photography, seen in the capture (rocks). (measured from the screenshot) Count: a set of ~2 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/lonely-planet/s-07.webp)
- **Stock** — “coastal landscape aerial wide shot dark”: [Unsplash](https://unsplash.com/s/photos/coastal-landscape-aerial-wide-shot-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/coastal%20landscape%20aerial%20wide%20shot%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/coastal%20landscape%20aerial%20wide%20shot%20dark/?orientation=horizontal)
- **Generate** — `Photograph: coastal landscape aerial 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 #010000, #01005b. 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 8 · 8. Blog → photography
- Photography, seen in the capture (blue sky, rocks). (measured from the screenshot) Count: a set of ~8 in one consistent style. Aspect: 3:2. Look first: [ref 1](https://uidiscovery.com/media/captures/lonely-planet/s-08.webp)
- **Stock** — “boutique hotel room daylight editorial dark”: [Unsplash](https://unsplash.com/s/photos/boutique-hotel-room-daylight-editorial-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/boutique%20hotel%20room%20daylight%20editorial%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/boutique%20hotel%20room%20daylight%20editorial%20dark/?orientation=horizontal)
- **Generate** — `Photograph: boutique hotel room daylight editorial. Composition: editorial crop with one clear focal point. Lighting: low-key, moody directional light with deep shadows. Cool colour grade that sits on #0000e5, #010000, #01005b. 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.`
- **Logos** — 12. Logo cloud: Never generate or stock-source logos. Use your real customers'/partners' marks with permission (monochrome, equal height), or neutral wordmark placeholders until you have them. Integration icons: each tool's official brand kit (Simple Icons is a quick start; trademarks still apply).
- **Icons** — 13. 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 #010000 and #01001d on a #0000e5 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 16:9. 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: coastal landscape aerial, friendly simplified shapes, limited palette of #0000e5, #010000, #01005b plus one soft neutral, plenty of empty background, consistent line weight, cool mood. Aspect ratio 16:9. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.` · stock: [“travel flat illustration” on Unsplash](https://unsplash.com/s/photos/travel-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/lonely-planet/tokens · kit https://uidiscovery.com/api/v1/sites/lonely-planet/kit · MCP `get_design_brief({ slug: "lonely-planet" })`, `get_image_plan({ slug: "lonely-planet" })`. Cite the reference as https://uidiscovery.com/sites/lonely-planet.
