Lugg — On-Demand Moving & Furniture Delivery

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

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

## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Lugg — 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 Lugg: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Lugg'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
- Lugg (lugg.com): Lifestyle marketing website, dark.
- 16 sections: Hero → Features → How it works → Testimonials → Content → Call to action → Features → Logo cloud → Content → FAQ → Blog → Footer.
- Spacing: about a screen per idea (median section ≈503px).
- Hero headline: 6 words — short and punchy; keep yours under ~9.
- Type: one family (Circular). 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 (957px at 1440), page background; 3 image/graphics; inline form (2 fields, e.g. email capture), one primary button.
- Slots: Eyebrow / announcement pill (optional); H1 (~6 words, like the reference); Supporting line, 1–2 sentences; One primary action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “On-demand movers arriving within an hour”
- [Screenshot](https://uidiscovery.com/media/captures/lugg/s-01.webp)

### 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. About one full screen (1038px at 1440), page background; 33 image elements (photo collage/gallery + small graphics); 8 buttons (tabs, toggles or per-card actions); 6 headings → ~5 items under a title.
- Slots: Section title (~4 words, like the reference); 5 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Fast, reliable moving service”
- [Screenshot](https://uidiscovery.com/media/captures/lugg/s-02.webp) · imagery: slot 1

### 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 (610px at 1440), page background; 80 image elements (photo collage/gallery + small graphics); 38 buttons (tabs, toggles or per-card actions).
- Slots: Section title (~7 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “A truck and movers for any occasion”
- [Screenshot](https://uidiscovery.com/media/captures/lugg/s-03.webp)

### 4. How it works — show the path from sign-up to value as numbered steps.
- Layout: numbered steps in a row or vertical timeline. Half to one screen (501px at 1440), page background; 4 images/icons (a set of cards or a small gallery); no interactive controls; 4 headings → ~3 items under a title.
- Slots: Section title (~7 words, like the reference); 3 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “Your on-demand move in 3 easy steps”
- [Screenshot](https://uidiscovery.com/media/captures/lugg/s-04.webp)

### 5. Testimonials — let real customers make the case in their own words.
- Layout: quote cards or a featured quote with name, role and avatar. Compact band (339px at 1440), own light band #fafafa; 4 images/icons (a set of cards or a small gallery); 1 text link instead of buttons.
- Slots: Section title; 4 quotes: 1–3 sentences, name, role, company, avatar; Use real customer quotes only.
- Topic (tone/length only — never reuse): “Customers love Luggfor on-demand moves”
- [Screenshot](https://uidiscovery.com/media/captures/lugg/s-05.webp) · imagery: slot 2

### 6. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (208px at 1440), own light band #fafafa; 168 image elements (photo collage/gallery + small graphics); 24 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/lugg/s-06.webp) · imagery: slot 3

### 7. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (208px at 1440), own light band #fafafa; 168 image elements (photo collage/gallery + small graphics); 22 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/lugg/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. Half to one screen (503px at 1440), page background; 6 images/icons (a set of cards or a small gallery); 3 text links instead of buttons.
- Slots: Headline (~7 words, like the reference); One sentence of support; Text link action.
- Topic (tone/length only — never reuse): “Book your move in under a minute”
- [Screenshot](https://uidiscovery.com/media/captures/lugg/s-08.webp) · imagery: slot 5

### 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 (954px at 1440), page background; 93 image elements (photo collage/gallery + small graphics); 115 links (link lists / navigation).
- Slots: Section title (~6 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “Get Lugg in these metro areas”
- [Screenshot](https://uidiscovery.com/media/captures/lugg/s-09.webp) · imagery: slot 6

### 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. Compact band (333px at 1440), page background; 2 image/graphics; inline form (2 fields, e.g. email capture), 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): “Get an estimate”
- [Screenshot](https://uidiscovery.com/media/captures/lugg/s-10.webp) · imagery: slot 7

### 11. 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 (176px at 1440), page background; 34 image elements (photo collage/gallery + small graphics); 34 links (link lists / navigation).
- 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/lugg/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 (176px at 1440), page background; 34 image elements (photo collage/gallery + small graphics); 34 links (link lists / navigation).
- 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/lugg/s-12.webp)

### 13. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (812px at 1440), page background; no images (type-led); no interactive controls.
- Slots: Heading (~9 words, like the reference); Body copy.
- Topic (tone/length only — never reuse): “On-demand movers and a truck, ready when you are”
- [Screenshot](https://uidiscovery.com/media/captures/lugg/s-13.webp)

### 14. 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 (638px at 1440), page background; 8 images/icons (a set of cards or a small gallery); 8 buttons (tabs, toggles or per-card actions); 6 headings → ~5 items under a title.
- 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/lugg/s-14.webp)

### 15. Blog — signal an active, credible team through recent writing.
- Layout: 3-up card grid: image, title, meta. Half to one screen (594px at 1440), page background; 12 images/icons (a set of cards or a small gallery); 4 text links instead of buttons; 5 headings → ~4 items under a title.
- Slots: Title + “All posts” link; 3 post cards: cover image, title, date/author.
- Topic (tone/length only — never reuse): “Read more about Lugg moves”
- [Screenshot](https://uidiscovery.com/media/captures/lugg/s-15.webp) · imagery: slot 8

### 16. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Compact band (365px at 1440), own light band #fafafa; 10 images/icons (a set of cards or a small gallery); 33 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/lugg/s-17.webp)

Inner pages also captured (Pricing, Blog, Careers, Contact, Security): https://uidiscovery.com/sites/lugg?view=pages

## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#000000` | page background | — |
| foreground | `#ffffff` | body text, headings | 21.0:1 |
| accent | `#fff055` | primary buttons, links, highlights — sparingly | 17.8:1 |
| surface | `#090a0a` | cards, inputs, alternate bands | text on it 19.8:1 |
| muted | `#555657` | secondary text, borders | 2.9:1 — borders / large text only |

Captured palette: `#000000` `#ffffff` `#555657` `#fff055` `#090a0a` `#fafafa`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (dark, warm) and proportions; swap the accent for the user's brand colour.

### Tokens
```css
:root {
  --background: #000000;
  --foreground: #ffffff;
  --accent: #fff055;
  --surface: #090a0a;
  --muted: #555657;
  --font-heading: "DM Sans", ui-sans-serif, system-ui, sans-serif;
  --font-body: "DM 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: **DM Sans** (Google Fonts) — reference uses Circular. “Circular” is a licensed face — use DM Sans (or Plus Jakarta Sans) as the free stand-in, or license the original.
- 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 ≈503px tall at 1440 (median; range 176–1038px, 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. 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
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 12 section screenshots: mostly **photography**, some typography with little or no imagery (dark, warm, Lifestyle). Still glance at the linked screenshots to match the exact mood.

### Slot 1 · 2. Features → photography (uncertain)
- Lifestyle references lean on photography; 33 elements suggests icons/thumbnails mixed in. Count: a collage of several photos with one consistent colour grade. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/lugg/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. Warm colour grade that sits on #000000, #fff055, #090a0a. 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 2 · 5. Testimonials → portraits
- Portrait photography, seen in the capture. (measured from the screenshot) Count: a set of ~4 in one consistent style. Aspect: 1:1 (avatars) or 4:5 (portraits). Look first: [ref 1](https://uidiscovery.com/media/captures/lugg/s-05.webp)
- **Stock** — “portrait headshot natural light”: [Unsplash](https://unsplash.com/s/photos/portrait-headshot-natural-light?orientation=portrait) · [Pexels](https://www.pexels.com/search/portrait%20headshot%20natural%20light/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/portrait%20headshot%20natural%20light/?orientation=vertical)
- **Generate** — `Natural headshot of a fictional professional, head-and-shoulders, eye level, plain soft background, low-key, moody directional light with deep shadows, background tinted #090a0a, warm colour grade. Aspect ratio 1:1. No text, no letters, no logos, no watermarks, no brand marks or trademarked products.`
- Placeholders only: a testimonial needs a real customer, their real photo and consent. Never attach a real quote to a stock or AI face.

### Slot 3 · 6. Content → photography
- Photography, seen in the capture (people, adult, automobile). (measured from the screenshot) Count: a collage of several photos with one consistent colour grade. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/lugg/s-06.webp)
- **Stock** — “plants on windowsill close up dark”: [Unsplash](https://unsplash.com/s/photos/plants-on-windowsill-close-up-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/plants%20on%20windowsill%20close%20up%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/plants%20on%20windowsill%20close%20up%20dark/?orientation=vertical)
- **Generate** — `Photograph: plants on windowsill close up. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Warm colour grade that sits on #fafafa, #fff055, #090a0a. 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 4 · 7. Content → photography
- Photography, seen in the capture (people, adult, child). (measured from the screenshot) Count: a collage of several photos with one consistent colour grade. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/lugg/s-07.webp)
- **Stock** — “cozy home interior morning light wide shot dark”: [Unsplash](https://unsplash.com/s/photos/cozy-home-interior-morning-light-wide-shot-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/cozy%20home%20interior%20morning%20light%20wide%20shot%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/cozy%20home%20interior%20morning%20light%20wide%20shot%20dark/?orientation=vertical)
- **Generate** — `Photograph: cozy home interior morning light wide shot. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Warm colour grade that sits on #fafafa, #fff055, #090a0a. 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 · 8. Call to action → photography
- Photography, seen in the capture (map). (measured from the screenshot) Count: a set of ~6 in one consistent style. Aspect: 21:9 (background). Look first: [ref 1](https://uidiscovery.com/media/captures/lugg/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: low-detail texture so overlaid text stays readable. Lighting: low-key, moody directional light with deep shadows. Warm colour grade that sits on #000000, #fff055, #090a0a. 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 6 · 9. Features → photography
- Photography, seen in the capture (map). (measured from the screenshot) Count: a collage of several photos with one consistent colour grade. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/lugg/s-09.webp)
- **Stock** — “plants on windowsill wide shot dark”: [Unsplash](https://unsplash.com/s/photos/plants-on-windowsill-wide-shot-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/plants%20on%20windowsill%20wide%20shot%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/plants%20on%20windowsill%20wide%20shot%20dark/?orientation=horizontal)
- **Generate** — `Photograph: plants on windowsill wide shot. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Warm colour grade that sits on #000000, #fff055, #090a0a. 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 · 10. Features → photography
- Lifestyle 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/lugg/s-10.webp)
- **Stock** — “cozy home interior morning light wide shot dark”: [Unsplash](https://unsplash.com/s/photos/cozy-home-interior-morning-light-wide-shot-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/cozy%20home%20interior%20morning%20light%20wide%20shot%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/cozy%20home%20interior%20morning%20light%20wide%20shot%20dark/?orientation=horizontal)
- **Generate** — `Photograph: cozy home interior morning light wide shot. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Warm colour grade that sits on #000000, #fff055, #090a0a. 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 · 15. Blog → photography
- Photography, seen in the capture (blue sky, automobile, vehicle). (measured from the screenshot) Count: a set of ~12 in one consistent style. Aspect: 3:2. Look first: [ref 1](https://uidiscovery.com/media/captures/lugg/s-15.webp)
- **Stock** — “plants on windowsill editorial dark”: [Unsplash](https://unsplash.com/s/photos/plants-on-windowsill-editorial-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/plants%20on%20windowsill%20editorial%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/plants%20on%20windowsill%20editorial%20dark/?orientation=horizontal)
- **Generate** — `Photograph: plants on windowsill editorial. Composition: editorial crop with one clear focal point. Lighting: low-key, moody directional light with deep shadows. Warm colour grade that sits on #000000, #fff055, #090a0a. 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.`

- **No imagery (type-led)** — 1. Hero, 3. Features, 4. How it works, 13. 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.
- **Logos** — 11. Logo cloud, 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** — 14. FAQ, 16. 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 #fff055 and #555657 on a #000000 background. Lighting: low-key, moody directional light with deep shadows; warm 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: cozy home interior morning light, friendly simplified shapes, limited palette of #000000, #fff055, #090a0a plus one soft neutral, plenty of empty background, consistent line weight, warm mood. Aspect ratio 16:9. 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/lugg/tokens · kit https://uidiscovery.com/api/v1/sites/lugg/kit · MCP `get_design_brief({ slug: "lugg" })`, `get_image_plan({ slug: "lugg" })`. Cite the reference as https://uidiscovery.com/sites/lugg.