Preview the prompt +
# Build brief — an original marketing website in the taste of Malarkey Roofing
> Reference: https://www.malarkeyroofing.com · UIDiscovery: https://uidiscovery.com/sites/malarkey-roofing · captured 2026-09-23 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/malarkey-roofing/full.png) · [scroll video](https://uidiscovery.com/media/captures/malarkey-roofing/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Malarkey Roofing — 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 Malarkey Roofing: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Malarkey Roofing'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
- Malarkey Roofing (malarkeyroofing.com): Real Estate marketing website, light, colorful.
- 9 sections: Content → Showcase → Features → How it works → Features → Showcase → About.
- Spacing: about a screen per idea (median section ≈505px).
- Type: one family (Geogrotesque). Imagery: mostly photography, some typography with little or no imagery.
## 4. Page structure (top to bottom)
### 1. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (302px at 1440), page background; no images (type-led); no interactive controls.
- Slots: Heading (~4 words, like the reference); Body copy.
- Topic (tone/length only — never reuse): “Why a Malarkey Shingle?”
- [Screenshot](https://uidiscovery.com/media/captures/malarkey-roofing/s-01.webp)
### 2. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (575px at 1440), page background; no images (type-led); 8 buttons (tabs, toggles or per-card actions).
- Slots: Heading (~6 words, like the reference); Body copy; Primary + secondary action.
- Topic (tone/length only — never reuse): “Made Better, Lasts Longer, More Sustainable”
- [Screenshot](https://uidiscovery.com/media/captures/malarkey-roofing/s-02.webp)
### 3. Showcase — show the product (or the result) itself as proof.
- Layout: a large framed visual with a short caption or heading. Half to one screen (515px at 1440), page background; 2 image/graphics; one primary button.
- Slots: Heading (~7 words, like the reference); Body copy; Supporting visual (see image plan); One primary action.
- Topic (tone/length only — never reuse): “Shingles Built To Do More... And Less.”
- [Screenshot](https://uidiscovery.com/media/captures/malarkey-roofing/s-03.webp) · imagery: slot 1
### 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 (855px at 1440), page background; 5 images/icons (a set of cards or a small gallery); 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): “Products”
- [Screenshot](https://uidiscovery.com/media/captures/malarkey-roofing/s-04.webp) · imagery: slot 2
### 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. Half to one screen (505px at 1440), page background; 4 images/icons (a set of cards or a small gallery); 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): “Design Your Roof”
- [Screenshot](https://uidiscovery.com/media/captures/malarkey-roofing/s-05.webp) · imagery: slot 3
### 6. 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 (452px at 1440), page background; 2 image/graphics; 1 text link instead of buttons.
- 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): “Get Started”
- [Screenshot](https://uidiscovery.com/media/captures/malarkey-roofing/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. Compact band (286px at 1440), page background; 2 image/graphics; inline form (1 field, e.g. email capture), 3 buttons (tabs, toggles or per-card actions).
- Slots: Section title (~3 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Find a Contractor”
- [Screenshot](https://uidiscovery.com/media/captures/malarkey-roofing/s-07.webp) · imagery: slot 5
### 8. Showcase — show the product (or the result) itself as proof.
- Layout: a large framed visual with a short caption or heading. Half to one screen (721px at 1440), page background; 24 image elements (photo collage/gallery + small graphics); primary + secondary button.
- Slots: Heading (~3 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “See for Yourself”
- [Screenshot](https://uidiscovery.com/media/captures/malarkey-roofing/s-08.webp) · imagery: slot 6
### 9. About — tell the story or mission behind the brand.
- Layout: text block with a supporting image. Compact band (212px at 1440), page background; no images (type-led); 1 text link instead of buttons.
- Slots: Heading (~3 words, like the reference); Body copy; Text link action.
- Topic (tone/length only — never reuse): “About Us”
- [Screenshot](https://uidiscovery.com/media/captures/malarkey-roofing/s-09.webp)
Inner pages also captured (Product, About, Sign up, Log in, Security): https://uidiscovery.com/sites/malarkey-roofing?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#ffffff` | page background | — |
| foreground | `#000000` | body text, headings | 21.0:1 |
| accent | `#009845` | primary buttons, links, highlights — sparingly | 3.8:1 (large text / UI only) |
| surface | `#efefef` | cards, inputs, alternate bands | text on it 18.3:1 |
| muted | `#d28122` | secondary text, borders | 3.0:1 — borders / large text only |
Captured palette: `#ffffff` `#efefef` `#000000` `#009845` `#d28122`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (light, natural, earthy) and proportions; swap the accent for the user's brand colour.
### Tokens
```css
:root {
--background: #ffffff;
--foreground: #000000;
--accent: #009845;
--surface: #efefef;
--muted: #d28122;
--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 Geogrotesque. “Geogrotesque” 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(2.5rem, 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 ≈505px tall at 1440 (median; range 212–855px, 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
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. 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 8 section screenshots: mostly **photography**, some typography with little or no imagery (light, natural, earthy, Real Estate). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 3. Showcase → photography
- Photography, seen in the capture (land, grass, roof). (measured from the screenshot) Count: a set of ~2 in one consistent style. Aspect: 16:10. Look first: [ref 1](https://uidiscovery.com/media/captures/malarkey-roofing/s-03.webp)
- **Stock** — “bright kitchen interior”: [Unsplash](https://unsplash.com/s/photos/bright-kitchen-interior?orientation=landscape) · [Pexels](https://www.pexels.com/search/bright%20kitchen%20interior/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/bright%20kitchen%20interior/?orientation=horizontal)
- **Generate** — `Photograph: bright kitchen interior. Composition: centred subject with even space around it. Lighting: soft natural daylight, airy and high-key. Natural, earthy colour grade that sits on #ffffff, #009845, #efefef. 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 2 · 4. Features → photography
- Photography, seen in the capture (people, adult). (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/malarkey-roofing/s-04.webp)
- **Stock** — “modern living room natural light close up”: [Unsplash](https://unsplash.com/s/photos/modern-living-room-natural-light-close-up?orientation=landscape) · [Pexels](https://www.pexels.com/search/modern%20living%20room%20natural%20light%20close%20up/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/modern%20living%20room%20natural%20light%20close%20up/?orientation=horizontal)
- **Generate** — `Photograph: modern living room natural light close up. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Natural, earthy colour grade that sits on #ffffff, #009845, #efefef. 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 · 5. Features → photography
- Photography, seen in the capture (land, grass, conveyance). (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/malarkey-roofing/s-05.webp)
- **Stock** — “minimal architecture facade close up”: [Unsplash](https://unsplash.com/s/photos/minimal-architecture-facade-close-up?orientation=landscape) · [Pexels](https://www.pexels.com/search/minimal%20architecture%20facade%20close%20up/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/minimal%20architecture%20facade%20close%20up/?orientation=horizontal)
- **Generate** — `Photograph: minimal architecture facade close up. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Natural, earthy colour grade that sits on #ffffff, #009845, #efefef. 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. How it works → photography
- Photography, seen in the capture (people, adult, blue sky). (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/malarkey-roofing/s-06.webp)
- **Stock** — “bright kitchen interior close up”: [Unsplash](https://unsplash.com/s/photos/bright-kitchen-interior-close-up?orientation=landscape) · [Pexels](https://www.pexels.com/search/bright%20kitchen%20interior%20close%20up/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/bright%20kitchen%20interior%20close%20up/?orientation=horizontal)
- **Generate** — `Photograph: bright kitchen interior close up. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Natural, earthy colour grade that sits on #ffffff, #009845, #efefef. 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 · 7. Features → photography
- Real Estate 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/malarkey-roofing/s-07.webp)
- **Stock** — “modern living room natural light wide shot”: [Unsplash](https://unsplash.com/s/photos/modern-living-room-natural-light-wide-shot?orientation=landscape) · [Pexels](https://www.pexels.com/search/modern%20living%20room%20natural%20light%20wide%20shot/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/modern%20living%20room%20natural%20light%20wide%20shot/?orientation=horizontal)
- **Generate** — `Photograph: modern living room natural light wide shot. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Natural, earthy colour grade that sits on #ffffff, #009845, #efefef. 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 · 8. Showcase → photography
- Photography, seen in the capture (blue sky). (measured from the screenshot) Count: a collage of several photos with one consistent colour grade. Aspect: 16:10. Look first: [ref 1](https://uidiscovery.com/media/captures/malarkey-roofing/s-08.webp)
- **Stock** — “minimal architecture facade wide shot”: [Unsplash](https://unsplash.com/s/photos/minimal-architecture-facade-wide-shot?orientation=landscape) · [Pexels](https://www.pexels.com/search/minimal%20architecture%20facade%20wide%20shot/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/minimal%20architecture%20facade%20wide%20shot/?orientation=horizontal)
- **Generate** — `Photograph: minimal architecture facade wide shot. Composition: centred subject with even space around it. Lighting: soft natural daylight, airy and high-key. Natural, earthy colour grade that sits on #ffffff, #009845, #efefef. 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.`
- **No imagery (type-led)** — 1. Content, 2. Content, 9. About: 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.
### 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, matte clay shapes and a smooth gradient in #009845 and #d28122 on a #ffffff background. Lighting: soft natural daylight, airy and high-key; natural, earthy 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 gradient 3d” on Unsplash](https://unsplash.com/s/photos/abstract-gradient-3d?orientation=landscape) (same query works on Pexels/Pixabay)
- **illustration** — generate `Flat vector illustration: modern living room, friendly simplified shapes, limited palette of #ffffff, #009845, #efefef plus one soft neutral, plenty of empty background, consistent line weight, natural, earthy mood. Aspect ratio 3:2. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.` · stock: [“home interior flat illustration” on Unsplash](https://unsplash.com/s/photos/home-interior-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/malarkey-roofing/tokens · kit https://uidiscovery.com/api/v1/sites/malarkey-roofing/kit · MCP `get_design_brief({ slug: "malarkey-roofing" })`, `get_image_plan({ slug: "malarkey-roofing" })`. Cite the reference as https://uidiscovery.com/sites/malarkey-roofing.
