Preview the prompt +
# Build brief — an original marketing website in the taste of McCarthy Building
> Reference: https://www.mccarthy.com · UIDiscovery: https://uidiscovery.com/sites/mccarthy-building · captured 2026-09-23 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/mccarthy-building/full.png)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as McCarthy Building — 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 McCarthy Building: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse McCarthy Building'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
- McCarthy Building (mccarthy.com): Real Estate marketing website, dark.
- 9 sections: Hero → Features → Showcase → Features → Blog → Footer.
- Spacing: about a screen per idea (median section ≈968px).
- Hero headline: 7 words — short and punchy; keep yours under ~9.
- Type: one family (Roboto). Imagery: mostly photography.
## 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 (900px at 1440), page background; 8 images/icons (a set of cards or a small gallery); primary + secondary button.
- Slots: Eyebrow / announcement pill (optional); H1 (~7 words, like the reference); Supporting line, 1–2 sentences; Primary + secondary action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “McCarthy - Construction for Superior, Lasting Results”
- [Screenshot](https://uidiscovery.com/media/captures/mccarthy-building/s-01.webp) · imagery: slot 1
### 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 (977px at 1440), own light band #ebebea; 44 image elements (photo collage/gallery + small graphics); one primary button.
- Slots: Section title (~12 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “WE LOVE TO BUILD. IT’S WHO WE ARE AND WHAT WE DO.”
- [Screenshot](https://uidiscovery.com/media/captures/mccarthy-building/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. About one full screen (1008px at 1440), own light band #ebebea; 2 image/graphics; one primary button.
- Slots: Section title (~8 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “A TRUSTED, COLLABORATIVE PARTNER FOCUSED ON YOUR GOALS”
- [Screenshot](https://uidiscovery.com/media/captures/mccarthy-building/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. Tall, ≈1.5 screens (1351px at 1440), own light band #ffffff; 27 image elements (photo collage/gallery + small graphics); 7 buttons (tabs, toggles or per-card actions); 6 headings → ~5 items under a title.
- Slots: Section title (~9 words, like the reference); 5 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “WE’VE DONE ONE THING FOR OVER 160 YEARS: BUILD”
- [Screenshot](https://uidiscovery.com/media/captures/mccarthy-building/s-06.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. Compact band (302px at 1440), own light band #ffffff; 2 image/graphics; no interactive controls.
- Slots: Section title (~5 words, like the reference); 2 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “SOLVING PROBLEMS BEFORE THEY HAPPEN”
- [Screenshot](https://uidiscovery.com/media/captures/mccarthy-building/s-07.webp) · imagery: slot 5
### 6. 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 (776px at 1440), own light band #ffffff; 22 image elements (photo collage/gallery + small graphics); 7 buttons (tabs, toggles or per-card actions).
- Slots: Heading (~10 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “THE MOST IMPORTANT THING WE DO EVERY DAY IS SAFETY”
- [Screenshot](https://uidiscovery.com/media/captures/mccarthy-building/s-08.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. Half to one screen (540px at 1440), own light band #ffffff; 2 image/graphics; one primary button.
- Slots: Section title (~7 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “NATIONAL BUILDERS DEEPLY COMMITTED TO OUR COMMUNITIES”
- [Screenshot](https://uidiscovery.com/media/captures/mccarthy-building/s-09.webp) · imagery: slot 7
### 8. Blog — signal an active, credible team through recent writing.
- Layout: 3-up card grid: image, title, meta. About one full screen (968px at 1440), own light band #ffffff; 18 image elements (photo collage/gallery + small graphics); 4 buttons (tabs, toggles or per-card actions); 6 headings → ~5 items under a title.
- Slots: Title + “All posts” link; 3 post cards: cover image, title, date/author.
- Topic (tone/length only — never reuse): “RECENT INSIGHTS”
- [Screenshot](https://uidiscovery.com/media/captures/mccarthy-building/s-10.webp) · imagery: slot 8
### 9. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. About one full screen (1039px at 1440), own light band #ffffff; 10 images/icons (a set of cards or a small gallery); 3 buttons (tabs, toggles or per-card actions), 12 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/mccarthy-building/s-11.webp)
Inner pages also captured (Product, About, Sign up, Blog, Careers): https://uidiscovery.com/sites/mccarthy-building?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#2e2a25` | page background | — |
| foreground | `#ffffff` | body text, headings | 14.2:1 |
| accent | `#dc1e35` | primary buttons, links, highlights — sparingly | 2.9:1 ⚠ not for text; use as a fill with #ffffff text (4.9:1) |
| surface | `#000000` | cards, inputs, alternate bands | text on it 21.0:1 |
| muted | `#65615d` | secondary text, borders | 2.3:1 — borders / large text only |
Captured palette: `#2e2a25` `#dc1e35` `#ffffff` `#65615d` `#000000` `#d0d0d0`. Section bands top→bottom: `#2e2a25` → `#ebebea` → `#ffffff`. 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: #2e2a25;
--foreground: #ffffff;
--accent: #dc1e35;
--surface: #000000;
--muted: #65615d;
--font-heading: "Roboto", ui-sans-serif, system-ui, sans-serif;
--font-body: "Roboto", 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: **Roboto** (Google Fonts) — reference uses Roboto. 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 ≈968px tall at 1440 (median; range 302–1351px, 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 2 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 7 section screenshots: mostly **photography** (dark, warm, Real Estate). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 1. Hero → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~8 in one consistent style. Aspect: 16:9 full-bleed (or 21:9). Look first: [ref 1](https://uidiscovery.com/media/captures/mccarthy-building/s-01.webp)
- **Stock** — “modern living room natural light dark”: [Unsplash](https://unsplash.com/s/photos/modern-living-room-natural-light-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/modern%20living%20room%20natural%20light%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/modern%20living%20room%20natural%20light%20dark/?orientation=horizontal)
- **Generate** — `Photograph: modern living room natural light. 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. Warm colour grade that sits on #2e2a25, #dc1e35, #000000. 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. Features → photography
- Photography, seen in the capture (people). (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/mccarthy-building/s-02.webp)
- **Stock** — “minimal architecture facade dark”: [Unsplash](https://unsplash.com/s/photos/minimal-architecture-facade-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/minimal%20architecture%20facade%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/minimal%20architecture%20facade%20dark/?orientation=horizontal)
- **Generate** — `Photograph: minimal architecture facade. 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 #ebebea, #dc1e35, #000000. 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 · 3. Features → photography
- Photography, seen in the capture (people). (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/mccarthy-building/s-03.webp)
- **Stock** — “bright kitchen interior dark”: [Unsplash](https://unsplash.com/s/photos/bright-kitchen-interior-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/bright%20kitchen%20interior%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/bright%20kitchen%20interior%20dark/?orientation=horizontal)
- **Generate** — `Photograph: bright kitchen interior. 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 #ebebea, #dc1e35, #000000. 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. Features → photography
- Photography, seen in the capture (blue sky). (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/mccarthy-building/s-06.webp)
- **Stock** — “modern living room natural light close up dark”: [Unsplash](https://unsplash.com/s/photos/modern-living-room-natural-light-close-up-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/modern%20living%20room%20natural%20light%20close%20up%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/modern%20living%20room%20natural%20light%20close%20up%20dark/?orientation=horizontal)
- **Generate** — `Photograph: modern living room natural light close up. 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 #ffffff, #dc1e35, #000000. 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 · 5. Features → photography
- Photography, seen in the capture (art, illustrations). (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/mccarthy-building/s-07.webp)
- **Stock** — “minimal architecture facade close up dark”: [Unsplash](https://unsplash.com/s/photos/minimal-architecture-facade-close-up-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/minimal%20architecture%20facade%20close%20up%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/minimal%20architecture%20facade%20close%20up%20dark/?orientation=horizontal)
- **Generate** — `Photograph: minimal architecture facade close up. 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 #ffffff, #dc1e35, #000000. 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. Showcase → photography
- Photography, seen in the capture (people). (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/mccarthy-building/s-08.webp)
- **Stock** — “bright kitchen interior close up dark”: [Unsplash](https://unsplash.com/s/photos/bright-kitchen-interior-close-up-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/bright%20kitchen%20interior%20close%20up%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/bright%20kitchen%20interior%20close%20up%20dark/?orientation=horizontal)
- **Generate** — `Photograph: bright kitchen interior close up. Composition: centred subject with even space around it. Lighting: low-key, moody directional light with deep shadows. Warm colour grade that sits on #ffffff, #dc1e35, #000000. 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 7 · 7. Features → photography
- Photography, seen in the capture (people, adult, clothing). (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/mccarthy-building/s-09.webp)
- **Stock** — “modern living room natural light wide shot dark”: [Unsplash](https://unsplash.com/s/photos/modern-living-room-natural-light-wide-shot-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/modern%20living%20room%20natural%20light%20wide%20shot%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/modern%20living%20room%20natural%20light%20wide%20shot%20dark/?orientation=horizontal)
- **Generate** — `Photograph: modern living room natural 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 #ffffff, #dc1e35, #000000. 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
- Real Estate references lean on photography. Count: a collage of several photos with one consistent colour grade. Aspect: 3:2. Look first: [ref 1](https://uidiscovery.com/media/captures/mccarthy-building/s-10.webp)
- **Stock** — “minimal architecture facade editorial dark”: [Unsplash](https://unsplash.com/s/photos/minimal-architecture-facade-editorial-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/minimal%20architecture%20facade%20editorial%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/minimal%20architecture%20facade%20editorial%20dark/?orientation=horizontal)
- **Generate** — `Photograph: minimal architecture facade editorial. Composition: editorial crop with one clear focal point. Lighting: low-key, moody directional light with deep shadows. Warm colour grade that sits on #ffffff, #dc1e35, #000000. 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.`
- **Icons** — 9. 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 #dc1e35 and #65615d on a #2e2a25 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: modern living room, friendly simplified shapes, limited palette of #2e2a25, #dc1e35, #000000 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: [“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/mccarthy-building/tokens · kit https://uidiscovery.com/api/v1/sites/mccarthy-building/kit · MCP `get_design_brief({ slug: "mccarthy-building" })`, `get_image_plan({ slug: "mccarthy-building" })`. Cite the reference as https://uidiscovery.com/sites/mccarthy-building.
