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# Build brief — an original marketing website in the taste of Microsoft
> Reference: https://microsoft.ai · UIDiscovery: https://uidiscovery.com/sites/microsoft · captured 2026-09-22 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/microsoft/full.webp) · [scroll video](https://uidiscovery.com/media/captures/microsoft/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Microsoft — 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 Microsoft: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Microsoft'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
- Microsoft (microsoft.ai): Real Estate marketing website, dark, mono, award winner.
- 6 sections: Statement → Features → Content → Features → About.
- Spacing: about a screen per idea (median section ≈928px).
- Type: one family (Red Hat Mono). Imagery: mostly typography with little or no imagery, some photography.
## 4. Page structure (top to bottom)
### 1. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. About one full screen (900px at 1440), own light band #fbd3be; no images (type-led); no interactive controls.
- Slots: Heading (~4 words, like the reference); Body copy.
- Topic (tone/length only — never reuse): “Humanist Superintelligence Humanist Superintelligence”
- [Screenshot](https://uidiscovery.com/media/captures/microsoft/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 (900px at 1440), own light band #f4e8c8; 2 image/graphics; 2 text links instead of buttons.
- Slots: Section title (~14 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “Humanist AI in practice: A public consultation on our Code of Conduct for MAI…”
- [Screenshot](https://uidiscovery.com/media/captures/microsoft/s-02.webp) · imagery: slot 1
### 3. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (663px at 1440), own light band #f4e8c8; 8 images/icons (a set of cards or a small gallery); primary + secondary button.
- Slots: Heading (~14 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “MAI-Transcribe-2 is the fastest, most accurate and cheapest speech recognition…”
- [Screenshot](https://uidiscovery.com/media/captures/microsoft/s-03.webp) · imagery: slot 2
### 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, ≈1.9 screens (1700px at 1440), own light band #f4e8c8; 5 images/icons (a set of cards or a small gallery); 11 buttons (tabs, toggles or per-card actions), 21 links (link lists / navigation); 6 headings → ~5 items under a title.
- Slots: Section title (~8 words, like the reference); 5 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Discover and build with the latest MAI models”
- [Screenshot](https://uidiscovery.com/media/captures/microsoft/s-04.webp) · imagery: slot 3
### 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 (928px at 1440), own light band #f4e8c8; no images (type-led); no interactive controls.
- Slots: Section title (~14 words, like the reference); 3 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “At MAI, we’re building the world’s most capable AI systems, with humanity at…”
- [Screenshot](https://uidiscovery.com/media/captures/microsoft/s-05.webp)
### 6. About — tell the story or mission behind the brand.
- Layout: text block with a supporting image. Tall, ≈1.9 screens (1700px at 1440), own light band #f4e8c8; 6 images/icons (a set of cards or a small gallery); no interactive controls.
- Slots: Heading (~3 words, like the reference); Body copy; Supporting visual (see image plan).
- Topic (tone/length only — never reuse): “Our Values”
- [Screenshot](https://uidiscovery.com/media/captures/microsoft/s-06.webp)
Inner pages also captured (Customers, Blog, Careers): https://uidiscovery.com/sites/microsoft?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#5d524b` | page background | — |
| foreground | `#fbf4e5` | body text, headings | 6.9:1 |
| accent | `#fbf4e5` | none captured — monochrome. Primary buttons invert (foreground fill, background text); add your brand colour only for small highlights | — |
| surface | `#616161` | cards, inputs, alternate bands | text on it 5.7:1 |
| muted | `#fbd3be` | secondary text, borders | 5.5:1 |
Captured palette: `#5d524b` `#f7ecd9` `#fbf0dc` `#fbd3be` `#fbf4e5` `#616161`. Section bands top→bottom: `#fbd3be` → `#f4e8c8`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (dark, neutral, desaturated) and proportions; swap the accent for the user's brand colour.
### Tokens
```css
:root {
--background: #5d524b;
--foreground: #fbf4e5;
--accent: #fbf4e5;
--surface: #616161;
--muted: #fbd3be;
--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 Red Hat Mono. “Red Hat Mono” 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.
- A monospace accent (labels, numbers, code) is part of the tone — use it sparingly.
### Spacing & rhythm
Sections run ≈928px tall at 1440 (median; range 663–1700px, 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 1 time down the page — use band changes to mark chapters. 8px spacing grid, 1200–1280px max content width, 24px (mobile) / 32–48px (desktop) gutters.
### Shape, depth & theme
Expressive layout and motion are part of the appeal — study the scroll video, but keep motion subtle and respect prefers-reduced-motion. Read exact corner radius, border and shadow treatment from the screenshots. Dark-first; for a light mode swap background ↔ foreground, lighten the surface, keep the accent and re-check contrast.
## 6. Imagery plan
Measured from 3 section screenshots: mostly **typography with little or no imagery**, some photography (dark, neutral, desaturated, Real Estate). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 2. Features → photography
- Photography, seen in the capture (people, adult). (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/microsoft/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. Neutral, desaturated colour grade that sits on #f4e8c8, #fbf4e5, #616161. 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 · 3. Content → photography
- Real Estate references lean on photography. Count: a set of ~8 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/microsoft/s-03.webp)
- **Stock** — “bright kitchen interior dark”: [Unsplash](https://unsplash.com/s/photos/bright-kitchen-interior-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/bright%20kitchen%20interior%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/bright%20kitchen%20interior%20dark/?orientation=vertical)
- **Generate** — `Photograph: bright kitchen interior. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Neutral, desaturated colour grade that sits on #f4e8c8, #fbf4e5, #616161. 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 3 · 4. Features → photography
- Real Estate references lean on photography. Count: a set of ~5 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/microsoft/s-04.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. Neutral, desaturated colour grade that sits on #f4e8c8, #fbf4e5, #616161. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 4:3. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`
- **No imagery (type-led)** — 1. Statement, 5. Features, 6. 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, glossy glass-like shapes and a smooth gradient in #fbd3be and #616161 on a #5d524b background. Lighting: low-key, moody directional light with deep shadows; neutral, desaturated 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 #fbd3be, #fbf4e5, #616161 plus one soft neutral, plenty of empty background, consistent line weight, neutral, desaturated mood. Aspect ratio 16:9. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.` · stock: [“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/microsoft/tokens · kit https://uidiscovery.com/api/v1/sites/microsoft/kit · MCP `get_design_brief({ slug: "microsoft" })`, `get_image_plan({ slug: "microsoft" })`. Cite the reference as https://uidiscovery.com/sites/microsoft.
