Preview the prompt +
# Build brief — an original marketing website in the taste of Morty
> Reference: https://www.morty.com · UIDiscovery: https://uidiscovery.com/sites/morty · captured 2026-09-23 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/morty/full.png) · [scroll video](https://uidiscovery.com/media/captures/morty/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Morty — 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 Morty: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Morty'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
- Morty (morty.com): Finance marketing website, light.
- 13 sections: Hero → Features → Content → Statement → Content → Logo cloud → FAQ → Content → Features → Content → Footer.
- Spacing: about a screen per idea (median section ≈592px).
- Hero headline: 6 words — short and punchy; keep yours under ~9.
- Type: one family (Diatype). Imagery: mostly typography with little or no imagery, some 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. Half to one screen (600px at 1440), own dark band #101552; 2 image/graphics; primary + secondary button.
- Slots: Eyebrow / announcement pill (optional); H1 (~6 words, like the reference); Supporting line, 1–2 sentences; Primary + secondary action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “Your mortgage business, powered by Morty.”
- [Screenshot](https://uidiscovery.com/media/captures/morty/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. Compact band (380px at 1440), page background; 1 image/graphic; no interactive controls.
- Slots: Section title (~5 words, like the reference); 3 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “What you unlock with Morty”
- [Screenshot](https://uidiscovery.com/media/captures/morty/s-02.webp)
### 3. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (1022px at 1440), own light band #e6ecf4; 5 images/icons (a set of cards or a small gallery); 5 text links instead of buttons.
- Slots: Heading (~3 words, like the reference); Body copy; Supporting visual (see image plan); Text link action.
- Topic (tone/length only — never reuse): “Full tech stack”
- [Screenshot](https://uidiscovery.com/media/captures/morty/s-03.webp) · imagery: slot 2
### 4. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. Compact band (160px at 1440), page background; no images (type-led); no interactive controls.
- Slots: Heading (~6 words, like the reference); Body copy.
- Topic (tone/length only — never reuse): “Easy to start. Built to scale.”
- [Screenshot](https://uidiscovery.com/media/captures/morty/s-04.webp)
### 5. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (592px at 1440), page background; 1 image/graphic; one primary button.
- Slots: Heading; Body copy; Supporting visual (see image plan); One primary action.
- [Screenshot](https://uidiscovery.com/media/captures/morty/s-05.webp) · imagery: slot 2
### 6. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (592px at 1440), page background; 1 image/graphic; one primary button.
- Slots: Heading; Body copy; Supporting visual (see image plan); One primary action.
- [Screenshot](https://uidiscovery.com/media/captures/morty/s-06.webp) · imagery: slot 2
### 7. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (592px at 1440), page background; 1 image/graphic; one primary button.
- Slots: Heading; Body copy; Supporting visual (see image plan); One primary action.
- [Screenshot](https://uidiscovery.com/media/captures/morty/s-07.webp) · imagery: slot 2
### 8. 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 (224px at 1440), page background; 11 images/icons (a set of cards or a small gallery); no interactive controls.
- Slots: One-line lead-in (e.g. “Trusted by…”); 6–10 monochrome customer/partner marks (your own, with permission).
- Topic (tone/length only — never reuse): “Unlock the full mortgage market.”
- [Screenshot](https://uidiscovery.com/media/captures/morty/s-08.webp)
### 9. FAQ — remove the last objections before the call to action.
- Layout: question list with disclosure (accordion), often two columns on desktop. About one full screen (778px at 1440), page background; 7 images/icons (a set of cards or a small gallery); 7 buttons (tabs, toggles or per-card actions).
- Slots: Title; 7 question/answer pairs; Link to support/contact.
- Topic (tone/length only — never reuse): “Frequently asked questions”
- [Screenshot](https://uidiscovery.com/media/captures/morty/s-10.webp)
### 10. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (477px at 1440), page background; 4 images/icons (a set of cards or a small gallery); no interactive controls.
- Slots: Heading; Body copy; Supporting visual (see image plan).
- [Screenshot](https://uidiscovery.com/media/captures/morty/s-11.webp) · imagery: slot 3
### 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 (546px at 1440), page background; 8 images/icons (a set of cards or a small gallery); no interactive controls.
- Slots: Section title (~3 words, like the reference); 8 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “All-in-one platform.”
- [Screenshot](https://uidiscovery.com/media/captures/morty/s-12.webp)
### 12. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (419px at 1440), own dark band #101552; no images (type-led); primary + secondary button.
- Slots: Heading (~7 words, like the reference); Body copy; Primary + secondary action.
- Topic (tone/length only — never reuse): “See what you can do with Morty”
- [Screenshot](https://uidiscovery.com/media/captures/morty/s-13.webp)
### 13. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Half to one screen (749px at 1440), page background; 7 images/icons (a set of cards or a small gallery); 49 links (link lists / navigation).
- Slots: Brand mark + one-line description; 3–5 link columns; Newsletter or contact (optional); Legal row + social icons.
- Topic (tone/length only — never reuse): “Footer”
- [Screenshot](https://uidiscovery.com/media/captures/morty/s-14.webp)
Inner pages also captured (Pricing, Product, About, Blog, Careers, Contact, Security): https://uidiscovery.com/sites/morty?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 | `#101552` | primary buttons, links, highlights — sparingly | 16.8:1 |
| surface | `#ffffff` | cards, inputs, alternate bands | text on it 21.0:1 |
| muted | `#616161` | secondary text, borders | 6.2:1 |
Captured palette: `#ffffff` `#101552` `#26368a` `#000000` `#212121` `#616161`. Section bands top→bottom: `#101552` → `#e6ecf4` → `#ffffff`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (light, cool) and proportions; swap the accent for the user's brand colour.
### Tokens
```css
:root {
--background: #ffffff;
--foreground: #000000;
--accent: #101552;
--surface: #ffffff;
--muted: #616161;
--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 Diatype. “Diatype” is a licensed face — use Inter (or Hanken Grotesk) 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 ≈592px tall at 1440 (median; range 160–1022px, 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 3 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. 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 7 section screenshots: mostly **typography with little or no imagery**, some photography (light, cool, Finance). 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 ~2 in one consistent style. Aspect: 3:2. Look first: [ref 1](https://uidiscovery.com/media/captures/morty/s-01.webp)
- **Stock** — “person paying with phone”: [Unsplash](https://unsplash.com/s/photos/person-paying-with-phone?orientation=landscape) · [Pexels](https://www.pexels.com/search/person%20paying%20with%20phone/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/person%20paying%20with%20phone/?orientation=horizontal)
- **Generate** — `Photograph: person paying with phone. Composition: wide shot, subject off-centre to one side, generous clean negative space for the headline. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #101552, #ffffff. 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 2 · 3. Content, 5. Content, 6. Content, 7. Content → illustration (uncertain)
- Light Finance section with a few graphics — illustration, icon art or a product shot. Count: one consistent treatment across these sections. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/morty/s-03.webp) [ref 2](https://uidiscovery.com/media/captures/morty/s-05.webp) [ref 3](https://uidiscovery.com/media/captures/morty/s-06.webp) [ref 4](https://uidiscovery.com/media/captures/morty/s-07.webp)
- **Stock** — “finance flat illustration”: [Unsplash](https://unsplash.com/s/photos/finance-flat-illustration?orientation=portrait) · [Pexels](https://www.pexels.com/search/finance%20flat%20illustration/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/finance%20flat%20illustration/?orientation=vertical)
- **Generate** — `Flat vector illustration: person paying with phone, friendly simplified shapes, limited palette of #e6ecf4, #101552, #ffffff plus one soft neutral, plenty of empty background, consistent line weight, cool mood. Aspect ratio 4:5. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`
- Uncertain: this could equally be photography, a product shot or icon art — open the reference screenshots and match what you see.
### Slot 3 · 10. Content → abstract 3D / gradient
- Abstract art — gradient, 3D or atmospheric graphics, seen in the capture. (measured from the screenshot) Count: a set of ~4 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/morty/s-11.webp)
- **Stock** — “abstract gradient 3d”: [Unsplash](https://unsplash.com/s/photos/abstract-gradient-3d?orientation=portrait) · [Pexels](https://www.pexels.com/search/abstract%20gradient%203d/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/abstract%20gradient%203d/?orientation=vertical)
- **Generate** — `Abstract 3D render: soft, matte clay shapes and a smooth gradient in #101552 and #616161 on a #ffffff background. Lighting: soft natural daylight, airy and high-key; cool tone. Minimal and calm, generous negative space on one side for text. Aspect ratio 4:5. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`
- **No imagery (type-led)** — 2. Features, 4. Statement, 11. Features, 12. 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** — 8. 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** — 9. FAQ, 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.
- **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/morty/tokens · kit https://uidiscovery.com/api/v1/sites/morty/kit · MCP `get_design_brief({ slug: "morty" })`, `get_image_plan({ slug: "morty" })`. Cite the reference as https://uidiscovery.com/sites/morty.
