Mutiny — Be the one buyers remember

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

> Reference: https://www.mutinyhq.com · UIDiscovery: https://uidiscovery.com/sites/mutiny · captured 2026-09-21 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/mutiny/full.webp) · [scroll video](https://uidiscovery.com/media/captures/mutiny/preview.mp4)

## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Mutiny — 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 Mutiny: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Mutiny'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
- Mutiny (mutinyhq.com): Marketing marketing website, light, serif.
- 8 sections: Hero → Logo cloud → Content → Features → Call to action.
- Spacing: about a screen per idea (median section ≈891px).
- Type: Reckless Condensed S TRIAL headings over system sans-serif body. Imagery: mostly illustration, some product UI screenshots/mockups.

## 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 (560px at 1440), page background; 4 images/icons (a set of cards or a small gallery); no interactive controls.
- Slots: Eyebrow / announcement pill (optional); H1; Supporting line, 1–2 sentences; Primary action; Hero visual (see image plan).
- [Screenshot](https://uidiscovery.com/media/captures/mutiny/s-01.webp) · imagery: slot 1

### 2. Logo cloud — borrow trust from recognisable customers or partners.
- Layout: a single row or wall of monochrome marks with a one-line lead-in. Half to one screen (467px at 1440), page background; 18 image elements (icons, logos, product UI — not 18 photos); 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): “Deliver the buyer experience that wins enterprise deals”
- [Screenshot](https://uidiscovery.com/media/captures/mutiny/s-02.webp)

### 3. Content — supporting content that deepens one idea.
- Layout: text + media block. Tall, ≈1.9 screens (1700px at 1440), page background; 5 images/icons (a set of cards or a small gallery); 1 text link instead of buttons.
- Slots: Heading (~7 words, like the reference); Body copy; Supporting visual (see image plan); Text link action.
- Topic (tone/length only — never reuse): “The sales assistant built for customer-facing work”
- [Screenshot](https://uidiscovery.com/media/captures/mutiny/s-03.webp) · imagery: slot 1

### 4. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (1141px at 1440), page background; 8 images/icons (a set of cards or a small gallery); 1 text link instead of buttons.
- Slots: Heading (~6 words, like the reference); Body copy; Supporting visual (see image plan); Text link action.
- Topic (tone/length only — never reuse): “You sell, Mutiny does the admin”
- [Screenshot](https://uidiscovery.com/media/captures/mutiny/s-04.webp) · imagery: slot 1

### 5. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (1016px at 1440), page background; 45 image elements (icons, logos, product UI — not 45 photos); 4 text links instead of buttons.
- Slots: Heading (~9 words, like the reference); Body copy; Supporting visual (see image plan); Text link action.
- Topic (tone/length only — never reuse): “Your deals get decided in rooms you’re not in”
- [Screenshot](https://uidiscovery.com/media/captures/mutiny/s-05.webp) · imagery: slot 2

### 6. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (891px at 1440), page background; 2 image/graphics; 1 text link instead of buttons.
- Slots: Heading (~5 words, like the reference); Body copy; Supporting visual (see image plan); Text link action.
- Topic (tone/length only — never reuse): “Works with your favorite tools”
- [Screenshot](https://uidiscovery.com/media/captures/mutiny/s-06.webp) · imagery: slot 1

### 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 (685px at 1440), page background; 3 image/graphics; 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): “Spend time closing, not tinkering”
- [Screenshot](https://uidiscovery.com/media/captures/mutiny/s-07.webp) · imagery: slot 2

### 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 (454px at 1440), page background; 2 image/graphics; 1 text link instead of buttons.
- Slots: Headline (~5 words, like the reference); One sentence of support; Text link action.
- Topic (tone/length only — never reuse): “Be the one buyers remember”
- [Screenshot](https://uidiscovery.com/media/captures/mutiny/s-08.webp) · imagery: slot 1

Inner pages also captured (Pricing, Product, Customers, About, Sign up, Blog, Enterprise, Changelog, Contact, Security): https://uidiscovery.com/sites/mutiny?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 | `#486923` | primary buttons, links, highlights — sparingly | 6.3:1 |
| surface | `#ffffff` | cards, inputs, alternate bands | text on it 21.0:1 |
| muted | `#78787e` | secondary text, borders | 4.4:1 — borders / large text only |

Captured palette: `#ffffff` `#000000` `#6e6e74` `#486923` `#828282` `#78787e`. 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: #486923;
  --surface: #ffffff;
  --muted: #78787e;
  --font-heading: "Fraunces", ui-serif, Georgia, 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: **Fraunces** (Google Fonts) — reference uses Reckless Condensed S TRIAL. “Reckless Condensed S TRIAL” is a licensed face — use Fraunces (or Instrument Serif) as the free stand-in, or license the original.
- Body: **Inter** (Google Fonts) — reference uses system sans-serif. The reference uses the system stack; Inter (or plain system-ui) keeps that neutral feel.
- 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.
- The serif headings are central to the tone — keep a serif display face even if you swap the family.

### Spacing & rhythm
Sections run ≈891px tall at 1440 (median; range 454–1700px, 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. 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. 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

Best guess: mostly **illustration**, some product UI screenshots/mockups (light, natural, earthy, Marketing). Inferred from element counts, colours and industry — not from the pixels — so open the linked screenshots and match the real style before sourcing anything.

### Slot 1 · 1. Hero, 3. Content, 4. Content, 6. Content, 8. Call to action → illustration (uncertain)
- Light Marketing section with a few graphics — illustration, icon art or a product shot. Count: one consistent treatment across these sections. Aspect: 3:2. Look first: [ref 1](https://uidiscovery.com/media/captures/mutiny/s-01.webp) [ref 2](https://uidiscovery.com/media/captures/mutiny/s-03.webp) [ref 3](https://uidiscovery.com/media/captures/mutiny/s-04.webp) [ref 4](https://uidiscovery.com/media/captures/mutiny/s-06.webp)
- **Stock** — “technology flat illustration”: [Unsplash](https://unsplash.com/s/photos/technology-flat-illustration?orientation=landscape) · [Pexels](https://www.pexels.com/search/technology%20flat%20illustration/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/technology%20flat%20illustration/?orientation=horizontal)
- **Generate** — `Flat vector illustration: abstract gradient mesh, friendly simplified shapes, limited palette of #ffffff, #486923 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.`
- Uncertain: this could equally be photography, a product shot or icon art — open the reference screenshots and match what you see.

### Slot 2 · 5. Content, 7. Features → product UI (uncertain)
- Marketing sections with many image elements — most likely product UI screenshots/mockups plus icons. Count: one consistent treatment across these sections. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/mutiny/s-05.webp) [ref 2](https://uidiscovery.com/media/captures/mutiny/s-07.webp)
- **Stock** — “laptop blank screen minimal desk”: [Unsplash](https://unsplash.com/s/photos/laptop-blank-screen-minimal-desk?orientation=landscape) · [Pexels](https://www.pexels.com/search/laptop%20blank%20screen%20minimal%20desk/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/laptop%20blank%20screen%20minimal%20desk/?orientation=horizontal)
- **Generate** — `Product-shot backdrop for a UI screenshot: smooth light gradient from #ffffff to #ffffff with a soft #486923 glow behind the centre, subtle floor shadow, empty centre area where a screenshot will be placed. Lighting: soft natural daylight, airy and high-key. Aspect ratio 4:5. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people. No UI elements.`
- Build the UI itself in HTML/CSS with realistic sample data from YOUR product (or screenshot your real app). Don't generate UI as an image and don't reuse the reference's screenshots. Stock/AI is only for the backdrop or device frame.

- **Logos** — 2. 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).

### 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:
- **photography** — generate `Photograph: abstract gradient mesh. Composition: wide shot, subject off-centre to one side, generous clean negative space for the headline. Lighting: soft natural daylight, airy and high-key. Natural, earthy colour grade that sits on #ffffff, #486923. 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.` · stock: [“abstract gradient mesh” on Unsplash](https://unsplash.com/s/photos/abstract-gradient-mesh?orientation=landscape) (same query works on Pexels/Pixabay)
- **abstract 3D / gradient** — generate `Abstract 3D render: soft, matte clay shapes and a smooth gradient in #486923 and #78787e 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)

- **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).

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More: tokens https://uidiscovery.com/api/v1/sites/mutiny/tokens · kit https://uidiscovery.com/api/v1/sites/mutiny/kit · MCP `get_design_brief({ slug: "mutiny" })`, `get_image_plan({ slug: "mutiny" })`. Cite the reference as https://uidiscovery.com/sites/mutiny.