Preview the prompt +
# Build brief — an original marketing website in the taste of National Car Rental
> Reference: https://www.nationalcar.com · UIDiscovery: https://uidiscovery.com/sites/national-car-rental · captured 2026-09-23 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/national-car-rental/full.webp) · [scroll video](https://uidiscovery.com/media/captures/national-car-rental/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as National Car Rental — 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 National Car Rental: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse National Car Rental'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
- National Car Rental (nationalcar.com): Travel marketing website, light, colorful, serif.
- 4 sections: Call to action → Features → Stats → Footer.
- Spacing: short, dense bands (median section ≈316px).
- Type: Playfair Display headings over Open Sans body. Imagery: mostly photography.
## 4. Page structure (top to bottom)
### 1. Call to action — close the page with one clear next step.
- Layout: short headline + one primary action on a contrasting band. Compact band (225px at 1440), own light band #c0c0c0; 2 image/graphics; 3 text links instead of buttons.
- Slots: Headline (~3 words, like the reference); One sentence of support; Text link action.
- Topic (tone/length only — never reuse): “LOCATIONS WORLDWIDE”
- [Screenshot](https://uidiscovery.com/media/captures/national-car-rental/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 (240px at 1440), page background; 1 image/graphic; 1 text link instead of buttons.
- Slots: Section title (~4 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “Our Standard of Care”
- [Screenshot](https://uidiscovery.com/media/captures/national-car-rental/s-02.webp) · imagery: slot 2
### 3. Stats — prove scale or impact with a few big numbers.
- Layout: 3–4 large numerals with short labels in a row. Compact band (316px at 1440), page background; no images (type-led); 1 text link instead of buttons.
- Slots: 3–4 numbers with short labels; Source/footnote if claims need it.
- Topic (tone/length only — never reuse): “Worldwide National Car Rental Locations”
- [Screenshot](https://uidiscovery.com/media/captures/national-car-rental/s-03.webp) · imagery: slot 3
### 4. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. About one full screen (873px at 1440), page background; 2 image/graphics; 5 buttons (tabs, toggles or per-card actions), 33 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): “Live like a boss.”
- [Screenshot](https://uidiscovery.com/media/captures/national-car-rental/s-04.webp)
Inner pages also captured (About, Log in, Security): https://uidiscovery.com/sites/national-car-rental?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#f0f0f0` | page background | — |
| foreground | `#231f20` | body text, headings | 14.3:1 |
| accent | `#00703c` | primary buttons, links, highlights — sparingly | 5.4:1 |
| surface | `#ffffff` | cards, inputs, alternate bands | text on it 16.3:1 |
| muted | `#705f46` | secondary text, borders | 5.4:1 |
Captured palette: `#f0f0f0` `#231f20` `#ffffff` `#00703c` `#104432` `#705f46`. Section bands top→bottom: `#c0c0c0` → `#f0f0f0`. 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: #f0f0f0;
--foreground: #231f20;
--accent: #00703c;
--surface: #ffffff;
--muted: #705f46;
--font-heading: "Playfair Display", ui-sans-serif, system-ui, sans-serif;
--font-body: "Open Sans", 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: **Playfair Display** (Google Fonts) — reference uses Playfair Display. Free to use — load it directly.
- Body: **Open Sans** (Google Fonts) — reference uses Open Sans. Free to use — load it directly.
- 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 ≈316px tall at 1440 (median; range 225–873px, captures cap at 1700px) — short, dense bands. Start with 64–80px 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
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
Best guess: mostly **photography** (light, natural, earthy, Travel). 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. Call to action → photography
- Photography, seen in the capture (map). (measured from the screenshot) Count: a set of ~2 in one consistent style. Aspect: 21:9 (background). Look first: [ref 1](https://uidiscovery.com/media/captures/national-car-rental/s-01.webp)
- **Stock** — “coastal landscape aerial”: [Unsplash](https://unsplash.com/s/photos/coastal-landscape-aerial?orientation=landscape) · [Pexels](https://www.pexels.com/search/coastal%20landscape%20aerial/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/coastal%20landscape%20aerial/?orientation=horizontal)
- **Generate** — `Photograph: coastal landscape aerial. Composition: low-detail texture so overlaid text stays readable. Lighting: soft natural daylight, airy and high-key. Natural, earthy colour grade that sits on #c0c0c0, #00703c, #ffffff. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 21:9. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`
### Slot 2 · 2. Features → photography
- Travel references lean on photography. Count: 1. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/national-car-rental/s-02.webp)
- **Stock** — “boutique hotel room daylight”: [Unsplash](https://unsplash.com/s/photos/boutique-hotel-room-daylight?orientation=landscape) · [Pexels](https://www.pexels.com/search/boutique%20hotel%20room%20daylight/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/boutique%20hotel%20room%20daylight/?orientation=horizontal)
- **Generate** — `Photograph: boutique hotel room daylight. 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 #f0f0f0, #00703c, #ffffff. 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. Stats → photography
- Photography, seen in the capture (map). (measured from the screenshot) Count: 1. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/national-car-rental/s-03.webp)
- **Stock** — “traveler on mountain trail”: [Unsplash](https://unsplash.com/s/photos/traveler-on-mountain-trail?orientation=landscape) · [Pexels](https://www.pexels.com/search/traveler%20on%20mountain%20trail/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/traveler%20on%20mountain%20trail/?orientation=horizontal)
- **Generate** — `Photograph: traveler on mountain trail. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Natural, earthy colour grade that sits on #f0f0f0, #00703c, #ffffff. 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.`
- **Icons** — 4. 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, matte clay shapes and a smooth gradient in #00703c and #705f46 on a #f0f0f0 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: coastal landscape aerial, friendly simplified shapes, limited palette of #c0c0c0, #00703c, #ffffff 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: [“travel flat illustration” on Unsplash](https://unsplash.com/s/photos/travel-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).
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More: tokens https://uidiscovery.com/api/v1/sites/national-car-rental/tokens · kit https://uidiscovery.com/api/v1/sites/national-car-rental/kit · MCP `get_design_brief({ slug: "national-car-rental" })`, `get_image_plan({ slug: "national-car-rental" })`. Cite the reference as https://uidiscovery.com/sites/national-car-rental.
