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# Build brief — an original marketing website in the taste of nesto
> Reference: https://www.nesto.ca · UIDiscovery: https://uidiscovery.com/sites/nesto · captured 2026-09-23 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/nesto/full.webp) · [scroll video](https://uidiscovery.com/media/captures/nesto/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as nesto — 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 nesto: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse nesto'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
- nesto (nesto.ca): Finance marketing website, light, colorful.
- 11 sections: Hero → Features → Content → Features → Logo cloud → Content → Team → Blog → Footer → Content.
- Spacing: about a screen per idea (median section ≈668px).
- Hero headline: 7 words — short and punchy; keep yours under ~9.
- Type: one family (Montserrat). Imagery: mostly photography, some typography with little or no imagery.
## 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 (783px at 1440), own light band #ffcd05; 5 images/icons (a set of cards or a small gallery); form with 9 fields, 8 buttons (tabs, toggles or per-card actions).
- 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): “Low mortgage rates from the get go.”
- [Screenshot](https://uidiscovery.com/media/captures/nesto/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. Half to one screen (759px at 1440), page background; 4 images/icons (a set of cards or a small gallery); 4 buttons (tabs, toggles or per-card actions); 4 headings → ~3 items under a title.
- Slots: Section title (~3 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “The nesto difference”
- [Screenshot](https://uidiscovery.com/media/captures/nesto/s-02.webp)
### 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. Half to one screen (482px at 1440), page background; 2 image/graphics; one primary button.
- Slots: Section title (~9 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “Three years in Deloitte’s Technology Fast 50™ (and counting)”
- [Screenshot](https://uidiscovery.com/media/captures/nesto/s-03.webp) · imagery: slot 2
### 4. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (1028px at 1440), page background; 1 image/graphic; 5 buttons (tabs, toggles or per-card actions).
- Slots: Heading (~3 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “The nesto play-by-play:”
- [Screenshot](https://uidiscovery.com/media/captures/nesto/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. Half to one screen (565px at 1440), own dark band #222344; 1 image/graphic; no interactive controls.
- Slots: Section title (~3 words, like the reference); 2 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “nesto expert advice”
- [Screenshot](https://uidiscovery.com/media/captures/nesto/s-05.webp) · imagery: slot 4
### 6. 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 (557px at 1440), page background; 5 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): “Expertise Meets Excellence”
- [Screenshot](https://uidiscovery.com/media/captures/nesto/s-06.webp)
### 7. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (1075px at 1440), own light band #f8f8f8; 10 images/icons (a set of cards or a small gallery); 3 buttons (tabs, toggles or per-card actions).
- Slots: Heading (~6 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “Join 450,000+ Canadians that trusted us.”
- [Screenshot](https://uidiscovery.com/media/captures/nesto/s-07.webp) · imagery: slot 3
### 8. Team — put faces behind the product.
- Layout: portrait grid with name and role. Half to one screen (668px at 1440), page background; 5 images/icons (a set of cards or a small gallery); one primary button; 6 headings → ~5 items under a title.
- Slots: Title; Portrait grid: name, role; Hiring link (optional).
- Topic (tone/length only — never reuse): “The humans behind nesto”
- [Screenshot](https://uidiscovery.com/media/captures/nesto/s-08.webp) · imagery: slot 5
### 9. Blog — signal an active, credible team through recent writing.
- Layout: 3-up card grid: image, title, meta. About one full screen (796px at 1440), page background; 6 images/icons (a set of cards or a small gallery); one primary button, 17 links (link lists / navigation); 4 headings → ~3 items under a title.
- Slots: Title + “All posts” link; 3 post cards: cover image, title, date/author.
- Topic (tone/length only — never reuse): “Visit the nesto academy”
- [Screenshot](https://uidiscovery.com/media/captures/nesto/s-09.webp) · imagery: slot 3
### 10. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Compact band (235px at 1440), own dark band #212243; no images (type-led); 25 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/nesto/s-10.webp)
### 11. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (183px at 1440), own dark band #212243; no images (type-led); no interactive controls.
- Slots: Heading; Body copy.
- [Screenshot](https://uidiscovery.com/media/captures/nesto/s-11.webp)
Inner pages also captured (Product, Customers, About, Blog, Docs, Careers, Contact, Security): https://uidiscovery.com/sites/nesto?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 | `#ffcd05` | primary buttons, links, highlights — sparingly | 1.5:1 ⚠ not for text; use as a fill with #111111 text (12.6:1) |
| surface | `#ffffff` | cards, inputs, alternate bands | text on it 21.0:1 |
| muted | `#e91207` | secondary text, borders | 4.6:1 |
Captured palette: `#ffffff` `#000000` `#212243` `#e91207` `#3d66b0` `#ffcd05`. Section bands top→bottom: `#ffcd05` → `#ffffff` → `#222344` → `#f8f8f8` → `#212243`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (light, warm) and proportions; swap the accent for the user's brand colour.
### Tokens
```css
:root {
--background: #ffffff;
--foreground: #000000;
--accent: #ffcd05;
--surface: #ffffff;
--muted: #e91207;
--font-heading: "Montserrat", ui-sans-serif, system-ui, sans-serif;
--font-body: "Montserrat", 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: **Montserrat** (Google Fonts) — reference uses Montserrat. 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 ≈668px tall at 1440 (median; range 183–1075px, 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 6 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
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
Measured from 5 section screenshots: mostly **photography**, some typography with little or no imagery (light, warm, 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 ~5 in one consistent style. Aspect: 3:2. Look first: [ref 1](https://uidiscovery.com/media/captures/nesto/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. Warm colour grade that sits on #ffcd05, #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. Features → product UI (uncertain)
- Finance features with 2 image elements — most likely product UI screenshots/mockups plus icons. Count: a set of ~2 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/nesto/s-03.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 #ffcd05 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 4:3. 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.
### Slot 3 · 4. Content, 7. Content, 9. Blog → 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/nesto/s-04.webp) [ref 2](https://uidiscovery.com/media/captures/nesto/s-07.webp) [ref 3](https://uidiscovery.com/media/captures/nesto/s-09.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 #ffffff, #ffcd05 plus one soft neutral, plenty of empty background, consistent line weight, warm 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 4 · 5. Features → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: 1. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/nesto/s-05.webp)
- **Stock** — “small business owner at counter close up”: [Unsplash](https://unsplash.com/s/photos/small-business-owner-at-counter-close-up?orientation=landscape) · [Pexels](https://www.pexels.com/search/small%20business%20owner%20at%20counter%20close%20up/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/small%20business%20owner%20at%20counter%20close%20up/?orientation=horizontal)
- **Generate** — `Photograph: small business owner at counter close up. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #222344, #ffcd05, #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 5 · 8. Team → portraits
- Portrait photography, seen in the capture. (measured from the screenshot) Count: a set of ~5 in one consistent style. Aspect: 1:1 (avatars) or 4:5 (portraits). Look first: [ref 1](https://uidiscovery.com/media/captures/nesto/s-08.webp)
- **Stock** — “team portrait office candid”: [Unsplash](https://unsplash.com/s/photos/team-portrait-office-candid?orientation=portrait) · [Pexels](https://www.pexels.com/search/team%20portrait%20office%20candid/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/team%20portrait%20office%20candid/?orientation=vertical)
- **Generate** — `Natural headshot of a fictional professional, head-and-shoulders, eye level, same backdrop for everyone, soft natural daylight, airy and high-key, background tinted #ffffff, warm colour grade. Aspect ratio 1:1. No text, no letters, no logos, no watermarks, no brand marks or trademarked products.`
- Placeholders only: a testimonial needs a real customer, their real photo and consent. Never attach a real quote to a stock or AI face.
- **No imagery (type-led)** — 2. Features, 11. 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** — 6. 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** — 10. 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 #ffcd05 and #e91207 on a #ffffff background. Lighting: soft natural daylight, airy and high-key; warm 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).
---
More: tokens https://uidiscovery.com/api/v1/sites/nesto/tokens · kit https://uidiscovery.com/api/v1/sites/nesto/kit · MCP `get_design_brief({ slug: "nesto" })`, `get_image_plan({ slug: "nesto" })`. Cite the reference as https://uidiscovery.com/sites/nesto.
