Neuemontreal — PP Neue Montreal

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

> Reference: https://neuemontreal.com · UIDiscovery: https://uidiscovery.com/sites/neuemontreal · captured 2026-09-22 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/neuemontreal/full.webp) · [scroll video](https://uidiscovery.com/media/captures/neuemontreal/preview.mp4)

## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Neuemontreal — 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 Neuemontreal: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Neuemontreal'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
- Neuemontreal (neuemontreal.com): Design & Agency marketing website, dark, award winner.
- 2 sections: Call to action → Statement.
- Spacing: about a screen per idea (median section ≈900px).
- Type: PP Neue Montreal headings over system sans-serif 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 (207px at 1440), own dark band #d82f2f; no images (type-led); no interactive controls.
- Slots: Headline (~3 words, like the reference); One sentence of support; Primary action.
- Topic (tone/length only — never reuse): “Official Travel Guide”
- [Screenshot](https://uidiscovery.com/media/captures/neuemontreal/s-01.webp)

### 2. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. About one full screen (900px at 1440), page background; 5 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): “Refined, Reworked, Reintroduced.”
- [Screenshot](https://uidiscovery.com/media/captures/neuemontreal/s-03.webp) · imagery: slot 1

## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#1a1a1a` | page background | — |
| foreground | `#ebebeb` | body text, headings | 14.6:1 |
| accent | `#4365ff` | primary buttons, links, highlights — sparingly | 3.8:1 (large text / UI only) |
| surface | `#252525` | cards, inputs, alternate bands | text on it 12.9:1 |
| muted | `#000000` | secondary text, borders | 1.2:1 — borders / large text only |

Captured palette: `#1a1a1a` `#f0e7d4` `#000000` `#252525` `#ebebeb` `#4365ff`. Section bands top→bottom: `#d82f2f` → `#1a1a1a`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (dark, cool) and proportions; swap the accent for the user's brand colour.

### Tokens
```css
:root {
  --background: #1a1a1a;
  --foreground: #ebebeb;
  --accent: #4365ff;
  --surface: #252525;
  --muted: #000000;
  --font-heading: "Hanken Grotesk", 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: **Hanken Grotesk** (Google Fonts) — reference uses PP Neue Montreal. “PP Neue Montreal” is a licensed face — use Hanken Grotesk (or Inter) 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.

### Spacing & rhythm
Sections run ≈900px tall at 1440 (median; range 207–900px, 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
On dark, separate layers with 1px borders at ~8–12% white and soft glows instead of drop shadows; 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

Best guess: mostly **photography** (dark, cool, Design & Agency). 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 · 2. Statement → photography
- Design & Agency references lean on photography. Count: a set of ~5 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/neuemontreal/s-03.webp)
- **Stock** — “architectural detail shadow dark”: [Unsplash](https://unsplash.com/s/photos/architectural-detail-shadow-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/architectural%20detail%20shadow%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/architectural%20detail%20shadow%20dark/?orientation=vertical)
- **Generate** — `Photograph: architectural detail shadow. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Cool colour grade that sits on #1a1a1a, #4365ff, #252525. 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.`

- **No imagery (type-led)** — 1. Call to action: 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 #4365ff and #000000 on a #1a1a1a background. Lighting: low-key, moody directional light with deep shadows; cool 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 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: design studio workspace, friendly simplified shapes, limited palette of #d82f2f, #4365ff, #252525 plus one soft neutral, plenty of empty background, consistent line weight, cool mood. Aspect ratio 3:2. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.` · stock: [“lifestyle flat illustration” on Unsplash](https://unsplash.com/s/photos/lifestyle-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/neuemontreal/tokens · kit https://uidiscovery.com/api/v1/sites/neuemontreal/kit · MCP `get_design_brief({ slug: "neuemontreal" })`, `get_image_plan({ slug: "neuemontreal" })`. Cite the reference as https://uidiscovery.com/sites/neuemontreal.