Preview the prompt +
# Build brief — an original marketing website in the taste of Next Insurance
> Reference: https://www.nextinsurance.com · UIDiscovery: https://uidiscovery.com/sites/next-insurance · captured 2026-09-23 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/next-insurance/full.webp) · [scroll video](https://uidiscovery.com/media/captures/next-insurance/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Next Insurance — 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 Next Insurance: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Next Insurance'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
- Next Insurance (nextinsurance.com): Finance marketing website, dark.
- 10 sections: Features → How it works → Content → Logo cloud → Features → Logo cloud → Content → Footer.
- Spacing: about a screen per idea (median section ≈576px).
- Type: one family (FS Me Neue). Imagery: mostly typography with little or no imagery, some photography.
## 4. Page structure (top to bottom)
### 1. 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. About one full screen (1066px at 1440), page background; 24 image elements (icons, logos, product UI — not 24 photos); one primary button.
- Slots: Section title (~3 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “Shop by profession”
- [Screenshot](https://uidiscovery.com/media/captures/next-insurance/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 (699px at 1440), page background; 24 image elements (icons, logos, product UI — not 24 photos); no interactive controls.
- Slots: Section title (~4 words, like the reference); 3 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “What are customers saying?”
- [Screenshot](https://uidiscovery.com/media/captures/next-insurance/s-02.webp)
### 3. How it works — show the path from sign-up to value as numbered steps.
- Layout: numbered steps in a row or vertical timeline. About one full screen (773px at 1440), page background; 6 images/icons (a set of cards or a small gallery); one primary button.
- Slots: Section title (~9 words, like the reference); 6 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “Get the protection you need. Nothing more. Nothing less.”
- [Screenshot](https://uidiscovery.com/media/captures/next-insurance/s-03.webp) · imagery: slot 2
### 4. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (576px at 1440), page background; 6 images/icons (a set of cards or a small gallery); one primary button.
- Slots: Heading (~8 words, like the reference); Body copy; Supporting visual (see image plan); One primary action.
- Topic (tone/length only — never reuse): “Easy, affordable coverage that grows with your business”
- [Screenshot](https://uidiscovery.com/media/captures/next-insurance/s-04.webp) · imagery: slot 2
### 5. 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 (275px at 1440), page background; 10 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): “Power up your business with our trusted partners”
- [Screenshot](https://uidiscovery.com/media/captures/next-insurance/s-05.webp)
### 6. 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 (560px at 1440), page background; 2 image/graphics; one primary button.
- Slots: Section title (~3 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “Why ERGO NEXT?”
- [Screenshot](https://uidiscovery.com/media/captures/next-insurance/s-06.webp) · imagery: slot 3
### 7. 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 (310px at 1440), page background; 8 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): “Award-winning small business insurance”
- [Screenshot](https://uidiscovery.com/media/captures/next-insurance/s-07.webp)
### 8. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (288px at 1440), page background; no images (type-led); one primary button.
- Slots: Heading (~5 words, like the reference); Body copy; One primary action.
- Topic (tone/length only — never reuse): “Get the coverage you need”
- [Screenshot](https://uidiscovery.com/media/captures/next-insurance/s-08.webp)
### 9. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (446px at 1440), page background; no images (type-led); 66 links (link lists / navigation).
- Slots: Heading; Body copy; Text link action.
- [Screenshot](https://uidiscovery.com/media/captures/next-insurance/s-09.webp)
### 10. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Half to one screen (581px at 1440), page background; 7 images/icons (a set of cards or a small gallery); one primary button, 13 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/next-insurance/s-10.webp)
Inner pages also captured (Product, Customers, About, Blog, Enterprise, Careers, Contact, Security): https://uidiscovery.com/sites/next-insurance?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#333333` | page background | — |
| foreground | `#ffffff` | body text, headings | 12.6:1 |
| accent | `#8e0038` | primary buttons, links, highlights — sparingly | 1.3:1 ⚠ not for text; use as a fill with #ffffff text (9.5:1) |
| surface | `#5e5b5d` | cards, inputs, alternate bands | text on it 6.7:1 |
| muted | `#ffffff` | secondary text, borders | 12.6:1 |
Captured palette: `#333333` `#8e0038` `#5e5b5d` `#ffffff`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (dark, warm) and proportions; swap the accent for the user's brand colour.
### Tokens
```css
:root {
--background: #333333;
--foreground: #ffffff;
--accent: #8e0038;
--surface: #5e5b5d;
--muted: #ffffff;
--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 FS Me Neue. “FS Me Neue” is likely a custom or licensed face. Inter is a neutral stand-in — pick a closer free match by eye from the screenshot.
- 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 ≈576px tall at 1440 (median; range 275–1066px, 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. Dark-first; for a light mode swap background ↔ foreground, lighten the surface, keep the accent and re-check contrast.
## 6. Imagery plan
Measured from 6 section screenshots: mostly **typography with little or no imagery**, some photography (dark, warm, Finance). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 1. Features → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: 1–3 key visuals; the rest are icons/avatars. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/next-insurance/s-01.webp)
- **Stock** — “person paying with phone dark”: [Unsplash](https://unsplash.com/s/photos/person-paying-with-phone-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/person%20paying%20with%20phone%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/person%20paying%20with%20phone%20dark/?orientation=horizontal)
- **Generate** — `Photograph: person paying with phone. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Warm colour grade that sits on #333333, #8e0038, #5e5b5d. 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 2 · 3. How it works, 4. 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: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/next-insurance/s-03.webp) [ref 2](https://uidiscovery.com/media/captures/next-insurance/s-04.webp)
- **Stock** — “finance flat illustration”: [Unsplash](https://unsplash.com/s/photos/finance-flat-illustration?orientation=landscape) · [Pexels](https://www.pexels.com/search/finance%20flat%20illustration/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/finance%20flat%20illustration/?orientation=horizontal)
- **Generate** — `Flat vector illustration: person paying with phone, friendly simplified shapes, limited palette of #333333, #8e0038, #5e5b5d plus one soft neutral, plenty of empty background, consistent line weight, warm mood. Aspect ratio 4:3. 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 · 6. Features → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~2 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/next-insurance/s-06.webp)
- **Stock** — “abstract gradient close up dark”: [Unsplash](https://unsplash.com/s/photos/abstract-gradient-close-up-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/abstract%20gradient%20close%20up%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/abstract%20gradient%20close%20up%20dark/?orientation=horizontal)
- **Generate** — `Photograph: abstract gradient close up. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Warm colour grade that sits on #333333, #8e0038, #5e5b5d. 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.`
- **No imagery (type-led)** — 2. Features, 8. Content, 9. 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** — 5. Logo cloud, 7. 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, glossy glass-like shapes and a smooth gradient in #8e0038 and #ffffff on a #333333 background. Lighting: low-key, moody directional light with deep shadows; warm tone. Minimal and calm, generous negative space on one side for text. Aspect ratio 16:9. 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)
- **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/next-insurance/tokens · kit https://uidiscovery.com/api/v1/sites/next-insurance/kit · MCP `get_design_brief({ slug: "next-insurance" })`, `get_image_plan({ slug: "next-insurance" })`. Cite the reference as https://uidiscovery.com/sites/next-insurance.
