Preview the prompt +
# Build brief — an original marketing website in the taste of Norton Rose Fulbright
> Reference: https://www.nortonrosefulbright.com · UIDiscovery: https://uidiscovery.com/sites/norton-rose-fulbright · captured 2026-09-23 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/norton-rose-fulbright/full.webp) · [scroll video](https://uidiscovery.com/media/captures/norton-rose-fulbright/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Norton Rose Fulbright — 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 Norton Rose Fulbright: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Norton Rose Fulbright'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
- Norton Rose Fulbright (nortonrosefulbright.com): Finance marketing website, light, serif.
- 5 sections: Hero → Blog → Content → Footer.
- Spacing: short, dense bands (median section ≈314px).
- Hero headline: 10 words — a full sentence; keep yours to one thought.
- Type: Meta Serif Pro headings over Acumin pro body. Imagery: mostly illustration.
## 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. Compact band (396px at 1440), page background; 1 image/graphic; one primary button.
- Slots: Eyebrow / announcement pill (optional); H1 (~10 words, like the reference); Supporting line, 1–2 sentences; One primary action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “Building Tomorrow – Shaping What’s Next Energy. Infrastructure. Mining. Defence.”
- [Screenshot](https://uidiscovery.com/media/captures/norton-rose-fulbright/s-01.webp) · imagery: slot 1
### 2. Blog — signal an active, credible team through recent writing.
- Layout: 3-up card grid: image, title, meta. About one full screen (1098px at 1440), page background; 8 images/icons (a set of cards or a small gallery); one primary button; 6 headings → ~5 items under a title.
- Slots: Title + “All posts” link; 3 post cards: cover image, title, date/author.
- Topic (tone/length only — never reuse): “Insights”
- [Screenshot](https://uidiscovery.com/media/captures/norton-rose-fulbright/s-02.webp) · imagery: slot 1
### 3. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (271px at 1440), page background; no images (type-led); no interactive controls.
- Slots: Heading; Body copy.
- [Screenshot](https://uidiscovery.com/media/captures/norton-rose-fulbright/s-03.webp)
### 4. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (232px at 1440), page background; no images (type-led); inline form (1 field, e.g. email capture), primary + secondary button, 35 links (link lists / navigation).
- Slots: Heading; Body copy; Primary + secondary action.
- [Screenshot](https://uidiscovery.com/media/captures/norton-rose-fulbright/s-04.webp)
### 5. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Compact band (314px at 1440), own light band #e9e9e9; no images (type-led); 20 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): “Explore our site”
- [Screenshot](https://uidiscovery.com/media/captures/norton-rose-fulbright/s-05.webp)
Inner pages also captured (Blog, Changelog, Careers): https://uidiscovery.com/sites/norton-rose-fulbright?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 | `#dd2720` | primary buttons, links, highlights — sparingly | 4.8:1 |
| surface | `#cccccc` | cards, inputs, alternate bands | text on it 13.1:1 |
| muted | `#666666` | secondary text, borders | 5.7:1 |
Captured palette: `#ffffff` `#000000` `#666666` `#dd2720` `#cccccc`. Section bands top→bottom: `#ffffff` → `#e9e9e9`. 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: #dd2720;
--surface: #cccccc;
--muted: #666666;
--font-heading: "Source Serif 4", ui-serif, Georgia, serif;
--font-body: "Hanken Grotesk", 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: **Source Serif 4** (Google Fonts) — reference uses Meta Serif Pro. “Meta Serif Pro” is likely a custom or licensed face. Source Serif 4 is a neutral stand-in — pick a closer free match by eye from the screenshot.
- Body: **Hanken Grotesk** (Google Fonts) — reference uses Acumin pro. “Acumin pro” is a licensed face — use Hanken Grotesk (or Inter) as the free stand-in, or license the original.
- 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 ≈314px tall at 1440 (median; range 232–1098px, 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
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** (light, warm, Finance). 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, 2. 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: 3:2. Look first: [ref 1](https://uidiscovery.com/media/captures/norton-rose-fulbright/s-01.webp) [ref 2](https://uidiscovery.com/media/captures/norton-rose-fulbright/s-02.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 #ffffff, #dd2720, #cccccc plus one soft neutral, plenty of empty background, consistent line weight, warm 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.
- **No imagery (type-led)** — 3. Content, 4. 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.
- **Icons** — 5. 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:
- **photography** — 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 #ffffff, #dd2720, #cccccc. 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: [“person paying with phone” on Unsplash](https://unsplash.com/s/photos/person-paying-with-phone?orientation=landscape) (same query works on Pexels/Pixabay)
- **abstract 3D / gradient** — generate `Abstract 3D render: soft, matte clay shapes and a smooth gradient in #dd2720 and #666666 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).
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More: tokens https://uidiscovery.com/api/v1/sites/norton-rose-fulbright/tokens · kit https://uidiscovery.com/api/v1/sites/norton-rose-fulbright/kit · MCP `get_design_brief({ slug: "norton-rose-fulbright" })`, `get_image_plan({ slug: "norton-rose-fulbright" })`. Cite the reference as https://uidiscovery.com/sites/norton-rose-fulbright.
