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# Build brief — an original marketing website in the taste of Norwegian Cruise
> Reference: https://www.ncl.com · UIDiscovery: https://uidiscovery.com/sites/norwegian-cruise · captured 2026-09-22 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/norwegian-cruise/full.webp) · [scroll video](https://uidiscovery.com/media/captures/norwegian-cruise/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Norwegian Cruise — 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 Norwegian Cruise: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Norwegian Cruise'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
- Norwegian Cruise (ncl.com): Travel marketing website, light.
- 7 sections: Content → Features → Showcase → Footer.
- Spacing: about a screen per idea (median section ≈618px).
- Type: one family (Poppins). Imagery: mostly photography.
## 4. Page structure (top to bottom)
### 1. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (498px at 1440), page background; 1 image/graphic; 2 text links instead of buttons.
- Slots: Heading (~9 words, like the reference); Body copy; Supporting visual (see image plan); Text link action.
- Topic (tone/length only — never reuse): “Now Open! Great Tides Waterpark at Great Stirrup Cay”
- [Screenshot](https://uidiscovery.com/media/captures/norwegian-cruise/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 (498px 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): “It’s Different Out Here”
- [Screenshot](https://uidiscovery.com/media/captures/norwegian-cruise/s-02.webp) · imagery: slot 2
### 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 (660px at 1440), page background; 5 images/icons (a set of cards or a small gallery); 6 text links instead of buttons; 6 headings → ~5 items under a title.
- Slots: Section title (~5 words, like the reference); 5 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “The Flow of Things Onboard”
- [Screenshot](https://uidiscovery.com/media/captures/norwegian-cruise/s-03.webp) · imagery: slot 3
### 4. 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 (887px at 1440), page background; 3 image/graphics; 4 text links instead of buttons; 4 headings → ~3 items under a title.
- Slots: Section title (~6 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “Roam the Seas at Your Speed”
- [Screenshot](https://uidiscovery.com/media/captures/norwegian-cruise/s-04.webp) · imagery: slot 4
### 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 (618px at 1440), page background; 1 image/graphic; 1 text link instead of buttons.
- Slots: Section title (~7 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “Go All Out while You’re Far Out”
- [Screenshot](https://uidiscovery.com/media/captures/norwegian-cruise/s-05.webp) · imagery: slot 5
### 6. Showcase — show the product (or the result) itself as proof.
- Layout: a large framed visual with a short caption or heading. About one full screen (876px at 1440), page background; 3 image/graphics; 3 text links instead of buttons.
- Slots: Heading (~5 words, like the reference); Body copy; Supporting visual (see image plan); Text link action.
- Topic (tone/length only — never reuse): “Get Familiar with Our Fleet”
- [Screenshot](https://uidiscovery.com/media/captures/norwegian-cruise/s-06.webp) · imagery: slot 6
### 7. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Compact band (331px at 1440), own light band #f9f8f5; no images (type-led); 54 buttons (tabs, toggles or per-card actions), 50 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): “DEALS”
- [Screenshot](https://uidiscovery.com/media/captures/norwegian-cruise/s-07.webp)
Inner pages also captured (Blog): https://uidiscovery.com/sites/norwegian-cruise?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 | `#006099` | primary buttons, links, highlights — sparingly | 6.7:1 |
| surface | `#f9f8f5` | cards, inputs, alternate bands | text on it 19.8:1 |
| muted | `#333333` | secondary text, borders | 12.6:1 |
Captured palette: `#ffffff` `#f9f8f5` `#333333` `#006099` `#0b0b0b` `#000000`. Section bands top→bottom: `#ffffff` → `#f9f8f5`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (light, cool) and proportions; swap the accent for the user's brand colour.
### Tokens
```css
:root {
--background: #ffffff;
--foreground: #000000;
--accent: #006099;
--surface: #f9f8f5;
--muted: #333333;
--font-heading: "Poppins", ui-sans-serif, system-ui, sans-serif;
--font-body: "Poppins", 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: **Poppins** (Google Fonts) — reference uses Poppins. 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 ≈618px tall at 1440 (median; range 331–887px, 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
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
Measured from 6 section screenshots: mostly **photography** (light, cool, Travel). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 1. Content → photography
- Photography, seen in the capture (plant, palm tree, tree). (measured from the screenshot) Count: 1. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/norwegian-cruise/s-01.webp)
- **Stock** — “coastal landscape aerial”: [Unsplash](https://unsplash.com/s/photos/coastal-landscape-aerial?orientation=portrait) · [Pexels](https://www.pexels.com/search/coastal%20landscape%20aerial/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/coastal%20landscape%20aerial/?orientation=vertical)
- **Generate** — `Photograph: coastal landscape aerial. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #ffffff, #006099, #f9f8f5. 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.`
### Slot 2 · 2. Features → photography
- Photography, seen in the capture (daytime, sunbathing, blue sky). (measured from the screenshot) Count: 1. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/norwegian-cruise/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. Cool colour grade that sits on #ffffff, #006099, #f9f8f5. 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. Features → photography
- Photography, seen in the capture (people, adult, blue sky). (measured from the screenshot) Count: a set of ~5 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/norwegian-cruise/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: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #ffffff, #006099, #f9f8f5. 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 4 · 4. Features → photography
- Photography, seen in the capture (people, adult, plant). (measured from the screenshot) Count: a set of ~3 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/norwegian-cruise/s-04.webp)
- **Stock** — “coastal landscape aerial close up”: [Unsplash](https://unsplash.com/s/photos/coastal-landscape-aerial-close-up?orientation=landscape) · [Pexels](https://www.pexels.com/search/coastal%20landscape%20aerial%20close%20up/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/coastal%20landscape%20aerial%20close%20up/?orientation=horizontal)
- **Generate** — `Photograph: coastal landscape aerial close up. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #ffffff, #006099, #f9f8f5. 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 · 5. Features → photography
- Photography, seen in the capture (people, adult, blue sky). (measured from the screenshot) Count: 1. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/norwegian-cruise/s-05.webp)
- **Stock** — “boutique hotel room daylight close up”: [Unsplash](https://unsplash.com/s/photos/boutique-hotel-room-daylight-close-up?orientation=landscape) · [Pexels](https://www.pexels.com/search/boutique%20hotel%20room%20daylight%20close%20up/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/boutique%20hotel%20room%20daylight%20close%20up/?orientation=horizontal)
- **Generate** — `Photograph: boutique hotel room daylight close up. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #ffffff, #006099, #f9f8f5. 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 6 · 6. Showcase → photography
- Photography, seen in the capture (vehicle, watercraft, cruise ship). (measured from the screenshot) Count: a set of ~3 in one consistent style. Aspect: 16:10. Look first: [ref 1](https://uidiscovery.com/media/captures/norwegian-cruise/s-06.webp)
- **Stock** — “traveler on mountain trail close up”: [Unsplash](https://unsplash.com/s/photos/traveler-on-mountain-trail-close-up?orientation=landscape) · [Pexels](https://www.pexels.com/search/traveler%20on%20mountain%20trail%20close%20up/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/traveler%20on%20mountain%20trail%20close%20up/?orientation=horizontal)
- **Generate** — `Photograph: traveler on mountain trail close up. Composition: centred subject with even space around it. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #ffffff, #006099, #f9f8f5. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 16:10. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`
- **Icons** — 7. 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 #006099 and #333333 on a #ffffff background. Lighting: soft natural daylight, airy and high-key; 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 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 #ffffff, #006099, #f9f8f5 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: [“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).
---
More: tokens https://uidiscovery.com/api/v1/sites/norwegian-cruise/tokens · kit https://uidiscovery.com/api/v1/sites/norwegian-cruise/kit · MCP `get_design_brief({ slug: "norwegian-cruise" })`, `get_image_plan({ slug: "norwegian-cruise" })`. Cite the reference as https://uidiscovery.com/sites/norwegian-cruise.
