Omio — Compare and book train, bus, flight, ferry across Europe,…

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

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

## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Omio — 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 Omio: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Omio'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
- Omio (omio.com): Travel marketing website, light, colorful.
- 17 sections: Hero → Call to action → Features → Content → Logo cloud → Content.
- Spacing: about a screen per idea (median section ≈593px).
- Hero headline: 2 words — short and punchy; keep yours under ~9.
- Type: one family (GT Walsheim). Imagery: mostly typography with little or no imagery, some photography.

## 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 (900px at 1440), page background; 20 image elements (photo collage/gallery + small graphics); 11 buttons (tabs, toggles or per-card actions), 117 links (link lists / navigation).
- Slots: Eyebrow / announcement pill (optional); H1 (~3 words, like the reference); Supporting line, 1–2 sentences; Primary + secondary action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “USEFUL LINKS”
- [Screenshot](https://uidiscovery.com/media/captures/omio/s-01.webp) · imagery: slot 1

### 2. Call to action — close the page with one clear next step.
- Layout: short headline + one primary action on a contrasting band. Compact band (352px at 1440), own light band #f1f2f6; 1 image/graphic; one primary button.
- Slots: Headline (~6 words, like the reference); One sentence of support; One primary action.
- Topic (tone/length only — never reuse): “Choose from over 2000 travel partners”
- [Screenshot](https://uidiscovery.com/media/captures/omio/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 (712px at 1440), own light band #f1f2f6; 7 images/icons (a set of cards or a small gallery); 7 buttons (tabs, toggles or per-card actions).
- Slots: Section title (~4 words, like the reference); 7 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Popular destinations right now”
- [Screenshot](https://uidiscovery.com/media/captures/omio/s-03.webp) · imagery: slot 2

### 4. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (593px at 1440), page background; no images (type-led); 36 links (link lists / navigation).
- Slots: Heading (~7 words, like the reference); Body copy; Text link action.
- Topic (tone/length only — never reuse): “Popular train, bus, flight and ferry connections”
- [Screenshot](https://uidiscovery.com/media/captures/omio/s-04.webp)

### 5. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (638px at 1440), own light band #f1f2f6; no images (type-led); 40 links (link lists / navigation).
- Slots: Heading (~6 words, like the reference); Body copy; Text link action.
- Topic (tone/length only — never reuse): “Popular trains, buses, flights and ferries”
- [Screenshot](https://uidiscovery.com/media/captures/omio/s-05.webp)

### 6. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (459px at 1440), page background; no images (type-led); 24 links (link lists / navigation).
- Slots: Heading (~9 words, like the reference); Body copy; Text link action.
- Topic (tone/length only — never reuse): “Travel to popular destinations by train, bus or flight”
- [Screenshot](https://uidiscovery.com/media/captures/omio/s-06.webp)

### 7. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (324px at 1440), own light band #f1f2f6; no images (type-led); 12 links (link lists / navigation).
- Slots: Heading (~6 words, like the reference); Body copy; Text link action.
- Topic (tone/length only — never reuse): “Most popular trains, buses and flights”
- [Screenshot](https://uidiscovery.com/media/captures/omio/s-07.webp)

### 8. 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 (459px at 1440), page background; no images (type-led); 24 links (link lists / navigation).
- 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): “Favourite companies”
- [Screenshot](https://uidiscovery.com/media/captures/omio/s-08.webp)

### 9. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (324px at 1440), own light band #f1f2f6; no images (type-led); 12 links (link lists / navigation).
- Slots: Heading (~3 words, like the reference); Body copy; Text link action.
- Topic (tone/length only — never reuse): “Popular countries”
- [Screenshot](https://uidiscovery.com/media/captures/omio/s-09.webp)

### 10. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (548px at 1440), page background; no images (type-led); 32 links (link lists / navigation).
- Slots: Heading (~10 words, like the reference); Body copy; Text link action.
- Topic (tone/length only — never reuse): “Compare fares and book train, bus, flight and ferry tickets”
- [Screenshot](https://uidiscovery.com/media/captures/omio/s-10.webp)

### 11. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (631px at 1440), own light band #f1f2f6; no images (type-led); 34 links (link lists / navigation).
- Slots: Heading (~14 words, like the reference); Body copy; Text link action.
- Topic (tone/length only — never reuse): “Book cheap train, bus, ferry and flight tickets for destinations in the US and…”
- [Screenshot](https://uidiscovery.com/media/captures/omio/s-11.webp)

### 12. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (414px at 1440), page background; no images (type-led); 19 links (link lists / navigation).
- Slots: Heading (~10 words, like the reference); Body copy; Text link action.
- Topic (tone/length only — never reuse): “Travel to popular destinations by train, bus, flight or ferry”
- [Screenshot](https://uidiscovery.com/media/captures/omio/s-12.webp)

### 13. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (683px at 1440), own light band #f1f2f6; no images (type-led); 44 links (link lists / navigation).
- Slots: Heading (~9 words, like the reference); Body copy; Text link action.
- Topic (tone/length only — never reuse): “Travel to popular destinations by train, bus or flight”
- [Screenshot](https://uidiscovery.com/media/captures/omio/s-13.webp)

### 14. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (683px at 1440), page background; no images (type-led); 44 links (link lists / navigation).
- Slots: Heading (~3 words, like the reference); Body copy; Text link action.
- Topic (tone/length only — never reuse): “Most popular trains”
- [Screenshot](https://uidiscovery.com/media/captures/omio/s-14.webp)

### 15. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (683px at 1440), own light band #f1f2f6; no images (type-led); 44 links (link lists / navigation).
- Slots: Heading (~3 words, like the reference); Body copy; Text link action.
- Topic (tone/length only — never reuse): “Most popular buses”
- [Screenshot](https://uidiscovery.com/media/captures/omio/s-15.webp)

### 16. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (683px at 1440), page background; no images (type-led); 44 links (link lists / navigation).
- Slots: Heading (~3 words, like the reference); Body copy; Text link action.
- Topic (tone/length only — never reuse): “Most popular flights”
- [Screenshot](https://uidiscovery.com/media/captures/omio/s-16.webp)
…and 1 more at https://uidiscovery.com/sites/omio.
Inner pages also captured (About, Blog, Enterprise, Careers, Security): https://uidiscovery.com/sites/omio?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 | `#132968` | primary buttons, links, highlights — sparingly | 13.6:1 |
| surface | `#f1f2f6` | cards, inputs, alternate bands | text on it 18.8:1 |
| muted | `#fa6b6b` | secondary text, borders | 2.8:1 — borders / large text only |

Captured palette: `#ffffff` `#f1f2f6` `#132968` `#fa6b6b` `#425486` `#000000`. Section bands top→bottom: `#ffffff` → `#f1f2f6`. 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: #132968;
  --surface: #f1f2f6;
  --muted: #fa6b6b;
  --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 GT Walsheim. “GT Walsheim” 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(2.75rem, 6vw, 5rem), 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 ≈593px tall at 1440 (median; range 324–900px, 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 15 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 15 section screenshots: mostly **typography with little or no imagery**, some photography (light, cool, Travel). Still glance at the linked screenshots to match the exact mood.

### Slot 1 · 1. Hero → photography
- Travel references lean on photography. Count: a collage of several photos with one consistent colour grade. Aspect: 16:9 full-bleed (or 21:9). Look first: [ref 1](https://uidiscovery.com/media/captures/omio/s-01.webp)
- **Stock** — “coastal landscape aerial”: [Unsplash](https://unsplash.com/s/photos/coastal-landscape-aerial?orientation=landscape) · [Pexels](https://www.pexels.com/search/coastal%20landscape%20aerial/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/coastal%20landscape%20aerial/?orientation=horizontal)
- **Generate** — `Photograph: coastal landscape aerial. Composition: wide shot, subject off-centre to one side, generous clean negative space for the headline. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #ffffff, #132968, #f1f2f6. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 16:9. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`

### Slot 2 · 3. Features → photography
- Photography, seen in the capture (people, adult, blue sky). (measured from the screenshot) Count: a set of ~7 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/omio/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 #f1f2f6, #132968. 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. Call to action, 4. Content, 5. Content, 6. Content, 7. Content, 9. Content, 10. Content, 11. Content, 12. Content, 13. Content, 14. Content, 15. Content, 16. 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** — 8. 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).

### 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 #132968 and #fa6b6b 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 16:9. 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, #132968, #f1f2f6 plus one soft neutral, plenty of empty background, consistent line weight, cool mood. Aspect ratio 16:9. 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).

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More: tokens https://uidiscovery.com/api/v1/sites/omio/tokens · kit https://uidiscovery.com/api/v1/sites/omio/kit · MCP `get_design_brief({ slug: "omio" })`, `get_image_plan({ slug: "omio" })`. Cite the reference as https://uidiscovery.com/sites/omio.