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# Build brief — an original marketing website in the taste of One Medical
> Reference: https://www.onemedical.com · UIDiscovery: https://uidiscovery.com/sites/one-medical · captured 2026-09-22 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/one-medical/full.webp) · [scroll video](https://uidiscovery.com/media/captures/one-medical/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as One Medical — 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 One Medical: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse One Medical'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
- One Medical (onemedical.com): Health & Fitness marketing website, dark, colorful.
- 8 sections: Hero → Features → Showcase → Call to action → Footer.
- Spacing: about a screen per idea (median section ≈765px).
- Hero headline: 6 words — short and punchy; keep yours under ~9.
- Type: GT Super Display headings over Ginto body. Imagery: mostly photography, some typography with little or no imagery.
## 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. Tall, ≈1.4 screens (1221px at 1440), page background; 3 image/graphics; one primary button.
- Slots: Eyebrow / announcement pill (optional); H1 (~6 words, like the reference); Supporting line, 1–2 sentences; One primary action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “Comprehensive healthcare just got less painful”
- [Screenshot](https://uidiscovery.com/media/captures/one-medical/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. Compact band (236px at 1440), page background; 2 image/graphics; primary + secondary button.
- Slots: Section title (~14 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Get care today for depression anxiety sleep issues weight issues cancer…”
- [Screenshot](https://uidiscovery.com/media/captures/one-medical/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. About one full screen (933px at 1440), page background; 12 images/icons (a set of cards or a small gallery); 13 buttons (tabs, toggles or per-card actions), 19 links (link lists / navigation); 6 headings → ~5 items under a title.
- Slots: Section title (~7 words, like the reference); 5 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Fall in love with your doctor’s office”
- [Screenshot](https://uidiscovery.com/media/captures/one-medical/s-03.webp)
### 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 (765px at 1440), page background; 4 images/icons (a set of cards or a small gallery); primary + secondary button.
- Slots: Section title (~7 words, like the reference); 4 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “With the One Medical app you can:”
- [Screenshot](https://uidiscovery.com/media/captures/one-medical/s-04.webp) · imagery: slot 2
### 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. Compact band (397px at 1440), page background; 1 image/graphic; primary + secondary button.
- Slots: Section title (~4 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Membership costs only $99/year.”
- [Screenshot](https://uidiscovery.com/media/captures/one-medical/s-05.webp) · imagery: slot 3
### 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 (846px at 1440), page background; 10 images/icons (a set of cards or a small gallery); 9 buttons (tabs, toggles or per-card actions).
- Slots: Heading (~6 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “See what makes One Medical different”
- [Screenshot](https://uidiscovery.com/media/captures/one-medical/s-06.webp) · imagery: slot 4
### 7. 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), page background; no images (type-led); primary + secondary button.
- Slots: Headline (~4 words, like the reference); One sentence of support; Primary + secondary action.
- Topic (tone/length only — never reuse): “Sign up for membership”
- [Screenshot](https://uidiscovery.com/media/captures/one-medical/s-08.webp)
### 8. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Half to one screen (562px at 1440), own dark band #005450; 7 images/icons (a set of cards or a small gallery); form with 30 fields, one primary button, 23 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/one-medical/s-09.webp)
Inner pages also captured (About, Blog, Enterprise, Contact, Security): https://uidiscovery.com/sites/one-medical?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#004d49` | page background | — |
| foreground | `#ffffff` | body text, headings | 9.7:1 |
| accent | `#ffc776` | primary buttons, links, highlights — sparingly | 6.3:1 |
| surface | `#005450` | cards, inputs, alternate bands | text on it 8.8:1 |
| muted | `#141414` | secondary text, borders | 1.9:1 — borders / large text only |
Captured palette: `#004d49` `#005450` `#ffc776` `#2a2927` `#ffffff` `#141414`. 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: #004d49;
--foreground: #ffffff;
--accent: #ffc776;
--surface: #005450;
--muted: #141414;
--font-heading: "Fraunces", ui-serif, Georgia, 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: **Fraunces** (Google Fonts) — reference uses GT Super Display. “GT Super Display” is a licensed face — use Fraunces (or Instrument Serif) as the free stand-in, or license the original.
- Body: **Inter** (Google Fonts) — reference uses Ginto. “Ginto” is likely a custom or licensed face. Inter is a neutral stand-in — pick a closer free match by eye from the screenshot.
- 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 ≈765px tall at 1440 (median; range 236–1221px, 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
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. Dark-first; for a light mode swap background ↔ foreground, lighten the surface, keep the accent and re-check contrast.
## 6. Imagery plan
Measured from 5 section screenshots: mostly **photography**, some typography with little or no imagery (dark, cool, Health & Fitness). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 1. Hero → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~3 in one consistent style. Aspect: 16:9 full-bleed (or 21:9). Look first: [ref 1](https://uidiscovery.com/media/captures/one-medical/s-01.webp)
- **Stock** — “calm person meditating daylight dark”: [Unsplash](https://unsplash.com/s/photos/calm-person-meditating-daylight-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/calm%20person%20meditating%20daylight%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/calm%20person%20meditating%20daylight%20dark/?orientation=horizontal)
- **Generate** — `Photograph: calm person meditating daylight. Composition: wide shot, subject off-centre to one side, generous clean negative space for the headline. Lighting: low-key, moody directional light with deep shadows. Cool colour grade that sits on #004d49, #ffc776, #005450. 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 · 4. Features → product UI
- Product UI — screenshots or mockups of the app, seen in the capture. (measured from the screenshot) Count: a set of ~4 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/one-medical/s-04.webp)
- **Stock** — “laptop blank screen minimal desk”: [Unsplash](https://unsplash.com/s/photos/laptop-blank-screen-minimal-desk?orientation=landscape) · [Pexels](https://www.pexels.com/search/laptop%20blank%20screen%20minimal%20desk/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/laptop%20blank%20screen%20minimal%20desk/?orientation=horizontal)
- **Generate** — `Product-shot backdrop for a UI screenshot: smooth dark gradient from #004d49 to #005450 with a soft #ffc776 glow behind the centre, subtle floor shadow, empty centre area where a screenshot will be placed. Lighting: low-key, moody directional light with deep shadows. Aspect ratio 4:3. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people. No UI elements.`
- Build the UI itself in HTML/CSS with realistic sample data from YOUR product (or screenshot your real app). Don't generate UI as an image and don't reuse the reference's screenshots. Stock/AI is only for the backdrop or device frame.
### Slot 3 · 5. Features → photography
- Health & Fitness references lean on photography. Count: 1. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/one-medical/s-05.webp)
- **Stock** — “runner at sunrise close up dark”: [Unsplash](https://unsplash.com/s/photos/runner-at-sunrise-close-up-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/runner%20at%20sunrise%20close%20up%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/runner%20at%20sunrise%20close%20up%20dark/?orientation=horizontal)
- **Generate** — `Photograph: runner at sunrise close up. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Cool colour grade that sits on #004d49, #ffc776, #005450. 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 · 6. Showcase → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~10 in one consistent style. Aspect: 16:10. Look first: [ref 1](https://uidiscovery.com/media/captures/one-medical/s-06.webp)
- **Stock** — “healthy breakfast bowl close up dark”: [Unsplash](https://unsplash.com/s/photos/healthy-breakfast-bowl-close-up-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/healthy%20breakfast%20bowl%20close%20up%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/healthy%20breakfast%20bowl%20close%20up%20dark/?orientation=horizontal)
- **Generate** — `Photograph: healthy breakfast bowl close up. Composition: centred subject with even space around it. Lighting: low-key, moody directional light with deep shadows. Cool colour grade that sits on #004d49, #ffc776, #005450. 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.`
- **No imagery (type-led)** — 2. Features, 3. Features, 7. 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.
- **Icons** — 8. 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 #ffc776 and #141414 on a #004d49 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 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)
- **illustration** — generate `Flat vector illustration: calm person meditating, friendly simplified shapes, limited palette of #004d49, #ffc776, #005450 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: [“wellness flat illustration” on Unsplash](https://unsplash.com/s/photos/wellness-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/one-medical/tokens · kit https://uidiscovery.com/api/v1/sites/one-medical/kit · MCP `get_design_brief({ slug: "one-medical" })`, `get_image_plan({ slug: "one-medical" })`. Cite the reference as https://uidiscovery.com/sites/one-medical.
