Preview the prompt +
# Build brief — an original marketing website in the taste of Osler
> Reference: https://www.osler.com · UIDiscovery: https://uidiscovery.com/sites/osler · captured 2026-09-23 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/osler/full.webp) · [scroll video](https://uidiscovery.com/media/captures/osler/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Osler — 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 Osler: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Osler'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
- Osler (osler.com): Finance marketing website, light, serif.
- 8 sections: Blog → Features → Content → Blog → Features → Call to action → Content.
- Spacing: about a screen per idea (median section ≈572px).
- Type: EB Garamond headings over Noto Sans body. Imagery: mostly photography, some typography with little or no imagery.
## 4. Page structure (top to bottom)
### 1. Blog — signal an active, credible team through recent writing.
- Layout: 3-up card grid: image, title, meta. Half to one screen (572px at 1440), page background; 1 image/graphic; one primary button.
- Slots: Title + “All posts” link; 3 post cards: cover image, title, date/author.
- Topic (tone/length only — never reuse): “The trade war tit-for-tat continues: United States responds to Canada’s…”
- [Screenshot](https://uidiscovery.com/media/captures/osler/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 (531px at 1440), own light band #f5f5f5; 1 image/graphic; 17 buttons (tabs, toggles or per-card actions); 6 headings → ~5 items under a title.
- Slots: Section title (~3 words, like the reference); 5 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Client Success”
- [Screenshot](https://uidiscovery.com/media/captures/osler/s-02.webp) · imagery: slot 2
### 3. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (597px at 1440), own light band #f5f5f5; 1 image/graphic; one primary button.
- Slots: Heading (~3 words, like the reference); Body copy; Supporting visual (see image plan); One primary action.
- Topic (tone/length only — never reuse): “In Focus”
- [Screenshot](https://uidiscovery.com/media/captures/osler/s-03.webp) · imagery: slot 3
### 4. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (394px at 1440), page background; 1 image/graphic; one primary button.
- Slots: Heading (~10 words, like the reference); Body copy; Supporting visual (see image plan); One primary action.
- Topic (tone/length only — never reuse): “When does an AI chatbot assistant become a regulated chatbot?”
- [Screenshot](https://uidiscovery.com/media/captures/osler/s-04.webp) · imagery: slot 4
### 5. Blog — signal an active, credible team through recent writing.
- Layout: 3-up card grid: image, title, meta. Half to one screen (656px at 1440), page background; 2 image/graphics; primary + secondary button.
- Slots: Title + “All posts” link; 3 post cards: cover image, title, date/author.
- Topic (tone/length only — never reuse): “From mandate to market: Canada’s proposed shift on zero-emission vehicle…”
- [Screenshot](https://uidiscovery.com/media/captures/osler/s-05.webp) · imagery: slot 5
### 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 (651px at 1440), own light band #f5f5f5; 1 image/graphic; 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): “Community Engagement”
- [Screenshot](https://uidiscovery.com/media/captures/osler/s-06.webp) · imagery: slot 6
### 7. Call to action — close the page with one clear next step.
- Layout: short headline + one primary action on a contrasting band. Compact band (305px at 1440), own dark band #b40332; no images (type-led); one primary button.
- Slots: Headline (~3 words, like the reference); One sentence of support; One primary action.
- Topic (tone/length only — never reuse): “Stay Informed”
- [Screenshot](https://uidiscovery.com/media/captures/osler/s-07.webp)
### 8. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (428px at 1440), own light band #f5f5f5; no images (type-led); one primary button.
- Slots: Heading (~14 words, like the reference); Body copy; One primary action.
- Topic (tone/length only — never reuse): “The team at Osler is world-class. Their reputation is well deserved. Their…”
- [Screenshot](https://uidiscovery.com/media/captures/osler/s-08.webp)
Inner pages also captured (About, Sign up, Blog, Careers, Contact, Security): https://uidiscovery.com/sites/osler?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 | `#b40332` | primary buttons, links, highlights — sparingly | 7.0:1 |
| surface | `#f5f5f5` | cards, inputs, alternate bands | text on it 19.3:1 |
| muted | `#21201e` | secondary text, borders | 16.3:1 |
Captured palette: `#ffffff` `#21201e` `#f5f5f5` `#b40332` `#000000`. Section bands top→bottom: `#ffffff` → `#f5f5f5` → `#b40332`. 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: #b40332;
--surface: #f5f5f5;
--muted: #21201e;
--font-heading: "EB Garamond", ui-serif, Georgia, serif;
--font-body: "Noto Sans", 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: **EB Garamond** (Google Fonts) — reference uses EB Garamond. Free to use — load it directly.
- Body: **Noto Sans** (Google Fonts) — reference uses Noto Sans. Free to use — load it directly.
- 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 ≈572px tall at 1440 (median; range 305–656px, 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 5 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
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 7 section screenshots: mostly **photography**, some typography with little or no imagery (light, warm, Finance). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 1. Blog → photography
- Photography, seen in the capture (art, decoration, flag). (measured from the screenshot) Count: 1. Aspect: 3:2. Look first: [ref 1](https://uidiscovery.com/media/captures/osler/s-01.webp)
- **Stock** — “person paying with phone editorial”: [Unsplash](https://unsplash.com/s/photos/person-paying-with-phone-editorial?orientation=landscape) · [Pexels](https://www.pexels.com/search/person%20paying%20with%20phone%20editorial/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/person%20paying%20with%20phone%20editorial/?orientation=horizontal)
- **Generate** — `Photograph: person paying with phone editorial. Composition: editorial crop with one clear focal point. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #ffffff, #b40332, #f5f5f5. 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.`
### Slot 2 · 2. Features → photography
- Photography, seen in the capture (conveyance, portal, window). (measured from the screenshot) Count: 1. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/osler/s-02.webp)
- **Stock** — “small business owner at counter”: [Unsplash](https://unsplash.com/s/photos/small-business-owner-at-counter?orientation=landscape) · [Pexels](https://www.pexels.com/search/small%20business%20owner%20at%20counter/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/small%20business%20owner%20at%20counter/?orientation=horizontal)
- **Generate** — `Photograph: small business owner at counter. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #f5f5f5, #b40332. 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. Content → photography
- Photography, seen in the capture (wind turbine, land, grass). (measured from the screenshot) Count: 1. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/osler/s-03.webp)
- **Stock** — “abstract gradient”: [Unsplash](https://unsplash.com/s/photos/abstract-gradient?orientation=portrait) · [Pexels](https://www.pexels.com/search/abstract%20gradient/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/abstract%20gradient/?orientation=vertical)
- **Generate** — `Photograph: abstract gradient. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #f5f5f5, #b40332. 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 4 · 4. Content → photography
- Photography, seen in the capture (curtain). (measured from the screenshot) Count: 1. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/osler/s-04.webp)
- **Stock** — “person paying with phone close up”: [Unsplash](https://unsplash.com/s/photos/person-paying-with-phone-close-up?orientation=portrait) · [Pexels](https://www.pexels.com/search/person%20paying%20with%20phone%20close%20up/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/person%20paying%20with%20phone%20close%20up/?orientation=vertical)
- **Generate** — `Photograph: person paying with phone close up. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #ffffff, #b40332, #f5f5f5. 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 5 · 5. Blog → photography
- Photography, seen in the capture (blue sky, art, decoration). (measured from the screenshot) Count: a set of ~2 in one consistent style. Aspect: 3:2. Look first: [ref 1](https://uidiscovery.com/media/captures/osler/s-05.webp)
- **Stock** — “small business owner at counter editorial”: [Unsplash](https://unsplash.com/s/photos/small-business-owner-at-counter-editorial?orientation=landscape) · [Pexels](https://www.pexels.com/search/small%20business%20owner%20at%20counter%20editorial/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/small%20business%20owner%20at%20counter%20editorial/?orientation=horizontal)
- **Generate** — `Photograph: small business owner at counter editorial. Composition: editorial crop with one clear focal point. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #ffffff, #b40332, #f5f5f5. 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.`
### Slot 6 · 6. Features → product UI (uncertain)
- Finance features with 1 image elements — most likely product UI screenshots/mockups plus icons. Count: 1. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/osler/s-06.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 light gradient from #ffffff to #f5f5f5 with a soft #b40332 glow behind the centre, subtle floor shadow, empty centre area where a screenshot will be placed. Lighting: soft natural daylight, airy and high-key. 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.
- **No imagery (type-led)** — 7. Call to action, 8. 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.
### 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 #b40332 and #21201e 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)
- **illustration** — generate `Flat vector illustration: person paying with phone, friendly simplified shapes, limited palette of #ffffff, #b40332, #f5f5f5 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.` · stock: [“finance flat illustration” on Unsplash](https://unsplash.com/s/photos/finance-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/osler/tokens · kit https://uidiscovery.com/api/v1/sites/osler/kit · MCP `get_design_brief({ slug: "osler" })`, `get_image_plan({ slug: "osler" })`. Cite the reference as https://uidiscovery.com/sites/osler.
