Preview the prompt +
# Build brief — an original marketing website in the taste of Pencils of Promise
> Reference: https://pencilsofpromise.org · UIDiscovery: https://uidiscovery.com/sites/pencils-of-promise · captured 2026-09-23 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/pencils-of-promise/full.webp) · [scroll video](https://uidiscovery.com/media/captures/pencils-of-promise/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Pencils of Promise — 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 Pencils of Promise: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Pencils of Promise'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
- Pencils of Promise (pencilsofpromise.org): Lifestyle marketing website, light, serif.
- 6 sections: Hero → Statement → Call to action → Footer.
- Spacing: short, dense bands (median section ≈306px).
- Hero headline: 4 words — short and punchy; keep yours under ~9.
- Type: Freight text pro headings over Proxima nova body. 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. Half to one screen (585px at 1440), page background; no images (type-led); no interactive controls.
- Slots: Eyebrow / announcement pill (optional); H1 (~4 words, like the reference); Supporting line, 1–2 sentences; Primary action; No image — let type and colour carry it.
- Topic (tone/length only — never reuse): “Empower Communities Through Education”
- [Screenshot](https://uidiscovery.com/media/captures/pencils-of-promise/s-01.webp) · imagery: slot 1
### 2. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. Compact band (246px at 1440), own light band #fffaeb; no images (type-led); 1 text link instead of buttons.
- Slots: Heading (~4 words, like the reference); Body copy; Text link action.
- Topic (tone/length only — never reuse): “The Impact of Education”
- [Screenshot](https://uidiscovery.com/media/captures/pencils-of-promise/s-02.webp)
### 3. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. Compact band (254px at 1440), page background; no images (type-led); no interactive controls.
- Slots: Heading (~10 words, like the reference); Body copy.
- Topic (tone/length only — never reuse): “250 Million Children Aren’t Learning Basic Reading and Writing Skills.”
- [Screenshot](https://uidiscovery.com/media/captures/pencils-of-promise/s-03.webp)
### 4. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. Half to one screen (619px at 1440), page background; no images (type-led); 1 text link instead of buttons.
- Slots: Heading; Body copy; Text link action.
- [Screenshot](https://uidiscovery.com/media/captures/pencils-of-promise/s-04.webp)
### 5. Call to action — close the page with one clear next step.
- Layout: short headline + one primary action on a contrasting band. Compact band (306px at 1440), own dark band #585858; 1 image/graphic; form with 3 fields, one primary button, 22 links (link lists / navigation).
- Slots: Headline (~4 words, like the reference); One sentence of support; One primary action.
- Topic (tone/length only — never reuse): “Sign up for Emails”
- [Screenshot](https://uidiscovery.com/media/captures/pencils-of-promise/s-05.webp)
### 6. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Compact band (173px at 1440), own dark band #424242; 1 image/graphic; inline form (1 field, e.g. email capture), one primary button, 13 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/pencils-of-promise/s-06.webp)
Inner pages also captured (About, Sign up, Blog, Contact, Security): https://uidiscovery.com/sites/pencils-of-promise?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#ffffff` | page background | — |
| foreground | `#0e0e0e` | body text, headings | 19.3:1 |
| accent | `#f4b233` | primary buttons, links, highlights — sparingly | 1.9:1 ⚠ not for text; use as a fill with #111111 text (10.1:1) |
| surface | `#fffaeb` | cards, inputs, alternate bands | text on it 18.5:1 |
| muted | `#585858` | secondary text, borders | 7.1:1 |
Captured palette: `#ffffff` `#0e0e0e` `#fffaeb` `#585858` `#424242` `#f4b233`. Section bands top→bottom: `#ffffff` → `#fffaeb` → `#585858` → `#424242`. 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: #0e0e0e;
--accent: #f4b233;
--surface: #fffaeb;
--muted: #585858;
--font-heading: "EB Garamond", ui-serif, Georgia, serif;
--font-body: "Montserrat", 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 Freight text pro. “Freight text pro” is a licensed face — use EB Garamond (or Libre Caslon Text) as the free stand-in, or license the original.
- Body: **Montserrat** (Google Fonts) — reference uses Proxima nova. “Proxima nova” is a licensed face — use Montserrat (or Figtree) as the free stand-in, or license the original.
- 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.
- The serif headings are central to the tone — keep a serif display face even if you swap the family.
### Spacing & rhythm
Sections run ≈306px tall at 1440 (median; range 173–619px, 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 4 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 5 section screenshots: mostly **typography with little or no imagery**, some photography (light, warm, Lifestyle). 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: 1. Aspect: 3:2. Look first: [ref 1](https://uidiscovery.com/media/captures/pencils-of-promise/s-01.webp)
- **Stock** — “cozy home interior morning light”: [Unsplash](https://unsplash.com/s/photos/cozy-home-interior-morning-light?orientation=landscape) · [Pexels](https://www.pexels.com/search/cozy%20home%20interior%20morning%20light/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/cozy%20home%20interior%20morning%20light/?orientation=horizontal)
- **Generate** — `Photograph: cozy home interior morning light. 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, #f4b233, #fffaeb. 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.`
- **No imagery (type-led)** — 2. Statement, 3. Statement, 4. Statement, 5. 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** — 6. 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 #f4b233 and #585858 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: cozy home interior morning light, friendly simplified shapes, limited palette of #ffffff, #f4b233, #fffaeb 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: [“lifestyle flat illustration” on Unsplash](https://unsplash.com/s/photos/lifestyle-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/pencils-of-promise/tokens · kit https://uidiscovery.com/api/v1/sites/pencils-of-promise/kit · MCP `get_design_brief({ slug: "pencils-of-promise" })`, `get_image_plan({ slug: "pencils-of-promise" })`. Cite the reference as https://uidiscovery.com/sites/pencils-of-promise.
