Preview the prompt +
# Build brief — an original marketing website in the taste of Pets at Home
> Reference: https://www.petsathome.com · UIDiscovery: https://uidiscovery.com/sites/pets-at-home · captured 2026-09-23 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/pets-at-home/full.webp) · [scroll video](https://uidiscovery.com/media/captures/pets-at-home/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Pets at Home — 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 Pets at Home: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Pets at Home'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
- Pets at Home (petsathome.com): Lifestyle marketing website, light.
- 7 sections: Content → Features → Content → Features → Footer.
- Spacing: short, dense bands (median section ≈396px).
- Type: one family (TT Commons Pro). Imagery: mostly photography, some typography with little or no imagery.
## 4. Page structure (top to bottom)
### 1. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (169px at 1440), own light band #ffffff; 17 image elements (photo collage/gallery + small graphics); inline form (1 field, e.g. email capture), 16 buttons (tabs, toggles or per-card actions), 788 links (link lists / navigation).
- Slots: Heading; Body copy; Supporting visual (see image plan); Primary + secondary action.
- [Screenshot](https://uidiscovery.com/media/captures/pets-at-home/s-01.webp)
### 2. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (396px at 1440), own light band #ffffff; 2 image/graphics; 1 text link instead of buttons.
- Slots: Heading; Body copy; Supporting visual (see image plan); Text link action.
- [Screenshot](https://uidiscovery.com/media/captures/pets-at-home/s-02.webp) · imagery: slot 1
### 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. Compact band (384px at 1440), own light band #ffffff; 6 images/icons (a set of cards or a small gallery); 6 text links instead of buttons.
- Slots: Section title (~3 words, like the reference); 6 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “Shop by”
- [Screenshot](https://uidiscovery.com/media/captures/pets-at-home/s-03.webp) · imagery: slot 2
### 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. Half to one screen (680px at 1440), own light band #ffffff; 4 images/icons (a set of cards or a small gallery); 4 buttons (tabs, toggles or per-card actions); 5 headings → ~4 items under a title.
- Slots: Section title (~4 words, like the reference); 4 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Don't miss out on...”
- [Screenshot](https://uidiscovery.com/media/captures/pets-at-home/s-04.webp) · imagery: slot 3
### 5. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (726px at 1440), own light band #ffffff; 8 images/icons (a set of cards or a small gallery); primary + secondary button.
- Slots: Heading (~5 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “Pets Talk: advice and inspiration”
- [Screenshot](https://uidiscovery.com/media/captures/pets-at-home/s-05.webp) · imagery: slot 4
### 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. About one full screen (782px at 1440), own light band #ffffff; 56 image elements (photo collage/gallery + small graphics); 12 buttons (tabs, toggles or per-card actions); 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; Primary + secondary action.
- Topic (tone/length only — never reuse): “Pets can’t get enough of...”
- [Screenshot](https://uidiscovery.com/media/captures/pets-at-home/s-06.webp) · imagery: slot 5
### 7. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Compact band (200px at 1440), own dark band #002828; no images (type-led); one primary button, 17 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): “Customer support”
- [Screenshot](https://uidiscovery.com/media/captures/pets-at-home/s-07.webp)
Inner pages also captured (Pricing, Sign up, Contact, Shop, Security): https://uidiscovery.com/sites/pets-at-home?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#00aa28` | page background | — |
| foreground | `#002828` | body text, headings | 5.1:1 |
| accent | `#002828` | none captured — monochrome. Primary buttons invert (foreground fill, background text); add your brand colour only for small highlights | — |
| surface | `#00aa28` | cards, inputs, alternate bands | text on it 5.1:1 |
| muted | `#2a2a2a` | secondary text, borders | 4.6:1 |
Captured palette: `#00aa28` `#002828` `#ffffff` `#2a2a2a` `#525252` `#d6d6d6`. Section bands top→bottom: `#ffffff` → `#002828`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (light, natural, earthy) and proportions; swap the accent for the user's brand colour.
### Tokens
```css
:root {
--background: #00aa28;
--foreground: #002828;
--accent: #002828;
--surface: #00aa28;
--muted: #2a2a2a;
--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 TT Commons Pro. “TT Commons Pro” 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(2.5rem, 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 ≈396px tall at 1440 (median; range 169–782px, 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 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 4 section screenshots: mostly **photography**, some typography with little or no imagery (light, natural, earthy, Lifestyle). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 2. Content → photography
- Photography, seen in the capture (grass, land, textile). (measured from the screenshot) Count: a set of ~2 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/pets-at-home/s-02.webp)
- **Stock** — “hands holding coffee cup”: [Unsplash](https://unsplash.com/s/photos/hands-holding-coffee-cup?orientation=portrait) · [Pexels](https://www.pexels.com/search/hands%20holding%20coffee%20cup/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/hands%20holding%20coffee%20cup/?orientation=vertical)
- **Generate** — `Photograph: hands holding coffee cup. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Natural, earthy colour grade that sits on #ffffff, #002828, #00aa28. 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 · 3. Features → photography
- Photography, seen in the capture (art, illustrations). (measured from the screenshot) Count: a set of ~6 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/pets-at-home/s-03.webp)
- **Stock** — “plants on windowsill”: [Unsplash](https://unsplash.com/s/photos/plants-on-windowsill?orientation=landscape) · [Pexels](https://www.pexels.com/search/plants%20on%20windowsill/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/plants%20on%20windowsill/?orientation=horizontal)
- **Generate** — `Photograph: plants on windowsill. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Natural, earthy colour grade that sits on #ffffff, #002828, #00aa28. 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 · 4. Features → photography
- Photography, seen in the capture (textile, cord, leash). (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/pets-at-home/s-04.webp)
- **Stock** — “cozy home interior morning light close up”: [Unsplash](https://unsplash.com/s/photos/cozy-home-interior-morning-light-close-up?orientation=landscape) · [Pexels](https://www.pexels.com/search/cozy%20home%20interior%20morning%20light%20close%20up/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/cozy%20home%20interior%20morning%20light%20close%20up/?orientation=horizontal)
- **Generate** — `Photograph: cozy home interior morning light close up. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Natural, earthy colour grade that sits on #ffffff, #002828, #00aa28. 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 · 5. Content → photography
- Lifestyle references lean on photography. Count: a set of ~8 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/pets-at-home/s-05.webp)
- **Stock** — “hands holding coffee cup close up”: [Unsplash](https://unsplash.com/s/photos/hands-holding-coffee-cup-close-up?orientation=portrait) · [Pexels](https://www.pexels.com/search/hands%20holding%20coffee%20cup%20close%20up/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/hands%20holding%20coffee%20cup%20close%20up/?orientation=vertical)
- **Generate** — `Photograph: hands holding coffee cup close up. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Natural, earthy colour grade that sits on #ffffff, #002828, #00aa28. 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 · 6. Features → photography (uncertain)
- Lifestyle references lean on photography; 56 elements suggests icons/thumbnails mixed in. Count: a collage of several photos with one consistent colour grade. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/pets-at-home/s-06.webp)
- **Stock** — “plants on windowsill close up”: [Unsplash](https://unsplash.com/s/photos/plants-on-windowsill-close-up?orientation=landscape) · [Pexels](https://www.pexels.com/search/plants%20on%20windowsill%20close%20up/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/plants%20on%20windowsill%20close%20up/?orientation=horizontal)
- **Generate** — `Photograph: plants on windowsill close up. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Natural, earthy colour grade that sits on #ffffff, #002828, #00aa28. 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)** — 1. 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.
- **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 #2a2a2a on a #00aa28 background. Lighting: soft natural daylight, airy and high-key; natural, earthy 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, #002828, #00aa28 plus one soft neutral, plenty of empty background, consistent line weight, natural, earthy 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).
---
More: tokens https://uidiscovery.com/api/v1/sites/pets-at-home/tokens · kit https://uidiscovery.com/api/v1/sites/pets-at-home/kit · MCP `get_design_brief({ slug: "pets-at-home" })`, `get_image_plan({ slug: "pets-at-home" })`. Cite the reference as https://uidiscovery.com/sites/pets-at-home.
