PetSmart — Pet Supplies, Accessories, and Pet Food

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

> Reference: https://www.petsmart.com · UIDiscovery: https://uidiscovery.com/sites/petsmart · captured 2026-09-23 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/petsmart/full.webp) · [scroll video](https://uidiscovery.com/media/captures/petsmart/preview.mp4)

## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as PetSmart — 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 PetSmart: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse PetSmart'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
- PetSmart (petsmart.com): Lifestyle marketing website, light, colorful.
- 13 sections: Call to action → Features → Showcase → Features → Showcase → Features → Logo cloud → Features → Content → Footer.
- Spacing: short, dense bands (median section ≈408px).
- Type: one family (Euclid). Imagery: mostly photography, some typography with little or no imagery.

## 4. Page structure (top to bottom)

### 1. Call to action — close the page with one clear next step.
- Layout: short headline + one primary action on a contrasting band. Compact band (400px at 1440), page background; 2 image/graphics; one primary button.
- Slots: Headline (~3 words, like the reference); One sentence of support; One primary action.
- Topic (tone/length only — never reuse): “Autoship, save, REPEAT”
- [Screenshot](https://uidiscovery.com/media/captures/petsmart/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 (408px at 1440), page background; 26 image elements (photo collage/gallery + small graphics); primary + secondary button, 13 links (link lists / navigation).
- Slots: Section title (~5 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Get your first order today!”
- [Screenshot](https://uidiscovery.com/media/captures/petsmart/s-02.webp) · imagery: slot 2

### 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 (280px at 1440), page background; 17 image elements (photo collage/gallery + small graphics); 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): “Shop by pet”
- [Screenshot](https://uidiscovery.com/media/captures/petsmart/s-03.webp) · imagery: slot 3

### 4. Showcase — show the product (or the result) itself as proof.
- Layout: a large framed visual with a short caption or heading. Half to one screen (754px at 1440), page background; 10 images/icons (a set of cards or a small gallery); 5 text links instead of buttons.
- Slots: Heading (~4 words, like the reference); Body copy; Supporting visual (see image plan); Text link action.
- Topic (tone/length only — never reuse): “Enter if you dare”
- [Screenshot](https://uidiscovery.com/media/captures/petsmart/s-04.webp) · imagery: slot 4

### 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. Half to one screen (636px at 1440), page background; 34 image elements (photo collage/gallery + small graphics); primary + secondary button, 21 links (link lists / navigation); 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): “Sports Shop”
- [Screenshot](https://uidiscovery.com/media/captures/petsmart/s-05.webp) · imagery: slot 5

### 6. Showcase — show the product (or the result) itself as proof.
- Layout: a large framed visual with a short caption or heading. Compact band (269px at 1440), page background; 4 images/icons (a set of cards or a small gallery); one primary button.
- Slots: Heading (~5 words, like the reference); Body copy; Supporting visual (see image plan); One primary action.
- Topic (tone/length only — never reuse): “Pet Hunger Awareness Day 9/29”
- [Screenshot](https://uidiscovery.com/media/captures/petsmart/s-06.webp) · imagery: slot 6

### 7. 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 (520px at 1440), page background; 8 images/icons (a set of cards or a small gallery); 5 text links instead of buttons; 5 headings → ~4 items under a title.
- Slots: Section title (~3 words, like the reference); 4 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “In-store services”
- [Screenshot](https://uidiscovery.com/media/captures/petsmart/s-07.webp) · imagery: slot 7

### 8. 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 (453px at 1440), page background; 10 images/icons (a set of cards or a small gallery); primary + secondary button; 5 headings → ~4 items under a title.
- Slots: Section title (~3 words, like the reference); 4 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “More to love”
- [Screenshot](https://uidiscovery.com/media/captures/petsmart/s-08.webp) · imagery: slot 8

### 9. Logo cloud — borrow trust from recognisable customers or partners.
- Layout: a single row or wall of monochrome marks with a one-line lead-in. Compact band (296px at 1440), page background; 12 images/icons (a set of cards or a small gallery); 6 text links instead of buttons.
- 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): “Featured brands”
- [Screenshot](https://uidiscovery.com/media/captures/petsmart/s-09.webp)

### 10. 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 (256px at 1440), page background; 2 image/graphics; one primary button.
- Slots: Section title (~7 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “Your pet's whole world. One smart app.”
- [Screenshot](https://uidiscovery.com/media/captures/petsmart/s-10.webp)

### 11. 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 (420px at 1440), page background; 8 images/icons (a set of cards or a small gallery); 4 text links instead of buttons.
- Slots: Section title (~4 words, like the reference); 8 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “Shop Anything. Any way.”
- [Screenshot](https://uidiscovery.com/media/captures/petsmart/s-11.webp)

### 12. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (185px at 1440), page background; no images (type-led); one primary button.
- Slots: Heading; Body copy; One primary action.
- [Screenshot](https://uidiscovery.com/media/captures/petsmart/s-12.webp)

### 13. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Half to one screen (469px at 1440), own light band #f7f7f7; 8 images/icons (a set of cards or a small gallery); one primary button, 34 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): “About”
- [Screenshot](https://uidiscovery.com/media/captures/petsmart/s-13.webp)

Inner pages also captured (Pricing, Product, About): https://uidiscovery.com/sites/petsmart?view=pages

## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#ffffff` | page background | — |
| foreground | `#131313` | body text, headings | 18.6:1 |
| accent | `#003b49` | primary buttons, links, highlights — sparingly | 12.2:1 |
| surface | `#f7f7f7` | cards, inputs, alternate bands | text on it 17.3:1 |
| muted | `#206ef6` | secondary text, borders | 4.5:1 |

Captured palette: `#ffffff` `#206ef6` `#131313` `#f7f7f7` `#003b49`. Section bands top→bottom: `#ffffff` → `#f7f7f7`. 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: #131313;
  --accent: #003b49;
  --surface: #f7f7f7;
  --muted: #206ef6;
  --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 Euclid. “Euclid” 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 ≈408px tall at 1440 (median; range 185–754px, 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
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 7 section screenshots: mostly **photography**, some typography with little or no imagery (light, cool, Lifestyle). Still glance at the linked screenshots to match the exact mood.

### Slot 1 · 1. Call to action → photography
- Photography, seen in the capture (animal, cat, feline). (measured from the screenshot) Count: a set of ~2 in one consistent style. Aspect: 21:9 (background). Look first: [ref 1](https://uidiscovery.com/media/captures/petsmart/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: low-detail texture so overlaid text stays readable. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #ffffff, #003b49, #f7f7f7. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 21:9. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`

### Slot 2 · 2. Features → photography
- Lifestyle references lean on photography. Count: a collage of several photos with one consistent colour grade. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/petsmart/s-02.webp)
- **Stock** — “hands holding coffee cup”: [Unsplash](https://unsplash.com/s/photos/hands-holding-coffee-cup?orientation=landscape) · [Pexels](https://www.pexels.com/search/hands%20holding%20coffee%20cup/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/hands%20holding%20coffee%20cup/?orientation=horizontal)
- **Generate** — `Photograph: hands holding coffee cup. 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 #ffffff, #003b49, #f7f7f7. 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. Features → photography
- Photography, seen in the capture (animal, canine, dog). (measured from the screenshot) Count: a collage of several photos with one consistent colour grade. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/petsmart/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. Cool colour grade that sits on #ffffff, #003b49, #f7f7f7. 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 · 4. Showcase → photography
- Lifestyle references lean on photography. Count: a set of ~10 in one consistent style. Aspect: 16:10. Look first: [ref 1](https://uidiscovery.com/media/captures/petsmart/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: centred subject with even space around it. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #ffffff, #003b49, #f7f7f7. 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.`

### Slot 5 · 5. Features → photography (uncertain)
- Lifestyle references lean on photography; 34 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/petsmart/s-05.webp)
- **Stock** — “hands holding coffee cup close up”: [Unsplash](https://unsplash.com/s/photos/hands-holding-coffee-cup-close-up?orientation=landscape) · [Pexels](https://www.pexels.com/search/hands%20holding%20coffee%20cup%20close%20up/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/hands%20holding%20coffee%20cup%20close%20up/?orientation=horizontal)
- **Generate** — `Photograph: hands holding coffee cup close up. 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 #ffffff, #003b49, #f7f7f7. 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 6 · 6. Showcase → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~4 in one consistent style. Aspect: 16:10. Look first: [ref 1](https://uidiscovery.com/media/captures/petsmart/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: centred subject with even space around it. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #ffffff, #003b49, #f7f7f7. 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.`

### Slot 7 · 7. Features → photography
- Photography, seen in the capture (animal, canine, dog). (measured from the screenshot) Count: a set of ~8 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/petsmart/s-07.webp)
- **Stock** — “cozy home interior morning light wide shot”: [Unsplash](https://unsplash.com/s/photos/cozy-home-interior-morning-light-wide-shot?orientation=landscape) · [Pexels](https://www.pexels.com/search/cozy%20home%20interior%20morning%20light%20wide%20shot/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/cozy%20home%20interior%20morning%20light%20wide%20shot/?orientation=horizontal)
- **Generate** — `Photograph: cozy home interior morning light wide shot. 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 #ffffff, #003b49, #f7f7f7. 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 8 · 8. Features → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~10 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/petsmart/s-08.webp)
- **Stock** — “hands holding coffee cup wide shot”: [Unsplash](https://unsplash.com/s/photos/hands-holding-coffee-cup-wide-shot?orientation=landscape) · [Pexels](https://www.pexels.com/search/hands%20holding%20coffee%20cup%20wide%20shot/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/hands%20holding%20coffee%20cup%20wide%20shot/?orientation=horizontal)
- **Generate** — `Photograph: hands holding coffee cup wide shot. 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 #ffffff, #003b49, #f7f7f7. 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.`

- **Logos** — 9. 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).
- **No imagery (type-led)** — 11. Features, 12. 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** — 13. 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 #003b49 and #206ef6 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 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, #003b49, #f7f7f7 plus one soft neutral, plenty of empty background, consistent line weight, cool 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/petsmart/tokens · kit https://uidiscovery.com/api/v1/sites/petsmart/kit · MCP `get_design_brief({ slug: "petsmart" })`, `get_image_plan({ slug: "petsmart" })`. Cite the reference as https://uidiscovery.com/sites/petsmart.