Preview the prompt +
# Build brief — an original marketing website in the taste of Plaid
> Reference: https://plaid.com · UIDiscovery: https://uidiscovery.com/sites/plaid · captured 2026-09-21 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/plaid/full.webp) · [scroll video](https://uidiscovery.com/media/captures/plaid/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Plaid — 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 Plaid: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Plaid'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
- Plaid (plaid.com): Finance marketing website, light.
- 8 sections: Hero → Features → Statement → Content → Testimonials → Content → Footer.
- Spacing: long, content-rich sections (median ≈1028px tall at 1440).
- Hero headline: 6 words — short and punchy; keep yours under ~9.
- Type: one family (Plaid Sans). Imagery: mostly photography, some abstract 3D / gradient art.
## 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. About one full screen (929px at 1440), page background; 74 image elements (icons, logos, product UI — not 74 photos); 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): “Turn data into revolutionary financial products”
- [Screenshot](https://uidiscovery.com/media/captures/plaid/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. Tall, ≈1.8 screens (1657px at 1440), page background; 30 image elements (icons, logos, product UI — not 30 photos); one primary button; 6 headings → ~5 items under a title.
- Slots: Section title (~11 words, like the reference); 5 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “Powered by the largest financial network. Built for every financial need.”
- [Screenshot](https://uidiscovery.com/media/captures/plaid/s-02.webp) · imagery: slot 2
### 3. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. About one full screen (903px at 1440), page background; 2 image/graphics; one primary button.
- Slots: Heading (~7 words, like the reference); Body copy; Supporting visual (see image plan); One primary action.
- Topic (tone/length only — never reuse): “The AI infrastructure behind smarter financial products”
- [Screenshot](https://uidiscovery.com/media/captures/plaid/s-03.webp) · imagery: slot 3
### 4. Content — supporting content that deepens one idea.
- Layout: text + media block. Tall, ≈1.9 screens (1700px at 1440), page background; 10 images/icons (a set of cards or a small gallery); no interactive controls.
- Slots: Heading (~7 words, like the reference); Body copy; Supporting visual (see image plan).
- Topic (tone/length only — never reuse): “A network that makes your products better”
- [Screenshot](https://uidiscovery.com/media/captures/plaid/s-04.webp) · imagery: slot 4
### 5. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (850px at 1440), page background; no images (type-led); one primary button.
- Slots: Heading (~10 words, like the reference); Body copy; One primary action.
- Topic (tone/length only — never reuse): “Want access to 12K banks? We've got the API keys.”
- [Screenshot](https://uidiscovery.com/media/captures/plaid/s-05.webp) · imagery: slot 5
### 6. Testimonials — let real customers make the case in their own words.
- Layout: quote cards or a featured quote with name, role and avatar. About one full screen (1028px at 1440), page background; 84 image elements (icons, logos, product UI — not 84 photos); 82 buttons (tabs, toggles or per-card actions), 40 links (link lists / navigation).
- Slots: Section title; 3 quotes: 1–3 sentences, name, role, company, avatar; Use real customer quotes only.
- Topic (tone/length only — never reuse): “See what's possible with Plaid”
- [Screenshot](https://uidiscovery.com/media/captures/plaid/s-06.webp) · imagery: slot 6
### 7. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (979px at 1440), page background; 3 image/graphics; form with 8 fields, 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): “Start building better financial products”
- [Screenshot](https://uidiscovery.com/media/captures/plaid/s-07.webp) · imagery: slot 4
### 8. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. About one full screen (1091px at 1440), own dark band #00172e; 11 images/icons (a set of cards or a small gallery); 5 buttons (tabs, toggles or per-card actions), 68 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): “Products”
- [Screenshot](https://uidiscovery.com/media/captures/plaid/s-08.webp)
Inner pages also captured (Pricing, Product, Customers, About, Sign up, Blog, Docs, Enterprise, Contact): https://uidiscovery.com/sites/plaid?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#ffffff` | page background | — |
| foreground | `#00172e` | body text, headings | 18.1:1 |
| accent | `#02294b` | primary buttons, links, highlights — sparingly | 14.8:1 |
| surface | `#ffffff` | cards, inputs, alternate bands | text on it 18.1:1 |
| muted | `#595b5c` | secondary text, borders | 6.8:1 |
Captured palette: `#ffffff` `#02294b` `#595b5c` `#3e3e3e` `#232424` `#00172e`. Section bands top→bottom: `#ffffff` → `#00172e`. 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: #00172e;
--accent: #02294b;
--surface: #ffffff;
--muted: #595b5c;
--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 Plaid Sans. “Plaid Sans” 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(2.75rem, 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 ≈1028px tall at 1440 (median; range 850–1700px, captures cap at 1700px) — long, content-rich chapters. Start with 96–128px 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 abstract 3D / gradient art (light, cool, Finance). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 1. Hero → photography
- Photography, seen in the capture (adult, people). (measured from the screenshot) Count: 1–3 key visuals; the rest are icons/avatars. Aspect: 16:9 full-bleed (or 21:9). Look first: [ref 1](https://uidiscovery.com/media/captures/plaid/s-01.webp)
- **Stock** — “person paying with phone”: [Unsplash](https://unsplash.com/s/photos/person-paying-with-phone?orientation=landscape) · [Pexels](https://www.pexels.com/search/person%20paying%20with%20phone/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/person%20paying%20with%20phone/?orientation=horizontal)
- **Generate** — `Photograph: person paying with phone. Composition: wide shot, subject off-centre to one side, generous clean negative space for the headline. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #ffffff, #02294b. 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 · 2. Features → product UI (uncertain)
- Finance features with 30 image elements — most likely product UI screenshots/mockups plus icons. Count: 1–3 key visuals; the rest are icons/avatars. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/plaid/s-02.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 #ffffff with a soft #02294b 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.
### Slot 3 · 3. Statement → photography
- Photography, seen in the capture (people). (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/plaid/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. Cool colour grade that sits on #ffffff, #02294b. 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, 7. Content → illustration (uncertain)
- Light Finance section with a few graphics — illustration, icon art or a product shot. Count: one consistent treatment across these sections. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/plaid/s-04.webp) [ref 2](https://uidiscovery.com/media/captures/plaid/s-07.webp)
- **Stock** — “finance flat illustration”: [Unsplash](https://unsplash.com/s/photos/finance-flat-illustration?orientation=portrait) · [Pexels](https://www.pexels.com/search/finance%20flat%20illustration/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/finance%20flat%20illustration/?orientation=vertical)
- **Generate** — `Flat vector illustration: person paying with phone, friendly simplified shapes, limited palette of #ffffff, #02294b plus one soft neutral, plenty of empty background, consistent line weight, cool mood. Aspect ratio 4:5. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`
- Uncertain: this could equally be photography, a product shot or icon art — open the reference screenshots and match what you see.
### Slot 5 · 5. Content → abstract 3D / gradient
- Abstract art — gradient, 3D or atmospheric graphics, seen in the capture. (measured from the screenshot) Count: 1. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/plaid/s-05.webp)
- **Stock** — “abstract gradient 3d”: [Unsplash](https://unsplash.com/s/photos/abstract-gradient-3d?orientation=portrait) · [Pexels](https://www.pexels.com/search/abstract%20gradient%203d/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/abstract%20gradient%203d/?orientation=vertical)
- **Generate** — `Abstract 3D render: soft, matte clay shapes and a smooth gradient in #02294b and #595b5c 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 4:5. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`
### Slot 6 · 6. Testimonials → portraits
- Portrait photography, seen in the capture. (measured from the screenshot) Count: 1–3 key visuals; the rest are icons/avatars. Aspect: 1:1 (avatars) or 4:5 (portraits). Look first: [ref 1](https://uidiscovery.com/media/captures/plaid/s-06.webp)
- **Stock** — “portrait headshot natural light”: [Unsplash](https://unsplash.com/s/photos/portrait-headshot-natural-light?orientation=portrait) · [Pexels](https://www.pexels.com/search/portrait%20headshot%20natural%20light/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/portrait%20headshot%20natural%20light/?orientation=vertical)
- **Generate** — `Natural headshot of a fictional professional, head-and-shoulders, eye level, plain soft background, soft natural daylight, airy and high-key, background tinted #ffffff, cool colour grade. Aspect ratio 1:1. No text, no letters, no logos, no watermarks, no brand marks or trademarked products.`
- Placeholders only: a testimonial needs a real customer, their real photo and consent. Never attach a real quote to a stock or AI face.
- **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.
- **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/plaid/tokens · kit https://uidiscovery.com/api/v1/sites/plaid/kit · MCP `get_design_brief({ slug: "plaid" })`, `get_image_plan({ slug: "plaid" })`. Cite the reference as https://uidiscovery.com/sites/plaid.
