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# Build brief — an original marketing website in the taste of Planning Center
> Reference: https://www.planningcenter.com · UIDiscovery: https://uidiscovery.com/sites/planning-center · captured 2026-09-23 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/planning-center/full.png) · [scroll video](https://uidiscovery.com/media/captures/planning-center/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Planning Center — 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 Planning Center: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Planning Center'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
- Planning Center (planningcenter.com): Lifestyle marketing website, dark, colorful.
- 10 sections: Hero → Features → Statement → Content → Stats → Content → Call to action → Footer.
- Spacing: about a screen per idea (median section ≈806px).
- Hero headline: 8 words — short and punchy; keep yours under ~9.
- Type: one family (Gilroy Font). 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. About one full screen (1044px at 1440), page background; 3 image/graphics; 3 buttons (tabs, toggles or per-card actions).
- Slots: Eyebrow / announcement pill (optional); H1 (~8 words, like the reference); Supporting line, 1–2 sentences; Primary + secondary action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “Every part of your church, finally in sync”
- [Screenshot](https://uidiscovery.com/media/captures/planning-center/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. About one full screen (929px at 1440), page background; 3 image/graphics; 6 buttons (tabs, toggles or per-card actions).
- Slots: Section title (~6 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “All your ministries, one software system”
- [Screenshot](https://uidiscovery.com/media/captures/planning-center/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. About one full screen (1152px at 1440), page background; 12 images/icons (a set of cards or a small gallery); 7 buttons (tabs, toggles or per-card actions); 3 headings → ~2 items under a title.
- Slots: Section title (~5 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “MOBILE APP & WEB MANAGEMENT”
- [Screenshot](https://uidiscovery.com/media/captures/planning-center/s-03.webp) · imagery: slot 3
### 4. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. Compact band (170px 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): “No matter how people show up, you can follow up”
- [Screenshot](https://uidiscovery.com/media/captures/planning-center/s-04.webp)
### 5. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (806px at 1440), page background; 6 images/icons (a set of cards or a small gallery); 5 buttons (tabs, toggles or per-card actions).
- Slots: Heading (~3 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “ONLINE PROCESSING FEES”
- [Screenshot](https://uidiscovery.com/media/captures/planning-center/s-05.webp) · imagery: slot 4
### 6. Stats — prove scale or impact with a few big numbers.
- Layout: 3–4 large numerals with short labels in a row. Half to one screen (455px at 1440), page background; 5 images/icons (a set of cards or a small gallery); one primary button; 5 headings → ~4 items under a title.
- Slots: 3–4 numbers with short labels; Source/footnote if claims need it.
- Topic (tone/length only — never reuse): “SUPPORT & RESOURCES”
- [Screenshot](https://uidiscovery.com/media/captures/planning-center/s-06.webp)
### 7. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (616px at 1440), page background; 3 image/graphics; 3 buttons (tabs, toggles or per-card actions).
- Slots: Heading (~3 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “Flexible plans”
- [Screenshot](https://uidiscovery.com/media/captures/planning-center/s-08.webp) · imagery: slot 5
### 8. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (181px at 1440), page background; 27 image elements (photo collage/gallery + small graphics); primary + secondary button, 27 links (link lists / navigation).
- Slots: Heading (~3 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “Changelog”
- [Screenshot](https://uidiscovery.com/media/captures/planning-center/s-09.webp)
### 9. Call to action — close the page with one clear next step.
- Layout: short headline + one primary action on a contrasting band. Half to one screen (659px at 1440), page background; 1 image/graphic; one primary button.
- Slots: Headline (~9 words, like the reference); One sentence of support; One primary action.
- Topic (tone/length only — never reuse): “Start connecting the dots across all of your ministries.”
- [Screenshot](https://uidiscovery.com/media/captures/planning-center/s-10.webp) · imagery: slot 6
### 10. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. About one full screen (937px at 1440), own dark band #192338; 9 images/icons (a set of cards or a small gallery); form with 3 fields, 49 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/planning-center/s-11.webp)
Inner pages also captured (Pricing, Customers, About, Sign up, Changelog, Careers, Contact): https://uidiscovery.com/sites/planning-center?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#14224a` | page background | — |
| foreground | `#ffffff` | body text, headings | 15.5:1 |
| accent | `#2266f7` | primary buttons, links, highlights — sparingly | 3.2:1 (large text / UI only) |
| surface | `#333132` | cards, inputs, alternate bands | text on it 12.9:1 |
| muted | `#3b78ff` | secondary text, borders | 3.9:1 — borders / large text only |
Captured palette: `#14224a` `#3b78ff` `#2266f7` `#000000` `#333132` `#ffffff`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (dark, cool) and proportions; swap the accent for the user's brand colour.
### Tokens
```css
:root {
--background: #14224a;
--foreground: #ffffff;
--accent: #2266f7;
--surface: #333132;
--muted: #3b78ff;
--font-heading: "DM Sans", ui-sans-serif, system-ui, sans-serif;
--font-body: "DM 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: **DM Sans** (Google Fonts) — reference uses Gilroy Font. “Gilroy Font” is a licensed face — use DM Sans (or Plus Jakarta Sans) as the free stand-in, or license the original.
- 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 ≈806px tall at 1440 (median; range 170–1152px, 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. One continuous background — separate sections with space and type, not colour bands. 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. Dark-first; for a light mode swap background ↔ foreground, lighten the surface, keep the accent and re-check contrast.
## 6. Imagery plan
Measured from 4 section screenshots: mostly **typography with little or no imagery**, some photography (dark, cool, Lifestyle). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 1. Hero → photography
- Photography, seen in the capture (plant, decorative plant). (measured from the screenshot) Count: a set of ~3 in one consistent style. Aspect: 16:9 full-bleed (or 21:9). Look first: [ref 1](https://uidiscovery.com/media/captures/planning-center/s-01.webp)
- **Stock** — “cozy home interior morning light dark”: [Unsplash](https://unsplash.com/s/photos/cozy-home-interior-morning-light-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/cozy%20home%20interior%20morning%20light%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/cozy%20home%20interior%20morning%20light%20dark/?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: low-key, moody directional light with deep shadows. Cool colour grade that sits on #14224a, #2266f7, #333132. 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 → photography
- Lifestyle references lean on photography. Count: a set of ~3 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/planning-center/s-02.webp)
- **Stock** — “hands holding coffee cup dark”: [Unsplash](https://unsplash.com/s/photos/hands-holding-coffee-cup-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/hands%20holding%20coffee%20cup%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/hands%20holding%20coffee%20cup%20dark/?orientation=horizontal)
- **Generate** — `Photograph: hands holding coffee cup. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Cool colour grade that sits on #14224a, #2266f7, #333132. 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
- Lifestyle references lean on photography. Count: a set of ~12 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/planning-center/s-03.webp)
- **Stock** — “plants on windowsill dark”: [Unsplash](https://unsplash.com/s/photos/plants-on-windowsill-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/plants%20on%20windowsill%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/plants%20on%20windowsill%20dark/?orientation=horizontal)
- **Generate** — `Photograph: plants on windowsill. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Cool colour grade that sits on #14224a, #2266f7, #333132. 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 ~6 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/planning-center/s-05.webp)
- **Stock** — “hands holding coffee cup close up dark”: [Unsplash](https://unsplash.com/s/photos/hands-holding-coffee-cup-close-up-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/hands%20holding%20coffee%20cup%20close%20up%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/hands%20holding%20coffee%20cup%20close%20up%20dark/?orientation=vertical)
- **Generate** — `Photograph: hands holding coffee cup close up. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Cool colour grade that sits on #14224a, #2266f7, #333132. 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 · 7. Content → photography
- Lifestyle references lean on photography. Count: a set of ~3 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/planning-center/s-08.webp)
- **Stock** — “cozy home interior morning light wide shot dark”: [Unsplash](https://unsplash.com/s/photos/cozy-home-interior-morning-light-wide-shot-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/cozy%20home%20interior%20morning%20light%20wide%20shot%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/cozy%20home%20interior%20morning%20light%20wide%20shot%20dark/?orientation=vertical)
- **Generate** — `Photograph: cozy home interior morning light wide shot. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Cool colour grade that sits on #14224a, #2266f7, #333132. 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 6 · 9. Call to action → photography
- Lifestyle references lean on photography. Count: 1. Aspect: 21:9 (background). Look first: [ref 1](https://uidiscovery.com/media/captures/planning-center/s-10.webp)
- **Stock** — “plants on windowsill wide shot dark”: [Unsplash](https://unsplash.com/s/photos/plants-on-windowsill-wide-shot-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/plants%20on%20windowsill%20wide%20shot%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/plants%20on%20windowsill%20wide%20shot%20dark/?orientation=horizontal)
- **Generate** — `Photograph: plants on windowsill wide shot. Composition: low-detail texture so overlaid text stays readable. Lighting: low-key, moody directional light with deep shadows. Cool colour grade that sits on #14224a, #2266f7, #333132. 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.`
- **No imagery (type-led)** — 4. Statement, 6. Stats, 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.
- **Icons** — 10. 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, glossy glass-like shapes and a smooth gradient in #2266f7 and #3b78ff on a #14224a background. Lighting: low-key, moody directional light with deep shadows; cool tone. Minimal and calm, generous negative space on one side for text. Aspect ratio 16:9. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.` · stock: [“abstract dark gradient 3d” on Unsplash](https://unsplash.com/s/photos/abstract-dark-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 #14224a, #2266f7, #333132 plus one soft neutral, plenty of empty background, consistent line weight, cool mood. Aspect ratio 16:9. 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/planning-center/tokens · kit https://uidiscovery.com/api/v1/sites/planning-center/kit · MCP `get_design_brief({ slug: "planning-center" })`, `get_image_plan({ slug: "planning-center" })`. Cite the reference as https://uidiscovery.com/sites/planning-center.
