Plunge — Cold Plunge & Sauna for Home and Business

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

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

## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Plunge — 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 Plunge: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Plunge'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
- Plunge (thecoldplunge.com): Health & Fitness marketing website, dark, minimal.
- 15 sections: Content → Features → Content → Features → Call to action → Content → Statement → Footer.
- Spacing: about a screen per idea (median section ≈640px).
- Type: one family (Hoves). Imagery: mostly typography with little or no imagery, some photography.

## 4. Page structure (top to bottom)

### 1. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (640px at 1440), own light band #ffffff; 2 image/graphics; primary + secondary button.
- Slots: Heading (~6 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “More savings. More extras. More Plunge.”
- [Screenshot](https://uidiscovery.com/media/captures/plunge/s-01.webp) · imagery: slot 1

### 2. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (811px at 1440), own light band #ffffff; 20 image elements (photo collage/gallery + small graphics); 8 buttons (tabs, toggles or per-card actions), 12 links (link lists / navigation).
- Slots: Heading (~4 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “Discover your perfect Plunge”
- [Screenshot](https://uidiscovery.com/media/captures/plunge/s-02.webp) · imagery: slot 2

### 3. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (688px at 1440), own light band #ffffff; 20 image elements (photo collage/gallery + small graphics); 8 buttons (tabs, toggles or per-card actions), 12 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): “The Infrared Sauna”
- [Screenshot](https://uidiscovery.com/media/captures/plunge/s-03.webp) · imagery: slot 3

### 4. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (649px at 1440), own light band #ffffff; no images (type-led); one primary button.
- Slots: Heading (~3 words, like the reference); Body copy; One primary action.
- Topic (tone/length only — never reuse): “Plunge × Blueprint”
- [Screenshot](https://uidiscovery.com/media/captures/plunge/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 (640px at 1440), own light band #ffffff; 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): “0% APR available up to 24 months*”
- [Screenshot](https://uidiscovery.com/media/captures/plunge/s-05.webp) · imagery: slot 5

### 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. Half to one screen (724px at 1440), own light band #ffffff; 3 image/graphics; one primary button.
- Slots: Section title (~8 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “Meet the All-In Gen 2. Nothing comes close.”
- [Screenshot](https://uidiscovery.com/media/captures/plunge/s-06.webp)

### 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 (580px at 1440), own light band #ffffff; 8 images/icons (a set of cards or a small gallery); no interactive controls; 6 headings → ~5 items under a title.
- Slots: Section title (~8 words, like the reference); 5 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “8 proven benefits for your body and mind”
- [Screenshot](https://uidiscovery.com/media/captures/plunge/s-07.webp)

### 8. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (162px at 1440), own light band #ffffff; no images (type-led); one primary button.
- Slots: Heading (~4 words, like the reference); Body copy; One primary action.
- Topic (tone/length only — never reuse): “Thousands of raving fans”
- [Screenshot](https://uidiscovery.com/media/captures/plunge/s-08.webp)

### 9. 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 (355px at 1440), own light band #ffffff; 16 image elements (photo collage/gallery + small graphics); 2 text links instead of buttons.
- Slots: Section title; 2 items: icon or visual + short title + 1–2 line description; Text link action.
- [Screenshot](https://uidiscovery.com/media/captures/plunge/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. Half to one screen (539px at 1440), own light band #ffffff; 3 image/graphics; no interactive controls; 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.
- Topic (tone/length only — never reuse): “The Plunge difference”
- [Screenshot](https://uidiscovery.com/media/captures/plunge/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 (640px at 1440), own light band #ffffff; 2 image/graphics; one primary button.
- Slots: Section title (~6 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “Which Plunge is right for you?”
- [Screenshot](https://uidiscovery.com/media/captures/plunge/s-11.webp)

### 12. 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 (640px at 1440), own light band #ffffff; 3 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): “Ready. Set. Download.”
- [Screenshot](https://uidiscovery.com/media/captures/plunge/s-12.webp) · imagery: slot 6

### 13. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (361px at 1440), own light band #ffffff; no images (type-led); one primary button.
- Slots: Heading (~3 words, like the reference); Body copy; One primary action.
- Topic (tone/length only — never reuse): “Flexible Financing”
- [Screenshot](https://uidiscovery.com/media/captures/plunge/s-13.webp)

### 14. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. Half to one screen (640px at 1440), own light band #ffffff; 2 image/graphics; one primary button.
- Slots: Heading (~3 words, like the reference); Body copy; Supporting visual (see image plan); One primary action.
- Topic (tone/length only — never reuse): “Break the ice”
- [Screenshot](https://uidiscovery.com/media/captures/plunge/s-14.webp) · imagery: slot 7

### 15. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Half to one screen (746px at 1440), own light band #ffffff; 17 image elements (photo collage/gallery + small graphics); form with 4 fields, 5 buttons (tabs, toggles or per-card actions), 46 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): “Shop”
- [Screenshot](https://uidiscovery.com/media/captures/plunge/s-15.webp)

Inner pages also captured (Product, Customers, Log in, Contact): https://uidiscovery.com/sites/plunge?view=pages

## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#252525` | page background | — |
| foreground | `#ffffff` | body text, headings | 15.3:1 |
| accent | `#ffffff` | none captured — monochrome. Primary buttons invert (foreground fill, background text); add your brand colour only for small highlights | — |
| surface | `#121212` | cards, inputs, alternate bands | text on it 18.7:1 |
| muted | `#595959` | secondary text, borders | 2.2:1 — borders / large text only |

Captured palette: `#252525` `#ffffff` `#121212` `#595959`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (dark, neutral, desaturated) and proportions; swap the accent for the user's brand colour.

### Tokens
```css
:root {
  --background: #252525;
  --foreground: #ffffff;
  --accent: #ffffff;
  --surface: #121212;
  --muted: #595959;
  --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 Hoves. “Hoves” 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 ≈640px tall at 1440 (median; range 162–811px, 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
Flat surfaces, hairline 1px borders in the muted colour, small radii (4–8px), almost no shadow. 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 12 section screenshots: mostly **typography with little or no imagery**, some photography (dark, neutral, desaturated, Health & Fitness). Still glance at the linked screenshots to match the exact mood.

### Slot 1 · 1. Content → photography
- Photography, seen in the capture (people, adult, land). (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/plunge/s-01.webp)
- **Stock** — “calm person meditating daylight dark”: [Unsplash](https://unsplash.com/s/photos/calm-person-meditating-daylight-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/calm%20person%20meditating%20daylight%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/calm%20person%20meditating%20daylight%20dark/?orientation=vertical)
- **Generate** — `Photograph: calm person meditating daylight. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Neutral, desaturated colour grade that sits on #ffffff, #121212. 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 · 2. Content → photography
- Health & Fitness references lean on photography. Count: a collage of several photos with one consistent colour grade. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/plunge/s-02.webp)
- **Stock** — “runner at sunrise dark”: [Unsplash](https://unsplash.com/s/photos/runner-at-sunrise-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/runner%20at%20sunrise%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/runner%20at%20sunrise%20dark/?orientation=vertical)
- **Generate** — `Photograph: runner at sunrise. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Neutral, desaturated colour grade that sits on #ffffff, #121212. 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 3 · 3. Content → photography
- Health & Fitness references lean on photography. Count: a collage of several photos with one consistent colour grade. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/plunge/s-03.webp)
- **Stock** — “healthy breakfast bowl dark”: [Unsplash](https://unsplash.com/s/photos/healthy-breakfast-bowl-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/healthy%20breakfast%20bowl%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/healthy%20breakfast%20bowl%20dark/?orientation=vertical)
- **Generate** — `Photograph: healthy breakfast bowl. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Neutral, desaturated colour grade that sits on #ffffff, #121212. 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 → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: 1. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/plunge/s-04.webp)
- **Stock** — “calm person meditating daylight close up dark”: [Unsplash](https://unsplash.com/s/photos/calm-person-meditating-daylight-close-up-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/calm%20person%20meditating%20daylight%20close%20up%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/calm%20person%20meditating%20daylight%20close%20up%20dark/?orientation=vertical)
- **Generate** — `Photograph: calm person meditating daylight close up. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Neutral, desaturated colour grade that sits on #ffffff, #121212. 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 · 5. Features → photography
- Photography, seen in the capture (people, adult, blue sky). (measured from the screenshot) Count: a set of ~2 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/plunge/s-05.webp)
- **Stock** — “runner at sunrise close up dark”: [Unsplash](https://unsplash.com/s/photos/runner-at-sunrise-close-up-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/runner%20at%20sunrise%20close%20up%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/runner%20at%20sunrise%20close%20up%20dark/?orientation=horizontal)
- **Generate** — `Photograph: runner at sunrise close up. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Neutral, desaturated colour grade that sits on #ffffff, #121212. 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 · 12. Call to action → product UI
- Product UI — screenshots or mockups of the app, seen in the capture. (measured from the screenshot) Count: a set of ~3 in one consistent style. Aspect: 21:9 (background). Look first: [ref 1](https://uidiscovery.com/media/captures/plunge/s-12.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 dark gradient from #252525 to #121212 with a soft #595959 glow behind the centre, subtle floor shadow, empty centre area where a screenshot will be placed. Lighting: low-key, moody directional light with deep shadows. Aspect ratio 21:9. 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 7 · 14. 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/plunge/s-14.webp)
- **Stock** — “runner at sunrise wide shot dark”: [Unsplash](https://unsplash.com/s/photos/runner-at-sunrise-wide-shot-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/runner%20at%20sunrise%20wide%20shot%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/runner%20at%20sunrise%20wide%20shot%20dark/?orientation=vertical)
- **Generate** — `Photograph: runner at sunrise wide shot. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Neutral, desaturated colour grade that sits on #ffffff, #121212. 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.`

- **No imagery (type-led)** — 6. Features, 7. Features, 8. Content, 9. Features, 10. Features, 11. Features, 13. 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** — 15. 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 #595959 and #121212 on a #252525 background. Lighting: low-key, moody directional light with deep shadows; neutral, desaturated 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 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: calm person meditating, friendly simplified shapes, limited palette of #ffffff, #121212 plus one soft neutral, plenty of empty background, consistent line weight, neutral, desaturated mood. Aspect ratio 3:2. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.` · stock: [“wellness flat illustration” on Unsplash](https://unsplash.com/s/photos/wellness-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/plunge/tokens · kit https://uidiscovery.com/api/v1/sites/plunge/kit · MCP `get_design_brief({ slug: "plunge" })`, `get_image_plan({ slug: "plunge" })`. Cite the reference as https://uidiscovery.com/sites/plunge.