Preview the prompt +
# Build brief — an original marketing website in the taste of PlushCare
> Reference: https://plushcare.com · UIDiscovery: https://uidiscovery.com/sites/plushcare · captured 2026-09-23 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/plushcare/full.webp) · [scroll video](https://uidiscovery.com/media/captures/plushcare/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as PlushCare — 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 PlushCare: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse PlushCare'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
- PlushCare (plushcare.com): Health & Fitness marketing website, dark.
- 11 sections: Hero → Logo cloud → Features → Content → Features → FAQ → Features → Content → Footer.
- Spacing: about a screen per idea (median section ≈610px).
- Hero headline: 9 words — a full sentence; keep yours to one thought.
- Type: one family (DM Sans). Imagery: mostly photography, some typography with little or no imagery.
## 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. Half to one screen (595px at 1440), page background; 4 images/icons (a set of cards or a small gallery); one primary button.
- Slots: Eyebrow / announcement pill (optional); H1 (~9 words, like the reference); Supporting line, 1–2 sentences; One primary action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “Trusted care from top doctors, just a tap away”
- [Screenshot](https://uidiscovery.com/media/captures/plushcare/s-01.webp) · imagery: slot 1
### 2. 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 (382px at 1440), page background; 16 image elements (photo collage/gallery + small graphics); 4 buttons (tabs, toggles or per-card actions).
- 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): “We accept insurance”
- [Screenshot](https://uidiscovery.com/media/captures/plushcare/s-02.webp)
### 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 (803px at 1440), page background; 36 image elements (photo collage/gallery + small graphics); 4 buttons (tabs, toggles or per-card actions), 32 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): “High-quality care—anywhere, anytime”
- [Screenshot](https://uidiscovery.com/media/captures/plushcare/s-03.webp) · imagery: slot 2
### 4. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (475px at 1440), page background; 6 images/icons (a set of cards or a small gallery); 3 text links instead of buttons.
- Slots: Heading (~5 words, like the reference); Body copy; Supporting visual (see image plan); Text link action.
- Topic (tone/length only — never reuse): “Top-quality virtual primary care visits”
- [Screenshot](https://uidiscovery.com/media/captures/plushcare/s-04.webp) · imagery: slot 3
### 5. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (267px at 1440), page background; no images (type-led); 23 links (link lists / navigation).
- Slots: Heading (~3 words, like the reference); Body copy; Text link action.
- Topic (tone/length only — never reuse): “What we treat”
- [Screenshot](https://uidiscovery.com/media/captures/plushcare/s-05.webp)
### 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 (794px at 1440), page background; 32 image elements (photo collage/gallery + small graphics); 4 buttons (tabs, toggles or per-card actions), 28 links (link lists / navigation); 6 headings → ~5 items under a title.
- Slots: Section title (~6 words, like the reference); 5 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Medically guided weight management with GLP-1s”
- [Screenshot](https://uidiscovery.com/media/captures/plushcare/s-06.webp) · imagery: slot 4
### 7. FAQ — remove the last objections before the call to action.
- Layout: question list with disclosure (accordion), often two columns on desktop. Compact band (397px at 1440), page background; 5 images/icons (a set of cards or a small gallery); 5 buttons (tabs, toggles or per-card actions).
- Slots: Title; 5 question/answer pairs; Link to support/contact.
- Topic (tone/length only — never reuse): “Online Doctor FAQs”
- [Screenshot](https://uidiscovery.com/media/captures/plushcare/s-07.webp)
### 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 (687px at 1440), page background; 40 image elements (photo collage/gallery + small graphics); 4 buttons (tabs, toggles or per-card actions).
- Slots: Section title (~7 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Our 1 million+ patients say it best”
- [Screenshot](https://uidiscovery.com/media/captures/plushcare/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. About one full screen (823px at 1440), page background; 12 images/icons (a set of cards or a small gallery); 4 buttons (tabs, toggles or per-card actions), 24 links (link lists / navigation); 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): “Top-rated online doctors”
- [Screenshot](https://uidiscovery.com/media/captures/plushcare/s-09.webp) · imagery: slot 5
### 10. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (610px at 1440), page background; 1 image/graphic; 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): “This is comprehensive, whole-person care”
- [Screenshot](https://uidiscovery.com/media/captures/plushcare/s-10.webp) · imagery: slot 6
### 11. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Half to one screen (701px at 1440), own dark band #111d51; 12 images/icons (a set of cards or a small gallery); 5 buttons (tabs, toggles or per-card actions), 31 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/plushcare/s-11.webp)
Inner pages also captured (Product, About, Blog, Careers, Contact, Security): https://uidiscovery.com/sites/plushcare?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#1a1a1a` | page background | — |
| foreground | `#ffffff` | body text, headings | 17.4:1 |
| accent | `#ffb74c` | primary buttons, links, highlights — sparingly | 10.1:1 |
| surface | `#111d51` | cards, inputs, alternate bands | text on it 15.9:1 |
| muted | `#b2dded` | secondary text, borders | 12.0:1 |
Captured palette: `#1a1a1a` `#ffb74c` `#111d51` `#ffffff` `#b2dded`. 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: #1a1a1a;
--foreground: #ffffff;
--accent: #ffb74c;
--surface: #111d51;
--muted: #b2dded;
--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 DM Sans. Free to use — load it directly.
- 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 ≈610px tall at 1440 (median; range 267–823px, 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
Radii and shadows weren't measured. 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 7 section screenshots: mostly **photography**, some typography with little or no imagery (dark, cool, Health & Fitness). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 1. Hero → photography
- Photography, seen in the capture (people, adult, clothing). (measured from the screenshot) Count: a set of ~4 in one consistent style. Aspect: 3:2. Look first: [ref 1](https://uidiscovery.com/media/captures/plushcare/s-01.webp)
- **Stock** — “calm person meditating daylight dark”: [Unsplash](https://unsplash.com/s/photos/calm-person-meditating-daylight-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/calm%20person%20meditating%20daylight%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/calm%20person%20meditating%20daylight%20dark/?orientation=horizontal)
- **Generate** — `Photograph: calm person meditating daylight. 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 #1a1a1a, #ffb74c, #111d51. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 3:2. 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 (people). (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/plushcare/s-03.webp)
- **Stock** — “healthy breakfast bowl dark”: [Unsplash](https://unsplash.com/s/photos/healthy-breakfast-bowl-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/healthy%20breakfast%20bowl%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/healthy%20breakfast%20bowl%20dark/?orientation=horizontal)
- **Generate** — `Photograph: healthy breakfast bowl. 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 #1a1a1a, #ffb74c, #111d51. 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. Content → photography
- Health & Fitness 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/plushcare/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. Cool colour grade that sits on #1a1a1a, #ffb74c, #111d51. 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 · 6. Features → photography
- Photography, seen in the capture (tool, syringe). (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/plushcare/s-06.webp)
- **Stock** — “healthy breakfast bowl close up dark”: [Unsplash](https://unsplash.com/s/photos/healthy-breakfast-bowl-close-up-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/healthy%20breakfast%20bowl%20close%20up%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/healthy%20breakfast%20bowl%20close%20up%20dark/?orientation=horizontal)
- **Generate** — `Photograph: healthy breakfast bowl close up. 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 #1a1a1a, #ffb74c, #111d51. 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 5 · 9. Features → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~12 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/plushcare/s-09.webp)
- **Stock** — “healthy breakfast bowl wide shot dark”: [Unsplash](https://unsplash.com/s/photos/healthy-breakfast-bowl-wide-shot-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/healthy%20breakfast%20bowl%20wide%20shot%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/healthy%20breakfast%20bowl%20wide%20shot%20dark/?orientation=horizontal)
- **Generate** — `Photograph: healthy breakfast bowl wide shot. 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 #1a1a1a, #ffb74c, #111d51. 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 · 10. 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/plushcare/s-10.webp)
- **Stock** — “calm person meditating daylight wide shot dark”: [Unsplash](https://unsplash.com/s/photos/calm-person-meditating-daylight-wide-shot-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/calm%20person%20meditating%20daylight%20wide%20shot%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/calm%20person%20meditating%20daylight%20wide%20shot%20dark/?orientation=vertical)
- **Generate** — `Photograph: calm person meditating daylight wide shot. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Cool colour grade that sits on #1a1a1a, #ffb74c, #111d51. 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.`
- **Logos** — 2. 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)** — 5. Content, 8. Features: 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. FAQ, 11. 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 #ffb74c and #b2dded on a #1a1a1a 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 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 #1a1a1a, #ffb74c, #111d51 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: [“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/plushcare/tokens · kit https://uidiscovery.com/api/v1/sites/plushcare/kit · MCP `get_design_brief({ slug: "plushcare" })`, `get_image_plan({ slug: "plushcare" })`. Cite the reference as https://uidiscovery.com/sites/plushcare.
