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# Build brief — an original marketing website in the taste of Policygenius
> Reference: https://www.policygenius.com · UIDiscovery: https://uidiscovery.com/sites/policygenius · captured 2026-09-23 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/policygenius/full.webp) · [scroll video](https://uidiscovery.com/media/captures/policygenius/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Policygenius — 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 Policygenius: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Policygenius'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
- Policygenius (policygenius.com): Finance marketing website, dark, serif.
- 9 sections: Hero → Features → Content → Call to action → Footer.
- Spacing: about a screen per idea (median section ≈625px).
- Hero headline: 6 words — short and punchy; keep yours under ~9.
- Type: Victor Serif headings over Suisse Intl body. 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 (672px at 1440), own light band #ffffff; 16 image elements (icons, logos, product UI — not 16 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): “A human approach to buying insurance.”
- [Screenshot](https://uidiscovery.com/media/captures/policygenius/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, ≈1.3 screens (1196px at 1440), page background; 9 images/icons (a set of cards or a small gallery); 5 buttons (tabs, toggles or per-card actions).
- Slots: Section title (~4 words, like the reference); 9 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Real customers, real stories.”
- [Screenshot](https://uidiscovery.com/media/captures/policygenius/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. Half to one screen (595px at 1440), page background; 3 image/graphics; no interactive controls.
- Slots: Section title (~5 words, like the reference); 3 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “A trusted name in insurance.”
- [Screenshot](https://uidiscovery.com/media/captures/policygenius/s-03.webp) · imagery: slot 3
### 4. 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 (476px at 1440), page background; 3 image/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): “Refer a Friend”
- [Screenshot](https://uidiscovery.com/media/captures/policygenius/s-04.webp) · imagery: slot 4
### 5. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (468px at 1440), own light band #f7f5f3; 4 images/icons (a set of cards or a small gallery); no interactive controls.
- Slots: Heading (~4 words, like the reference); Body copy; Supporting visual (see image plan).
- Topic (tone/length only — never reuse): “Choose your insurance type”
- [Screenshot](https://uidiscovery.com/media/captures/policygenius/s-05.webp)
### 6. Content — supporting content that deepens one idea.
- Layout: text + media block. Tall, ≈1.5 screens (1343px at 1440), page background; no images (type-led); 8 buttons (tabs, toggles or per-card actions).
- Slots: Heading (~3 words, like the reference); Body copy; Primary + secondary action.
- Topic (tone/length only — never reuse): “Frequently asked questions.”
- [Screenshot](https://uidiscovery.com/media/captures/policygenius/s-06.webp)
### 7. 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 (740px at 1440), page background; 4 images/icons (a set of cards or a small gallery); one primary button.
- Slots: Headline (~5 words, like the reference); One sentence of support; One primary action.
- Topic (tone/length only — never reuse): “Finished scrolling? Start saving .”
- [Screenshot](https://uidiscovery.com/media/captures/policygenius/s-07.webp) · imagery: slot 5
### 8. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Compact band (260px at 1440), own dark band #172436; 1 image/graphic; 14 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/policygenius/s-08.webp)
### 9. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Half to one screen (625px at 1440), own dark band #172436; no images (type-led); 21 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): “Life”
- [Screenshot](https://uidiscovery.com/media/captures/policygenius/s-09.webp)
Inner pages also captured (Product, About, Sign up, Blog, Careers): https://uidiscovery.com/sites/policygenius?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#131212` | page background | — |
| foreground | `#ffffff` | body text, headings | 18.7:1 |
| accent | `#eb6424` | primary buttons, links, highlights — sparingly | 5.7:1 |
| surface | `#131212` | cards, inputs, alternate bands | text on it 18.7:1 |
| muted | `#787471` | secondary text, borders | 4.0:1 — borders / large text only |
Captured palette: `#131212` `#eb6424` `#ffffff` `#787471` `#f7f5f3`. Section bands top→bottom: `#ffffff` → `#f7f5f3` → `#172436`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (dark, warm) and proportions; swap the accent for the user's brand colour.
### Tokens
```css
:root {
--background: #131212;
--foreground: #ffffff;
--accent: #eb6424;
--surface: #131212;
--muted: #787471;
--font-heading: "Source Serif 4", ui-serif, Georgia, 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: **Source Serif 4** (Google Fonts) — reference uses Victor Serif. “Victor Serif” is likely a custom or licensed face. Source Serif 4 is a neutral stand-in — pick a closer free match by eye from the screenshot.
- Body: **Inter** (Google Fonts) — reference uses Suisse Intl. “Suisse Intl” is a licensed face — use Inter (or Hanken Grotesk) as the free stand-in, or license the original.
- 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.
- The serif headings are central to the tone — keep a serif display face even if you swap the family.
### Spacing & rhythm
Sections run ≈625px tall at 1440 (median; range 260–1343px, 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, warm, Finance). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 1. Hero → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: 1–3 key visuals; the rest are icons/avatars. Aspect: 3:2. Look first: [ref 1](https://uidiscovery.com/media/captures/policygenius/s-01.webp)
- **Stock** — “person paying with phone dark”: [Unsplash](https://unsplash.com/s/photos/person-paying-with-phone-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/person%20paying%20with%20phone%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/person%20paying%20with%20phone%20dark/?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: low-key, moody directional light with deep shadows. Warm colour grade that sits on #ffffff, #eb6424, #131212. 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 · 2. Features → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~9 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/policygenius/s-02.webp)
- **Stock** — “small business owner at counter dark”: [Unsplash](https://unsplash.com/s/photos/small-business-owner-at-counter-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/small%20business%20owner%20at%20counter%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/small%20business%20owner%20at%20counter%20dark/?orientation=horizontal)
- **Generate** — `Photograph: small business owner at counter. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Warm colour grade that sits on #131212, #eb6424. 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 (people). (measured from the screenshot) Count: a set of ~3 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/policygenius/s-03.webp)
- **Stock** — “abstract gradient dark”: [Unsplash](https://unsplash.com/s/photos/abstract-gradient-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/abstract%20gradient%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/abstract%20gradient%20dark/?orientation=horizontal)
- **Generate** — `Photograph: abstract gradient. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Warm colour grade that sits on #131212, #eb6424. 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. Features → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~3 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/policygenius/s-04.webp)
- **Stock** — “person paying with phone close up dark”: [Unsplash](https://unsplash.com/s/photos/person-paying-with-phone-close-up-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/person%20paying%20with%20phone%20close%20up%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/person%20paying%20with%20phone%20close%20up%20dark/?orientation=horizontal)
- **Generate** — `Photograph: person paying with phone close up. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Warm colour grade that sits on #131212, #eb6424. 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 · 7. Call to action → photography
- Photography, seen in the capture (people, adult, conveyance). (measured from the screenshot) Count: a set of ~4 in one consistent style. Aspect: 21:9 (background). Look first: [ref 1](https://uidiscovery.com/media/captures/policygenius/s-07.webp)
- **Stock** — “person paying with phone wide shot dark”: [Unsplash](https://unsplash.com/s/photos/person-paying-with-phone-wide-shot-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/person%20paying%20with%20phone%20wide%20shot%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/person%20paying%20with%20phone%20wide%20shot%20dark/?orientation=horizontal)
- **Generate** — `Photograph: person paying with phone wide shot. Composition: low-detail texture so overlaid text stays readable. Lighting: low-key, moody directional light with deep shadows. Warm colour grade that sits on #131212, #eb6424. 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)** — 5. Content, 6. 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** — 8. Footer, 9. 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 #eb6424 and #787471 on a #131212 background. Lighting: low-key, moody directional light with deep shadows; warm 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: person paying with phone, friendly simplified shapes, limited palette of #ffffff, #eb6424, #131212 plus one soft neutral, plenty of empty background, consistent line weight, warm mood. Aspect ratio 3:2. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.` · stock: [“finance flat illustration” on Unsplash](https://unsplash.com/s/photos/finance-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/policygenius/tokens · kit https://uidiscovery.com/api/v1/sites/policygenius/kit · MCP `get_design_brief({ slug: "policygenius" })`, `get_image_plan({ slug: "policygenius" })`. Cite the reference as https://uidiscovery.com/sites/policygenius.
