Preply — Looking for a tutor?

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

> Reference: https://preply.com · UIDiscovery: https://uidiscovery.com/sites/preply · captured 2026-09-22 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/preply/full.webp) · [scroll video](https://uidiscovery.com/media/captures/preply/preview.mp4)

## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Preply — 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 Preply: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Preply'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
- Preply (preply.com): Education marketing website, dark.
- 13 sections: Features → Content → Statement → Testimonials → Features → Statement → Call to action → Features → Content → Footer.
- Spacing: short, dense bands (median section ≈420px).
- Type: one family (Platform). Imagery: mostly photography, some typography with little or no imagery.

## 4. Page structure (top to bottom)

### 1. 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 (556px at 1440), page background; 3 image/graphics; one primary button.
- Slots: Section title (~10 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “Learn with a tutor who turns lessons into real progress.”
- [Screenshot](https://uidiscovery.com/media/captures/preply/s-01.webp) · imagery: slot 1

### 2. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (504px at 1440), page background; 35 image elements (photo collage/gallery + small graphics); one primary button, 24 links (link lists / navigation).
- Slots: Heading; Body copy; Supporting visual (see image plan); One primary action.
- [Screenshot](https://uidiscovery.com/media/captures/preply/s-02.webp)

### 3. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. Compact band (244px at 1440), page background; no images (type-led); no interactive controls.
- Slots: Heading (~6 words, like the reference); Body copy.
- Topic (tone/length only — never reuse): “Progress starts with the right tutor”
- [Screenshot](https://uidiscovery.com/media/captures/preply/s-03.webp)

### 4. Testimonials — let real customers make the case in their own words.
- Layout: quote cards or a featured quote with name, role and avatar. Half to one screen (592px at 1440), page background; 5 images/icons (a set of cards or a small gallery); 5 buttons (tabs, toggles or per-card actions).
- Slots: Section title; 5 quotes: 1–3 sentences, name, role, company, avatar; Use real customer quotes only.
- Topic (tone/length only — never reuse): “96% of learners say practicing with a real person is very important to their…”
- [Screenshot](https://uidiscovery.com/media/captures/preply/s-04.webp) · imagery: slot 2

### 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 (648px at 1440), page background; 12 images/icons (a set of cards or a small gallery); no interactive controls; 4 headings → ~3 items under a title.
- Slots: Section title (~3 words, like the reference); 3 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “How Preply works:”
- [Screenshot](https://uidiscovery.com/media/captures/preply/s-05.webp) · imagery: slot 3

### 6. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. Compact band (348px at 1440), page background; no images (type-led); no interactive controls.
- Slots: Heading (~4 words, like the reference); Body copy.
- Topic (tone/length only — never reuse): “Lessons you’ll love. Guaranteed.”
- [Screenshot](https://uidiscovery.com/media/captures/preply/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 (708px at 1440), page background; 14 images/icons (a set of cards or a small gallery); primary + secondary button.
- Slots: Headline (~3 words, like the reference); One sentence of support; Primary + secondary action.
- Topic (tone/length only — never reuse): “Become a tutor”
- [Screenshot](https://uidiscovery.com/media/captures/preply/s-07.webp) · imagery: slot 4

### 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 (495px at 1440), page background; 3 image/graphics; primary + secondary button.
- Slots: Section title; 2 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- [Screenshot](https://uidiscovery.com/media/captures/preply/s-08.webp) · imagery: slot 5

### 9. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (308px at 1440), page background; no images (type-led); primary + secondary button, 25 links (link lists / navigation).
- Slots: Heading (~7 words, like the reference); Body copy; Primary + secondary action.
- Topic (tone/length only — never reuse): “Online tutoring & Language lessons and classes”
- [Screenshot](https://uidiscovery.com/media/captures/preply/s-09.webp)

### 10. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (420px at 1440), page background; no images (type-led); primary + secondary button, 24 links (link lists / navigation).
- Slots: Heading (~6 words, like the reference); Body copy; Primary + secondary action.
- Topic (tone/length only — never reuse): “Find a language tutor near you”
- [Screenshot](https://uidiscovery.com/media/captures/preply/s-10.webp)

### 11. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (372px at 1440), page background; no images (type-led); 3 buttons (tabs, toggles or per-card actions), 31 links (link lists / navigation).
- Slots: Heading; Body copy; Primary + secondary action.
- [Screenshot](https://uidiscovery.com/media/captures/preply/s-11.webp)

### 12. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (204px at 1440), page background; 8 images/icons (a set of cards or a small gallery); 3 buttons (tabs, toggles or per-card actions).
- Slots: Heading; Body copy; Supporting visual (see image plan); Primary + secondary action.
- [Screenshot](https://uidiscovery.com/media/captures/preply/s-12.webp) · imagery: slot 6

### 13. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Compact band (400px at 1440), page background; no images (type-led); 39 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/preply/s-13.webp)

Inner pages also captured (Product, About, Sign up, Log in, Blog, Docs, Enterprise, Careers): https://uidiscovery.com/sites/preply?view=pages

## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#121117` | page background | — |
| foreground | `#ffffff` | body text, headings | 18.8:1 |
| accent | `#99c5ff` | primary buttons, links, highlights — sparingly | 10.5:1 |
| surface | `#121117` | cards, inputs, alternate bands | text on it 18.8:1 |
| muted | `#4d4c5c` | secondary text, borders | 2.2:1 — borders / large text only |

Captured palette: `#121117` `#4d4c5c` `#99c5ff` `#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: #121117;
  --foreground: #ffffff;
  --accent: #99c5ff;
  --surface: #121117;
  --muted: #4d4c5c;
  --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 Platform. “Platform” 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 ≈420px tall at 1440 (median; range 204–708px, captures cap at 1700px) — short, dense bands. Start with 64–80px 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 10 section screenshots: mostly **photography**, some typography with little or no imagery (dark, cool, Education). Still glance at the linked screenshots to match the exact mood.

### Slot 1 · 1. 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/preply/s-01.webp)
- **Stock** — “students studying together dark”: [Unsplash](https://unsplash.com/s/photos/students-studying-together-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/students%20studying%20together%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/students%20studying%20together%20dark/?orientation=horizontal)
- **Generate** — `Photograph: students studying together. 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 #121117, #99c5ff. 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 2 · 4. Testimonials → portraits
- Portrait photography, seen in the capture. (measured from the screenshot) Count: a set of ~5 in one consistent style. Aspect: 1:1 (avatars) or 4:5 (portraits). Look first: [ref 1](https://uidiscovery.com/media/captures/preply/s-04.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 student, head-and-shoulders, eye level, plain soft background, low-key, moody directional light with deep shadows, background tinted #121117, 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.

### Slot 3 · 5. 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/preply/s-05.webp)
- **Stock** — “notebook and laptop on desk close up dark”: [Unsplash](https://unsplash.com/s/photos/notebook-and-laptop-on-desk-close-up-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/notebook%20and%20laptop%20on%20desk%20close%20up%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/notebook%20and%20laptop%20on%20desk%20close%20up%20dark/?orientation=horizontal)
- **Generate** — `Photograph: notebook and laptop on desk 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 #121117, #99c5ff. 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 · 7. Call to action → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~14 in one consistent style. Aspect: 21:9 (background). Look first: [ref 1](https://uidiscovery.com/media/captures/preply/s-07.webp)
- **Stock** — “students studying together wide shot dark”: [Unsplash](https://unsplash.com/s/photos/students-studying-together-wide-shot-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/students%20studying%20together%20wide%20shot%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/students%20studying%20together%20wide%20shot%20dark/?orientation=horizontal)
- **Generate** — `Photograph: students studying together 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 #121117, #99c5ff. 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.`

### Slot 5 · 8. Features → photography
- Photography, seen in the capture (container, luggage, suitcase). (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/preply/s-08.webp)
- **Stock** — “notebook and laptop on desk wide shot dark”: [Unsplash](https://unsplash.com/s/photos/notebook-and-laptop-on-desk-wide-shot-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/notebook%20and%20laptop%20on%20desk%20wide%20shot%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/notebook%20and%20laptop%20on%20desk%20wide%20shot%20dark/?orientation=horizontal)
- **Generate** — `Photograph: notebook and laptop on desk 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 #121117, #99c5ff. 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. Content → photography
- Education references lean on photography. Count: a set of ~8 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/preply/s-12.webp)
- **Stock** — “library bookshelf light wide shot dark”: [Unsplash](https://unsplash.com/s/photos/library-bookshelf-light-wide-shot-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/library%20bookshelf%20light%20wide%20shot%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/library%20bookshelf%20light%20wide%20shot%20dark/?orientation=vertical)
- **Generate** — `Photograph: library bookshelf 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 #121117, #99c5ff. 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)** — 2. Content, 3. Statement, 6. Statement, 9. Content, 10. Content, 11. 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** — 13. 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 #99c5ff and #4d4c5c on a #121117 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: students studying together, friendly simplified shapes, limited palette of #121117, #99c5ff 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: [“education flat illustration” on Unsplash](https://unsplash.com/s/photos/education-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/preply/tokens · kit https://uidiscovery.com/api/v1/sites/preply/kit · MCP `get_design_brief({ slug: "preply" })`, `get_image_plan({ slug: "preply" })`. Cite the reference as https://uidiscovery.com/sites/preply.