Primer — School for What’s Ahead

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

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

## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Primer — 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 Primer: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Primer'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
- Primer (primer.com): Education marketing website, light, minimal.
- 10 sections: Hero → Statement → Content → Features → Content → Statement → Features → Call to action → Footer.
- Spacing: about a screen per idea (median section ≈658px).
- Hero headline: 4 words — short and punchy; keep yours under ~9.
- Type: Sirca headings over Soehne Buch 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. About one full screen (900px at 1440), page background; 2 image/graphics; one primary button.
- Slots: Eyebrow / announcement pill (optional); H1 (~4 words, like the reference); Supporting line, 1–2 sentences; One primary action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “School For What’s Ahead.”
- [Screenshot](https://uidiscovery.com/media/captures/primer/s-01.webp) · imagery: slot 1

### 2. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. Compact band (314px 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): “Every Child Deserves A Strong Beginning.”
- [Screenshot](https://uidiscovery.com/media/captures/primer/s-02.webp)

### 3. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. Compact band (284px at 1440), page background; no images (type-led); no interactive controls.
- Slots: Heading (~7 words, like the reference); Body copy.
- Topic (tone/length only — never reuse): “The Next Generation Loves Learning At Primer.”
- [Screenshot](https://uidiscovery.com/media/captures/primer/s-03.webp)

### 4. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (474px at 1440), page background; 9 images/icons (a set of cards or a small gallery); no interactive controls.
- Slots: Heading; Body copy; Supporting visual (see image plan).
- [Screenshot](https://uidiscovery.com/media/captures/primer/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 (658px at 1440), page background; 1 image/graphic; no interactive controls.
- Slots: Section title (~7 words, like the reference); 3 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “The Building Blocks Of A Timeless Education.”
- [Screenshot](https://uidiscovery.com/media/captures/primer/s-05.webp)

### 6. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (990px at 1440), page background; 7 images/icons (a set of cards or a small gallery); no interactive controls.
- Slots: Heading; Body copy; Supporting visual (see image plan).
- [Screenshot](https://uidiscovery.com/media/captures/primer/s-06.webp) · imagery: slot 3

### 7. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. About one full screen (846px at 1440), page background; 27 image elements (photo collage/gallery + small graphics); no interactive controls.
- Slots: Heading (~13 words, like the reference); Body copy; Supporting visual (see image plan).
- Topic (tone/length only — never reuse): “100% Real Primer Students. 0% Models. This Is What School Should Look Like.”
- [Screenshot](https://uidiscovery.com/media/captures/primer/s-08.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 (540px at 1440), page background; 1 image/graphic; one primary button.
- Slots: Section title (~8 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “Begin With What Lasts. Build For What’s Ahead.”
- [Screenshot](https://uidiscovery.com/media/captures/primer/s-09.webp) · imagery: slot 5

### 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 (481px at 1440), page background; 2 image/graphics; one primary button.
- Slots: Headline (~9 words, like the reference); One sentence of support; One primary action.
- Topic (tone/length only — never reuse): “Ready To Enroll? Your Child’s Enduring Education Starts Here.”
- [Screenshot](https://uidiscovery.com/media/captures/primer/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. Half to one screen (739px at 1440), page background; 2 image/graphics; 28 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/primer/s-11.webp)

Inner pages also captured (About, Blog, Careers, Contact, Security): https://uidiscovery.com/sites/primer?view=pages

## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#ffffff` | page background | — |
| foreground | `#000000` | body text, headings | 21.0:1 |
| accent | `#000000` | none captured — monochrome. Primary buttons invert (foreground fill, background text); add your brand colour only for small highlights | — |
| surface | `#ffffff` | cards, inputs, alternate bands | text on it 21.0:1 |
| muted | `#000000` | secondary text, borders | 21.0:1 |

Captured palette: `#ffffff` `#000000`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (light, neutral, desaturated) and proportions; swap the accent for the user's brand colour.

### Tokens
```css
:root {
  --background: #ffffff;
  --foreground: #000000;
  --accent: #000000;
  --surface: #ffffff;
  --muted: #000000;
  --font-heading: "Inter", ui-sans-serif, system-ui, sans-serif;
  --font-body: "Inter Tight", 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 Sirca. “Sirca” is likely a custom or licensed face. Inter is a neutral stand-in — pick a closer free match by eye from the screenshot.
- Body: **Inter Tight** (Google Fonts) — reference uses Soehne Buch. “Soehne Buch” is a licensed face — use Inter Tight (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.

### Spacing & rhythm
Sections run ≈658px tall at 1440 (median; range 284–990px, 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. Light-first; for a dark mode use a near-black (not #000) background, ~90% white text, lift surfaces with lightness not shadow, re-check the accent.

## 6. Imagery plan

Measured from 8 section screenshots: mostly **photography**, some typography with little or no imagery (light, neutral, desaturated, Education). Still glance at the linked screenshots to match the exact mood.

### Slot 1 · 1. Hero → photography
- Photography, seen in the capture (people, crowd). (measured from the screenshot) Count: a set of ~2 in one consistent style. Aspect: 16:9 full-bleed (or 21:9). Look first: [ref 1](https://uidiscovery.com/media/captures/primer/s-01.webp)
- **Stock** — “students studying together”: [Unsplash](https://unsplash.com/s/photos/students-studying-together?orientation=landscape) · [Pexels](https://www.pexels.com/search/students%20studying%20together/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/students%20studying%20together/?orientation=horizontal)
- **Generate** — `Photograph: students studying together. Composition: wide shot, subject off-centre to one side, generous clean negative space for the headline. Lighting: soft natural daylight, airy and high-key. Neutral, desaturated colour grade that sits on #ffffff, #000000. 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 · 4. Content → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~9 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/primer/s-04.webp)
- **Stock** — “students studying together close up”: [Unsplash](https://unsplash.com/s/photos/students-studying-together-close-up?orientation=portrait) · [Pexels](https://www.pexels.com/search/students%20studying%20together%20close%20up/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/students%20studying%20together%20close%20up/?orientation=vertical)
- **Generate** — `Photograph: students studying together close up. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Neutral, desaturated colour grade that sits on #ffffff, #000000. 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 · 6. Content → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~7 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/primer/s-06.webp)
- **Stock** — “library bookshelf light close up”: [Unsplash](https://unsplash.com/s/photos/library-bookshelf-light-close-up?orientation=portrait) · [Pexels](https://www.pexels.com/search/library%20bookshelf%20light%20close%20up/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/library%20bookshelf%20light%20close%20up/?orientation=vertical)
- **Generate** — `Photograph: library bookshelf light close up. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Neutral, desaturated colour grade that sits on #ffffff, #000000. 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 · 7. Statement → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a collage of several photos with one consistent colour grade. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/primer/s-08.webp)
- **Stock** — “students studying together wide shot”: [Unsplash](https://unsplash.com/s/photos/students-studying-together-wide-shot?orientation=portrait) · [Pexels](https://www.pexels.com/search/students%20studying%20together%20wide%20shot/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/students%20studying%20together%20wide%20shot/?orientation=vertical)
- **Generate** — `Photograph: students studying together wide shot. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Neutral, desaturated colour grade that sits on #ffffff, #000000. 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 · 8. Features → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: 1. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/primer/s-09.webp)
- **Stock** — “notebook and laptop on desk wide shot”: [Unsplash](https://unsplash.com/s/photos/notebook-and-laptop-on-desk-wide-shot?orientation=landscape) · [Pexels](https://www.pexels.com/search/notebook%20and%20laptop%20on%20desk%20wide%20shot/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/notebook%20and%20laptop%20on%20desk%20wide%20shot/?orientation=horizontal)
- **Generate** — `Photograph: notebook and laptop on desk wide shot. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Neutral, desaturated colour grade that sits on #ffffff, #000000. 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 · 9. Call to action → photography
- Education references lean on photography. Count: a set of ~2 in one consistent style. Aspect: 21:9 (background). Look first: [ref 1](https://uidiscovery.com/media/captures/primer/s-10.webp)
- **Stock** — “library bookshelf light wide shot”: [Unsplash](https://unsplash.com/s/photos/library-bookshelf-light-wide-shot?orientation=landscape) · [Pexels](https://www.pexels.com/search/library%20bookshelf%20light%20wide%20shot/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/library%20bookshelf%20light%20wide%20shot/?orientation=horizontal)
- **Generate** — `Photograph: library bookshelf light wide shot. Composition: low-detail texture so overlaid text stays readable. Lighting: soft natural daylight, airy and high-key. Neutral, desaturated colour grade that sits on #ffffff, #000000. 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)** — 2. Statement, 3. Statement, 5. 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** — 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, matte clay shapes and a smooth gradient in #000000 on a #ffffff background. Lighting: soft natural daylight, airy and high-key; neutral, desaturated 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 gradient 3d” on Unsplash](https://unsplash.com/s/photos/abstract-gradient-3d?orientation=landscape) (same query works on Pexels/Pixabay)
- **illustration** — generate `Flat vector illustration: students studying together, friendly simplified shapes, limited palette of #ffffff, #000000 plus one soft neutral, plenty of empty background, consistent line weight, neutral, desaturated mood. Aspect ratio 16:9. 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/primer/tokens · kit https://uidiscovery.com/api/v1/sites/primer/kit · MCP `get_design_brief({ slug: "primer" })`, `get_image_plan({ slug: "primer" })`. Cite the reference as https://uidiscovery.com/sites/primer.