Preview the prompt +
# Build brief — an original marketing website in the taste of Puzzle
> Reference: https://puzzle.io · UIDiscovery: https://uidiscovery.com/sites/puzzle · captured 2026-09-22 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/puzzle/full.webp) · [scroll video](https://uidiscovery.com/media/captures/puzzle/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Puzzle — 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 Puzzle: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Puzzle'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
- Puzzle (puzzle.io): Finance marketing website, dark.
- 11 sections: Hero → Showcase → Features → Content → Features → Content → Call to action → Content → FAQ → Call to action → Footer.
- Spacing: about a screen per idea (median section ≈706px).
- Hero headline: 5 words — short and punchy; keep yours under ~9.
- Type: Generalsans Webfont headings over Haskoy body. Imagery: mostly typography with little or no imagery, some photography.
## 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 (572px at 1440), own light band #f3f4f1; 2 image/graphics; 3 buttons (tabs, toggles or per-card actions).
- Slots: Eyebrow / announcement pill (optional); H1 (~5 words, like the reference); Supporting line, 1–2 sentences; Primary + secondary action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “Accurate Books. At AI Speed.”
- [Screenshot](https://uidiscovery.com/media/captures/puzzle/s-01.webp)
### 2. Showcase — show the product (or the result) itself as proof.
- Layout: a large framed visual with a short caption or heading. Compact band (318px at 1440), own light band #f3f4f1; 18 image elements (icons, logos, product UI — not 18 photos); no interactive controls.
- Slots: Heading (~6 words, like the reference); Body copy; Supporting visual (see image plan).
- Topic (tone/length only — never reuse): “7,000+ companies & operators trust Puzzle.”
- [Screenshot](https://uidiscovery.com/media/captures/puzzle/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 (954px at 1440), own dark band #311164; 5 images/icons (a set of cards or a small gallery); no interactive controls.
- 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): “Accounting has always meant waiting. That ends now.”
- [Screenshot](https://uidiscovery.com/media/captures/puzzle/s-03.webp) · imagery: slot 1
### 4. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (839px at 1440), own light band #ffffff; 13 images/icons (a set of cards or a small gallery); 3 buttons (tabs, toggles or per-card actions), 13 links (link lists / navigation).
- Slots: Heading (~7 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “What would you do with more time?”
- [Screenshot](https://uidiscovery.com/media/captures/puzzle/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. About one full screen (958px at 1440), own light band #ffffff; 10 images/icons (a set of cards or a small gallery); primary + secondary button; 3 headings → ~2 items under a title.
- Slots: Section title (~10 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Built for accuracy and speed. Whatever your business looks like.”
- [Screenshot](https://uidiscovery.com/media/captures/puzzle/s-05.webp) · imagery: slot 3
### 6. Content — supporting content that deepens one idea.
- Layout: text + media block. Tall, ≈1.9 screens (1700px at 1440), own dark band #311164; 25 image elements (icons, logos, product UI — not 25 photos); 3 text links instead of buttons.
- Slots: Heading (~11 words, like the reference); Body copy; Supporting visual (see image plan); Text link action.
- Topic (tone/length only — never reuse): “Three ways Puzzle gives you hours back and books you trust.”
- [Screenshot](https://uidiscovery.com/media/captures/puzzle/s-06.webp) · imagery: slot 4
### 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 (431px at 1440), own light band #ffffff; 2 image/graphics; primary + secondary button.
- Slots: Headline (~11 words, like the reference); One sentence of support; Primary + secondary action.
- Topic (tone/length only — never reuse): “Leave legacy accounting & manual processes behind. Keep everything that matters.”
- [Screenshot](https://uidiscovery.com/media/captures/puzzle/s-07.webp)
### 8. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (706px at 1440), own light band #ffffff; 12 images/icons (a set of cards or a small gallery); 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): “Get started”
- [Screenshot](https://uidiscovery.com/media/captures/puzzle/s-08.webp) · imagery: slot 2
### 9. FAQ — remove the last objections before the call to action.
- Layout: question list with disclosure (accordion), often two columns on desktop. About one full screen (1162px at 1440), own light band #ffffff; 13 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): “FAQs”
- [Screenshot](https://uidiscovery.com/media/captures/puzzle/s-09.webp) · imagery: slot 2
### 10. 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 (599px at 1440), own light band #ffffff; 4 images/icons (a set of cards or a small gallery); primary + secondary button.
- Slots: Headline (~6 words, like the reference); One sentence of support; Primary + secondary action.
- Topic (tone/length only — never reuse): “Accurate Books. AI Speed. Starting Now.”
- [Screenshot](https://uidiscovery.com/media/captures/puzzle/s-10.webp)
### 11. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Half to one screen (652px at 1440), own light band #ffffff; 21 image elements (icons, logos, product UI — not 21 photos); 5 buttons (tabs, toggles or per-card actions), 58 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/puzzle/s-11.webp)
Inner pages also captured (Pricing, Product, Customers, About, Sign up, Blog, Docs, Enterprise, Security): https://uidiscovery.com/sites/puzzle?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#0a0b0b` | page background | — |
| foreground | `#ffffff` | body text, headings | 19.7:1 |
| accent | `#311164` | primary buttons, links, highlights — sparingly | 1.3:1 ⚠ not for text; use as a fill with #ffffff text (15.1:1) |
| surface | `#000211` | cards, inputs, alternate bands | text on it 20.7:1 |
| muted | `#000000` | secondary text, borders | 1.1:1 — borders / large text only |
Captured palette: `#0a0b0b` `#ffffff` `#f3f4f1` `#311164` `#000000` `#000211`. Section bands top→bottom: `#f3f4f1` → `#311164` → `#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: #0a0b0b;
--foreground: #ffffff;
--accent: #311164;
--surface: #000211;
--muted: #000000;
--font-heading: "General Sans", 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: **General Sans** (Fontshare (free for commercial use)) — reference uses Generalsans Webfont. Free to use — load it from fontshare.com.
- Body: **Inter** (Google Fonts) — reference uses Haskoy. “Haskoy” is likely a custom or licensed face. Inter is a neutral stand-in — pick a closer free match by eye from the screenshot.
- 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 ≈706px tall at 1440 (median; range 318–1700px, 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. The background changes 4 times down the page — use band changes to mark chapters. 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 6 section screenshots: mostly **typography with little or no imagery**, some photography (dark, cool, Finance). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 3. Features → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~5 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/puzzle/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. Cool colour grade that sits on #311164, #000211. 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. Content, 8. Content, 9. FAQ → illustration (uncertain)
- Light Finance section with a few graphics — illustration, icon art or a product shot. Count: one consistent treatment across these sections. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/puzzle/s-04.webp) [ref 2](https://uidiscovery.com/media/captures/puzzle/s-08.webp) [ref 3](https://uidiscovery.com/media/captures/puzzle/s-09.webp)
- **Stock** — “finance flat illustration”: [Unsplash](https://unsplash.com/s/photos/finance-flat-illustration?orientation=portrait) · [Pexels](https://www.pexels.com/search/finance%20flat%20illustration/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/finance%20flat%20illustration/?orientation=vertical)
- **Generate** — `Flat vector illustration: person paying with phone, friendly simplified shapes, limited palette of #ffffff, #311164, #000211 plus one soft neutral, plenty of empty background, consistent line weight, cool mood. Aspect ratio 4:5. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`
- Uncertain: this could equally be photography, a product shot or icon art — open the reference screenshots and match what you see.
### Slot 3 · 5. Features → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~10 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/puzzle/s-05.webp)
- **Stock** — “small business owner at counter close up dark”: [Unsplash](https://unsplash.com/s/photos/small-business-owner-at-counter-close-up-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/small%20business%20owner%20at%20counter%20close%20up%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/small%20business%20owner%20at%20counter%20close%20up%20dark/?orientation=horizontal)
- **Generate** — `Photograph: small business owner at counter 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 #ffffff, #311164, #000211. 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 · 6. Content → product UI (uncertain)
- Finance content with 25 image elements — most likely product UI screenshots/mockups plus icons. Count: 1–3 key visuals; the rest are icons/avatars. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/puzzle/s-06.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 #0a0b0b to #000211 with a soft #311164 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 4:5. 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.
- **No imagery (type-led)** — 1. Hero, 2. Showcase, 7. Call to action, 10. Call to action: 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** — 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 #311164 and #000000 on a #0a0b0b 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)
- **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/puzzle/tokens · kit https://uidiscovery.com/api/v1/sites/puzzle/kit · MCP `get_design_brief({ slug: "puzzle" })`, `get_image_plan({ slug: "puzzle" })`. Cite the reference as https://uidiscovery.com/sites/puzzle.
