Preview the prompt +
# Build brief — an original marketing website in the taste of Qantas
> Reference: https://www.qantas.com · UIDiscovery: https://uidiscovery.com/sites/qantas · captured 2026-09-22 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/qantas/full.png) · [scroll video](https://uidiscovery.com/media/captures/qantas/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Qantas — 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 Qantas: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Qantas'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
- Qantas (qantas.com): Travel marketing website, light.
- 10 sections: Hero → Statement → Content → Call to action → Features → Content → Footer.
- Spacing: about a screen per idea (median section ≈757px).
- Hero headline: 1 words — short and punchy; keep yours under ~9.
- Type: one family (Qantas 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. Compact band (223px at 1440), page background; 8 images/icons (a set of cards or a small gallery); form with 16 fields, 6 buttons (tabs, toggles or per-card actions).
- Slots: Eyebrow / announcement pill (optional); H1 (~3 words, like the reference); Supporting line, 1–2 sentences; Primary + secondary action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “Flights”
- [Screenshot](https://uidiscovery.com/media/captures/qantas/s-01.webp)
### 2. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. Half to one screen (582px at 1440), page background; 10 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): “Shortcuts”
- [Screenshot](https://uidiscovery.com/media/captures/qantas/s-02.webp) · imagery: slot 1
### 3. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (248px at 1440), page background; no images (type-led); inline form (1 field, e.g. email capture), 3 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): “Flight deals”
- [Screenshot](https://uidiscovery.com/media/captures/qantas/s-03.webp)
### 4. Call to action — close the page with one clear next step.
- Layout: short headline + one primary action on a contrasting band. Compact band (172px at 1440), page background; 1 image/graphic; one primary button.
- Slots: Headline; One sentence of support; One primary action.
- [Screenshot](https://uidiscovery.com/media/captures/qantas/s-04.webp)
### 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. Tall, ≈1.9 screens (1700px at 1440), page background; 20 image elements (photo collage/gallery + small graphics); inline form (1 field, e.g. email capture), 10 buttons (tabs, toggles or per-card actions); 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): “Discover more”
- [Screenshot](https://uidiscovery.com/media/captures/qantas/s-05.webp) · imagery: slot 2
### 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. Tall, ≈1.9 screens (1700px at 1440), page background; 20 image elements (photo collage/gallery + small graphics); inline form (1 field, e.g. email capture), 10 buttons (tabs, toggles or per-card actions).
- Slots: Section title; 2 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- [Screenshot](https://uidiscovery.com/media/captures/qantas/s-06.webp) · imagery: slot 3
### 7. 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, ≈1.4 screens (1292px at 1440), page background; 20 image elements (photo collage/gallery + small graphics); inline form (1 field, e.g. email capture), 10 buttons (tabs, toggles or per-card actions).
- Slots: Section title; 2 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- [Screenshot](https://uidiscovery.com/media/captures/qantas/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. About one full screen (824px at 1440), own light band #f3f2f1; 2 image/graphics; 1 text link instead of buttons.
- Slots: Section title (~4 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “Australia starts with Qantas”
- [Screenshot](https://uidiscovery.com/media/captures/qantas/s-08.webp) · imagery: slot 5
### 9. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (192px at 1440), page background; no images (type-led); 2 text links instead of buttons.
- Slots: Heading (~3 words, like the reference); Body copy; Text link action.
- Topic (tone/length only — never reuse): “Important information”
- [Screenshot](https://uidiscovery.com/media/captures/qantas/s-09.webp)
### 10. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Half to one screen (757px at 1440), page background; 7 images/icons (a set of cards or a small gallery); 4 buttons (tabs, toggles or per-card actions), 27 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): “About us”
- [Screenshot](https://uidiscovery.com/media/captures/qantas/s-10.webp)
Inner pages also captured (About, Contact): https://uidiscovery.com/sites/qantas?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#ffffff` | page background | — |
| foreground | `#323232` | body text, headings | 12.8:1 |
| accent | `#df0000` | primary buttons, links, highlights — sparingly | 5.1:1 |
| surface | `#f3f2f1` | cards, inputs, alternate bands | text on it 11.5:1 |
| muted | `#666564` | secondary text, borders | 5.8:1 |
Captured palette: `#ffffff` `#323232` `#df0000` `#f3f2f1` `#666564`. Section bands top→bottom: `#ffffff` → `#f3f2f1`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (light, warm) and proportions; swap the accent for the user's brand colour.
### Tokens
```css
:root {
--background: #ffffff;
--foreground: #323232;
--accent: #df0000;
--surface: #f3f2f1;
--muted: #666564;
--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 Qantas Sans. “Qantas Sans” 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(2.75rem, 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 ≈757px tall at 1440 (median; range 172–1700px, 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 2 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. 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 7 section screenshots: mostly **photography**, some typography with little or no imagery (light, warm, Travel). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 2. Statement → photography
- Photography, seen in the capture (liquid, water, water body). (measured from the screenshot) Count: a set of ~10 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/qantas/s-02.webp)
- **Stock** — “boutique hotel room daylight”: [Unsplash](https://unsplash.com/s/photos/boutique-hotel-room-daylight?orientation=portrait) · [Pexels](https://www.pexels.com/search/boutique%20hotel%20room%20daylight/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/boutique%20hotel%20room%20daylight/?orientation=vertical)
- **Generate** — `Photograph: boutique hotel room daylight. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #ffffff, #df0000, #f3f2f1. 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 2 · 5. Features → photography
- Photography, seen in the capture (land, beach). (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/qantas/s-05.webp)
- **Stock** — “boutique hotel room daylight close up”: [Unsplash](https://unsplash.com/s/photos/boutique-hotel-room-daylight-close-up?orientation=landscape) · [Pexels](https://www.pexels.com/search/boutique%20hotel%20room%20daylight%20close%20up/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/boutique%20hotel%20room%20daylight%20close%20up/?orientation=horizontal)
- **Generate** — `Photograph: boutique hotel room daylight close up. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #ffffff, #df0000, #f3f2f1. 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 · 6. 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/qantas/s-06.webp)
- **Stock** — “traveler on mountain trail close up”: [Unsplash](https://unsplash.com/s/photos/traveler-on-mountain-trail-close-up?orientation=landscape) · [Pexels](https://www.pexels.com/search/traveler%20on%20mountain%20trail%20close%20up/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/traveler%20on%20mountain%20trail%20close%20up/?orientation=horizontal)
- **Generate** — `Photograph: traveler on mountain trail close up. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #ffffff, #df0000, #f3f2f1. 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. Features → photography
- Photography, seen in the capture (rocks, liquid, water). (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/qantas/s-07.webp)
- **Stock** — “coastal landscape aerial wide shot”: [Unsplash](https://unsplash.com/s/photos/coastal-landscape-aerial-wide-shot?orientation=landscape) · [Pexels](https://www.pexels.com/search/coastal%20landscape%20aerial%20wide%20shot/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/coastal%20landscape%20aerial%20wide%20shot/?orientation=horizontal)
- **Generate** — `Photograph: coastal landscape aerial wide shot. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #ffffff, #df0000, #f3f2f1. 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 · 8. Features → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~2 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/qantas/s-08.webp)
- **Stock** — “boutique hotel room daylight wide shot”: [Unsplash](https://unsplash.com/s/photos/boutique-hotel-room-daylight-wide-shot?orientation=landscape) · [Pexels](https://www.pexels.com/search/boutique%20hotel%20room%20daylight%20wide%20shot/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/boutique%20hotel%20room%20daylight%20wide%20shot/?orientation=horizontal)
- **Generate** — `Photograph: boutique hotel room daylight wide shot. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #f3f2f1, #df0000. 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.`
- **No imagery (type-led)** — 1. Hero, 3. Content, 4. Call to action, 9. 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** — 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 #df0000 and #666564 on a #ffffff background. Lighting: soft natural daylight, airy and high-key; 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 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: coastal landscape aerial, friendly simplified shapes, limited palette of #ffffff, #df0000, #f3f2f1 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: [“travel flat illustration” on Unsplash](https://unsplash.com/s/photos/travel-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/qantas/tokens · kit https://uidiscovery.com/api/v1/sites/qantas/kit · MCP `get_design_brief({ slug: "qantas" })`, `get_image_plan({ slug: "qantas" })`. Cite the reference as https://uidiscovery.com/sites/qantas.
