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# Build brief — an original marketing website in the taste of Raven Health
> Reference: https://www.ravenhealth.com · UIDiscovery: https://uidiscovery.com/sites/raven-health · captured 2026-09-23 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/raven-health/full.png) · [scroll video](https://uidiscovery.com/media/captures/raven-health/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Raven Health — 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 Raven Health: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Raven Health'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
- Raven Health (ravenhealth.com): Health & Fitness marketing website, dark.
- 12 sections: Hero → Showcase → Content → Features → Content → FAQ.
- Spacing: about a screen per idea (median section ≈842px).
- Hero headline: 9 words — a full sentence; keep yours to one thought.
- Type: one family (Campton). 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. Tall, ≈1.9 screens (1700px at 1440), page background; 7 images/icons (a set of cards or a small gallery); one primary button.
- Slots: Eyebrow / announcement pill (optional); H1 (~9 words, like the reference); Supporting line, 1–2 sentences; One primary action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “The Leading Software for New and Growing ABA Providers”
- [Screenshot](https://uidiscovery.com/media/captures/raven-health/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 (294px at 1440), page background; 34 image elements (photo collage/gallery + small graphics); 14 links (link lists / navigation).
- Slots: Heading; Body copy; Supporting visual (see image plan); Text link action.
- [Screenshot](https://uidiscovery.com/media/captures/raven-health/s-02.webp) · imagery: slot 1
### 3. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (415px 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): “Get Paid Quickly for Great Work”
- [Screenshot](https://uidiscovery.com/media/captures/raven-health/s-03.webp)
### 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. Tall, ≈1.9 screens (1700px at 1440), page background; 9 images/icons (a set of cards or a small gallery); 11 links (link lists / navigation); 4 headings → ~3 items under a title.
- Slots: Section title (~5 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “Everything Your ABA Practice Needs”
- [Screenshot](https://uidiscovery.com/media/captures/raven-health/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 (555px at 1440), page background; 9 images/icons (a set of cards or a small gallery); 11 links (link lists / navigation).
- Slots: Section title; 2 items: icon or visual + short title + 1–2 line description; Text link action.
- [Screenshot](https://uidiscovery.com/media/captures/raven-health/s-05.webp)
### 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. Compact band (242px at 1440), own dark band #090f1b; no images (type-led); 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): “Modern Features That Drive ABA Therapy Providers”
- [Screenshot](https://uidiscovery.com/media/captures/raven-health/s-06.webp)
### 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. Half to one screen (703px at 1440), own dark band #090f1b; 6 images/icons (a set of cards or a small gallery); 6 text links instead of buttons; 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; Text link action.
- Topic (tone/length only — never reuse): “Data Collection”
- [Screenshot](https://uidiscovery.com/media/captures/raven-health/s-07.webp) · imagery: slot 3
### 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 (898px at 1440), page background; 6 images/icons (a set of cards or a small gallery); 1 text link instead of buttons.
- Slots: Section title (~7 words, like the reference); 6 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “Spend Less Time Documenting, More Time Treating.”
- [Screenshot](https://uidiscovery.com/media/captures/raven-health/s-09.webp) · imagery: slot 4
### 9. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (853px at 1440), page background; 3 image/graphics; 3 text links instead of buttons.
- Slots: Heading (~4 words, like the reference); Body copy; Supporting visual (see image plan); Text link action.
- Topic (tone/length only — never reuse): “In Their Own Words”
- [Screenshot](https://uidiscovery.com/media/captures/raven-health/s-10.webp)
### 10. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (836px at 1440), page background; 13 images/icons (a set of cards or a small gallery); 3 text links instead of buttons.
- Slots: Heading (~3 words, like the reference); Body copy; Supporting visual (see image plan); Text link action.
- Topic (tone/length only — never reuse): “Case Studies”
- [Screenshot](https://uidiscovery.com/media/captures/raven-health/s-11.webp)
### 11. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (1019px at 1440), page background; 7 images/icons (a set of cards or a small gallery); 14 buttons (tabs, toggles or per-card actions).
- Slots: Heading (~10 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “Built by a BCBA. Trusted by Clinics Ready to Grow.”
- [Screenshot](https://uidiscovery.com/media/captures/raven-health/s-12.webp) · imagery: slot 5
### 12. 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 (842px at 1440), page background; no images (type-led); 1 text link instead of buttons.
- Slots: Title; 5 question/answer pairs; Link to support/contact.
- Topic (tone/length only — never reuse): “Frequently Asked Questions”
- [Screenshot](https://uidiscovery.com/media/captures/raven-health/s-13.webp)
Inner pages also captured (Pricing, Product, Customers, About, Sign up, Blog, Contact, Security): https://uidiscovery.com/sites/raven-health?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#620001` | page background | — |
| foreground | `#050206` | body text, headings | 1.5:1 ⚠ below AA — adjust |
| accent | `#1e0205` | primary buttons, links, highlights — sparingly | 1.4:1 ⚠ not for text; use as a fill with #ffffff text (19.7:1) |
| surface | `#291f3f` | cards, inputs, alternate bands | text on it 1.3:1 |
| muted | `#3a030b` | secondary text, borders | 1.3:1 — borders / large text only |
Captured palette: `#620001` `#291f3f` `#050206` `#1e0205` `#401032` `#3a030b`. Section bands top→bottom: `#620001` → `#090f1b`. 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: #620001;
--foreground: #050206;
--accent: #1e0205;
--surface: #291f3f;
--muted: #3a030b;
--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 Campton. “Campton” 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 ≈842px tall at 1440 (median; range 242–1700px, 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
On dark, separate layers with 1px borders at ~8–12% white and soft glows instead of drop shadows. 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, warm, Health & Fitness). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 2. Showcase → photography
- Photography, seen in the capture (art, illustrations). (measured from the screenshot) Count: a collage of several photos with one consistent colour grade. Aspect: 16:10. Look first: [ref 1](https://uidiscovery.com/media/captures/raven-health/s-02.webp)
- **Stock** — “runner at sunrise dark”: [Unsplash](https://unsplash.com/s/photos/runner-at-sunrise-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/runner%20at%20sunrise%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/runner%20at%20sunrise%20dark/?orientation=horizontal)
- **Generate** — `Photograph: runner at sunrise. Composition: centred subject with even space around it. Lighting: low-key, moody directional light with deep shadows. Warm colour grade that sits on #620001, #1e0205, #291f3f. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 16:10. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`
### Slot 2 · 4. Features → photography
- Health & Fitness references lean on photography. Count: a set of ~9 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/raven-health/s-04.webp)
- **Stock** — “calm person meditating daylight close up dark”: [Unsplash](https://unsplash.com/s/photos/calm-person-meditating-daylight-close-up-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/calm%20person%20meditating%20daylight%20close%20up%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/calm%20person%20meditating%20daylight%20close%20up%20dark/?orientation=horizontal)
- **Generate** — `Photograph: calm person meditating daylight 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 #620001, #1e0205, #291f3f. 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 · 7. Features → photography
- Health & Fitness references lean on photography. Count: a set of ~6 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/raven-health/s-07.webp)
- **Stock** — “calm person meditating daylight wide shot dark”: [Unsplash](https://unsplash.com/s/photos/calm-person-meditating-daylight-wide-shot-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/calm%20person%20meditating%20daylight%20wide%20shot%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/calm%20person%20meditating%20daylight%20wide%20shot%20dark/?orientation=horizontal)
- **Generate** — `Photograph: calm person meditating daylight wide shot. 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 #090f1b, #1e0205, #291f3f. 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 · 8. Features → photography
- Health & Fitness references lean on photography. Count: a set of ~6 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/raven-health/s-09.webp)
- **Stock** — “runner at sunrise wide shot dark”: [Unsplash](https://unsplash.com/s/photos/runner-at-sunrise-wide-shot-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/runner%20at%20sunrise%20wide%20shot%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/runner%20at%20sunrise%20wide%20shot%20dark/?orientation=horizontal)
- **Generate** — `Photograph: runner at sunrise wide shot. 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 #620001, #1e0205, #291f3f. 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 · 11. Content → photography
- Health & Fitness references lean on photography. Count: a set of ~7 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/raven-health/s-12.webp)
- **Stock** — “runner at sunrise wide shot dark”: [Unsplash](https://unsplash.com/s/photos/runner-at-sunrise-wide-shot-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/runner%20at%20sunrise%20wide%20shot%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/runner%20at%20sunrise%20wide%20shot%20dark/?orientation=vertical)
- **Generate** — `Photograph: runner at sunrise wide shot. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Warm colour grade that sits on #620001, #1e0205, #291f3f. 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)** — 1. Hero, 3. Content, 5. Features, 6. Features, 9. Content, 10. Content, 12. FAQ: 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.
### 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 #1e0205 and #3a030b on a #620001 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 16:9. 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: calm person meditating, friendly simplified shapes, limited palette of #620001, #1e0205, #291f3f plus one soft neutral, plenty of empty background, consistent line weight, warm mood. Aspect ratio 16:9. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.` · stock: [“wellness flat illustration” on Unsplash](https://unsplash.com/s/photos/wellness-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/raven-health/tokens · kit https://uidiscovery.com/api/v1/sites/raven-health/kit · MCP `get_design_brief({ slug: "raven-health" })`, `get_image_plan({ slug: "raven-health" })`. Cite the reference as https://uidiscovery.com/sites/raven-health.
