RISD — Rhode Island School of Design

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

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

## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as RISD — 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 RISD: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse RISD'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
- RISD (risd.edu): Education marketing website, dark, serif.
- 12 sections: Statement → Features → Statement → Showcase → Content → Features → Content.
- Spacing: short, dense bands (median section ≈354px).
- Type: RISD Serif Complete headings over RISD Sans body. Imagery: mostly typography with little or no imagery.

## 4. Page structure (top to bottom)

### 1. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. Half to one screen (550px at 1440), page background; no images (type-led); no interactive controls.
- Slots: Heading (~14 words, like the reference); Body copy.
- Topic (tone/length only — never reuse): “At Rhode Island School of Design, you’ll join a creative project that started…”
- [Screenshot](https://uidiscovery.com/media/captures/risd/s-01.webp)

### 2. 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 (907px at 1440), page background; 3 image/graphics; one primary button.
- Slots: Section title (~11 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “RISD is a college and museum located in Providence, Rhode Island”
- [Screenshot](https://uidiscovery.com/media/captures/risd/s-02.webp)

### 3. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. Half to one screen (760px at 1440), page background; 6 images/icons (a set of cards or a small gallery); one primary button.
- Slots: Heading (~10 words, like the reference); Body copy; Supporting visual (see image plan); One primary action.
- Topic (tone/length only — never reuse): “An immersive, cross-disciplinary environment where making begins with a question”
- [Screenshot](https://uidiscovery.com/media/captures/risd/s-03.webp)

### 4. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. Compact band (283px at 1440), page background; no images (type-led); 2 text links instead of buttons.
- Slots: Heading (~10 words, like the reference); Body copy; Text link action.
- Topic (tone/length only — never reuse): “We generate and challenge the ideas that shape our future”
- [Screenshot](https://uidiscovery.com/media/captures/risd/s-04.webp)

### 5. Showcase — show the product (or the result) itself as proof.
- Layout: a large framed visual with a short caption or heading. Half to one screen (634px at 1440), page background; 14 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/risd/s-05.webp) · imagery: slot 1

### 6. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (190px at 1440), page background; 1 image/graphic; 1 text link instead of buttons.
- Slots: Heading; Body copy; Supporting visual (see image plan); Text link action.
- [Screenshot](https://uidiscovery.com/media/captures/risd/s-07.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. About one full screen (992px at 1440), page background; no images (type-led); 1 text link instead of buttons.
- 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): “It Starts with a Question”
- [Screenshot](https://uidiscovery.com/media/captures/risd/s-08.webp)

### 8. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (354px at 1440), page background; 2 image/graphics; 1 text link instead of buttons.
- Slots: Heading; Body copy; Supporting visual (see image plan); Text link action.
- [Screenshot](https://uidiscovery.com/media/captures/risd/s-09.webp)

### 9. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (354px at 1440), page background; 2 image/graphics; 1 text link instead of buttons.
- Slots: Heading; Body copy; Supporting visual (see image plan); Text link action.
- [Screenshot](https://uidiscovery.com/media/captures/risd/s-10.webp)

### 10. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (354px at 1440), page background; 2 image/graphics; 1 text link instead of buttons.
- Slots: Heading; Body copy; Supporting visual (see image plan); Text link action.
- [Screenshot](https://uidiscovery.com/media/captures/risd/s-11.webp)

### 11. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (354px at 1440), page background; 2 image/graphics; 1 text link instead of buttons.
- Slots: Heading; Body copy; Supporting visual (see image plan); Text link action.
- [Screenshot](https://uidiscovery.com/media/captures/risd/s-12.webp)

### 12. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (354px at 1440), page background; 2 image/graphics; 1 text link instead of buttons.
- Slots: Heading; Body copy; Supporting visual (see image plan); Text link action.
- [Screenshot](https://uidiscovery.com/media/captures/risd/s-13.webp)

Inner pages also captured (Customers, Blog): https://uidiscovery.com/sites/risd?view=pages

## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#121212` | page background | — |
| foreground | `#ffffff` | body text, headings | 18.7:1 |
| accent | `#2453ff` | primary buttons, links, highlights — sparingly | 3.4:1 (large text / UI only) |
| surface | `#000000` | cards, inputs, alternate bands | text on it 21.0:1 |
| muted | `#f6f6f4` | secondary text, borders | 17.3:1 |

Captured palette: `#121212` `#f6f6f4` `#000000` `#2453ff` `#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: #121212;
  --foreground: #ffffff;
  --accent: #2453ff;
  --surface: #000000;
  --muted: #f6f6f4;
  --font-heading: "Source Serif 4", ui-serif, Georgia, 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: **Source Serif 4** (Google Fonts) — reference uses RISD Serif Complete. “RISD Serif Complete” is likely a custom or licensed face. Source Serif 4 is a neutral stand-in — pick a closer free match by eye from the screenshot.
- Body: **Inter** (Google Fonts) — reference uses RISD Sans. “RISD Sans” 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(2.5rem, 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.
- The serif headings are central to the tone — keep a serif display face even if you swap the family.

### Spacing & rhythm
Sections run ≈354px tall at 1440 (median; range 190–992px, 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 11 section screenshots: mostly **typography with little or no imagery** (dark, cool, Education). Still glance at the linked screenshots to match the exact mood.

### Slot 1 · 5. Showcase → photography
- Education references lean on photography. Count: a set of ~14 in one consistent style. Aspect: 16:10. Look first: [ref 1](https://uidiscovery.com/media/captures/risd/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: centred subject with even space around it. Lighting: low-key, moody directional light with deep shadows. Cool colour grade that sits on #121212, #2453ff, #000000. 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.`

- **No imagery (type-led)** — 1. Statement, 2. Features, 3. Statement, 4. Statement, 6. Content, 7. Features, 8. Content, 9. Content, 10. Content, 11. Content, 12. 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.

### 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 #2453ff and #f6f6f4 on a #121212 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 #121212, #2453ff, #000000 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).

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More: tokens https://uidiscovery.com/api/v1/sites/risd/tokens · kit https://uidiscovery.com/api/v1/sites/risd/kit · MCP `get_design_brief({ slug: "risd" })`, `get_image_plan({ slug: "risd" })`. Cite the reference as https://uidiscovery.com/sites/risd.