Root Insurance — Car insurance for good drivers

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

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

## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Root Insurance — 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 Root Insurance: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Root Insurance'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
- Root Insurance (joinroot.com): Finance marketing website, light.
- 13 sections: Logo cloud → Content → Stats → Testimonials → Content → Statement → Features → Statement → Features → Footer.
- Spacing: short, dense bands (median section ≈391px).
- Type: one family (Root Sans). Imagery: mostly typography with little or no imagery, some photography.

## 4. Page structure (top to bottom)

### 1. Logo cloud — borrow trust from recognisable customers or partners.
- Layout: a single row or wall of monochrome marks with a one-line lead-in. Compact band (300px at 1440), page background; 4 images/icons (a set of cards or a small gallery); 4 text links instead of buttons.
- Slots: One-line lead-in (e.g. “Trusted by…”); 6–10 monochrome customer/partner marks (your own, with permission).
- [Screenshot](https://uidiscovery.com/media/captures/root-insurance/s-02.webp)

### 2. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (344px at 1440), page background; no images (type-led); no interactive controls.
- Slots: Heading (~5 words, like the reference); Body copy.
- Topic (tone/length only — never reuse): “Over 65,000 reviews and counting”
- [Screenshot](https://uidiscovery.com/media/captures/root-insurance/s-03.webp)

### 3. Stats — prove scale or impact with a few big numbers.
- Layout: 3–4 large numerals with short labels in a row. Compact band (199px at 1440), page background; 4 images/icons (a set of cards or a small gallery); no interactive controls.
- Slots: 3–4 numbers with short labels; Source/footnote if claims need it.
- Topic (tone/length only — never reuse): “4.7 stars in the Apple App Store”
- [Screenshot](https://uidiscovery.com/media/captures/root-insurance/s-04.webp) · imagery: slot 1

### 4. Testimonials — let real customers make the case in their own words.
- Layout: quote cards or a featured quote with name, role and avatar. Compact band (174px at 1440), page background; 4 images/icons (a set of cards or a small gallery); no interactive controls.
- Slots: Section title; 2 quotes: 1–3 sentences, name, role, company, avatar; Use real customer quotes only.
- [Screenshot](https://uidiscovery.com/media/captures/root-insurance/s-05.webp)

### 5. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (391px at 1440), page background; 3 image/graphics; no interactive controls.
- Slots: Heading; Body copy; Supporting visual (see image plan).
- [Screenshot](https://uidiscovery.com/media/captures/root-insurance/s-06.webp) · imagery: slot 2

### 6. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. About one full screen (850px at 1440), page background; 4 images/icons (a set of cards or a small gallery); 1 text link instead of buttons.
- Slots: Heading (~5 words, like the reference); Body copy; Supporting visual (see image plan); Text link action.
- Topic (tone/length only — never reuse): “Better drivers deserve better rates”
- [Screenshot](https://uidiscovery.com/media/captures/root-insurance/s-07.webp) · imagery: slot 3

### 7. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. Compact band (242px at 1440), page background; no images (type-led); no interactive controls.
- Slots: Heading (~3 words, like the reference); Body copy.
- Topic (tone/length only — never reuse): “Everything you get”
- [Screenshot](https://uidiscovery.com/media/captures/root-insurance/s-08.webp)

### 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 (491px at 1440), page background; 9 images/icons (a set of cards or a small gallery); 3 text links instead of buttons; 3 headings → ~2 items under a title.
- Slots: Section title (~6 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “Rates primarily based on your driving”
- [Screenshot](https://uidiscovery.com/media/captures/root-insurance/s-09.webp) · imagery: slot 4

### 9. 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 (491px at 1440), page background; 9 images/icons (a set of cards or a small gallery); 3 text links instead of buttons; 3 headings → ~2 items under a title.
- 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): “Earn a referral gift”
- [Screenshot](https://uidiscovery.com/media/captures/root-insurance/s-10.webp) · imagery: slot 5

### 10. 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 (1039px at 1440), page background; 4 images/icons (a set of cards or a small gallery); inline form (2 fields, e.g. email capture).
- Slots: Section title (~6 words, like the reference); 4 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “See where Root Insurance offers coverage”
- [Screenshot](https://uidiscovery.com/media/captures/root-insurance/s-11.webp) · imagery: slot 6

### 11. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. Compact band (242px at 1440), page background; no images (type-led); no interactive controls.
- Slots: Heading (~5 words, like the reference); Body copy.
- Topic (tone/length only — never reuse): “Car insurance for good drivers”
- [Screenshot](https://uidiscovery.com/media/captures/root-insurance/s-12.webp)

### 12. 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 (662px at 1440), page background; 9 images/icons (a set of cards or a small gallery); 1 text link instead of buttons; 3 headings → ~2 items under a title.
- Slots: Section title (~3 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “Get the app”
- [Screenshot](https://uidiscovery.com/media/captures/root-insurance/s-13.webp) · imagery: slot 7

### 13. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Half to one screen (674px at 1440), own light band #fafafa; 6 images/icons (a set of cards or a small gallery); 40 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/root-insurance/s-15.webp)

Inner pages also captured (Customers, Sign up, Blog, Contact, Shop, Security): https://uidiscovery.com/sites/root-insurance?view=pages

## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#ff5715` | page background | — |
| foreground | `#000000` | body text, headings | 6.6:1 |
| accent | `#000000` | none captured — monochrome. Primary buttons invert (foreground fill, background text); add your brand colour only for small highlights | — |
| surface | `#767676` | cards, inputs, alternate bands | text on it 4.6:1 |
| muted | `#1d1d21` | secondary text, borders | 5.3:1 |

Captured palette: `#ff5715` `#767676` `#1d1d21` `#fafafa` `#ffffff` `#000000`. 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: #ff5715;
  --foreground: #000000;
  --accent: #000000;
  --surface: #767676;
  --muted: #1d1d21;
  --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 Root Sans. “Root 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(2.5rem, 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 ≈391px tall at 1440 (median; range 174–1039px, 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. 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 11 section screenshots: mostly **typography with little or no imagery**, some photography (light, warm, Finance). Still glance at the linked screenshots to match the exact mood.

### Slot 1 · 3. Stats → photography
- Photography, seen in the capture (art, origami). (measured from the screenshot) Count: a set of ~4 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/root-insurance/s-04.webp)
- **Stock** — “abstract gradient”: [Unsplash](https://unsplash.com/s/photos/abstract-gradient?orientation=landscape) · [Pexels](https://www.pexels.com/search/abstract%20gradient/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/abstract%20gradient/?orientation=horizontal)
- **Generate** — `Photograph: abstract gradient. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #ff5715, #000000, #767676. 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 · 5. Content → illustration (uncertain)
- Light Finance section with a few graphics — illustration, icon art or a product shot. Count: a set of ~3 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/root-insurance/s-06.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 #ff5715, #000000, #767676 plus one soft neutral, plenty of empty background, consistent line weight, warm 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 · 6. Statement → abstract 3D / gradient
- Abstract art — gradient, 3D or atmospheric graphics, seen in the capture. (measured from the screenshot) Count: a set of ~4 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/root-insurance/s-07.webp)
- **Stock** — “abstract gradient 3d”: [Unsplash](https://unsplash.com/s/photos/abstract-gradient-3d?orientation=portrait) · [Pexels](https://www.pexels.com/search/abstract%20gradient%203d/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/abstract%20gradient%203d/?orientation=vertical)
- **Generate** — `Abstract 3D render: soft, matte clay shapes and a smooth gradient in #1d1d21 and #767676 on a #ff5715 background. Lighting: soft natural daylight, airy and high-key; warm tone. Minimal and calm, generous negative space on one side for text. Aspect ratio 4:5. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`

### Slot 4 · 8. Features → photography
- Photography, seen in the capture (automobile, vehicle, sportscar). (measured from the screenshot) Count: a set of ~9 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/root-insurance/s-09.webp)
- **Stock** — “small business owner at counter wide shot”: [Unsplash](https://unsplash.com/s/photos/small-business-owner-at-counter-wide-shot?orientation=landscape) · [Pexels](https://www.pexels.com/search/small%20business%20owner%20at%20counter%20wide%20shot/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/small%20business%20owner%20at%20counter%20wide%20shot/?orientation=horizontal)
- **Generate** — `Photograph: small business owner at counter 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 #ff5715, #000000, #767676. 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 · 9. Features → photography
- Photography, seen in the capture (automobile, vehicle, truck). (measured from the screenshot) Count: a set of ~9 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/root-insurance/s-10.webp)
- **Stock** — “abstract gradient wide shot”: [Unsplash](https://unsplash.com/s/photos/abstract-gradient-wide-shot?orientation=landscape) · [Pexels](https://www.pexels.com/search/abstract%20gradient%20wide%20shot/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/abstract%20gradient%20wide%20shot/?orientation=horizontal)
- **Generate** — `Photograph: abstract gradient 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 #ff5715, #000000, #767676. 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 · 10. Features → photography
- Photography, seen in the capture (map). (measured from the screenshot) Count: a set of ~4 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/root-insurance/s-11.webp)
- **Stock** — “person paying with phone wide shot”: [Unsplash](https://unsplash.com/s/photos/person-paying-with-phone-wide-shot?orientation=landscape) · [Pexels](https://www.pexels.com/search/person%20paying%20with%20phone%20wide%20shot/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/person%20paying%20with%20phone%20wide%20shot/?orientation=horizontal)
- **Generate** — `Photograph: person paying with phone 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 #ff5715, #000000, #767676. 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 7 · 12. Features → product UI
- Product UI — screenshots or mockups of the app, seen in the capture. (measured from the screenshot) Count: a set of ~9 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/root-insurance/s-13.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 light gradient from #ff5715 to #767676 with a soft #1d1d21 glow behind the centre, subtle floor shadow, empty centre area where a screenshot will be placed. Lighting: soft natural daylight, airy and high-key. Aspect ratio 4:3. 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.

- **Logos** — 1. Logo cloud: Never generate or stock-source logos. Use your real customers'/partners' marks with permission (monochrome, equal height), or neutral wordmark placeholders until you have them. Integration icons: each tool's official brand kit (Simple Icons is a quick start; trademarks still apply).
- **No imagery (type-led)** — 2. Content, 4. Testimonials, 7. Statement, 11. Statement: 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** — 13. 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.
- **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/root-insurance/tokens · kit https://uidiscovery.com/api/v1/sites/root-insurance/kit · MCP `get_design_brief({ slug: "root-insurance" })`, `get_image_plan({ slug: "root-insurance" })`. Cite the reference as https://uidiscovery.com/sites/root-insurance.