Savills — Global Real Estate Services

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

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

## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Savills — 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 Savills: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Savills'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
- Savills (savills.com): Real Estate marketing website, light.
- 12 sections: Hero → About → Stats → Content → Call to action → Content → Features → Blog → Footer.
- Spacing: about a screen per idea (median section ≈529px).
- Hero headline: 5 words — short and punchy; keep yours under ~9.
- Type: Domine Web headings over Gotham body. 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. Half to one screen (630px at 1440), page background; 1 image/graphic; inline form (2 fields, e.g. email capture).
- Slots: Eyebrow / announcement pill (optional); H1 (~5 words, like the reference); Supporting line, 1–2 sentences; Primary action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “How can we help you?”
- [Screenshot](https://uidiscovery.com/media/captures/savills/s-01.webp) · imagery: slot 1

### 2. About — tell the story or mission behind the brand.
- Layout: text block with a supporting image. Half to one screen (529px at 1440), page background; 6 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): “Empowering you with world-class research”
- [Screenshot](https://uidiscovery.com/media/captures/savills/s-02.webp) · imagery: slot 2

### 3. About — tell the story or mission behind the brand.
- Layout: text block with a supporting image. Half to one screen (537px at 1440), page background; 5 images/icons (a set of cards or a small gallery); 1 text link instead of buttons.
- Slots: Heading (~9 words, like the reference); Body copy; Supporting visual (see image plan); Text link action.
- Topic (tone/length only — never reuse): “If it matters to you, it matters to us”
- [Screenshot](https://uidiscovery.com/media/captures/savills/s-03.webp) · imagery: slot 3

### 4. Stats — prove scale or impact with a few big numbers.
- Layout: 3–4 large numerals with short labels in a row. Half to one screen (529px at 1440), page background; 6 images/icons (a set of cards or a small gallery); 1 text link instead of buttons.
- Slots: 3–4 numbers with short labels; Source/footnote if claims need it.
- Topic (tone/length only — never reuse): “Making your progress our priority”
- [Screenshot](https://uidiscovery.com/media/captures/savills/s-04.webp) · imagery: slot 4

### 5. Stats — prove scale or impact with a few big numbers.
- Layout: 3–4 large numerals with short labels in a row. Half to one screen (702px at 1440), page background; 3 image/graphics; 1 text link instead of buttons.
- Slots: 3–4 numbers with short labels; Source/footnote if claims need it.
- Topic (tone/length only — never reuse): “Servicing the full real estate life cycle”
- [Screenshot](https://uidiscovery.com/media/captures/savills/s-05.webp)

### 6. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (424px at 1440), page background; 3 image/graphics; 2 text links instead of buttons.
- Slots: Heading (~8 words, like the reference); Body copy; Supporting visual (see image plan); Text link action.
- Topic (tone/length only — never reuse): “Impacts – the future of global real estate”
- [Screenshot](https://uidiscovery.com/media/captures/savills/s-06.webp) · imagery: slot 5

### 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 (424px at 1440), page background; 3 image/graphics; 1 text link instead of buttons.
- Slots: Headline (~3 words, like the reference); One sentence of support; Text link action.
- Topic (tone/length only — never reuse): “Market your property”
- [Screenshot](https://uidiscovery.com/media/captures/savills/s-07.webp) · imagery: slot 6

### 8. 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 (424px at 1440), page background; 3 image/graphics; 1 text link instead of buttons.
- Slots: Headline (~3 words, like the reference); One sentence of support; Text link action.
- Topic (tone/length only — never reuse): “Have a question?”
- [Screenshot](https://uidiscovery.com/media/captures/savills/s-08.webp) · imagery: slot 7

### 9. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (302px at 1440), own light band #f2f2f2; no images (type-led); no interactive controls.
- Slots: Heading (~3 words, like the reference); Body copy.
- Topic (tone/length only — never reuse): “Insight & Opinion”
- [Screenshot](https://uidiscovery.com/media/captures/savills/s-09.webp)

### 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. Half to one screen (420px at 1440), own light band #f2f2f2; 3 image/graphics; 4 text links instead of buttons.
- Slots: Section title (~6 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “European Shopping Centre Spotlight H1 2026”
- [Screenshot](https://uidiscovery.com/media/captures/savills/s-10.webp) · imagery: slot 8

### 11. Blog — signal an active, credible team through recent writing.
- Layout: 3-up card grid: image, title, meta. Half to one screen (420px at 1440), own light band #f2f2f2; 40 image elements (photo collage/gallery + small graphics); 92 links (link lists / navigation); 6 headings → ~5 items under a title.
- Slots: Title + “All posts” link; 3 post cards: cover image, title, date/author.
- Topic (tone/length only — never reuse): “Understanding the risks of being hacked through your tech and building systems”
- [Screenshot](https://uidiscovery.com/media/captures/savills/s-11.webp)

### 12. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. About one full screen (873px at 1440), own dark band #35384b; no images (type-led); inline form (2 fields, e.g. email capture), one primary button, 150 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): “Subscribe to receive exclusive news and listings”
- [Screenshot](https://uidiscovery.com/media/captures/savills/s-12.webp)

Inner pages also captured (About, Sign up, Blog, Enterprise, Careers, Contact, Security): https://uidiscovery.com/sites/savills?view=pages

## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#ffffff` | page background | — |
| foreground | `#000000` | body text, headings | 21.0:1 |
| accent | `#cd171e` | primary buttons, links, highlights — sparingly | 5.6:1 |
| surface | `#ffffff` | cards, inputs, alternate bands | text on it 21.0:1 |
| muted | `#4a4a4a` | secondary text, borders | 8.9:1 |

Captured palette: `#ffffff` `#252839` `#4a4a4a` `#313131` `#cd171e` `#000000`. Section bands top→bottom: `#ffffff` → `#f2f2f2` → `#35384b`. 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: #000000;
  --accent: #cd171e;
  --surface: #ffffff;
  --muted: #4a4a4a;
  --font-heading: "Inter", ui-sans-serif, system-ui, sans-serif;
  --font-body: "Montserrat", 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 Domine Web. “Domine Web” is likely a custom or licensed face. Inter is a neutral stand-in — pick a closer free match by eye from the screenshot.
- Body: **Montserrat** (Google Fonts) — reference uses Gotham. “Gotham” is a licensed face — use Montserrat (or Figtree) as the free stand-in, or license the original.
- 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 ≈529px tall at 1440 (median; range 302–873px, 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 9 section screenshots: mostly **photography**, some typography with little or no imagery (light, warm, Real Estate). Still glance at the linked screenshots to match the exact mood.

### Slot 1 · 1. Hero → photography
- Photography, seen in the capture (building, cityscape). (measured from the screenshot) Count: 1. Aspect: 3:2. Look first: [ref 1](https://uidiscovery.com/media/captures/savills/s-01.webp)
- **Stock** — “modern living room natural light”: [Unsplash](https://unsplash.com/s/photos/modern-living-room-natural-light?orientation=landscape) · [Pexels](https://www.pexels.com/search/modern%20living%20room%20natural%20light/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/modern%20living%20room%20natural%20light/?orientation=horizontal)
- **Generate** — `Photograph: modern living room natural light. Composition: wide shot, subject off-centre to one side, generous clean negative space for the headline. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #ffffff, #cd171e. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 3:2. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`

### Slot 2 · 2. About → photography
- Photography, seen in the capture (adult, people). (measured from the screenshot) Count: a set of ~6 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/savills/s-02.webp)
- **Stock** — “minimal architecture facade”: [Unsplash](https://unsplash.com/s/photos/minimal-architecture-facade?orientation=portrait) · [Pexels](https://www.pexels.com/search/minimal%20architecture%20facade/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/minimal%20architecture%20facade/?orientation=vertical)
- **Generate** — `Photograph: minimal architecture facade. Composition: candid, documentary feel. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #ffffff, #cd171e. 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 3 · 3. About → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~5 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/savills/s-03.webp)
- **Stock** — “bright kitchen interior”: [Unsplash](https://unsplash.com/s/photos/bright-kitchen-interior?orientation=portrait) · [Pexels](https://www.pexels.com/search/bright%20kitchen%20interior/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/bright%20kitchen%20interior/?orientation=vertical)
- **Generate** — `Photograph: bright kitchen interior. Composition: candid, documentary feel. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #ffffff, #cd171e. 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 4 · 4. Stats → photography
- Photography, seen in the capture (people, adult, clothing). (measured from the screenshot) Count: a set of ~6 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/savills/s-04.webp)
- **Stock** — “modern living room natural light close up”: [Unsplash](https://unsplash.com/s/photos/modern-living-room-natural-light-close-up?orientation=landscape) · [Pexels](https://www.pexels.com/search/modern%20living%20room%20natural%20light%20close%20up/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/modern%20living%20room%20natural%20light%20close%20up/?orientation=horizontal)
- **Generate** — `Photograph: modern living room natural light close up. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #ffffff, #cd171e. 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 · 6. Content → photography
- Real Estate references lean on photography. Count: a set of ~3 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/savills/s-06.webp)
- **Stock** — “bright kitchen interior close up”: [Unsplash](https://unsplash.com/s/photos/bright-kitchen-interior-close-up?orientation=portrait) · [Pexels](https://www.pexels.com/search/bright%20kitchen%20interior%20close%20up/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/bright%20kitchen%20interior%20close%20up/?orientation=vertical)
- **Generate** — `Photograph: bright kitchen interior close up. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #ffffff, #cd171e. 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 6 · 7. Call to action → photography
- Photography, seen in the capture (furniture, sofa, pillow). (measured from the screenshot) Count: a set of ~3 in one consistent style. Aspect: 21:9 (background). Look first: [ref 1](https://uidiscovery.com/media/captures/savills/s-07.webp)
- **Stock** — “modern living room natural light wide shot”: [Unsplash](https://unsplash.com/s/photos/modern-living-room-natural-light-wide-shot?orientation=landscape) · [Pexels](https://www.pexels.com/search/modern%20living%20room%20natural%20light%20wide%20shot/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/modern%20living%20room%20natural%20light%20wide%20shot/?orientation=horizontal)
- **Generate** — `Photograph: modern living room natural light wide shot. Composition: low-detail texture so overlaid text stays readable. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #ffffff, #cd171e. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 21:9. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`

### Slot 7 · 8. Call to action → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~3 in one consistent style. Aspect: 21:9 (background). Look first: [ref 1](https://uidiscovery.com/media/captures/savills/s-08.webp)
- **Stock** — “minimal architecture facade wide shot”: [Unsplash](https://unsplash.com/s/photos/minimal-architecture-facade-wide-shot?orientation=landscape) · [Pexels](https://www.pexels.com/search/minimal%20architecture%20facade%20wide%20shot/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/minimal%20architecture%20facade%20wide%20shot/?orientation=horizontal)
- **Generate** — `Photograph: minimal architecture facade wide shot. Composition: low-detail texture so overlaid text stays readable. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #ffffff, #cd171e. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 21:9. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`

### Slot 8 · 10. Features → photography
- Photography, seen in the capture (fence, building, storefront). (measured from the screenshot) Count: a set of ~3 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/savills/s-10.webp)
- **Stock** — “modern living room natural light wide shot”: [Unsplash](https://unsplash.com/s/photos/modern-living-room-natural-light-wide-shot?orientation=landscape) · [Pexels](https://www.pexels.com/search/modern%20living%20room%20natural%20light%20wide%20shot/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/modern%20living%20room%20natural%20light%20wide%20shot/?orientation=horizontal)
- **Generate** — `Photograph: modern living room natural light 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 #f2f2f2, #cd171e, #ffffff. 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.`

- **Icons** — 5. Stats, 12. 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.
- **No imagery (type-led)** — 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.

### 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 #cd171e and #4a4a4a 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: modern living room, friendly simplified shapes, limited palette of #ffffff, #cd171e 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: [“home interior flat illustration” on Unsplash](https://unsplash.com/s/photos/home-interior-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/savills/tokens · kit https://uidiscovery.com/api/v1/sites/savills/kit · MCP `get_design_brief({ slug: "savills" })`, `get_image_plan({ slug: "savills" })`. Cite the reference as https://uidiscovery.com/sites/savills.