Preview the prompt +
# Build brief — an original marketing website in the taste of Shift
> Reference: https://shift.com · UIDiscovery: https://uidiscovery.com/sites/shift · captured 2026-09-23 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/shift/full.webp) · [scroll video](https://uidiscovery.com/media/captures/shift/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Shift — 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 Shift: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Shift'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
- Shift (shift.com): Shopping marketing website, light.
- 10 sections: Hero → Content → Statement → Footer → Statement → Footer → Features → Content → Logo cloud.
- Spacing: about a screen per idea (median section ≈928px).
- Hero headline: 3 words — short and punchy; keep yours under ~9.
- Type: Geist headings over system sans-serif body. Imagery: mostly photography, some abstract 3D / gradient art.
## 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 (272px at 1440), page background; 2 image/graphics; one primary button.
- Slots: Eyebrow / announcement pill (optional); H1 (~3 words, like the reference); Supporting line, 1–2 sentences; One primary action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “Reimagine your browser”
- [Screenshot](https://uidiscovery.com/media/captures/shift/s-01.webp) · imagery: slot 1
### 2. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (675px at 1440), page background; 3 image/graphics; one primary button.
- Slots: Heading; Body copy; Supporting visual (see image plan); One primary action.
- [Screenshot](https://uidiscovery.com/media/captures/shift/s-02.webp) · imagery: slot 2
### 3. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. Tall, ≈1.9 screens (1700px at 1440), page background; no images (type-led); no interactive controls.
- Slots: Heading; Body copy.
- [Screenshot](https://uidiscovery.com/media/captures/shift/s-03.webp)
### 4. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. About one full screen (1163px at 1440), page background; no images (type-led); no interactive controls.
- Slots: Brand mark + one-line description; 3–5 link columns; Newsletter or contact (optional); Legal row + social icons.
- [Screenshot](https://uidiscovery.com/media/captures/shift/s-04.webp)
### 5. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. About one full screen (900px at 1440), page background; no images (type-led); no interactive controls.
- Slots: Heading; Body copy.
- [Screenshot](https://uidiscovery.com/media/captures/shift/s-05.webp)
### 6. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. Tall, ≈1.9 screens (1700px at 1440), page background; no images (type-led); no interactive controls.
- Slots: Heading; Body copy.
- [Screenshot](https://uidiscovery.com/media/captures/shift/s-06.webp)
### 7. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. About one full screen (1163px at 1440), page background; no images (type-led); no interactive controls.
- Slots: Brand mark + one-line description; 3–5 link columns; Newsletter or contact (optional); Legal row + social icons.
- [Screenshot](https://uidiscovery.com/media/captures/shift/s-07.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. About one full screen (928px at 1440), page background; 2 image/graphics; one primary button.
- Slots: Section title (~3 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “Yours to build”
- [Screenshot](https://uidiscovery.com/media/captures/shift/s-08.webp) · imagery: slot 3
### 9. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (265px at 1440), own dark band #0c0910; no images (type-led); 25 links (link lists / navigation).
- Slots: Heading; Body copy; Text link action.
- [Screenshot](https://uidiscovery.com/media/captures/shift/s-09.webp)
### 10. 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 (173px at 1440), own dark band #24272f; 6 images/icons (a set of cards or a small gallery); 7 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/shift/s-10.webp)
Inner pages also captured (Pricing, Product, About, Blog, Docs, Careers, Contact, Security): https://uidiscovery.com/sites/shift?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#ffffff` | page background | — |
| foreground | `#0c0910` | body text, headings | 19.8:1 |
| accent | `#0c0910` | none captured — monochrome. Primary buttons invert (foreground fill, background text); add your brand colour only for small highlights | — |
| surface | `#c0c5d2` | cards, inputs, alternate bands | text on it 11.4:1 |
| muted | `#31353f` | secondary text, borders | 12.3:1 |
Captured palette: `#ffffff` `#c0c5d2` `#24272f` `#0c0910` `#31353f`. Section bands top→bottom: `#ffffff` → `#0c0910` → `#24272f`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (light, neutral, desaturated) and proportions; swap the accent for the user's brand colour.
### Tokens
```css
:root {
--background: #ffffff;
--foreground: #0c0910;
--accent: #0c0910;
--surface: #c0c5d2;
--muted: #31353f;
--font-heading: "Geist", 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: **Geist** (Google Fonts) — reference uses Geist. Free to use — load it directly.
- Body: **Inter** (Google Fonts) — reference uses system sans-serif. The reference uses the system stack; Inter (or plain system-ui) keeps that neutral feel.
- 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 ≈928px tall at 1440 (median; range 173–1700px, 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
Best guess: mostly **photography**, some abstract 3D / gradient art (light, neutral, desaturated, Shopping). Inferred from element counts, colours and industry — not from the pixels — so open the linked screenshots and match the real style before sourcing anything.
### Slot 1 · 1. Hero → photography
- Shopping references lean on photography. Count: a set of ~2 in one consistent style. Aspect: 3:2. Look first: [ref 1](https://uidiscovery.com/media/captures/shift/s-01.webp)
- **Stock** — “product flat lay neutral background”: [Unsplash](https://unsplash.com/s/photos/product-flat-lay-neutral-background?orientation=landscape) · [Pexels](https://www.pexels.com/search/product%20flat%20lay%20neutral%20background/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/product%20flat%20lay%20neutral%20background/?orientation=horizontal)
- **Generate** — `Photograph: product flat lay neutral background. Composition: wide shot, subject off-centre to one side, generous clean negative space for the headline. Lighting: soft natural daylight, airy and high-key. Neutral, desaturated colour grade that sits on #ffffff, #0c0910, #c0c5d2. 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. Content → abstract 3D / gradient
- Abstract art — gradient, 3D or atmospheric graphics, seen in the capture. (measured from the screenshot) Count: a set of ~3 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/shift/s-02.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 #31353f and #c0c5d2 on a #ffffff background. Lighting: soft natural daylight, airy and high-key; neutral, desaturated 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 3 · 8. Features → photography
- Shopping references lean on photography. Count: a set of ~2 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/shift/s-08.webp)
- **Stock** — “minimal store display wide shot”: [Unsplash](https://unsplash.com/s/photos/minimal-store-display-wide-shot?orientation=landscape) · [Pexels](https://www.pexels.com/search/minimal%20store%20display%20wide%20shot/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/minimal%20store%20display%20wide%20shot/?orientation=horizontal)
- **Generate** — `Photograph: minimal store display wide shot. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Neutral, desaturated colour grade that sits on #ffffff, #0c0910, #c0c5d2. 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)** — 3. Statement, 5. Statement, 6. Statement, 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** — 4. Footer, 7. 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.
- **Logos** — 10. 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).
### 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:
- **illustration** — generate `Flat vector illustration: product flat lay neutral background, friendly simplified shapes, limited palette of #ffffff, #0c0910, #c0c5d2 plus one soft neutral, plenty of empty background, consistent line weight, neutral, desaturated mood. Aspect ratio 3:2. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.` · stock: [“shopping flat illustration” on Unsplash](https://unsplash.com/s/photos/shopping-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/shift/tokens · kit https://uidiscovery.com/api/v1/sites/shift/kit · MCP `get_design_brief({ slug: "shift" })`, `get_image_plan({ slug: "shift" })`. Cite the reference as https://uidiscovery.com/sites/shift.
