SmileDirectClub — What Happened to SmileDirectClub?

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

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

## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as SmileDirectClub — 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 SmileDirectClub: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse SmileDirectClub'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
- SmileDirectClub (smiledirectclub.com): Health & Fitness marketing website, light, minimal.
- 12 sections: Hero → Content → Features → FAQ → Testimonials → Features → Content → Logo cloud → Content → Footer.
- Spacing: short, dense bands (median section ≈464px).
- Hero headline: 3 words — short and punchy; keep yours under ~9.
- Type: Epilogue headings over DM Sans body. 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. Compact band (360px at 1440), page background; 2 image/graphics; no interactive controls.
- Slots: Eyebrow / announcement pill (optional); H1 (~3 words, like the reference); Supporting line, 1–2 sentences; Primary action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “Welcome to SmileSet”
- [Screenshot](https://uidiscovery.com/media/captures/smiledirectclub/s-01.webp) · imagery: slot 1

### 2. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (236px at 1440), page background; no images (type-led); no interactive controls.
- Slots: Heading (~4 words, like the reference); Body copy.
- Topic (tone/length only — never reuse): “What Happened to SmileDirectClub?”
- [Screenshot](https://uidiscovery.com/media/captures/smiledirectclub/s-02.webp)

### 3. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (1025px at 1440), page background; 3 image/graphics; 3 buttons (tabs, toggles or per-card actions).
- Slots: Heading (~3 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “Former SmileDirectClub Customer?”
- [Screenshot](https://uidiscovery.com/media/captures/smiledirectclub/s-03.webp) · imagery: slot 2

### 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. Half to one screen (684px at 1440), page background; 9 images/icons (a set of cards or a small gallery); no interactive controls.
- Slots: Section title (~4 words, like the reference); 9 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “Why Customers Choose SmileSet”
- [Screenshot](https://uidiscovery.com/media/captures/smiledirectclub/s-04.webp)

### 5. FAQ — remove the last objections before the call to action.
- Layout: question list with disclosure (accordion), often two columns on desktop. Half to one screen (696px at 1440), page background; 6 images/icons (a set of cards or a small gallery); no interactive controls.
- Slots: Title; 6 question/answer pairs; Link to support/contact.
- Topic (tone/length only — never reuse): “Frequently Asked Questions”
- [Screenshot](https://uidiscovery.com/media/captures/smiledirectclub/s-05.webp)

### 6. 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 (196px at 1440), page background; 11 images/icons (a set of cards or a small gallery); 1 text link instead of buttons.
- Slots: Section title; 6 quotes: 1–3 sentences, name, role, company, avatar; Use real customer quotes only.
- Topic (tone/length only — never reuse): “Check out our 49,786 reviews.”
- [Screenshot](https://uidiscovery.com/media/captures/smiledirectclub/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 (408px at 1440), page background; 62 image elements (photo collage/gallery + small graphics); 12 buttons (tabs, toggles or per-card actions); 6 headings → ~5 items under a title.
- Slots: Section title (~6 words, like the reference); 5 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Richie was very friendly and professional”
- [Screenshot](https://uidiscovery.com/media/captures/smiledirectclub/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. Half to one screen (648px at 1440), page background; 2 image/graphics; no interactive controls.
- Slots: Section title (~3 words, like the reference); 2 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “Why Choose SmileSet?”
- [Screenshot](https://uidiscovery.com/media/captures/smiledirectclub/s-08.webp) · imagery: slot 3

### 9. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (464px at 1440), page background; 2 image/graphics; one primary button.
- Slots: Heading (~3 words, like the reference); Body copy; Supporting visual (see image plan); One primary action.
- Topic (tone/length only — never reuse): “Need Guidance?”
- [Screenshot](https://uidiscovery.com/media/captures/smiledirectclub/s-09.webp) · imagery: slot 4

### 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 (275px at 1440), page background; 14 images/icons (a set of cards or a small gallery); primary + secondary button.
- 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/smiledirectclub/s-10.webp)

### 11. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (263px at 1440), page background; no images (type-led); primary + secondary button.
- Slots: Heading (~6 words, like the reference); Body copy; Primary + secondary action.
- Topic (tone/length only — never reuse): “Ready to Continue Your Smile Journey?”
- [Screenshot](https://uidiscovery.com/media/captures/smiledirectclub/s-11.webp)

### 12. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Half to one screen (497px at 1440), page background; 1 image/graphic; primary + secondary button, 30 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): “About”
- [Screenshot](https://uidiscovery.com/media/captures/smiledirectclub/s-12.webp)

Inner pages also captured (Pricing, Product, Customers, About, Docs, Contact, Shop, Security): https://uidiscovery.com/sites/smiledirectclub?view=pages

## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#ffffff` | page background | — |
| foreground | `#010101` | body text, headings | 20.9:1 |
| accent | `#010101` | none captured — monochrome. Primary buttons invert (foreground fill, background text); add your brand colour only for small highlights | — |
| surface | `#ffffff` | cards, inputs, alternate bands | text on it 20.9:1 |
| muted | `#869691` | secondary text, borders | 3.1:1 — borders / large text only |

Captured palette: `#ffffff` `#1b1a19` `#444444` `#555555` `#869691` `#010101`. 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: #010101;
  --accent: #010101;
  --surface: #ffffff;
  --muted: #869691;
  --font-heading: "Epilogue", ui-sans-serif, system-ui, sans-serif;
  --font-body: "DM Sans", 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: **Epilogue** (Google Fonts) — reference uses Epilogue. Free to use — load it directly.
- Body: **DM Sans** (Google Fonts) — reference uses DM Sans. Free to use — load it directly.
- 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 ≈464px tall at 1440 (median; range 196–1025px, 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
Flat surfaces, hairline 1px borders in the muted colour, small radii (4–8px), almost no shadow. 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 8 section screenshots: mostly **typography with little or no imagery**, some photography (light, neutral, desaturated, Health & Fitness). Still glance at the linked screenshots to match the exact mood.

### Slot 1 · 1. Hero → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~2 in one consistent style. Aspect: 3:2. Look first: [ref 1](https://uidiscovery.com/media/captures/smiledirectclub/s-01.webp)
- **Stock** — “calm person meditating daylight”: [Unsplash](https://unsplash.com/s/photos/calm-person-meditating-daylight?orientation=landscape) · [Pexels](https://www.pexels.com/search/calm%20person%20meditating%20daylight/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/calm%20person%20meditating%20daylight/?orientation=horizontal)
- **Generate** — `Photograph: calm person meditating daylight. 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, #010101. 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 · 3. Content → photography
- Health & Fitness 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/smiledirectclub/s-03.webp)
- **Stock** — “healthy breakfast bowl”: [Unsplash](https://unsplash.com/s/photos/healthy-breakfast-bowl?orientation=portrait) · [Pexels](https://www.pexels.com/search/healthy%20breakfast%20bowl/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/healthy%20breakfast%20bowl/?orientation=vertical)
- **Generate** — `Photograph: healthy breakfast bowl. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Neutral, desaturated colour grade that sits on #ffffff, #010101. 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 · 8. Features → photography
- Health & Fitness 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/smiledirectclub/s-08.webp)
- **Stock** — “runner at sunrise wide shot”: [Unsplash](https://unsplash.com/s/photos/runner-at-sunrise-wide-shot?orientation=landscape) · [Pexels](https://www.pexels.com/search/runner%20at%20sunrise%20wide%20shot/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/runner%20at%20sunrise%20wide%20shot/?orientation=horizontal)
- **Generate** — `Photograph: runner at sunrise 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, #010101. 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 · 9. Content → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~2 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/smiledirectclub/s-09.webp)
- **Stock** — “healthy breakfast bowl wide shot”: [Unsplash](https://unsplash.com/s/photos/healthy-breakfast-bowl-wide-shot?orientation=portrait) · [Pexels](https://www.pexels.com/search/healthy%20breakfast%20bowl%20wide%20shot/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/healthy%20breakfast%20bowl%20wide%20shot/?orientation=vertical)
- **Generate** — `Photograph: healthy breakfast bowl wide shot. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Neutral, desaturated colour grade that sits on #ffffff, #010101. 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)** — 2. Content, 4. Features, 6. Testimonials, 7. Features, 11. 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** — 5. FAQ, 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.
- **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:
- **abstract 3D / gradient** — generate `Abstract 3D render: soft, matte clay shapes and a smooth gradient in #869691 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 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: calm person meditating, friendly simplified shapes, limited palette of #ffffff, #010101 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: [“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).

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