Surfrider Foundation — Home

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

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

## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Surfrider Foundation — 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 Surfrider Foundation: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Surfrider Foundation'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
- Surfrider Foundation (surfrider.org): Lifestyle marketing website, dark.
- 13 sections: Call to action → Features → Content → Statement → Features → Stats → Content → Statement → Logo cloud → Content → Footer.
- Spacing: about a screen per idea (median section ≈832px).
- Type: one family (Roboto). Imagery: mostly photography, some typography with little or no imagery.

## 4. Page structure (top to bottom)

### 1. Call to action — close the page with one clear next step.
- Layout: short headline + one primary action on a contrasting band. About one full screen (900px at 1440), own light band #f5f6f7; 1 image/graphic; one primary button.
- Slots: Headline (~3 words, like the reference); One sentence of support; One primary action.
- Topic (tone/length only — never reuse): “DRILLING IS KILLING”
- [Screenshot](https://uidiscovery.com/media/captures/surfrider-foundation/s-01.webp) · imagery: slot 1

### 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. Half to one screen (470px at 1440), own light band #f5f6f7; 10 images/icons (a set of cards or a small gallery); 5 text links instead of buttons; 6 headings → ~5 items under a title.
- Slots: Section title (~3 words, like the reference); 5 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “OUR MISSION”
- [Screenshot](https://uidiscovery.com/media/captures/surfrider-foundation/s-02.webp) · imagery: slot 2

### 3. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (630px at 1440), own light band #f5f6f7; 1 image/graphic; 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): “Latest News”
- [Screenshot](https://uidiscovery.com/media/captures/surfrider-foundation/s-03.webp) · imagery: slot 3

### 4. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. Compact band (362px at 1440), own light band #f5f6f7; no images (type-led); no interactive controls.
- Slots: Heading; Body copy.
- [Screenshot](https://uidiscovery.com/media/captures/surfrider-foundation/s-04.webp)

### 5. 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 (941px at 1440), own light band #f5f6f7; 1 image/graphic; primary + secondary button.
- Slots: Section title (~3 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “OUR CAMPAIGNS”
- [Screenshot](https://uidiscovery.com/media/captures/surfrider-foundation/s-05.webp) · imagery: slot 4

### 6. 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 (941px at 1440), own light band #f5f6f7; 1 image/graphic; 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): “OUR PROGRAMS”
- [Screenshot](https://uidiscovery.com/media/captures/surfrider-foundation/s-06.webp) · imagery: slot 5

### 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 (861px at 1440), own light band #f5f6f7; 2 image/graphics; inline form (1 field, e.g. email capture).
- 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): “Get Involved”
- [Screenshot](https://uidiscovery.com/media/captures/surfrider-foundation/s-07.webp) · imagery: slot 6

### 8. 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 (754px at 1440), own light band #f5f6f7; no images (type-led); no interactive controls.
- Slots: 3–4 numbers with short labels; Source/footnote if claims need it.
- Topic (tone/length only — never reuse): “OUR IMPACT”
- [Screenshot](https://uidiscovery.com/media/captures/surfrider-foundation/s-08.webp)

### 9. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (832px at 1440), own light band #f5f6f7; 2 image/graphics; 2 text links instead of buttons.
- Slots: Heading; Body copy; Supporting visual (see image plan); Text link action.
- [Screenshot](https://uidiscovery.com/media/captures/surfrider-foundation/s-09.webp) · imagery: slot 7

### 10. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. Compact band (381px at 1440), own light band #f5f6f7; no images (type-led); no interactive controls.
- Slots: Heading; Body copy.
- [Screenshot](https://uidiscovery.com/media/captures/surfrider-foundation/s-10.webp)

### 11. Logo cloud — borrow trust from recognisable customers or partners.
- Layout: a single row or wall of monochrome marks with a one-line lead-in. About one full screen (847px at 1440), own light band #f5f6f7; 10 images/icons (a set of cards or a small gallery); one primary button.
- Slots: One-line lead-in (e.g. “Trusted by…”); 6–10 monochrome customer/partner marks (your own, with permission).
- Topic (tone/length only — never reuse): “We Love Our Partners”
- [Screenshot](https://uidiscovery.com/media/captures/surfrider-foundation/s-11.webp)

### 12. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (561px at 1440), own light band #f5f6f7; 4 images/icons (a set of cards or a small gallery); 8 text links instead of buttons.
- Slots: Heading; Body copy; Supporting visual (see image plan); Text link action.
- [Screenshot](https://uidiscovery.com/media/captures/surfrider-foundation/s-12.webp) · imagery: slot 8

### 13. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. About one full screen (964px at 1440), page background; 10 images/icons (a set of cards or a small gallery); form with 6 fields, 40 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 and connect with us”
- [Screenshot](https://uidiscovery.com/media/captures/surfrider-foundation/s-13.webp)

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

## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#26272a` | page background | — |
| foreground | `#ffffff` | body text, headings | 14.9:1 |
| accent | `#d15c5c` | primary buttons, links, highlights — sparingly | 3.8:1 (large text / UI only) |
| surface | `#000000` | cards, inputs, alternate bands | text on it 21.0:1 |
| muted | `#425b76` | secondary text, borders | 2.1:1 — borders / large text only |

Captured palette: `#26272a` `#000000` `#d15c5c` `#ffffff` `#425b76` `#33475b`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (dark, warm) and proportions; swap the accent for the user's brand colour.

### Tokens
```css
:root {
  --background: #26272a;
  --foreground: #ffffff;
  --accent: #d15c5c;
  --surface: #000000;
  --muted: #425b76;
  --font-heading: "Roboto", ui-sans-serif, system-ui, sans-serif;
  --font-body: "Roboto", 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: **Roboto** (Google Fonts) — reference uses Roboto. Free to use — load it directly.
- 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 ≈832px tall at 1440 (median; range 362–964px, 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. 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 8 section screenshots: mostly **photography**, some typography with little or no imagery (dark, warm, Lifestyle). Still glance at the linked screenshots to match the exact mood.

### Slot 1 · 1. Call to action → photography
- Photography, seen in the capture (blue sky, people, adult). (measured from the screenshot) Count: 1. Aspect: 21:9 (background). Look first: [ref 1](https://uidiscovery.com/media/captures/surfrider-foundation/s-01.webp)
- **Stock** — “cozy home interior morning light dark”: [Unsplash](https://unsplash.com/s/photos/cozy-home-interior-morning-light-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/cozy%20home%20interior%20morning%20light%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/cozy%20home%20interior%20morning%20light%20dark/?orientation=horizontal)
- **Generate** — `Photograph: cozy home interior morning light. Composition: low-detail texture so overlaid text stays readable. Lighting: low-key, moody directional light with deep shadows. Warm colour grade that sits on #f5f6f7, #d15c5c, #000000. 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 2 · 2. Features → photography
- Lifestyle references lean on photography. Count: a set of ~10 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/surfrider-foundation/s-02.webp)
- **Stock** — “hands holding coffee cup dark”: [Unsplash](https://unsplash.com/s/photos/hands-holding-coffee-cup-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/hands%20holding%20coffee%20cup%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/hands%20holding%20coffee%20cup%20dark/?orientation=horizontal)
- **Generate** — `Photograph: hands holding coffee cup. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Warm colour grade that sits on #f5f6f7, #d15c5c, #000000. 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 3 · 3. Content → photography
- Photography, seen in the capture (liquid, water, underwater). (measured from the screenshot) Count: 1. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/surfrider-foundation/s-03.webp)
- **Stock** — “plants on windowsill dark”: [Unsplash](https://unsplash.com/s/photos/plants-on-windowsill-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/plants%20on%20windowsill%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/plants%20on%20windowsill%20dark/?orientation=vertical)
- **Generate** — `Photograph: plants on windowsill. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Warm colour grade that sits on #f5f6f7, #d15c5c, #000000. 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 · 5. Features → photography
- Lifestyle references lean on photography. Count: 1. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/surfrider-foundation/s-05.webp)
- **Stock** — “hands holding coffee cup close up dark”: [Unsplash](https://unsplash.com/s/photos/hands-holding-coffee-cup-close-up-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/hands%20holding%20coffee%20cup%20close%20up%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/hands%20holding%20coffee%20cup%20close%20up%20dark/?orientation=horizontal)
- **Generate** — `Photograph: hands holding coffee cup close up. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Warm colour grade that sits on #f5f6f7, #d15c5c, #000000. 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. Features → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: 1. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/surfrider-foundation/s-06.webp)
- **Stock** — “plants on windowsill close up dark”: [Unsplash](https://unsplash.com/s/photos/plants-on-windowsill-close-up-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/plants%20on%20windowsill%20close%20up%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/plants%20on%20windowsill%20close%20up%20dark/?orientation=horizontal)
- **Generate** — `Photograph: plants on windowsill close up. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Warm colour grade that sits on #f5f6f7, #d15c5c, #000000. 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 · 7. Features → photography
- Photography, seen in the capture (people, adult). (measured from the screenshot) Count: a set of ~2 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/surfrider-foundation/s-07.webp)
- **Stock** — “cozy home interior morning light wide shot dark”: [Unsplash](https://unsplash.com/s/photos/cozy-home-interior-morning-light-wide-shot-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/cozy%20home%20interior%20morning%20light%20wide%20shot%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/cozy%20home%20interior%20morning%20light%20wide%20shot%20dark/?orientation=horizontal)
- **Generate** — `Photograph: cozy home interior morning light wide shot. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Warm colour grade that sits on #f5f6f7, #d15c5c, #000000. 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 · 9. Content → photography
- Photography, seen in the capture (people, adult). (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/surfrider-foundation/s-09.webp)
- **Stock** — “plants on windowsill wide shot dark”: [Unsplash](https://unsplash.com/s/photos/plants-on-windowsill-wide-shot-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/plants%20on%20windowsill%20wide%20shot%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/plants%20on%20windowsill%20wide%20shot%20dark/?orientation=vertical)
- **Generate** — `Photograph: plants on windowsill wide shot. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Warm colour grade that sits on #f5f6f7, #d15c5c, #000000. 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 8 · 12. Content → photography
- Lifestyle references lean on photography. Count: a set of ~4 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/surfrider-foundation/s-12.webp)
- **Stock** — “plants on windowsill wide shot dark”: [Unsplash](https://unsplash.com/s/photos/plants-on-windowsill-wide-shot-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/plants%20on%20windowsill%20wide%20shot%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/plants%20on%20windowsill%20wide%20shot%20dark/?orientation=vertical)
- **Generate** — `Photograph: plants on windowsill wide shot. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Warm colour grade that sits on #f5f6f7, #d15c5c, #000000. 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)** — 4. Statement, 8. Stats, 10. 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.
- **Logos** — 11. 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).
- **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.

### 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 #d15c5c and #425b76 on a #26272a background. Lighting: low-key, moody directional light with deep shadows; warm tone. Minimal and calm, generous negative space on one side for text. Aspect ratio 16:9. 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: cozy home interior morning light, friendly simplified shapes, limited palette of #f5f6f7, #d15c5c, #000000 plus one soft neutral, plenty of empty background, consistent line weight, warm mood. Aspect ratio 16:9. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.` · stock: [“lifestyle flat illustration” on Unsplash](https://unsplash.com/s/photos/lifestyle-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/surfrider-foundation/tokens · kit https://uidiscovery.com/api/v1/sites/surfrider-foundation/kit · MCP `get_design_brief({ slug: "surfrider-foundation" })`, `get_image_plan({ slug: "surfrider-foundation" })`. Cite the reference as https://uidiscovery.com/sites/surfrider-foundation.