Preview the prompt +
# Build brief — an original marketing website in the taste of SWSH
> Reference: https://www.joinswsh.com · UIDiscovery: https://uidiscovery.com/sites/swsh · captured 2026-09-23 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/swsh/full.png) · [scroll video](https://uidiscovery.com/media/captures/swsh/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as SWSH — 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 SWSH: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse SWSH'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
- SWSH (joinswsh.com): Entertainment marketing website, dark.
- 12 sections: Hero → Features → Content → Features → Content → Features → Content → Statement.
- Spacing: about a screen per idea (median section ≈823px).
- Hero headline: 5 words — short and punchy; keep yours under ~9.
- Type: one family (Gerstner Programm). 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. Tall, ≈1.8 screens (1660px at 1440), own dark band #040404; 116 image elements (photo collage/gallery + small graphics); 2 text links instead of buttons.
- Slots: Eyebrow / announcement pill (optional); H1 (~5 words, like the reference); Supporting line, 1–2 sentences; Text link action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “Fan engagement for live events”
- [Screenshot](https://uidiscovery.com/media/captures/swsh/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. Compact band (210px at 1440), own dark band #040404; 2 image/graphics; primary + secondary button.
- Slots: Section title (~10 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “The world’s largest brands use SWSH to increase event ROI”
- [Screenshot](https://uidiscovery.com/media/captures/swsh/s-02.webp)
### 3. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (238px at 1440), own dark band #040404; 18 image elements (photo collage/gallery + small graphics); 6 text links instead of buttons.
- Slots: Heading; Body copy; Supporting visual (see image plan); Text link action.
- [Screenshot](https://uidiscovery.com/media/captures/swsh/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. About one full screen (900px at 1440), own dark band #040404; 6 images/icons (a set of cards or a small gallery); 27 buttons (tabs, toggles or per-card actions).
- Slots: Section title (~6 words, like the reference); 6 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “All events are growing with SWSH”
- [Screenshot](https://uidiscovery.com/media/captures/swsh/s-04.webp) · imagery: slot 3
### 5. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (1093px at 1440), own dark band #040404; 4 images/icons (a set of cards or a small gallery); 1 text link instead of buttons.
- Slots: Heading (~10 words, like the reference); Body copy; Supporting visual (see image plan); Text link action.
- Topic (tone/length only — never reuse): “Collect, organize, Collect, organize, and share UGC and share UGC”
- [Screenshot](https://uidiscovery.com/media/captures/swsh/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. Tall, ≈1.3 screens (1177px at 1440), own dark band #040404; 2 image/graphics; 1 text link instead of buttons.
- Slots: Section title (~12 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “Social media tracking Social media tracking for live events for live events”
- [Screenshot](https://uidiscovery.com/media/captures/swsh/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 (768px at 1440), own dark band #040404; 1 image/graphic; 1 text link instead of buttons.
- Slots: Section title (~14 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “Custom solutions and dedicated Custom solutions and dedicated support for…”
- [Screenshot](https://uidiscovery.com/media/captures/swsh/s-07.webp) · imagery: slot 6
### 8. Content — supporting content that deepens one idea.
- Layout: text + media block. Tall, ≈1.4 screens (1284px at 1440), own dark band #040404; 7 images/icons (a set of cards or a small gallery); 4 text links instead of buttons.
- Slots: Heading (~12 words, like the reference); Body copy; Supporting visual (see image plan); Text link action.
- Topic (tone/length only — never reuse): “EDC Las Vegas is centralizing community for North America’s largest dance…”
- [Screenshot](https://uidiscovery.com/media/captures/swsh/s-08.webp) · imagery: slot 7
### 9. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (239px at 1440), own dark band #040404; no images (type-led); 1 text link instead of buttons.
- Slots: Heading (~8 words, like the reference); Body copy; Text link action.
- Topic (tone/length only — never reuse): “Latest news Latest news and updates and updates”
- [Screenshot](https://uidiscovery.com/media/captures/swsh/s-09.webp)
### 10. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (823px at 1440), own dark band #040404; 6 images/icons (a set of cards or a small gallery); 6 text links 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): “Variety: SWSH closes $4M seed in Music Industry Moves”
- [Screenshot](https://uidiscovery.com/media/captures/swsh/s-10.webp) · imagery: slot 8
### 11. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (392px at 1440), own dark band #101010; 6 images/icons (a set of cards or a small gallery); 6 buttons (tabs, toggles or per-card actions).
- Slots: Heading; Body copy; Supporting visual (see image plan); Primary + secondary action.
- [Screenshot](https://uidiscovery.com/media/captures/swsh/s-11.webp)
### 12. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. Half to one screen (425px at 1440), own dark band #040404; 31 image elements (photo collage/gallery + small graphics); 1 text link instead of buttons.
- Slots: Heading (~3 words, like the reference); Body copy; Supporting visual (see image plan); Text link action.
- Topic (tone/length only — never reuse): “Grow with SWSH”
- [Screenshot](https://uidiscovery.com/media/captures/swsh/s-12.webp)
Inner pages also captured (Pricing, Product, Customers, About, Sign up, Log in, Blog, Careers): https://uidiscovery.com/sites/swsh?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#08090c` | page background | — |
| foreground | `#efefef` | body text, headings | 17.3:1 |
| accent | `#efefef` | none captured — monochrome. Primary buttons invert (foreground fill, background text); add your brand colour only for small highlights | — |
| surface | `#040404` | cards, inputs, alternate bands | text on it 17.8:1 |
| muted | `#a5a5a5` | secondary text, borders | 8.1:1 |
Captured palette: `#08090c` `#efefef` `#040404` `#a5a5a5`. Section bands top→bottom: `#040404` → `#101010`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (dark, neutral, desaturated) and proportions; swap the accent for the user's brand colour.
### Tokens
```css
:root {
--background: #08090c;
--foreground: #efefef;
--accent: #efefef;
--surface: #040404;
--muted: #a5a5a5;
--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 Gerstner Programm. “Gerstner Programm” 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(2.75rem, 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 ≈823px tall at 1440 (median; range 210–1660px, 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
On dark, separate layers with 1px borders at ~8–12% white and soft glows instead of drop shadows. 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 9 section screenshots: mostly **photography**, some typography with little or no imagery (dark, neutral, desaturated, Entertainment). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 1. Hero → abstract 3D / gradient
- Abstract art — gradient, 3D or atmospheric graphics, seen in the capture. (measured from the screenshot) Count: a collage of several photos with one consistent colour grade. Aspect: 16:9 full-bleed (or 21:9). Look first: [ref 1](https://uidiscovery.com/media/captures/swsh/s-01.webp)
- **Stock** — “abstract dark gradient 3d”: [Unsplash](https://unsplash.com/s/photos/abstract-dark-gradient-3d?orientation=landscape) · [Pexels](https://www.pexels.com/search/abstract%20dark%20gradient%203d/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/abstract%20dark%20gradient%203d/?orientation=horizontal)
- **Generate** — `Abstract 3D render: soft, glossy glass-like shapes and a smooth gradient in #a5a5a5 and #040404 on a #08090c background. Lighting: low-key, moody directional light with deep shadows; neutral, desaturated 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.`
### Slot 2 · 3. Content → photography
- Photography, seen in the capture (adult, people). (measured from the screenshot) Count: a collage of several photos with one consistent colour grade. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/swsh/s-03.webp)
- **Stock** — “cinema seats lighting dark”: [Unsplash](https://unsplash.com/s/photos/cinema-seats-lighting-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/cinema%20seats%20lighting%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/cinema%20seats%20lighting%20dark/?orientation=vertical)
- **Generate** — `Photograph: cinema seats lighting. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Neutral, desaturated colour grade that sits on #040404, #efefef. 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 · 4. Features → photography
- Photography, seen in the capture (people, crowd, adult). (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/swsh/s-04.webp)
- **Stock** — “concert stage lights crowd close up dark”: [Unsplash](https://unsplash.com/s/photos/concert-stage-lights-crowd-close-up-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/concert%20stage%20lights%20crowd%20close%20up%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/concert%20stage%20lights%20crowd%20close%20up%20dark/?orientation=horizontal)
- **Generate** — `Photograph: concert stage lights crowd close up. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Neutral, desaturated colour grade that sits on #040404, #efefef. 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 · 5. Content → photography
- Photography, seen in the capture (people, adult). (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/swsh/s-05.webp)
- **Stock** — “vinyl record player close up dark”: [Unsplash](https://unsplash.com/s/photos/vinyl-record-player-close-up-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/vinyl%20record%20player%20close%20up%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/vinyl%20record%20player%20close%20up%20dark/?orientation=vertical)
- **Generate** — `Photograph: vinyl record player close up. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Neutral, desaturated colour grade that sits on #040404, #efefef. 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 5 · 6. Features → photography
- Entertainment 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/swsh/s-06.webp)
- **Stock** — “cinema seats lighting close up dark”: [Unsplash](https://unsplash.com/s/photos/cinema-seats-lighting-close-up-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/cinema%20seats%20lighting%20close%20up%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/cinema%20seats%20lighting%20close%20up%20dark/?orientation=horizontal)
- **Generate** — `Photograph: cinema seats lighting close up. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Neutral, desaturated colour grade that sits on #040404, #efefef. 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
- Entertainment references lean on photography. Count: 1. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/swsh/s-07.webp)
- **Stock** — “concert stage lights crowd wide shot dark”: [Unsplash](https://unsplash.com/s/photos/concert-stage-lights-crowd-wide-shot-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/concert%20stage%20lights%20crowd%20wide%20shot%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/concert%20stage%20lights%20crowd%20wide%20shot%20dark/?orientation=horizontal)
- **Generate** — `Photograph: concert stage lights crowd wide shot. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Neutral, desaturated colour grade that sits on #040404, #efefef. 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 · 8. Content → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~7 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/swsh/s-08.webp)
- **Stock** — “vinyl record player wide shot dark”: [Unsplash](https://unsplash.com/s/photos/vinyl-record-player-wide-shot-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/vinyl%20record%20player%20wide%20shot%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/vinyl%20record%20player%20wide%20shot%20dark/?orientation=vertical)
- **Generate** — `Photograph: vinyl record player wide shot. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Neutral, desaturated colour grade that sits on #040404, #efefef. 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 · 10. Content → photography
- Photography, seen in the capture (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/swsh/s-10.webp)
- **Stock** — “concert stage lights crowd wide shot dark”: [Unsplash](https://unsplash.com/s/photos/concert-stage-lights-crowd-wide-shot-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/concert%20stage%20lights%20crowd%20wide%20shot%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/concert%20stage%20lights%20crowd%20wide%20shot%20dark/?orientation=vertical)
- **Generate** — `Photograph: concert stage lights crowd wide shot. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Neutral, desaturated colour grade that sits on #040404, #efefef. 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. Features, 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:
- **illustration** — generate `Flat vector illustration: concert stage lights crowd, friendly simplified shapes, limited palette of #040404, #efefef plus one soft neutral, plenty of empty background, consistent line weight, neutral, desaturated mood. Aspect ratio 16:9. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.` · stock: [“music flat illustration” on Unsplash](https://unsplash.com/s/photos/music-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/swsh/tokens · kit https://uidiscovery.com/api/v1/sites/swsh/kit · MCP `get_design_brief({ slug: "swsh" })`, `get_image_plan({ slug: "swsh" })`. Cite the reference as https://uidiscovery.com/sites/swsh.
