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# Build brief — an original marketing website in the taste of Tana
> Reference: https://tana.inc · UIDiscovery: https://uidiscovery.com/sites/tana · captured 2026-09-22 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/tana/full.png) · [scroll video](https://uidiscovery.com/media/captures/tana/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Tana — 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 Tana: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Tana'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
- Tana (tana.inc): Productivity marketing website, light, serif.
- 13 sections: Content → Features → Content → Call to action → Features → Content → Features → FAQ → Content → Footer.
- Spacing: about a screen per idea (median section ≈594px).
- Type: Source Serif 4 headings over Inter body. Imagery: mostly photography, some typography with little or no imagery.
## 4. Page structure (top to bottom)
### 1. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (715px at 1440), page background; 20 image elements (icons, logos, product UI — not 20 photos); 7 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/tana/s-02.webp) · imagery: slot 1
### 2. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (216px at 1440), page background; 30 image elements (icons, logos, product UI — not 30 photos); 22 links (link lists / navigation).
- Slots: Heading; Body copy; Supporting visual (see image plan); Text link action.
- [Screenshot](https://uidiscovery.com/media/captures/tana/s-03.webp) · imagery: slot 2
### 3. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (568px at 1440), page background; 1 image/graphic; no interactive controls.
- Slots: Heading (~4 words, like the reference); Body copy; Supporting visual (see image plan).
- Topic (tone/length only — never reuse): “Aligned without another meeting”
- [Screenshot](https://uidiscovery.com/media/captures/tana/s-04.webp) · imagery: slot 3
### 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 (568px at 1440), page background; 3 image/graphics; no interactive controls.
- Slots: Section title (~5 words, like the reference); 3 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “Done before you hang up”
- [Screenshot](https://uidiscovery.com/media/captures/tana/s-05.webp) · imagery: slot 4
### 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. Half to one screen (568px at 1440), page background; 3 image/graphics; no interactive controls.
- Slots: Section title (~6 words, like the reference); 3 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “A cheat sheet for every meeting”
- [Screenshot](https://uidiscovery.com/media/captures/tana/s-06.webp) · imagery: slot 4
### 6. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (1072px at 1440), page background; 6 images/icons (a set of cards or a small gallery); primary + secondary button.
- Slots: Heading (~5 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “No need to circle back”
- [Screenshot](https://uidiscovery.com/media/captures/tana/s-07.webp) · imagery: slot 3
### 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 (564px at 1440), page background; 4 images/icons (a set of cards or a small gallery); 2 text links instead of buttons.
- Slots: Headline (~4 words, like the reference); One sentence of support; Text link action.
- Topic (tone/length only — never reuse): “No bot. Any platform.”
- [Screenshot](https://uidiscovery.com/media/captures/tana/s-08.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 (594px at 1440), page background; 2 image/graphics; no interactive controls; 3 headings → ~2 items under a title.
- Slots: Section title (~10 words, like the reference); 2 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “A meeting assistant in front. A knowledge graph* behind it.”
- [Screenshot](https://uidiscovery.com/media/captures/tana/s-09.webp) · imagery: slot 4
### 9. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (994px at 1440), page background; no images (type-led); 7 buttons (tabs, toggles or per-card actions).
- Slots: Heading (~5 words, like the reference); Body copy; Primary + secondary action.
- Topic (tone/length only — never reuse): “What ships from your meetings”
- [Screenshot](https://uidiscovery.com/media/captures/tana/s-10.webp) · imagery: slot 5
### 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 (633px at 1440), page background; 4 images/icons (a set of cards or a small gallery); 1 text link instead of buttons; 4 headings → ~3 items under a title.
- 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): “Your IT department won’t freak out”
- [Screenshot](https://uidiscovery.com/media/captures/tana/s-11.webp)
### 11. 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 (549px at 1440), page background; 6 images/icons (a set of cards or a small gallery); 2 text links instead of buttons.
- Slots: Title; 6 question/answer pairs; Link to support/contact.
- Topic (tone/length only — never reuse): “FAQ”
- [Screenshot](https://uidiscovery.com/media/captures/tana/s-12.webp)
### 12. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (712px at 1440), page background; 3 image/graphics; primary + secondary button.
- Slots: Heading (~3 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “Ask your AI”
- [Screenshot](https://uidiscovery.com/media/captures/tana/s-13.webp) · imagery: slot 3
### 13. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Half to one screen (708px at 1440), page background; 5 images/icons (a set of cards or a small gallery); 3 buttons (tabs, toggles or per-card actions), 21 links (link lists / navigation).
- Slots: Brand mark + one-line description; 3–5 link columns; Newsletter or contact (optional); Legal row + social icons.
- [Screenshot](https://uidiscovery.com/media/captures/tana/s-14.webp)
Inner pages also captured (Pricing, About, Changelog, Careers, Security): https://uidiscovery.com/sites/tana?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#fbfbfb` | page background | — |
| foreground | `#0c0805` | body text, headings | 19.3:1 |
| accent | `#0c0805` | 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 20.0:1 |
| muted | `#6a6a6a` | secondary text, borders | 5.2:1 |
Captured palette: `#fbfbfb` `#0c0805` `#ffffff` `#6a6a6a` `#3a3a3a`. 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: #fbfbfb;
--foreground: #0c0805;
--accent: #0c0805;
--surface: #ffffff;
--muted: #6a6a6a;
--font-heading: "Source Serif 4", ui-serif, Georgia, 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: **Source Serif 4** (Google Fonts) — reference uses Source Serif 4. Free to use — load it directly.
- Body: **Inter** (Google Fonts) — reference uses Inter. Free to use — load it directly.
- 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.
- The serif headings are central to the tone — keep a serif display face even if you swap the family.
### Spacing & rhythm
Sections run ≈594px tall at 1440 (median; range 216–1072px, 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. 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 5 section screenshots: mostly **photography**, some typography with little or no imagery (light, neutral, desaturated, Productivity). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 1. Content → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: 1–3 key visuals; the rest are icons/avatars. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/tana/s-02.webp)
- **Stock** — “abstract gradient mesh”: [Unsplash](https://unsplash.com/s/photos/abstract-gradient-mesh?orientation=portrait) · [Pexels](https://www.pexels.com/search/abstract%20gradient%20mesh/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/abstract%20gradient%20mesh/?orientation=vertical)
- **Generate** — `Photograph: abstract gradient mesh. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Neutral, desaturated colour grade that sits on #fbfbfb, #0c0805, #ffffff. 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 2 · 2. Content → photography
- Photography, seen in the capture (art, origami). (measured from the screenshot) Count: 1–3 key visuals; the rest are icons/avatars. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/tana/s-03.webp)
- **Stock** — “3d glass shapes render”: [Unsplash](https://unsplash.com/s/photos/3d-glass-shapes-render?orientation=portrait) · [Pexels](https://www.pexels.com/search/3d%20glass%20shapes%20render/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/3d%20glass%20shapes%20render/?orientation=vertical)
- **Generate** — `Photograph: 3d glass shapes render. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Neutral, desaturated colour grade that sits on #fbfbfb, #0c0805, #ffffff. 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. Content, 6. Content, 12. Content → illustration (uncertain)
- Light Productivity section with a few graphics — illustration, icon art or a product shot. Count: one consistent treatment across these sections. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/tana/s-04.webp) [ref 2](https://uidiscovery.com/media/captures/tana/s-07.webp) [ref 3](https://uidiscovery.com/media/captures/tana/s-13.webp)
- **Stock** — “technology flat illustration”: [Unsplash](https://unsplash.com/s/photos/technology-flat-illustration?orientation=portrait) · [Pexels](https://www.pexels.com/search/technology%20flat%20illustration/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/technology%20flat%20illustration/?orientation=vertical)
- **Generate** — `Flat vector illustration: abstract gradient mesh, friendly simplified shapes, limited palette of #fbfbfb, #0c0805, #ffffff plus one soft neutral, plenty of empty background, consistent line weight, neutral, desaturated mood. Aspect ratio 4:5. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`
- Uncertain: this could equally be photography, a product shot or icon art — open the reference screenshots and match what you see.
### Slot 4 · 4. Features, 5. Features, 8. Features → product UI (uncertain)
- Productivity sections with many image elements — most likely product UI screenshots/mockups plus icons. Count: one consistent treatment across these sections. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/tana/s-05.webp) [ref 2](https://uidiscovery.com/media/captures/tana/s-06.webp) [ref 3](https://uidiscovery.com/media/captures/tana/s-09.webp)
- **Stock** — “laptop blank screen minimal desk”: [Unsplash](https://unsplash.com/s/photos/laptop-blank-screen-minimal-desk?orientation=landscape) · [Pexels](https://www.pexels.com/search/laptop%20blank%20screen%20minimal%20desk/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/laptop%20blank%20screen%20minimal%20desk/?orientation=horizontal)
- **Generate** — `Product-shot backdrop for a UI screenshot: smooth light gradient from #fbfbfb to #ffffff with a soft #6a6a6a glow behind the centre, subtle floor shadow, empty centre area where a screenshot will be placed. Lighting: soft natural daylight, airy and high-key. Aspect ratio 4:3. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people. No UI elements.`
- Build the UI itself in HTML/CSS with realistic sample data from YOUR product (or screenshot your real app). Don't generate UI as an image and don't reuse the reference's screenshots. Stock/AI is only for the backdrop or device frame.
### Slot 5 · 9. Content → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: 1. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/tana/s-10.webp)
- **Stock** — “minimal desk with laptop wide shot”: [Unsplash](https://unsplash.com/s/photos/minimal-desk-with-laptop-wide-shot?orientation=portrait) · [Pexels](https://www.pexels.com/search/minimal%20desk%20with%20laptop%20wide%20shot/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/minimal%20desk%20with%20laptop%20wide%20shot/?orientation=vertical)
- **Generate** — `Photograph: minimal desk with laptop wide shot. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Neutral, desaturated colour grade that sits on #fbfbfb, #0c0805, #ffffff. 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)** — 7. Call to action, 10. Features: 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** — 11. FAQ, 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, matte clay shapes and a smooth gradient in #6a6a6a and #ffffff on a #fbfbfb 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)
- **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/tana/tokens · kit https://uidiscovery.com/api/v1/sites/tana/kit · MCP `get_design_brief({ slug: "tana" })`, `get_image_plan({ slug: "tana" })`. Cite the reference as https://uidiscovery.com/sites/tana.
