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# Build brief — an original marketing website in the taste of Tim Wendelboe
> Reference: https://timwendelboe.no · UIDiscovery: https://uidiscovery.com/sites/tim-wendelboe · captured 2026-09-23 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/tim-wendelboe/full.webp) · [scroll video](https://uidiscovery.com/media/captures/tim-wendelboe/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Tim Wendelboe — 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 Tim Wendelboe: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Tim Wendelboe'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
- Tim Wendelboe (timwendelboe.no): Food & Drink marketing website, light, serif.
- 5 sections: Content → Features → Team → Footer.
- Spacing: about a screen per idea (median section ≈645px).
- Type: Fedra Serif A Medium TF headings over Fedra Sans L body. Imagery: mostly photography, some abstract 3D / gradient art.
## 4. Page structure (top to bottom)
### 1. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (820px at 1440), page background; 3 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): “Echemo”
- [Screenshot](https://uidiscovery.com/media/captures/tim-wendelboe/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 (645px at 1440), page background; 10 images/icons (a set of cards or a small gallery); primary + secondary button, 16 links (link lists / navigation); 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; Primary + secondary action.
- Topic (tone/length only — never reuse): “Explore our coffees”
- [Screenshot](https://uidiscovery.com/media/captures/tim-wendelboe/s-02.webp) · imagery: slot 2
### 3. 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 (820px at 1440), page background; 3 image/graphics; 3 text links instead of buttons; 4 headings → ~3 items under a title.
- Slots: Section title (~3 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “Coffee Subscription Plans”
- [Screenshot](https://uidiscovery.com/media/captures/tim-wendelboe/s-03.webp) · imagery: slot 3
### 4. Team — put faces behind the product.
- Layout: portrait grid with name and role. Half to one screen (617px at 1440), page background; 10 images/icons (a set of cards or a small gallery); primary + secondary button; 6 headings → ~5 items under a title.
- Slots: Title; Portrait grid: name, role; Hiring link (optional).
- Topic (tone/length only — never reuse): “Learn more about the farms we work with”
- [Screenshot](https://uidiscovery.com/media/captures/tim-wendelboe/s-04.webp) · imagery: slot 4
### 5. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Half to one screen (415px at 1440), page background; 19 image elements (photo collage/gallery + small graphics); form with 4 fields, primary + secondary button, 13 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/tim-wendelboe/s-05.webp)
Inner pages also captured (Pricing, Product, About, Blog, Docs, Contact, Shop, Security): https://uidiscovery.com/sites/tim-wendelboe?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#f6ede7` | page background | — |
| foreground | `#24352e` | body text, headings | 11.2:1 |
| accent | `#24352e` | 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 12.9:1 |
| muted | `#24352e` | secondary text, borders | 11.2:1 |
Captured palette: `#f6ede7` `#24352e` `#ffffff`. 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: #f6ede7;
--foreground: #24352e;
--accent: #24352e;
--surface: #ffffff;
--muted: #24352e;
--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 Fedra Serif A Medium TF. “Fedra Serif A Medium TF” is likely a custom or licensed face. Source Serif 4 is a neutral stand-in — pick a closer free match by eye from the screenshot.
- Body: **Inter** (Google Fonts) — reference uses Fedra Sans L. “Fedra Sans L” is likely a custom or licensed face. Inter is a neutral stand-in — pick a closer free match by eye from the screenshot.
- 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 ≈645px tall at 1440 (median; range 415–820px, 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 3 section screenshots: mostly **photography**, some abstract 3D / gradient art (light, neutral, desaturated, Food & Drink). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 1. 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/tim-wendelboe/s-01.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 #24352e and #ffffff on a #f6ede7 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 2 · 2. Features → photography
- Food & Drink 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/tim-wendelboe/s-02.webp)
- **Stock** — “restaurant interior warm evening”: [Unsplash](https://unsplash.com/s/photos/restaurant-interior-warm-evening?orientation=landscape) · [Pexels](https://www.pexels.com/search/restaurant%20interior%20warm%20evening/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/restaurant%20interior%20warm%20evening/?orientation=horizontal)
- **Generate** — `Photograph: restaurant interior warm evening. 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 #f6ede7, #24352e, #ffffff. 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. Features → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~3 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/tim-wendelboe/s-03.webp)
- **Stock** — “fresh ingredients on linen”: [Unsplash](https://unsplash.com/s/photos/fresh-ingredients-on-linen?orientation=landscape) · [Pexels](https://www.pexels.com/search/fresh%20ingredients%20on%20linen/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/fresh%20ingredients%20on%20linen/?orientation=horizontal)
- **Generate** — `Photograph: fresh ingredients on linen. 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 #f6ede7, #24352e, #ffffff. 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 · 4. Team → portraits
- Portrait photography, seen in the capture. (measured from the screenshot) Count: a set of ~10 in one consistent style. Aspect: 1:1 (avatars) or 4:5 (portraits). Look first: [ref 1](https://uidiscovery.com/media/captures/tim-wendelboe/s-04.webp)
- **Stock** — “team portrait office candid”: [Unsplash](https://unsplash.com/s/photos/team-portrait-office-candid?orientation=portrait) · [Pexels](https://www.pexels.com/search/team%20portrait%20office%20candid/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/team%20portrait%20office%20candid/?orientation=vertical)
- **Generate** — `Natural headshot of a fictional professional, head-and-shoulders, eye level, same backdrop for everyone, soft natural daylight, airy and high-key, background tinted #ffffff, neutral, desaturated colour grade. Aspect ratio 1:1. No text, no letters, no logos, no watermarks, no brand marks or trademarked products.`
- Placeholders only: a testimonial needs a real customer, their real photo and consent. Never attach a real quote to a stock or AI face.
- **Icons** — 5. 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:
- **illustration** — generate `Flat vector illustration: plated dish overhead, friendly simplified shapes, limited palette of #f6ede7, #24352e, #ffffff 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: [“food flat illustration” on Unsplash](https://unsplash.com/s/photos/food-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/tim-wendelboe/tokens · kit https://uidiscovery.com/api/v1/sites/tim-wendelboe/kit · MCP `get_design_brief({ slug: "tim-wendelboe" })`, `get_image_plan({ slug: "tim-wendelboe" })`. Cite the reference as https://uidiscovery.com/sites/tim-wendelboe.
