Preview the prompt +
# Build brief — an original marketing website in the taste of Toggl
> Reference: https://toggl.com · UIDiscovery: https://uidiscovery.com/sites/toggl · captured 2026-09-22 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/toggl/full.png) · [scroll video](https://uidiscovery.com/media/captures/toggl/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Toggl — 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 Toggl: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Toggl'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
- Toggl (toggl.com): Productivity marketing website, light.
- 12 sections: Hero → Features → Content → Testimonials → Content → Features → Statement → Call to action → Features.
- Spacing: about a screen per idea (median section ≈702px).
- Hero headline: 5 words — short and punchy; keep yours under ~9.
- Type: one family (Aeonik). Imagery: mostly 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. About one full screen (878px at 1440), page background; 13 images/icons (a set of cards or a small gallery); one primary button.
- Slots: Eyebrow / announcement pill (optional); H1 (~5 words, like the reference); Supporting line, 1–2 sentences; One primary action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “The time tracker millions trust”
- [Screenshot](https://uidiscovery.com/media/captures/toggl/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 (702px at 1440), page background; 16 image elements (icons, logos, product UI — not 16 photos); no interactive controls.
- Slots: Section title (~12 words, like the reference); 3 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “Revenue disappears because there is a gap between planned and actual work”
- [Screenshot](https://uidiscovery.com/media/captures/toggl/s-02.webp)
### 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. Half to one screen (492px at 1440), page background; 1 image/graphic; no interactive controls.
- Slots: Section title (~11 words, like the reference); 3 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “Toggl brings together time tracking and capacity planning in one platform.”
- [Screenshot](https://uidiscovery.com/media/captures/toggl/s-03.webp) · imagery: slot 2
### 4. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (889px at 1440), page background; no images (type-led); no interactive controls.
- Slots: Heading; Body copy.
- [Screenshot](https://uidiscovery.com/media/captures/toggl/s-04.webp)
### 5. Testimonials — let real customers make the case in their own words.
- Layout: quote cards or a featured quote with name, role and avatar. Half to one screen (513px at 1440), page background; 9 images/icons (a set of cards or a small gallery); no interactive controls.
- Slots: Section title; 2 quotes: 1–3 sentences, name, role, company, avatar; Use real customer quotes only.
- [Screenshot](https://uidiscovery.com/media/captures/toggl/s-05.webp) · imagery: slot 3
### 6. Content — supporting content that deepens one idea.
- Layout: text + media block. Tall, ≈1.3 screens (1175px at 1440), page background; 10 images/icons (a set of cards or a small gallery); 9 text links instead of buttons.
- Slots: Heading (~6 words, like the reference); Body copy; Supporting visual (see image plan); Text link action.
- Topic (tone/length only — never reuse): “Everything your time can tell you”
- [Screenshot](https://uidiscovery.com/media/captures/toggl/s-06.webp) · imagery: slot 1
### 7. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (1147px at 1440), page background; 16 image elements (icons, logos, product UI — not 16 photos); 8 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/toggl/s-07.webp) · imagery: slot 2
### 8. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (202px at 1440), own light band #ffffff; no images (type-led); no interactive controls.
- Slots: Heading (~9 words, like the reference); Body copy.
- Topic (tone/length only — never reuse): “The time tracker that brings clarity to high-performing teams”
- [Screenshot](https://uidiscovery.com/media/captures/toggl/s-08.webp)
### 9. 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 (1196px at 1440), own light band #ffffff; 17 image elements (icons, logos, product UI — not 17 photos); no interactive controls; 4 headings → ~3 items under a title.
- 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): “Agencies & professional services teams”
- [Screenshot](https://uidiscovery.com/media/captures/toggl/s-09.webp) · imagery: slot 2
### 10. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. Compact band (315px at 1440), own light band #ffffff; no images (type-led); no interactive controls.
- Slots: Heading (~5 words, like the reference); Body copy.
- Topic (tone/length only — never reuse): “How teams use time intelligence”
- [Screenshot](https://uidiscovery.com/media/captures/toggl/s-10.webp)
### 11. Call to action — close the page with one clear next step.
- Layout: short headline + one primary action on a contrasting band. Compact band (212px at 1440), page background; no images (type-led); no interactive controls.
- Slots: Headline (~5 words, like the reference); One sentence of support; Primary action.
- Topic (tone/length only — never reuse): “One tool, however you work”
- [Screenshot](https://uidiscovery.com/media/captures/toggl/s-12.webp)
### 12. 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 (526px at 1440), page background; 14 images/icons (a set of cards or a small gallery); one primary button; 3 headings → ~2 items under a title.
- 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): “For freelancers”
- [Screenshot](https://uidiscovery.com/media/captures/toggl/s-13.webp) · imagery: slot 2
Inner pages also captured (Pricing, Product, Customers, About, Blog, Enterprise, Contact): https://uidiscovery.com/sites/toggl?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#f8f7f1` | page background | — |
| foreground | `#37083e` | body text, headings | 15.4:1 |
| accent | `#424a12` | primary buttons, links, highlights — sparingly | 8.8:1 |
| surface | `#eeadfb` | cards, inputs, alternate bands | text on it 9.5:1 |
| muted | `#676169` | secondary text, borders | 5.6:1 |
Captured palette: `#f8f7f1` `#363137` `#424a12` `#eeadfb` `#676169` `#37083e`. Section bands top→bottom: `#f8f7f1` → `#ffffff`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (light, warm) and proportions; swap the accent for the user's brand colour.
### Tokens
```css
:root {
--background: #f8f7f1;
--foreground: #37083e;
--accent: #424a12;
--surface: #eeadfb;
--muted: #676169;
--font-heading: "Manrope", ui-sans-serif, system-ui, sans-serif;
--font-body: "Manrope", 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: **Manrope** (Google Fonts) — reference uses Aeonik. “Aeonik” is a licensed face — use Manrope (or Figtree) as the free stand-in, or license the original.
- 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 ≈702px tall at 1440 (median; range 202–1196px, 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
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 **typography with little or no imagery** (light, warm, Productivity). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 1. Hero, 6. 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: 16:9 full-bleed (or 21:9). Look first: [ref 1](https://uidiscovery.com/media/captures/toggl/s-01.webp) [ref 2](https://uidiscovery.com/media/captures/toggl/s-06.webp)
- **Stock** — “technology flat illustration”: [Unsplash](https://unsplash.com/s/photos/technology-flat-illustration?orientation=landscape) · [Pexels](https://www.pexels.com/search/technology%20flat%20illustration/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/technology%20flat%20illustration/?orientation=horizontal)
- **Generate** — `Flat vector illustration: abstract gradient mesh, friendly simplified shapes, limited palette of #f8f7f1, #424a12, #eeadfb 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.`
- Uncertain: this could equally be photography, a product shot or icon art — open the reference screenshots and match what you see.
### Slot 2 · 3. Features, 7. Content, 9. Features, 12. 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/toggl/s-03.webp) [ref 2](https://uidiscovery.com/media/captures/toggl/s-07.webp) [ref 3](https://uidiscovery.com/media/captures/toggl/s-09.webp) [ref 4](https://uidiscovery.com/media/captures/toggl/s-13.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 #f8f7f1 to #eeadfb with a soft #424a12 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 3 · 5. Testimonials → portraits
- Testimonial section with 9 images — usually portraits/avatars. Count: a set of ~9 in one consistent style. Aspect: 1:1 (avatars) or 4:5 (portraits). Look first: [ref 1](https://uidiscovery.com/media/captures/toggl/s-05.webp)
- **Stock** — “portrait headshot natural light”: [Unsplash](https://unsplash.com/s/photos/portrait-headshot-natural-light?orientation=portrait) · [Pexels](https://www.pexels.com/search/portrait%20headshot%20natural%20light/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/portrait%20headshot%20natural%20light/?orientation=vertical)
- **Generate** — `Natural headshot of a fictional professional, head-and-shoulders, eye level, plain soft background, soft natural daylight, airy and high-key, background tinted #eeadfb, warm 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.
- **No imagery (type-led)** — 2. Features, 4. Content, 8. Content, 10. Statement, 11. Call to action: 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:
- **photography** — generate `Photograph: abstract gradient mesh. Composition: wide shot, subject off-centre to one side, generous clean negative space for the headline. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #f8f7f1, #424a12, #eeadfb. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 16:9. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.` · stock: [“abstract gradient mesh” on Unsplash](https://unsplash.com/s/photos/abstract-gradient-mesh?orientation=landscape) (same query works on Pexels/Pixabay)
- **abstract 3D / gradient** — generate `Abstract 3D render: soft, matte clay shapes and a smooth gradient in #424a12 and #676169 on a #f8f7f1 background. Lighting: soft natural daylight, airy and high-key; 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 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/toggl/tokens · kit https://uidiscovery.com/api/v1/sites/toggl/kit · MCP `get_design_brief({ slug: "toggl" })`, `get_image_plan({ slug: "toggl" })`. Cite the reference as https://uidiscovery.com/sites/toggl.
