Tomo — Tomo Mortgage

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

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

## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Tomo — 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 Tomo: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Tomo'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
- Tomo (tomo.com): Finance marketing website, light, colorful.
- 13 sections: Hero → Content → Stats → Call to action → Content → Features → FAQ → Content.
- Spacing: about a screen per idea (median section ≈519px).
- Hero headline: 4 words — short and punchy; keep yours under ~9.
- Type: one family (Jakarta). Imagery: mostly typography with little or no imagery, some photography.

## 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. Compact band (359px at 1440), page background; no images (type-led); one primary button.
- Slots: Eyebrow / announcement pill (optional); H1 (~4 words, like the reference); Supporting line, 1–2 sentences; One primary action; No image — let type and colour carry it.
- Topic (tone/length only — never reuse): “Low Rates, No Gotchas”
- [Screenshot](https://uidiscovery.com/media/captures/tomo/s-01.webp)

### 2. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (408px at 1440), own dark band #02585e; no images (type-led); one primary button.
- Slots: Heading (~3 words, like the reference); Body copy; One primary action.
- Topic (tone/length only — never reuse): “Lower rates”
- [Screenshot](https://uidiscovery.com/media/captures/tomo/s-02.webp)

### 3. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (408px at 1440), own dark band #02585e; no images (type-led); primary + secondary button.
- Slots: Heading (~3 words, like the reference); Body copy; Primary + secondary action.
- Topic (tone/length only — never reuse): “No lender fees”
- [Screenshot](https://uidiscovery.com/media/captures/tomo/s-03.webp)

### 4. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (550px at 1440), own light band #f5f5f5; 2 image/graphics; primary + secondary button.
- Slots: Heading; Body copy; Supporting visual (see image plan); Primary + secondary action.
- [Screenshot](https://uidiscovery.com/media/captures/tomo/s-04.webp) · imagery: slot 1

### 5. Stats — prove scale or impact with a few big numbers.
- Layout: 3–4 large numerals with short labels in a row. Compact band (301px at 1440), page background; 6 images/icons (a set of cards or a small gallery); no interactive controls.
- Slots: 3–4 numbers with short labels; Source/footnote if claims need it.
- [Screenshot](https://uidiscovery.com/media/captures/tomo/s-05.webp)

### 6. Stats — prove scale or impact with a few big numbers.
- Layout: 3–4 large numerals with short labels in a row. Compact band (302px at 1440), page background; 7 images/icons (a set of cards or a small gallery); one primary button.
- Slots: 3–4 numbers with short labels; Source/footnote if claims need it.
- [Screenshot](https://uidiscovery.com/media/captures/tomo/s-06.webp)

### 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 (686px at 1440), own light band #f5f5f5; 1 image/graphic; primary + secondary button.
- Slots: Headline (~7 words, like the reference); One sentence of support; Primary + secondary action.
- Topic (tone/length only — never reuse): “Adjust your application anytime, day or night.”
- [Screenshot](https://uidiscovery.com/media/captures/tomo/s-07.webp)

### 8. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (324px at 1440), page background; no images (type-led); 5 buttons (tabs, toggles or per-card actions).
- Slots: Heading; Body copy; Primary + secondary action.
- [Screenshot](https://uidiscovery.com/media/captures/tomo/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. Half to one screen (687px at 1440), page background; 2 image/graphics; one primary button.
- Slots: Section title (~6 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “How much house can I afford?”
- [Screenshot](https://uidiscovery.com/media/captures/tomo/s-09.webp) · imagery: slot 2

### 10. 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 (722px at 1440), page background; 7 images/icons (a set of cards or a small gallery); 6 buttons (tabs, toggles or per-card actions).
- Slots: Title; 7 question/answer pairs; Link to support/contact.
- Topic (tone/length only — never reuse): “FAQ”
- [Screenshot](https://uidiscovery.com/media/captures/tomo/s-10.webp)

### 11. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (715px at 1440), page background; 1 image/graphic; no interactive controls.
- Slots: Heading; Body copy; Supporting visual (see image plan).
- [Screenshot](https://uidiscovery.com/media/captures/tomo/s-12.webp) · imagery: slot 3

### 12. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (519px at 1440), own light band #f9f6f3; no images (type-led); one primary button.
- Slots: Heading; Body copy; One primary action.
- [Screenshot](https://uidiscovery.com/media/captures/tomo/s-13.webp)

### 13. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (642px at 1440), page background; 11 images/icons (a set of cards or a small gallery); 5 buttons (tabs, toggles or per-card actions), 167 links (link lists / navigation).
- Slots: Heading; Body copy; Supporting visual (see image plan); Primary + secondary action.
- [Screenshot](https://uidiscovery.com/media/captures/tomo/s-14.webp) · imagery: slot 1

Inner pages also captured (Product, About, Blog, Careers, Security): https://uidiscovery.com/sites/tomo?view=pages

## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#0f807d` | page background | — |
| foreground | `#ffffff` | body text, headings | 4.8:1 |
| accent | `#02585e` | primary buttons, links, highlights — sparingly | 1.7:1 ⚠ not for text; use as a fill with #ffffff text (8.2:1) |
| surface | `#6c6865` | cards, inputs, alternate bands | text on it 5.5:1 |
| muted | `#f9f6f3` | secondary text, borders | 4.4:1 — borders / large text only |

Captured palette: `#0f807d` `#ffffff` `#f5f5f5` `#02585e` `#f9f6f3` `#6c6865`. Section bands top→bottom: `#02585e` → `#f5f5f5` → `#0f807d` → `#f9f6f3`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (light, cool) and proportions; swap the accent for the user's brand colour.

### Tokens
```css
:root {
  --background: #0f807d;
  --foreground: #ffffff;
  --accent: #02585e;
  --surface: #6c6865;
  --muted: #f9f6f3;
  --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 Jakarta. “Jakarta” 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 ≈519px tall at 1440 (median; range 301–722px, 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 3 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
Confident colour blocks — let full-bleed colour bands and big shapes carry the personality. 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 9 section screenshots: mostly **typography with little or no imagery**, some photography (light, cool, Finance). Still glance at the linked screenshots to match the exact mood.

### Slot 1 · 4. Content, 13. Content → illustration (uncertain)
- Light Finance 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/tomo/s-04.webp) [ref 2](https://uidiscovery.com/media/captures/tomo/s-14.webp)
- **Stock** — “finance flat illustration”: [Unsplash](https://unsplash.com/s/photos/finance-flat-illustration?orientation=portrait) · [Pexels](https://www.pexels.com/search/finance%20flat%20illustration/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/finance%20flat%20illustration/?orientation=vertical)
- **Generate** — `Flat vector illustration: person paying with phone, friendly simplified shapes, limited palette of #f5f5f5, #02585e, #6c6865 plus one soft neutral, plenty of empty background, consistent line weight, cool 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 2 · 9. Features → photography
- Photography, seen in the capture (people). (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/tomo/s-09.webp)
- **Stock** — “abstract gradient wide shot”: [Unsplash](https://unsplash.com/s/photos/abstract-gradient-wide-shot?orientation=landscape) · [Pexels](https://www.pexels.com/search/abstract%20gradient%20wide%20shot/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/abstract%20gradient%20wide%20shot/?orientation=horizontal)
- **Generate** — `Photograph: abstract gradient wide shot. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #0f807d, #02585e, #6c6865. 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 · 11. 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/tomo/s-12.webp)
- **Stock** — “small business owner at counter wide shot”: [Unsplash](https://unsplash.com/s/photos/small-business-owner-at-counter-wide-shot?orientation=portrait) · [Pexels](https://www.pexels.com/search/small%20business%20owner%20at%20counter%20wide%20shot/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/small%20business%20owner%20at%20counter%20wide%20shot/?orientation=vertical)
- **Generate** — `Photograph: small business owner at counter wide shot. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #0f807d, #02585e, #6c6865. 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)** — 1. Hero, 2. Content, 3. Content, 6. Stats, 7. Call to action, 8. Content, 12. 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.
- **Icons** — 5. Stats, 10. FAQ: 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 #02585e and #f9f6f3 on a #0f807d background. Lighting: soft natural daylight, airy and high-key; cool 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).

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More: tokens https://uidiscovery.com/api/v1/sites/tomo/tokens · kit https://uidiscovery.com/api/v1/sites/tomo/kit · MCP `get_design_brief({ slug: "tomo" })`, `get_image_plan({ slug: "tomo" })`. Cite the reference as https://uidiscovery.com/sites/tomo.