Trainline — Search, Compare & Buy Cheap Train & Bus Tickets

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

> Reference: https://www.thetrainline.com · UIDiscovery: https://uidiscovery.com/sites/trainline · captured 2026-09-22 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/trainline/full.webp) · [scroll video](https://uidiscovery.com/media/captures/trainline/preview.mp4)

## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Trainline — 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 Trainline: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Trainline'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
- Trainline (thetrainline.com): Travel marketing website, dark.
- 11 sections: Call to action → Content → Features → FAQ → Call to action → Content → Blog → Content → Footer → Content.
- Spacing: short, dense bands (median section ≈485px).
- Type: TLCircular headings over -apple-system body. Imagery: mostly photography, some typography with little or no imagery.

## 4. Page structure (top to bottom)

### 1. 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 (658px at 1440), page background; 17 image elements (photo collage/gallery + small graphics); form with 7 fields, 4 buttons (tabs, toggles or per-card actions).
- Slots: Headline (~14 words, like the reference); One sentence of support; Primary + secondary action.
- Topic (tone/length only — never reuse): “Save 46% when you book our top 3 European routes at least 30 days in advance*!”
- [Screenshot](https://uidiscovery.com/media/captures/trainline/s-01.webp) · imagery: slot 1

### 2. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (344px at 1440), own light band #fafcfc; 1 image/graphic; one primary button.
- Slots: Heading (~5 words, like the reference); Body copy; Supporting visual (see image plan); One primary action.
- Topic (tone/length only — never reuse): “Say hello to Eurail Passes”
- [Screenshot](https://uidiscovery.com/media/captures/trainline/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. Compact band (340px at 1440), own light band #fafcfc; 1 image/graphic; one primary button.
- Slots: Section title (~6 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “Get your pass to Japan! 🇯🇵”
- [Screenshot](https://uidiscovery.com/media/captures/trainline/s-03.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 (707px at 1440), page background; 9 images/icons (a set of cards or a small gallery); no interactive controls; 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.
- Topic (tone/length only — never reuse): “Search. Book. Travel.”
- [Screenshot](https://uidiscovery.com/media/captures/trainline/s-04.webp) · imagery: slot 4

### 5. FAQ — remove the last objections before the call to action.
- Layout: question list with disclosure (accordion), often two columns on desktop. Compact band (330px at 1440), page background; 3 image/graphics; no interactive controls.
- Slots: Title; 5 question/answer pairs; Link to support/contact.
- Topic (tone/length only — never reuse): “No hidden costs. No surprises. Never!”
- [Screenshot](https://uidiscovery.com/media/captures/trainline/s-05.webp)

### 6. 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 (580px at 1440), page background; 14 images/icons (a set of cards or a small gallery); 4 text links instead of buttons.
- Slots: Headline (~13 words, like the reference); One sentence of support; Text link action.
- Topic (tone/length only — never reuse): “Download the app that thinks for you. Join 40 million people on Trainline.”
- [Screenshot](https://uidiscovery.com/media/captures/trainline/s-07.webp) · imagery: slot 5

### 7. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (1050px at 1440), page background; no images (type-led); 6 text links instead of buttons.
- Slots: Heading; Body copy; Text link action.
- [Screenshot](https://uidiscovery.com/media/captures/trainline/s-08.webp) · imagery: slot 6

### 8. Blog — signal an active, credible team through recent writing.
- Layout: 3-up card grid: image, title, meta. Half to one screen (485px at 1440), page background; no images (type-led); 3 text links instead of buttons; 3 headings → ~2 items under a title.
- Slots: Title + “All posts” link; 3 post cards: cover image, title, date/author.
- Topic (tone/length only — never reuse): “Most beautiful UNESCO World Heritage Sites in Europe”
- [Screenshot](https://uidiscovery.com/media/captures/trainline/s-09.webp) · imagery: slot 7

### 9. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (612px at 1440), page background; no images (type-led); 20 links (link lists / navigation).
- Slots: Heading (~3 words, like the reference); Body copy; Text link action.
- Topic (tone/length only — never reuse): “Popular train journeys”
- [Screenshot](https://uidiscovery.com/media/captures/trainline/s-10.webp)

### 10. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Compact band (399px at 1440), page background; no images (type-led); 134 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/trainline/s-11.webp)

### 11. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (184px at 1440), own light band #f8fafa; 4 images/icons (a set of cards or a small gallery); 3 text links instead of buttons.
- Slots: Heading; Body copy; Supporting visual (see image plan); Text link action.
- [Screenshot](https://uidiscovery.com/media/captures/trainline/s-12.webp)

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

## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#192325` | page background | — |
| foreground | `#ffffff` | body text, headings | 16.0:1 |
| accent | `#00a88f` | primary buttons, links, highlights — sparingly | 5.3:1 |
| surface | `#192325` | cards, inputs, alternate bands | text on it 16.0:1 |
| muted | `#e7ebeb` | secondary text, borders | 13.4:1 |

Captured palette: `#192325` `#fafcfc` `#ffffff` `#f8fafa` `#e7ebeb` `#00a88f`. Section bands top→bottom: `#fafcfc` → `#f8fafa`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (dark, cool) and proportions; swap the accent for the user's brand colour.

### Tokens
```css
:root {
  --background: #192325;
  --foreground: #ffffff;
  --accent: #00a88f;
  --surface: #192325;
  --muted: #e7ebeb;
  --font-heading: "DM Sans", 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: **DM Sans** (Google Fonts) — reference uses TLCircular. “TLCircular” is a licensed face — use DM Sans (or Plus Jakarta Sans) as the free stand-in, or license the original.
- Body: **Inter** (Google Fonts) — reference uses -apple-system. “-apple-system” is a licensed face — use Inter as the free stand-in, or license the original.
- 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.

### Spacing & rhythm
Sections run ≈485px tall at 1440 (median; range 184–1050px, captures cap at 1700px) — short, dense bands. Start with 64–80px 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. Dark-first; for a light mode swap background ↔ foreground, lighten the surface, keep the accent and re-check contrast.

## 6. Imagery plan

Measured from 8 section screenshots: mostly **photography**, some typography with little or no imagery (dark, cool, Travel). Still glance at the linked screenshots to match the exact mood.

### Slot 1 · 1. Call to action → photography
- Travel references lean on photography. Count: a collage of several photos with one consistent colour grade. Aspect: 21:9 (background). Look first: [ref 1](https://uidiscovery.com/media/captures/trainline/s-01.webp)
- **Stock** — “coastal landscape aerial dark”: [Unsplash](https://unsplash.com/s/photos/coastal-landscape-aerial-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/coastal%20landscape%20aerial%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/coastal%20landscape%20aerial%20dark/?orientation=horizontal)
- **Generate** — `Photograph: coastal landscape aerial. Composition: low-detail texture so overlaid text stays readable. Lighting: low-key, moody directional light with deep shadows. Cool colour grade that sits on #192325, #00a88f. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 21:9. 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 (dome, blue sky, vehicle). (measured from the screenshot) Count: 1. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/trainline/s-02.webp)
- **Stock** — “boutique hotel room daylight dark”: [Unsplash](https://unsplash.com/s/photos/boutique-hotel-room-daylight-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/boutique%20hotel%20room%20daylight%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/boutique%20hotel%20room%20daylight%20dark/?orientation=vertical)
- **Generate** — `Photograph: boutique hotel room daylight. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Cool colour grade that sits on #fafcfc, #00a88f, #192325. 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. Features → photography
- Photography, seen in the capture (people, adult, blue sky). (measured from the screenshot) Count: 1. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/trainline/s-03.webp)
- **Stock** — “traveler on mountain trail dark”: [Unsplash](https://unsplash.com/s/photos/traveler-on-mountain-trail-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/traveler%20on%20mountain%20trail%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/traveler%20on%20mountain%20trail%20dark/?orientation=horizontal)
- **Generate** — `Photograph: traveler on mountain trail. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Cool colour grade that sits on #fafcfc, #00a88f, #192325. 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. Features → photography
- Travel references lean on photography. Count: a set of ~9 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/trainline/s-04.webp)
- **Stock** — “coastal landscape aerial close up dark”: [Unsplash](https://unsplash.com/s/photos/coastal-landscape-aerial-close-up-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/coastal%20landscape%20aerial%20close%20up%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/coastal%20landscape%20aerial%20close%20up%20dark/?orientation=horizontal)
- **Generate** — `Photograph: coastal landscape aerial close up. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Cool colour grade that sits on #192325, #00a88f. 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 5 · 6. Call to action → product UI
- Product UI — screenshots or mockups of the app, seen in the capture. (measured from the screenshot) Count: a set of ~14 in one consistent style. Aspect: 21:9 (background). Look first: [ref 1](https://uidiscovery.com/media/captures/trainline/s-07.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 dark gradient from #192325 to #192325 with a soft #00a88f glow behind the centre, subtle floor shadow, empty centre area where a screenshot will be placed. Lighting: low-key, moody directional light with deep shadows. Aspect ratio 21:9. 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 6 · 7. Content → photography
- Photography, seen in the capture (blue sky, bridge). (measured from the screenshot) Count: 1. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/trainline/s-08.webp)
- **Stock** — “coastal landscape aerial wide shot dark”: [Unsplash](https://unsplash.com/s/photos/coastal-landscape-aerial-wide-shot-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/coastal%20landscape%20aerial%20wide%20shot%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/coastal%20landscape%20aerial%20wide%20shot%20dark/?orientation=vertical)
- **Generate** — `Photograph: coastal landscape aerial wide shot. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Cool colour grade that sits on #192325, #00a88f. 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 7 · 8. Blog → photography
- Photography, seen in the capture (adult, people, container). (measured from the screenshot) Count: 1. Aspect: 3:2. Look first: [ref 1](https://uidiscovery.com/media/captures/trainline/s-09.webp)
- **Stock** — “boutique hotel room daylight editorial dark”: [Unsplash](https://unsplash.com/s/photos/boutique-hotel-room-daylight-editorial-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/boutique%20hotel%20room%20daylight%20editorial%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/boutique%20hotel%20room%20daylight%20editorial%20dark/?orientation=horizontal)
- **Generate** — `Photograph: boutique hotel room daylight editorial. Composition: editorial crop with one clear focal point. Lighting: low-key, moody directional light with deep shadows. Cool colour grade that sits on #192325, #00a88f. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 3:2. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`

- **Icons** — 5. FAQ, 10. 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.
- **No imagery (type-led)** — 9. Content, 11. 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:
- **abstract 3D / gradient** — generate `Abstract 3D render: soft, glossy glass-like shapes and a smooth gradient in #00a88f and #e7ebeb on a #192325 background. Lighting: low-key, moody directional light with deep shadows; 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 dark gradient 3d” on Unsplash](https://unsplash.com/s/photos/abstract-dark-gradient-3d?orientation=landscape) (same query works on Pexels/Pixabay)
- **illustration** — generate `Flat vector illustration: coastal landscape aerial, friendly simplified shapes, limited palette of #192325, #00a88f plus one soft neutral, plenty of empty background, consistent line weight, cool mood. Aspect ratio 3:2. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.` · stock: [“travel flat illustration” on Unsplash](https://unsplash.com/s/photos/travel-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/trainline/tokens · kit https://uidiscovery.com/api/v1/sites/trainline/kit · MCP `get_design_brief({ slug: "trainline" })`, `get_image_plan({ slug: "trainline" })`. Cite the reference as https://uidiscovery.com/sites/trainline.