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# Build brief — an original marketing website in the taste of Udemy
> Reference: https://www.udemy.com · UIDiscovery: https://uidiscovery.com/sites/udemy · captured 2026-09-22 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/udemy/full.webp) · [scroll video](https://uidiscovery.com/media/captures/udemy/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Udemy — 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 Udemy: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Udemy'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
- Udemy (udemy.com): Education marketing website, dark.
- 10 sections: Features → Content → Logo cloud → Features → Content → Footer.
- Spacing: about a screen per idea (median section ≈513px).
- Type: one family (Udemy Sans). Imagery: mostly photography, some typography with little or no imagery.
## 4. Page structure (top to bottom)
### 1. 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 (548px at 1440), page background; 5 images/icons (a set of cards or a small gallery); primary + secondary button.
- Slots: Section title (~6 words, like the reference); 5 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Learn essential career and life skills”
- [Screenshot](https://uidiscovery.com/media/captures/udemy/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 (513px at 1440), page background; 28 image elements (photo collage/gallery + small graphics); 6 buttons (tabs, toggles or per-card actions); 5 headings → ~4 items under a title.
- Slots: Section title (~3 words, like the reference); 4 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Trending Courses”
- [Screenshot](https://uidiscovery.com/media/captures/udemy/s-02.webp) · imagery: slot 2
### 3. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (577px at 1440), page background; 5 images/icons (a set of cards or a small gallery); one primary button.
- Slots: Heading (~7 words, like the reference); Body copy; Supporting visual (see image plan); One primary action.
- Topic (tone/length only — never reuse): “Reimagine your career for the AI era”
- [Screenshot](https://uidiscovery.com/media/captures/udemy/s-03.webp) · imagery: slot 3
### 4. Logo cloud — borrow trust from recognisable customers or partners.
- Layout: a single row or wall of monochrome marks with a one-line lead-in. Compact band (229px at 1440), page background; 8 images/icons (a set of cards or a small gallery); no interactive controls.
- Slots: One-line lead-in (e.g. “Trusted by…”); 6–10 monochrome customer/partner marks (your own, with permission).
- Topic (tone/length only — never reuse): “Udemy is trusted by over 17,000 companies and millions of learners around the…”
- [Screenshot](https://uidiscovery.com/media/captures/udemy/s-05.webp)
### 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 (571px at 1440), page background; 13 images/icons (a set of cards or a small gallery); 5 buttons (tabs, toggles or per-card actions).
- Slots: Section title (~7 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Join others transforming their lives through learning”
- [Screenshot](https://uidiscovery.com/media/captures/udemy/s-06.webp) · imagery: slot 4
### 6. 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 (427px at 1440), page background; 4 images/icons (a set of cards or a small gallery); one primary button; 4 headings → ~3 items under a title.
- Slots: Section title (~8 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 certified and get ahead in your career”
- [Screenshot](https://uidiscovery.com/media/captures/udemy/s-07.webp) · imagery: slot 5
### 7. 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 (429px at 1440), page background; 11 images/icons (a set of cards or a small gallery); 11 buttons (tabs, toggles or per-card actions), 11 links (link lists / navigation).
- Slots: Section title (~3 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Popular Skills”
- [Screenshot](https://uidiscovery.com/media/captures/udemy/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 (499px at 1440), page background; 11 images/icons (a set of cards or a small gallery); 3 buttons (tabs, toggles or per-card actions); 6 headings → ~5 items under a title.
- Slots: Section title (~4 words, like the reference); 5 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Learn AI with Google”
- [Screenshot](https://uidiscovery.com/media/captures/udemy/s-09.webp) · imagery: slot 6
### 9. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (554px at 1440), page background; 8 images/icons (a set of cards or a small gallery); 8 buttons (tabs, toggles or per-card actions), 42 links (link lists / navigation).
- Slots: Heading (~5 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “Explore top skills and certifications”
- [Screenshot](https://uidiscovery.com/media/captures/udemy/s-10.webp)
### 10. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Compact band (258px at 1440), page background; no images (type-led); 16 links (link lists / navigation).
- Slots: Brand mark + one-line description; 3–5 link columns; Newsletter or contact (optional); Legal row + social icons.
- Topic (tone/length only — never reuse): “About”
- [Screenshot](https://uidiscovery.com/media/captures/udemy/s-11.webp)
Inner pages also captured (Pricing, Product, Sign up, Blog, Docs, Enterprise, Careers, Security): https://uidiscovery.com/sites/udemy?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#000011` | page background | — |
| foreground | `#010000` | body text, headings | 1.0:1 ⚠ below AA — adjust |
| accent | `#010000` | none captured — monochrome. Primary buttons invert (foreground fill, background text); add your brand colour only for small highlights | — |
| surface | `#000011` | cards, inputs, alternate bands | text on it 1.0:1 |
| muted | `#010011` | secondary text, borders | 1.0:1 — borders / large text only |
Captured palette: `#000011` `#000012` `#010000` `#000011` `#010011` `#010011`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (dark, neutral, desaturated) and proportions; swap the accent for the user's brand colour.
### Tokens
```css
:root {
--background: #000011;
--foreground: #010000;
--accent: #010000;
--surface: #000011;
--muted: #010011;
--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 Udemy Sans. “Udemy Sans” 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(2.5rem, 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 ≈513px tall at 1440 (median; range 229–577px, 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. Dark-first; for a light mode swap background ↔ foreground, lighten the surface, keep the accent and re-check contrast.
## 6. Imagery plan
Measured from 6 section screenshots: mostly **photography**, some typography with little or no imagery (dark, neutral, desaturated, Education). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 1. Features → photography
- Education references lean on photography. Count: a set of ~5 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/udemy/s-01.webp)
- **Stock** — “students studying together dark”: [Unsplash](https://unsplash.com/s/photos/students-studying-together-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/students%20studying%20together%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/students%20studying%20together%20dark/?orientation=horizontal)
- **Generate** — `Photograph: students studying together. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Neutral, desaturated colour grade that sits on #000011, #010000. 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 2 · 2. Features → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a collage of several photos with one consistent colour grade. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/udemy/s-02.webp)
- **Stock** — “notebook and laptop on desk dark”: [Unsplash](https://unsplash.com/s/photos/notebook-and-laptop-on-desk-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/notebook%20and%20laptop%20on%20desk%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/notebook%20and%20laptop%20on%20desk%20dark/?orientation=horizontal)
- **Generate** — `Photograph: notebook and laptop on desk. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Neutral, desaturated colour grade that sits on #000011, #010000. 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. Content → photography
- Education references lean on photography. Count: a set of ~5 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/udemy/s-03.webp)
- **Stock** — “library bookshelf light dark”: [Unsplash](https://unsplash.com/s/photos/library-bookshelf-light-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/library%20bookshelf%20light%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/library%20bookshelf%20light%20dark/?orientation=vertical)
- **Generate** — `Photograph: library bookshelf light. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Neutral, desaturated colour grade that sits on #000011, #010000. 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 4 · 5. Features → photography
- Photography, seen in the capture (adult, people). (measured from the screenshot) Count: a set of ~13 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/udemy/s-06.webp)
- **Stock** — “notebook and laptop on desk close up dark”: [Unsplash](https://unsplash.com/s/photos/notebook-and-laptop-on-desk-close-up-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/notebook%20and%20laptop%20on%20desk%20close%20up%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/notebook%20and%20laptop%20on%20desk%20close%20up%20dark/?orientation=horizontal)
- **Generate** — `Photograph: notebook and laptop on desk close up. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Neutral, desaturated colour grade that sits on #000011, #010000. 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. Features → product UI
- Product UI — screenshots or mockups of the app, seen in the capture. (measured from the screenshot) Count: a set of ~4 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/udemy/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 #000011 to #000011 with a soft #010011 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 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 6 · 8. Features → photography
- Photography, seen in the capture (people, adult, plant). (measured from the screenshot) Count: a set of ~11 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/udemy/s-09.webp)
- **Stock** — “notebook and laptop on desk wide shot dark”: [Unsplash](https://unsplash.com/s/photos/notebook-and-laptop-on-desk-wide-shot-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/notebook%20and%20laptop%20on%20desk%20wide%20shot%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/notebook%20and%20laptop%20on%20desk%20wide%20shot%20dark/?orientation=horizontal)
- **Generate** — `Photograph: notebook and laptop on desk wide shot. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Neutral, desaturated colour grade that sits on #000011, #010000. 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.`
- **Logos** — 4. Logo cloud: Never generate or stock-source logos. Use your real customers'/partners' marks with permission (monochrome, equal height), or neutral wordmark placeholders until you have them. Integration icons: each tool's official brand kit (Simple Icons is a quick start; trademarks still apply).
- **No imagery (type-led)** — 7. Features, 9. 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** — 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.
### 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 #010011 on a #000011 background. Lighting: low-key, moody directional light with deep shadows; 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 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: students studying together, friendly simplified shapes, limited palette of #000011, #010000 plus one soft neutral, plenty of empty background, consistent line weight, neutral, desaturated mood. Aspect ratio 3:2. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.` · stock: [“education flat illustration” on Unsplash](https://unsplash.com/s/photos/education-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/udemy/tokens · kit https://uidiscovery.com/api/v1/sites/udemy/kit · MCP `get_design_brief({ slug: "udemy" })`, `get_image_plan({ slug: "udemy" })`. Cite the reference as https://uidiscovery.com/sites/udemy.
