Preview the prompt +
# Build brief — an original marketing website in the taste of Upstash
> Reference: https://upstash.com · UIDiscovery: https://uidiscovery.com/sites/upstash · captured 2026-09-22 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/upstash/full.webp) · [scroll video](https://uidiscovery.com/media/captures/upstash/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Upstash — 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 Upstash: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Upstash'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
- Upstash (upstash.com): Developer Tools marketing website, dark.
- 8 sections: Hero → Features → Stats → Content → Features → Content → Footer.
- Spacing: about a screen per idea (median section ≈898px).
- Hero headline: 3 words — short and punchy; keep yours under ~9.
- Type: Inter Tight headings over Inter body. Imagery: mostly abstract 3D / gradient art, some product UI screenshots/mockups.
## 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. Half to one screen (492px at 1440), page background; 5 images/icons (a set of cards or a small gallery); one primary button.
- Slots: Eyebrow / announcement pill (optional); H1 (~3 words, like the reference); Supporting line, 1–2 sentences; One primary action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “Serverless Data Platform”
- [Screenshot](https://uidiscovery.com/media/captures/upstash/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. About one full screen (936px at 1440), page background; 19 image elements (icons, logos, product UI — not 19 photos); 16 buttons (tabs, toggles or per-card actions); 6 headings → ~5 items under a title.
- Slots: Section title (~11 words, like the reference); 5 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Serverless Redis in the cloud with low latency and durable storage”
- [Screenshot](https://uidiscovery.com/media/captures/upstash/s-02.webp) · imagery: slot 2
### 3. Stats — prove scale or impact with a few big numbers.
- Layout: 3–4 large numerals with short labels in a row. Half to one screen (500px at 1440), page background; 2 image/graphics; no interactive controls; 5 headings → ~4 items under a title.
- Slots: 3–4 numbers with short labels; Source/footnote if claims need it.
- Topic (tone/length only — never reuse): “Fast Anywhere”
- [Screenshot](https://uidiscovery.com/media/captures/upstash/s-03.webp)
### 4. Content — supporting content that deepens one idea.
- Layout: text + media block. Tall, ≈1.3 screens (1192px at 1440), page background; 12 images/icons (a set of cards or a small gallery); form with 4 fields, 4 text links instead of buttons.
- Slots: Heading (~3 words, like the reference); Body copy; Supporting visual (see image plan); Text link action.
- Topic (tone/length only — never reuse): “Serverless & Edge”
- [Screenshot](https://uidiscovery.com/media/captures/upstash/s-04.webp) · imagery: slot 1
### 5. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (898px at 1440), page background; 5 images/icons (a set of cards or a small gallery); primary + secondary button.
- Slots: Heading (~4 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “Built for AI Agents”
- [Screenshot](https://uidiscovery.com/media/captures/upstash/s-05.webp) · imagery: slot 1
### 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. About one full screen (992px at 1440), page background; 27 image elements (icons, logos, product UI — not 27 photos); 11 buttons (tabs, toggles or per-card actions), 16 links (link lists / navigation).
- Slots: Section title (~3 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Meet our Customers”
- [Screenshot](https://uidiscovery.com/media/captures/upstash/s-06.webp) · imagery: slot 2
### 7. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (600px at 1440), page background; 8 images/icons (a set of cards or a small gallery); 4 text links instead of buttons.
- Slots: Heading (~3 words, like the reference); Body copy; Supporting visual (see image plan); Text link action.
- Topic (tone/length only — never reuse): “Community”
- [Screenshot](https://uidiscovery.com/media/captures/upstash/s-07.webp) · imagery: slot 1
### 8. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Half to one screen (566px at 1440), page background; 5 images/icons (a set of cards or a small gallery); 9 text links instead of buttons.
- Slots: Brand mark + one-line description; 3–5 link columns; Newsletter or contact (optional); Legal row + social icons.
- [Screenshot](https://uidiscovery.com/media/captures/upstash/s-08.webp)
Inner pages also captured (Pricing, Customers, About, Sign up, Blog, Docs, Enterprise, Careers, Contact): https://uidiscovery.com/sites/upstash?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#610000` | page background | — |
| foreground | `#ffffff` | body text, headings | 13.9:1 |
| accent | `#300206` | primary buttons, links, highlights — sparingly | 1.3:1 ⚠ not for text; use as a fill with #ffffff text (18.5:1) |
| surface | `#022c22` | cards, inputs, alternate bands | text on it 15.2:1 |
| muted | `#433a14` | secondary text, borders | 1.2:1 — borders / large text only |
Captured palette: `#610000` `#022c22` `#300206` `#433a14` `#ffffff` `#ecfdf5`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (dark, warm) and proportions; swap the accent for the user's brand colour.
### Tokens
```css
:root {
--background: #610000;
--foreground: #ffffff;
--accent: #300206;
--surface: #022c22;
--muted: #433a14;
--font-heading: "Inter Tight", 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 Tight** (Google Fonts) — reference uses Inter Tight. Free to use — load it directly.
- Body: **Inter** (Google Fonts) — reference uses Inter. Free to use — load it directly.
- 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 ≈898px tall at 1440 (median; range 492–1192px, 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
On dark, separate layers with 1px borders at ~8–12% white and soft glows instead of drop shadows. 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
Best guess: mostly **abstract 3D / gradient art**, some product UI screenshots/mockups (dark, warm, Developer Tools). Inferred from element counts, colours and industry — not from the pixels — so open the linked screenshots and match the real style before sourcing anything.
### Slot 1 · 1. Hero, 4. Content, 5. Content, 7. Content → abstract 3D / gradient (uncertain)
- Dark Developer Tools section with a few graphics — typically abstract 3D/gradient art or a product shot. Count: one consistent treatment across these sections. Aspect: 3:2. Look first: [ref 1](https://uidiscovery.com/media/captures/upstash/s-01.webp) [ref 2](https://uidiscovery.com/media/captures/upstash/s-04.webp) [ref 3](https://uidiscovery.com/media/captures/upstash/s-05.webp) [ref 4](https://uidiscovery.com/media/captures/upstash/s-07.webp)
- **Stock** — “abstract dark gradient 3d”: [Unsplash](https://unsplash.com/s/photos/abstract-dark-gradient-3d?orientation=landscape) · [Pexels](https://www.pexels.com/search/abstract%20dark%20gradient%203d/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/abstract%20dark%20gradient%203d/?orientation=horizontal)
- **Generate** — `Abstract 3D render: soft, glossy glass-like shapes and a smooth gradient in #300206 and #433a14 on a #610000 background. Lighting: low-key, moody directional light with deep shadows; warm 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.`
### Slot 2 · 2. Features, 6. Features → product UI (uncertain)
- Developer Tools 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/upstash/s-02.webp) [ref 2](https://uidiscovery.com/media/captures/upstash/s-06.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 #610000 to #022c22 with a soft #300206 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.
- **Icons** — 3. Stats, 8. 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:
- **photography** — generate `Photograph: abstract gradient mesh. Composition: wide shot, subject off-centre to one side, generous clean negative space for the headline. Lighting: low-key, moody directional light with deep shadows. Warm colour grade that sits on #610000, #300206, #022c22. 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.` · stock: [“abstract gradient mesh dark” on Unsplash](https://unsplash.com/s/photos/abstract-gradient-mesh-dark?orientation=landscape) (same query works on Pexels/Pixabay)
- **illustration** — generate `Flat vector illustration: abstract gradient mesh, friendly simplified shapes, limited palette of #610000, #300206, #022c22 plus one soft neutral, plenty of empty background, consistent line weight, warm mood. Aspect ratio 3:2. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.` · stock: [“technology flat illustration” on Unsplash](https://unsplash.com/s/photos/technology-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).
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More: tokens https://uidiscovery.com/api/v1/sites/upstash/tokens · kit https://uidiscovery.com/api/v1/sites/upstash/kit · MCP `get_design_brief({ slug: "upstash" })`, `get_image_plan({ slug: "upstash" })`. Cite the reference as https://uidiscovery.com/sites/upstash.
