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# Build brief — an original marketing website in the taste of Wealthsimple
> Reference: https://www.wealthsimple.com · UIDiscovery: https://uidiscovery.com/sites/wealthsimple · captured 2026-09-21 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/wealthsimple/full.webp) · [scroll video](https://uidiscovery.com/media/captures/wealthsimple/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Wealthsimple — 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 Wealthsimple: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Wealthsimple'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
- Wealthsimple (wealthsimple.com): Finance marketing website, light.
- 11 sections: Hero → Statement → Features → Statement → Features → Content → Call to action → Footer.
- Spacing: about a screen per idea (median section ≈900px).
- Hero headline: 5 words — short and punchy; keep yours under ~9.
- Type: one family (The future). Imagery: mostly typography with little or no imagery, 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. About one full screen (900px at 1440), own dark band #080f16; 2 image/graphics; inline form (2 fields, e.g. email capture), 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): “Win a condoevery Thursdaythis month”
- [Screenshot](https://uidiscovery.com/media/captures/wealthsimple/s-01.webp) · imagery: slot 1
### 2. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. About one full screen (1042px at 1440), own light band #f5f3ef; 10 images/icons (a set of cards or a small gallery); 5 text links instead of buttons.
- Slots: Heading; Body copy; Supporting visual (see image plan); Text link action.
- [Screenshot](https://uidiscovery.com/media/captures/wealthsimple/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. About one full screen (900px at 1440), own dark band #5f5974; 8 images/icons (a set of cards or a small gallery); 3 buttons (tabs, toggles or per-card actions).
- Slots: Section title (~4 words, like the reference); 8 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Canada’s most rewardingchequing account”
- [Screenshot](https://uidiscovery.com/media/captures/wealthsimple/s-03.webp) · imagery: slot 2
### 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. About one full screen (900px at 1440), own dark band #564c47; 4 images/icons (a set of cards or a small gallery); one primary button.
- Slots: Section title (~10 words, like the reference); 4 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “The simplest way toget 2% cash back oneverything you buy”
- [Screenshot](https://uidiscovery.com/media/captures/wealthsimple/s-04.webp) · imagery: slot 2
### 5. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. About one full screen (1135px at 1440), own light band #f5f3ef; 1 image/graphic; no interactive controls.
- Slots: Heading (~5 words, like the reference); Body copy; Supporting visual (see image plan).
- Topic (tone/length only — never reuse): “Welcome to thefuture of money”
- [Screenshot](https://uidiscovery.com/media/captures/wealthsimple/s-05.webp)
### 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 (900px at 1440), own dark band #0c330d; 8 images/icons (a set of cards or a small gallery); 3 buttons (tabs, toggles or per-card actions).
- Slots: Section title (~9 words, like the reference); 8 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Trade like a prowith faster tools,better benefits, and$0 commissions”
- [Screenshot](https://uidiscovery.com/media/captures/wealthsimple/s-06.webp) · imagery: slot 2
### 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. About one full screen (900px at 1440), page background; 8 images/icons (a set of cards or a small gallery); 3 buttons (tabs, toggles or per-card actions).
- Slots: Section title (~6 words, like the reference); 8 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “The Summit portfolio.Private markets,long-term growth,zero maintenance.”
- [Screenshot](https://uidiscovery.com/media/captures/wealthsimple/s-07.webp) · imagery: slot 3
### 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. About one full screen (900px at 1440), own light band #f5f3ef; 8 images/icons (a set of cards or a small gallery); 3 buttons (tabs, toggles or per-card actions).
- Slots: Section title (~10 words, like the reference); 8 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “The Classic portfolio.Low-fee, diversified,and as aggressive(or not) as you…”
- [Screenshot](https://uidiscovery.com/media/captures/wealthsimple/s-08.webp) · imagery: slot 2
### 9. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (759px at 1440), own light band #f5f3ef; 4 images/icons (a set of cards or a small gallery); primary + secondary button.
- Slots: Heading (~3 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “TLDR”
- [Screenshot](https://uidiscovery.com/media/captures/wealthsimple/s-09.webp) · imagery: slot 4
### 10. Call to action — close the page with one clear next step.
- Layout: short headline + one primary action on a contrasting band. Tall, ≈1.7 screens (1492px at 1440), own light band #f5f3ef; 1 image/graphic; one primary button.
- Slots: Headline (~6 words, like the reference); One sentence of support; One primary action.
- Topic (tone/length only — never reuse): “Trusted by over 4 million Canadians”
- [Screenshot](https://uidiscovery.com/media/captures/wealthsimple/s-10.webp) · imagery: slot 4
### 11. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. About one full screen (1091px at 1440), own light band #f5f3ef; 5 images/icons (a set of cards or a small gallery); one primary button, 44 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): “Wealthsimple - Footer”
- [Screenshot](https://uidiscovery.com/media/captures/wealthsimple/s-11.webp)
Inner pages also captured (Pricing, About, Enterprise, Careers, Contact, Security): https://uidiscovery.com/sites/wealthsimple?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#fcfcfc` | page background | — |
| foreground | `#080f16` | body text, headings | 18.8:1 |
| accent | `#080f16` | none captured — monochrome. Primary buttons invert (foreground fill, background text); add your brand colour only for small highlights | — |
| surface | `#f5f3ef` | cards, inputs, alternate bands | text on it 17.4:1 |
| muted | `#5f5974` | secondary text, borders | 6.5:1 |
Captured palette: `#fcfcfc` `#f5f3ef` `#1c1b1b` `#080f16` `#5f5974` `#564c47`. Section bands top→bottom: `#080f16` → `#f5f3ef` → `#5f5974` → `#564c47` → `#0c330d` → `#fcfcfc`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (light, neutral, desaturated) and proportions; swap the accent for the user's brand colour.
### Tokens
```css
:root {
--background: #fcfcfc;
--foreground: #080f16;
--accent: #080f16;
--surface: #f5f3ef;
--muted: #5f5974;
--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 The future. “The future” 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 ≈900px tall at 1440 (median; range 759–1492px, 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 7 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 4 section screenshots: mostly **typography with little or no imagery**, some product UI screenshots/mockups (light, neutral, desaturated, Finance). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 1. Hero → abstract 3D / gradient (uncertain)
- Dark Finance section with a few graphics — typically abstract 3D/gradient art or a product shot. Count: a set of ~2 in one consistent style. Aspect: 16:9 full-bleed (or 21:9). Look first: [ref 1](https://uidiscovery.com/media/captures/wealthsimple/s-01.webp)
- **Stock** — “abstract gradient 3d”: [Unsplash](https://unsplash.com/s/photos/abstract-gradient-3d?orientation=landscape) · [Pexels](https://www.pexels.com/search/abstract%20gradient%203d/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/abstract%20gradient%203d/?orientation=horizontal)
- **Generate** — `Abstract 3D render: soft, matte clay shapes and a smooth gradient in #5f5974 and #f5f3ef on a #fcfcfc background. Lighting: soft natural daylight, airy and high-key; neutral, desaturated 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.`
### Slot 2 · 3. Features, 4. Features, 6. Features, 8. Features → product UI
- Finance 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/wealthsimple/s-03.webp) [ref 2](https://uidiscovery.com/media/captures/wealthsimple/s-04.webp) [ref 3](https://uidiscovery.com/media/captures/wealthsimple/s-06.webp) [ref 4](https://uidiscovery.com/media/captures/wealthsimple/s-08.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 #fcfcfc to #f5f3ef with a soft #5f5974 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 · 7. Features → photography
- Photography, seen in the capture (rocks). (measured from the screenshot) Count: a set of ~8 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/wealthsimple/s-07.webp)
- **Stock** — “person paying with phone wide shot”: [Unsplash](https://unsplash.com/s/photos/person-paying-with-phone-wide-shot?orientation=landscape) · [Pexels](https://www.pexels.com/search/person%20paying%20with%20phone%20wide%20shot/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/person%20paying%20with%20phone%20wide%20shot/?orientation=horizontal)
- **Generate** — `Photograph: person paying with phone wide shot. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Neutral, desaturated colour grade that sits on #fcfcfc, #080f16, #f5f3ef. 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 · 9. Content, 10. Call to action → 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/wealthsimple/s-09.webp) [ref 2](https://uidiscovery.com/media/captures/wealthsimple/s-10.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 #f5f3ef, #080f16 plus one soft neutral, plenty of empty background, consistent line weight, neutral, desaturated 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.
- **No imagery (type-led)** — 2. Statement, 5. Statement: 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** — 11. 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.
- **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/wealthsimple/tokens · kit https://uidiscovery.com/api/v1/sites/wealthsimple/kit · MCP `get_design_brief({ slug: "wealthsimple" })`, `get_image_plan({ slug: "wealthsimple" })`. Cite the reference as https://uidiscovery.com/sites/wealthsimple.
