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# Build brief — an original marketing website in the taste of Wikimedia Foundation
> Reference: https://wikimediafoundation.org · UIDiscovery: https://uidiscovery.com/sites/wikimedia-foundation · captured 2026-09-23 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/wikimedia-foundation/full.webp) · [scroll video](https://uidiscovery.com/media/captures/wikimedia-foundation/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Wikimedia Foundation — 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 Wikimedia Foundation: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Wikimedia Foundation'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
- Wikimedia Foundation (wikimediafoundation.org): Lifestyle marketing website, dark.
- 10 sections: Features → Content → Features → Content → Features → Footer.
- Spacing: about a screen per idea (median section ≈628px).
- Type: Montserrat headings over Inter body. 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 (486px at 1440), own light band #ffffff; 1 image/graphic; one primary button.
- Slots: Section title (~4 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “We support human knowledge”
- [Screenshot](https://uidiscovery.com/media/captures/wikimedia-foundation/s-01.webp) · imagery: slot 1
### 2. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (480px at 1440), own light band #ffffff; no images (type-led); one primary button.
- Slots: Heading (~4 words, like the reference); Body copy; One primary action.
- Topic (tone/length only — never reuse): “Celebrate Wikipedia’s 25th birthday”
- [Screenshot](https://uidiscovery.com/media/captures/wikimedia-foundation/s-02.webp)
### 3. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (292px at 1440), own light band #ffffff; 3 image/graphics; no interactive controls.
- Slots: Heading; Body copy; Supporting visual (see image plan).
- [Screenshot](https://uidiscovery.com/media/captures/wikimedia-foundation/s-03.webp) · imagery: slot 2
### 4. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (200px at 1440), own light band #ffffff; 2 image/graphics; no interactive controls.
- Slots: Heading; Body copy; Supporting visual (see image plan).
- [Screenshot](https://uidiscovery.com/media/captures/wikimedia-foundation/s-04.webp) · imagery: slot 3
### 5. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (818px at 1440), own light band #f9f7ff; 11 images/icons (a set of cards or a small gallery); primary + secondary button, 18 links (link lists / navigation).
- Slots: Heading (~3 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “Our work”
- [Screenshot](https://uidiscovery.com/media/captures/wikimedia-foundation/s-05.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. About one full screen (884px at 1440), own light band #ffffff; 14 images/icons (a set of cards or a small gallery); 5 buttons (tabs, toggles or per-card actions).
- Slots: Section title (~5 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Built for people, by people”
- [Screenshot](https://uidiscovery.com/media/captures/wikimedia-foundation/s-06.webp) · imagery: slot 5
### 7. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (650px at 1440), own light band #ffffff; no images (type-led); 4 text links instead of buttons.
- Slots: Heading (~4 words, like the reference); Body copy; Text link action.
- Topic (tone/length only — never reuse): “Help expand human knowledge”
- [Screenshot](https://uidiscovery.com/media/captures/wikimedia-foundation/s-07.webp)
### 8. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (288px at 1440), own light band #f0bc00; no images (type-led); form with 12 fields, 1 text link instead of buttons.
- Slots: Heading (~3 words, like the reference); Body copy; Text link action.
- Topic (tone/length only — never reuse): “Subscribe for news”
- [Screenshot](https://uidiscovery.com/media/captures/wikimedia-foundation/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. Tall, ≈1.3 screens (1178px at 1440), own light band #f9f9f0; 27 image elements (photo collage/gallery + small graphics); 61 links (link lists / navigation).
- Slots: Section title (~3 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “Photo credits”
- [Screenshot](https://uidiscovery.com/media/captures/wikimedia-foundation/s-09.webp) · imagery: slot 6
### 10. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Half to one screen (628px at 1440), own dark band #404040; 14 images/icons (a set of cards or a small gallery); 30 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/wikimedia-foundation/s-10.webp)
Inner pages also captured (Sign up, Blog, Careers, Contact, Security): https://uidiscovery.com/sites/wikimedia-foundation?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#000000` | page background | — |
| foreground | `#ffffff` | body text, headings | 21.0:1 |
| accent | `#f0bc00` | primary buttons, links, highlights — sparingly | 11.9:1 |
| surface | `#202122` | cards, inputs, alternate bands | text on it 16.1:1 |
| muted | `#f9f7ff` | secondary text, borders | 19.8:1 |
Captured palette: `#000000` `#ffffff` `#202122` `#f9f7ff` `#f0bc00` `#f9f9f0`. Section bands top→bottom: `#ffffff` → `#f9f7ff` → `#f0bc00` → `#f9f9f0` → `#404040`. 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: #000000;
--foreground: #ffffff;
--accent: #f0bc00;
--surface: #202122;
--muted: #f9f7ff;
--font-heading: "Montserrat", 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: **Montserrat** (Google Fonts) — reference uses Montserrat. 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(2.5rem, 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 ≈628px tall at 1440 (median; range 200–1178px, 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 5 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. Dark-first; for a light mode swap background ↔ foreground, lighten the surface, keep the accent and re-check contrast.
## 6. Imagery plan
Measured from 7 section screenshots: mostly **photography**, some typography with little or no imagery (dark, warm, Lifestyle). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 1. 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/wikimedia-foundation/s-01.webp)
- **Stock** — “cozy home interior morning light dark”: [Unsplash](https://unsplash.com/s/photos/cozy-home-interior-morning-light-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/cozy%20home%20interior%20morning%20light%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/cozy%20home%20interior%20morning%20light%20dark/?orientation=horizontal)
- **Generate** — `Photograph: cozy home interior morning light. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Warm colour grade that sits on #ffffff, #f0bc00, #202122. 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 · 3. Content → photography
- Photography, seen in the capture (art, illustrations). (measured from the screenshot) Count: a set of ~3 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/wikimedia-foundation/s-03.webp)
- **Stock** — “plants on windowsill dark”: [Unsplash](https://unsplash.com/s/photos/plants-on-windowsill-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/plants%20on%20windowsill%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/plants%20on%20windowsill%20dark/?orientation=vertical)
- **Generate** — `Photograph: plants on windowsill. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Warm colour grade that sits on #ffffff, #f0bc00, #202122. 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 · 4. Content → photography
- Photography, seen in the capture (art, illustrations). (measured from the screenshot) Count: a set of ~2 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/wikimedia-foundation/s-04.webp)
- **Stock** — “cozy home interior morning light close up dark”: [Unsplash](https://unsplash.com/s/photos/cozy-home-interior-morning-light-close-up-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/cozy%20home%20interior%20morning%20light%20close%20up%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/cozy%20home%20interior%20morning%20light%20close%20up%20dark/?orientation=vertical)
- **Generate** — `Photograph: cozy home interior morning light close up. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Warm colour grade that sits on #ffffff, #f0bc00, #202122. 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. Content → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~11 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/wikimedia-foundation/s-05.webp)
- **Stock** — “hands holding coffee cup close up dark”: [Unsplash](https://unsplash.com/s/photos/hands-holding-coffee-cup-close-up-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/hands%20holding%20coffee%20cup%20close%20up%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/hands%20holding%20coffee%20cup%20close%20up%20dark/?orientation=vertical)
- **Generate** — `Photograph: hands holding coffee cup close up. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Warm colour grade that sits on #f9f7ff, #f0bc00, #202122. 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 5 · 6. Features → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~14 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/wikimedia-foundation/s-06.webp)
- **Stock** — “plants on windowsill close up dark”: [Unsplash](https://unsplash.com/s/photos/plants-on-windowsill-close-up-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/plants%20on%20windowsill%20close%20up%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/plants%20on%20windowsill%20close%20up%20dark/?orientation=horizontal)
- **Generate** — `Photograph: plants on windowsill close up. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Warm colour grade that sits on #ffffff, #f0bc00, #202122. 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 6 · 9. Features → photography
- Lifestyle references lean on photography. Count: a collage of several photos with one consistent colour grade. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/wikimedia-foundation/s-09.webp)
- **Stock** — “plants on windowsill wide shot dark”: [Unsplash](https://unsplash.com/s/photos/plants-on-windowsill-wide-shot-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/plants%20on%20windowsill%20wide%20shot%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/plants%20on%20windowsill%20wide%20shot%20dark/?orientation=horizontal)
- **Generate** — `Photograph: plants on windowsill wide shot. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Warm colour grade that sits on #f9f9f0, #f0bc00, #202122. 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.`
- **No imagery (type-led)** — 2. Content, 7. Content, 8. 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 #f0bc00 and #f9f7ff on a #000000 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.` · 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: cozy home interior morning light, friendly simplified shapes, limited palette of #ffffff, #f0bc00, #202122 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: [“lifestyle flat illustration” on Unsplash](https://unsplash.com/s/photos/lifestyle-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/wikimedia-foundation/tokens · kit https://uidiscovery.com/api/v1/sites/wikimedia-foundation/kit · MCP `get_design_brief({ slug: "wikimedia-foundation" })`, `get_image_plan({ slug: "wikimedia-foundation" })`. Cite the reference as https://uidiscovery.com/sites/wikimedia-foundation.
