Preview the prompt +
# Build brief — an original marketing website in the taste of Zypsy
> Reference: https://www.zypsy.com · UIDiscovery: https://uidiscovery.com/sites/zypsy · captured 2026-09-22 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/zypsy/full.webp) · [scroll video](https://uidiscovery.com/media/captures/zypsy/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Zypsy — 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 Zypsy: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Zypsy'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
- Zypsy (zypsy.com): Finance marketing website, light, award winner.
- 7 sections: Hero → Showcase → Features → Logo cloud → Content → Call to action → Footer.
- Spacing: about a screen per idea (median section ≈938px).
- Hero headline: 5 words — short and punchy; keep yours under ~9.
- Type: one family (Aspekta). Imagery: mostly typography with little or no imagery, some abstract 3D / gradient art.
## 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 light band #ffef85; 5 images/icons (a set of cards or a small gallery); no interactive controls.
- Slots: Eyebrow / announcement pill (optional); H1 (~5 words, like the reference); Supporting line, 1–2 sentences; Primary action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “A design team for founders”
- [Screenshot](https://uidiscovery.com/media/captures/zypsy/s-01.webp) · imagery: slot 1
### 2. Showcase — show the product (or the result) itself as proof.
- Layout: a large framed visual with a short caption or heading. Tall, ≈1.9 screens (1700px at 1440), page background; 8 images/icons (a set of cards or a small gallery); one primary button.
- Slots: Heading (~3 words, like the reference); Body copy; Supporting visual (see image plan); One primary action.
- Topic (tone/length only — never reuse): “Podium”
- [Screenshot](https://uidiscovery.com/media/captures/zypsy/s-03.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. About one full screen (897px at 1440), page background; 2 image/graphics; no interactive controls.
- Slots: Section title (~5 words, like the reference); 2 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “Trusted by leading venture firms”
- [Screenshot](https://uidiscovery.com/media/captures/zypsy/s-04.webp) · imagery: slot 2
### 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. Half to one screen (640px at 1440), page background; 18 image elements (icons, logos, product UI — not 18 photos); 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): “The brands of tomorrow, built today.”
- [Screenshot](https://uidiscovery.com/media/captures/zypsy/s-05.webp)
### 5. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (1060px at 1440), page background; 4 images/icons (a set of cards or a small gallery); one primary button.
- Slots: Heading (~3 words, like the reference); Body copy; Supporting visual (see image plan); One primary action.
- Topic (tone/length only — never reuse): “The latest news”
- [Screenshot](https://uidiscovery.com/media/captures/zypsy/s-07.webp) · imagery: slot 3
### 6. Call to action — close the page with one clear next step.
- Layout: short headline + one primary action on a contrasting band. About one full screen (948px at 1440), own light band #ffef85; 10 images/icons (a set of cards or a small gallery); one primary button.
- Slots: Headline (~7 words, like the reference); One sentence of support; One primary action.
- Topic (tone/length only — never reuse): “One partnership. Each month. Get in touch.”
- [Screenshot](https://uidiscovery.com/media/captures/zypsy/s-08.webp)
### 7. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. About one full screen (938px at 1440), own dark band #121212; 8 images/icons (a set of cards or a small gallery); inline form (2 fields, e.g. email capture), 18 buttons (tabs, toggles or per-card actions), 20 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/zypsy/s-09.webp)
Inner pages also captured (Customers, About, Sign up, Blog, Careers, Contact, Security): https://uidiscovery.com/sites/zypsy?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#ffffff` | page background | — |
| foreground | `#121212` | body text, headings | 18.7:1 |
| accent | `#121212` | none captured — monochrome. Primary buttons invert (foreground fill, background text); add your brand colour only for small highlights | — |
| surface | `#ffef85` | cards, inputs, alternate bands | text on it 16.0:1 |
| muted | `#121212` | secondary text, borders | 18.7:1 |
Captured palette: `#ffffff` `#121212` `#ffef85`. Section bands top→bottom: `#ffef85` → `#ffffff` → `#121212`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (light, warm) and proportions; swap the accent for the user's brand colour.
### Tokens
```css
:root {
--background: #ffffff;
--foreground: #121212;
--accent: #121212;
--surface: #ffef85;
--muted: #121212;
--font-heading: "Hanken Grotesk", ui-sans-serif, system-ui, sans-serif;
--font-body: "Hanken Grotesk", 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: **Hanken Grotesk** (Google Fonts) — reference uses Aspekta. “Aspekta” is a licensed face — use Hanken Grotesk (or Inter) as the free stand-in, or license the original.
- 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 ≈938px tall at 1440 (median; range 640–1700px, 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 3 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
Expressive layout and motion are part of the appeal — study the scroll video, but keep motion subtle and respect prefers-reduced-motion. 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 abstract 3D / gradient art (light, warm, Finance). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 1. Hero → abstract 3D / gradient
- Abstract art — gradient, 3D or atmospheric graphics, seen in the capture. (measured from the screenshot) Count: a set of ~5 in one consistent style. Aspect: 16:9 full-bleed (or 21:9). Look first: [ref 1](https://uidiscovery.com/media/captures/zypsy/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 #121212 and #ffef85 on a #ffffff background. Lighting: soft natural daylight, airy and high-key; warm 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 · 2. Showcase, 3. Features → product UI (uncertain)
- Finance sections with many image elements — most likely product UI screenshots/mockups plus icons. Count: one consistent treatment across these sections. Aspect: 16:10. Look first: [ref 1](https://uidiscovery.com/media/captures/zypsy/s-03.webp) [ref 2](https://uidiscovery.com/media/captures/zypsy/s-04.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 #ffffff to #ffef85 with a soft #121212 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 16:10. 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 · 5. Content → photography
- Photography, seen in the capture (people, adult). (measured from the screenshot) Count: a set of ~4 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/zypsy/s-07.webp)
- **Stock** — “small business owner at counter close up”: [Unsplash](https://unsplash.com/s/photos/small-business-owner-at-counter-close-up?orientation=portrait) · [Pexels](https://www.pexels.com/search/small%20business%20owner%20at%20counter%20close%20up/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/small%20business%20owner%20at%20counter%20close%20up/?orientation=vertical)
- **Generate** — `Photograph: small business owner at counter close up. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #ffffff, #121212, #ffef85. 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.`
- **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)** — 6. Call to action: 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** — 7. 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:
- **illustration** — generate `Flat vector illustration: person paying with phone, friendly simplified shapes, limited palette of #ffef85, #121212 plus one soft neutral, plenty of empty background, consistent line weight, warm mood. Aspect ratio 16:9. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.` · stock: [“finance flat illustration” on Unsplash](https://unsplash.com/s/photos/finance-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/zypsy/tokens · kit https://uidiscovery.com/api/v1/sites/zypsy/kit · MCP `get_design_brief({ slug: "zypsy" })`, `get_image_plan({ slug: "zypsy" })`. Cite the reference as https://uidiscovery.com/sites/zypsy.
