Aperture Solar
A brighter perspective.
- Sector
- Residential & commercial solar
- Place
- Albuquerque, NM
- Year
- 2025
- Direction
- technical
Live composition — real type, real layout, rendered in your browser. Not an image.
The problem
What was not workingSolar buying is poisoned by door-knockers and fake savings math. Aperture does honest work and looked exactly like the companies that do not — same stock photo of a smiling family, same "Get a free quote!" and no numbers anywhere.
The position
Who this has to attractThe engineer's solar company. For homeowners who have already opened a spreadsheet, and for facilities managers who need a payback figure they can defend to a board.
The idea
The creative directionLead with the arithmetic. If the honest number is the strongest asset, put a working estimator on the homepage above everything else and let the design read like instrumentation — monospaced data, precise rules, amber readouts on cold graphite. The whole site behaves like a well-made measuring tool.
The system
The rules that make it hold together- Typography
- IBM Plex Mono for every number, label and body run — it makes figures feel audited. Archivo at width 92 for headlines only, so the voice is technical without being cold.
- Colour
- Graphite and slate, with amber reserved exclusively for live data. If it is amber, it is a real measured value.
- Photography
- Installations photographed straight-on, roof plane parallel to frame. No lens flare, no golden hour, no families.
- Grid
- Hard 8px baseline. Every rule, gutter and readout snaps to it, visibly.
- Motion
- Counters tick. Bars fill on a 400ms linear ramp. Nothing eases, because instruments do not ease.
A brighter perspective.
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The experience
Click a moment to load it into the pageThe measure
What this system is built to moveAperture Solar is an invented business. The figures above are the targets this design is engineered against, not reported results—because inventing client outcomes would be the least honest thing on this website.