A configurator-style showcase that drove showroom visits.
Solar is an automotive brand whose old site was a brochure. The brief was a configurator feel that earned a showroom visit, not just a scroll.
The brief
What the client came with
Solar is an automotive brand whose old site was a brochure. The brief was a configurator feel that earned a showroom visit, not just a scroll.
The challenge
The design problem to solve
Convey build, performance and ownership in one surface — and make booking a viewing the shortest path on the page.
The approach
Research, wireframes, style
Research
We tracked which configurations converted to visits and built the showcase around those trims.
Wireframes
An exposed grid with hard offsets and visible structure — the build is the design.
Style exploration
Brutalist: oversized display type tight to the viewport edge, ink and paper, red reserved for wayfinding and state.
The build
Key screens, responsive, motion
Key screens
Home, models, configurator, ownership, booking and a member portal — thirty-three templates.
Responsive
The configurator becomes a guided swipe on mobile, one decision per screen, so the experience survives the width.
Motion
Snappy, mechanical transitions with no easing softness — the motion matches the engineering.
The results
What changed, measured
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Client
In their words
“Every detail felt deliberate. Our site finally looks like the brand we always said we were.”
Takeaways
What we'd keep
- 01A configurator feel changed browsers into booked showroom visits.
- 02Exposed structure made the build feel like part of the product.
- 03Performance kept a media-heavy configurator quick on every device.
Next case study
Direct bookings up, third-party fees down — in the first quarter.
Brioin Group · Hospitality · 2025
