01

The founder voice

Direct, calm, and confident without sounding sales-led.

"I founded Solar Lab in 2024 to bring something different to the solar industry — a sense of aesthetics and design, not just engineering."

"Many installers focus only on function; I wanted Solar Lab to focus on how a system looks, feels, and fits into the home."

"Having been directly involved in over 600 solar installations across Singapore, I've seen firsthand what works and what doesn't."

"Every project we deliver today reflects that experience — clean, thoughtful, and built to last."

What this voice is doing

1

Positions Ivan as a craftsman with taste, not a salesman with a product

2

Frames the differentiator as design sensibility applied to a commodity — rare framing in the solar industry

3

Uses "looks, feels, and fits" — sensory language, almost furniture/interior design register

4

The signature (his actual name, presumably handwritten in the PDF) seals it as personal

02

Recurring language

Repeated phrases that already shape the brand's vocabulary.

"genuine" recurring

"Genuine after-sales support" / "genuine service" — genuine is doing a lot of work; implies others are not

visually cohesive

Design language, not engineering language — frames the work as aesthetic, not technical

future-ready

Signals thinking beyond the installation day — the system is designed for what comes next

thoughtful

Applied to service, design, approach — the word carries intentionality

word-of-mouth

"Built entirely on word-of-mouth and trust" — evidence that the business has earned trust before the website has had to do that job

not a template

"Every system is designed around the site/home, not a template" — anti-commodity positioning

clean

Appears in founder note ("clean, thoughtful, and built to last") and throughout — a design value, not a marketing claim

What's notably absent

No "best price guaranteed." No "free quote" language. No urgency/scarcity tactics. No heavy technical jargon (despite the product being technical). No corporate "we" — it's always personal.

03

Document voice

A concise read of the tone and visual cues already present in the source materials.

Register

Calm, specific, personal, unhurried. The documents never sound promotional.

Person

Usually first person or direct second person. Ivan speaks as a founder, not as a faceless company.

Absences

No urgency language, no hype, no corporate filler, no heavy technical posturing.

Visual cues

Palette

Mostly white and black, with one restrained green accent for numbers and proof points.

Typography

Geometric sans-serif, medium-to-regular weights, generous spacing. Clean and systematic rather than expressive.

Photography

Real installation imagery, architectural detail, and branded crew presence. Editorial, not stock.

Layout

Wide margins, simple grids, persistent header treatment, and enough white space to feel composed.

What this gives us

There is already enough in the source material to guide tone, art direction, and copy. The work now is to express it more clearly on the website.