Polestar's site works like a photo studio with a sales desk attached. The page is white, grey bands sit behind the cars, and the type is black Unica77 in one weight, so hierarchy has to come from space, placement and image size.

Colour is rationed. Swedish gold shows up the way it does on the car: a 2px rule, an active-tab stripe, a caliper-sized detail on a model card. A single orange arrow marks the primary call to action. Most of the work happens in the configurator.