01
Aurora
Our surfaces. Translucent, atmospheric, with light passing through. Depth without visual weight. The material that defines every card, every modal, every pill in Aiden.
A new
era.
We've redesigned everything. Here's the story.
We've redesigned everything from scratch.
For months we've rebuilt Aiden Startup's identity from the ground up. New typography, new palette, new component system. A visual language that reflects exactly what we do: radical transparency, serious technology, and founders treated with respect.
This isn't a facelift. It's a new brand perspective.
What defines the new Aiden.
Four ideas run through every pixel of the new design system.
02
Momentum
The brand's motion. Continuous pills that flow fluidly between states with cubic-bezier(.16, 1, .3, 1). Every transition shares the same cadence.
03
Sora + Figtree
Sora 800 for headlines with editorial weight. Figtree for body copy with maximum readability. Negative letter-spacing on display for a modern density.
04
Radical transparency
Real prices. Clear features. Honest comparisons that admit when another option is better. Transparency is the product.
Sora & Figtree.
Aa
Sora
Headlines, numbers, display
400 · 600 · 700 · 800
Letter-spacing: -0.04em
Line-height: 1.02–1.1
New era.
Aa
Figtree
Body, UI, inputs
400 · 500 · 600 · 700 · 800
Maximum readability
Generous x-height
We've redesigned everything from scratch to reflect who we are: transparency, serious technology, respect.
Detail · em shim
The keyword
is always in gradient.
is always in gradient.
A green that means something.
Teal as the primary color: trust, growth, calm. Warm accents for emotional nuance.
Primary · Teal
50
#E6F5F2100
#CCEAE5200
#99D5CB300
#66C0B1400
#33AB97500 · Brand
#13967E600
#0E7A67700
#0A5E50800
#074237Accents
Purple
#574A87
Lunnar · Books · Highlights
Amber
#8E702A
Taxes · Warnings
Rose
#B44D57
Warm highlights
Ink
#141413
Base text (not pure black)
The live system.
These aren't mockups. They're the real components from the design system. Click the interactive ones.
Buttons
Aurora card
Fast company formation
UK and Delaware · timing set by each registry
Animated orbs
Toggle · click
Notifications active
Input field
Badges
Recommended
New
PRO
Popular
Tabs · click
UK Ltd — ideal for operating in Europe, invoicing in GBP/EUR, and selling to EU customers. Wise Business included.
Delaware LLC — ideal for selling to the US, raising with American VCs, Stripe. Mercury assisted application.
Both — for founders with a global business. Parent company + subsidiary to optimize taxes.
Accordion · click
What's included in the Standard plan?
Company formation, registered office address, banking, and annual bookkeeping.
How long does the process take?
UK and Delaware from signature to an operating company, with the timing set by each registry.
Momentum · pill sticky
A
Aiden
$21.99
S
Atlas
$500
D
Doola
$297
Explore every corner.
Every page is an exercise in consistency. Step in and explore.
01
Home
Hero + principles + stats + timeline
02
UK vs Delaware comparison
Guided decision · 12 criteria
03
Aiden vs the competition
Liquid pill table · 6 categories
04
Deep-dive · vs Stripe Atlas
+ 4 more competitors
05
UK pricing
Standard + PRO · pill sticky
06
Delaware pricing
Standard + PRO LLC
07
Lunnar · AI Assistant
Aiden's native AI
08
Books · Bookkeeping
Immersive feature deck
09
Taxes · Filings
Automated Companies House filing
10
Fast company formation
Transparent process
11
Registered office address
London or Delaware
12
Blog
Redesigned articles
the how.
Technical details for those who stick around until the end.
Design system
CSS custom properties · unified color, spacing, and typography tokens
Aurora
backdrop-filter: blur(32px) saturate(1.5) · fallbacks for Safari/FirefoxAnimations
cubic-bezier(.16, 1, .3, 1) · scroll reveal · 6s infinite gradient shimTypefaces
Sora 400/600/700/800 + Figtree 400/500/600/700/800 · WOFF2 with preload
Responsive
Mobile-first · breakpoints 640/768/900/1100px · Apple-style card pattern on mobile
Performance
No JS frameworks · pure CSS · image lazy loading · font preconnect
This is just the beginning.
The new Aiden Startup is already up and running. Explore, discover, and tell us what you think.