RCAD is a newly-launched company that aims to deliver unparalleled, accurate, and immersive virtual experiences for designers, builders, architects, and their customers. RCAD transforms 2D CAD drawings into dynamic, photo-realistic, VR-capable, fully-explorable rendered models of the land, property, or infrastructure designs that allows its clients to save on design time and consulting fees.
Since RCAD was a market newcomer, there was a vast list of goals to achieve with that project. First, the RCAD needed a distinct brand identity to appeal to the target audience to produce a favorable first impression on potential clientele as well as stand out from the competitors. Another vital task was to create a marketing website to become the company’s valuable asset while introducing itself to the public and market, generating leads, and promoting the service. And to double the chances of success, we needed to create a series of impressive custom illustrations that would individualize the company and help it stand out.
To optimize the company’s performance, it was needed to design web portals for both clients and the back-office RCAD team. The client’s web portal would allow them to upload the 2D drawings, then, going to admins for further processing. Admins, in their turn, would transform 2D drawings into realistic VR models, allowing the clients to experiment with the design, choosing between the layouts, colors, materials, and other features. Thus, the overall purpose of that decision was to provide customers with a more personalized user experience and the RCAD team with faster access to the business information, greater control over the processes, and enhanced communication. However, to ensure such excellent functionality, we needed to thoroughly organize the future RCAD portals’ structure and conduct usability testing.
As the RCAD intended to deliver an immersive virtual experience to its clients, it was essential to introduce a VR app to make that happen. That would be the most convenient and easy way to provide VR service to the public. Ultimately, we needed to design brochures and other print materials to ensure RCAD excellent marketing performance.
Through a series of meetings, we delivered different options of the design and got feedback from the client. The RCAD team also suggested their own ideas, and we discussed them, selecting the most appropriate way to bring them live. After everything was settled, we moved to the design process itself.
We started with the branding, creating several mood boards to choose the right visual direction: typography, colors, illustrations, and other visual elements for RCAD brand identity. The Ester team of designers chose a black color that conveyed a sense of precision and definition, while beige tones added softness and comfort. Visual elements were based on the idea that many different designs can be created from a single drawing. In other words, we aimed to generate experimental and creative solutions, getting an ideal unique design as a final result. Thus, we developed an architectural and abstract geometric content that perfectly fitted the RCAD essence.
As for the logo design, we created it as geometric to convey precision and innovation. It was a combination of a simple and modern wordmark with the icon, which was a part of the letter “R.” The arcs on the left of the letter associated with the word “Arcade” resembling the company’s name. Each letter was made up of perfect circles and straight, even lines framed with warm tones that were adding softness and calmness. Once the branding elements were ready, we finalized them into RCAD brand guidelines for further usage.
Next, we proceeded with the marketing website for the RCAD company. The Ester team started with the sitemap and wireframing to bring consistency into the site’s structure and ensure the website’s functionality and usability. Based on the brand guidelines, we created the visual for the site and then designed several custom illustrations that were perfectly transmitting the company’s values and mission.
Since the list of goals included the creation of web portals, we decided to make them for both clients and the RCAD team, designing wireframes based on user stories. As the product was new to the market, we had no room for error as it was critical to present it almost impeccably. For that reason, we decided to test wireframes on real users, which then gave us valuable feedback, allowing our team to make the RCAD web portals excellent. Once the wireframing stage was settled, we moved on to the visual, and to cut on the client’s time and material resources, we employed a design system Ant Design.
Then, we developed a VR application for the RCAD service. To ensure the app would fit not only the needs of the company’s clients and staff but also the market expectations, we analyzed similar apps and explored guidelines to design products like that. That allowed us to create a qualified solution, proven by the thorough research, thus, successful.
As a final touch, we introduced brochures, email templates, and business cards for the RCAD company to enhance its brand image right from the launch. That contributed to the favorable reputation and made the company look established and, in general, a professional service provider.
Ester created a unique and recognizable website for RCAD that allowed the client to make a statement, effectively presenting a new product to the market. Furthermore, the developed functional and easy-to-use web portals and VR app served as a valuable assistant for the company’s customers, allowing them to experiment with the house and buildings designs in real-time. That all ensured the RCAD prolific brand image and a decent service that now delivers an unparalleled immersive virtual experience to its customers.
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