Turbulent.ca

Web is currently a very creative field. The technology evolves quickly and allows creative minds to experiment on almost every aspect of projects.

- Turbulent Team

Can you describe your project and the concept behind it?

Turbulent brought together a small internal team to refresh its branding and website for its 18th birthday. We started by documenting the core values of the company. The 3D Machine, which is at the core of the project, was an idea from the team very early in the process, while putting some key words on a whiteboard during a brainstorming session.

Tell us about your initial moodboard, wireframe, or prototype. How did things change throughout the process?

"We approached the project from three angles: - Documenting the company's core values - Modernizing the branding style guide - Designing the website We created our moodboards, then mockups and prototypes, by iteration with those three pillars in mind; we always had some keywords mixed with 3D sketches of the Turbulent Machine and some key UI elements to ensure every aspect of the project was in sync."

When did you experience a breakthrough or an "a-ha" moment during this project?

Once we were sure we wanted 3D elements at the center of the project, we included a 3D Artist and a WebGL developer in our team to start experimentation early on. Our Art Director developed the branding elements, style guide, and few prototypes in parallel. When all aspects were mature enough and merged into a first live draft, we felt we were heading in the right direction.

What influenced your chosen technical approach, and how did it go beyond past methods?

We wanted a website that represents the company well — and as creative and playful. We quickly settled on the WebGL technology because it could be interactive and bring our 3D Machine to life to become more memorable.

What web technologies, tools, and resources did you use to develop this?

In the beginning, we used many different tools, and we tried to go outside our comfort zone to be creative. For example, we experimented with a voxel software to quickly see how 3D shapes could live in the Sketch mockups. Then we created the finalized assets in 3DS Max.

How did you balance your own creative ideas and technical capabilities with a fair representation of the client’s brand?

Our brand was established by the team at Brandlucent, and the design was created by Edern from Turbulent. A major part of the creative process took part while the whole team worked together.

How did the final product meet or exceed your expectations?

The new website has had a major effect on our positioning in our main market and as a big support for our growth in 2020. It has also been critical in the adoption of our new brand by our employees and in our recruitment efforts.

Why is this an exciting time to create new digital experiences? How does your team fit into this?

Web is currently a very creative field. The technology evolves quickly and allows creative minds to experiment on almost every aspect of projects. We can now create a truly immersive experience with 3D elements, in-depth interaction, a high level of sophistication, and fast loading time.

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