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  • Promo website Logo Apartment page

    The making of the Stereoaddress promo website

    Overview• Process

    3D cadastral passports that will be stored in a single place in the cloud were designed at the studio. This place in the cloud is called Stereoaddress. While the work on the storage platform is under way, we decide to launch a promotional website to introduce the new format.

    Estimating work directions and showing to the art director.

    The art director chooses some of the designs. Combining them into one and starting to develop. We begin by telling about everything Stereoaddress is capable of doing.

    However, part of the functionality will only appear in the future and it’s too early to introduce it. Deciding to shorten the promo page.

    Right now the narrative isn’t worked out too well. The art director suggests to switch the blocks around.

    —It’s a Stereoaddress (with one S in Russian). Makes buying convenient.
    —While there’s no apartment, we build a model using project plans.
    —Photographing the surroundings with a drone at the apartment height.
    —Users can walk around the apartment, look out the windows (sic!).
    —Once the apartment is built, it’s measured with a laser.
    —This precise data allows us to do lots of things which we keep secret for now.

    Switching the blocks around, getting rid of the extra S.

    The narrative is chaotic. Asking the editor for help. Getting the text back and retypesetting the page.

    Realizing that right now the page does not make the purpose of the project clear. We need to make sure a user can understand what it’s about without any scrolling. Making another attempt.

    Going around the studio and asking fellow coworkers not familiar with the project to read the first screen and then describe the project in their own words. After each retelling, we make alteration to the text on the promo page. Going through four iterations before the retellings start to accurately convey the essence of the project.

    Typesetting the page and showing to the art director.

    Looks fragmented right now, lots of small illustrations and boring text. Deciding to approach it differently. Drawing a nice illustration and shortening the information about the project to three paragraphs.

    Better. But the picture doesn’t match the text. First, the data is uploaded into the cloud and then onto a laptop or a phone. Plus, the device screens need to have an apartment on them. Making a quick sketch.

    Art director: OK.

    Reassembling the page.

    Planning to add a video to the Stereoaddress at the Start of Construction section. Then scrolling the page will demonstrate change in lighting during the day.

    Completing the first test render, running out of time, dropping the idea and replacing the video with a JPEG.

    Adding a girl to the virtual reality section.

    Giving the illustrations to the technical designer. Sending the final mock-up for typesetting.