2025
ENGINEERING SPEED AS
A BRAND PILLAR
A comprehensive overhaul of Helsing’s digital identity. The design strategy balances cinematic immersion with critical site performance, trading decorative animation for raw speed.
BRAND
HELSING
UX/UI + STRATEGY
4 MONTHS
The previous site was outdated, failing to communicate the modern nature of their AI software capabilities.
Stakeholders envisioned a cinematic transformation to attract top-tier talent, demanding a tech-forward look.
Shift the narrative from a traditional hardware manufacturer to a modern, software-defined AI company.
Establish immediate trust through speed. A laggy interface would contradict the brand's "real-time" vision.
Visual Strategy
Utilized dark mode and monospaced typography to evoke the precision of a drone operator’s terminal.
Asset Optimization
Replaced complex WebGL blueprints with high-fidelity static schematics to maintain visual integrity at 60fps.
The Trap
High-end 3D animation creates a wow factor but often introduces load latency and browser compatibility issues.
The Decision
I pivoted to implied motion, using layout and video to suggest activity without the heavy rendering overhead.
*Based on page speed analytics.
