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
services
services
services
services
services
services
services
UX/UI + STRATEGY
DURATION
DURATION
DURATION
DURATION
DURATION
DURATION
DURATION
4 MONTHS
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CHALLENGE
CHALLENGE
Helsing’s legacy presence failed to reflect their defense AI leadership. The brief demanded a radical visual modernization to signal technological superiority and attract world-class engineering talent.
Helsing’s legacy presence failed to reflect their defense AI leadership. The brief demanded a radical visual modernization to signal technological superiority and attract world-class engineering talent.
Helsing’s legacy presence failed to reflect their defense AI leadership. The brief demanded a radical visual modernization to signal technological superiority and attract world-class engineering talent.
The previous site was outdated, failing to communicate the modern nature of their AI software capabilities.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.
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GOAL
GOAL
To define a visual language that feels physically grounded yet operates with software speed. The objective was to balance heavy, cinematic immersion with the zero-latency performance required for a defense platform.
To define a visual language that feels physically grounded yet operates with software speed. The objective was to balance heavy, cinematic immersion with the zero-latency performance required for a defense platform.
To define a visual language that feels physically grounded yet operates with software speed. The objective was to balance heavy, cinematic immersion with the zero-latency performance required for a defense platform.
Shift the narrative from a traditional hardware manufacturer to a modern, software-defined AI company.
Shift the narrative from a traditional hardware manufacturer to a modern, software-defined AI company.
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.
Establish immediate trust through speed. A laggy interface would contradict the brand's "real-time" vision.
Establish immediate trust through speed. A laggy interface would contradict the brand's "real-time" vision.
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SOLUTION
SOLUTION
I engineered a "Head-Up Display" (HUD) aesthetic that mimics tactical interfaces. By prioritizing scroll-triggered video loops over code-heavy 3D renders, we achieved a cinematic feel that loads instantly.
I engineered a "Head-Up Display" (HUD) aesthetic that mimics tactical interfaces. By prioritizing scroll-triggered video loops over code-heavy 3D renders, we achieved a cinematic feel that loads instantly.
I engineered a "Head-Up Display" (HUD) aesthetic that mimics tactical interfaces. By prioritizing scroll-triggered video loops over code-heavy 3D renders, we achieved a cinematic feel that loads instantly.
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.
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TRADE-OFFS
TRADE-OFFS
We initially explored interactive 3D blueprints for every product. I advised against this direction, calculating that the performance cost would compromise the user experience and SEO ranking for a marginal visual gain.
We initially explored interactive 3D blueprints for every product. I advised against this direction, calculating that the performance cost would compromise the user experience and SEO ranking for a marginal visual gain.
We initially explored interactive 3D blueprints for every product. I advised against this direction, calculating that the performance cost would compromise the user experience and SEO ranking for a marginal visual gain.
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.
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IMPACT
IMPACT
The redesign successfully repositioned Helsing as the hero amongst defense companies. I delivered a cinematic experience that proves that cinematic design doesn't require technical bloat.
The redesign successfully repositioned Helsing as the hero amongst defense companies. I delivered a cinematic experience that proves that cinematic design doesn't require technical bloat.
The redesign successfully repositioned Helsing as the hero amongst defense companies. I delivered a cinematic experience that proves that cinematic design doesn't require technical bloat.
*Based on page speed analytics.
PERFORMANCE
PERFORMANCE
PERFORMANCE
PERFORMANCE
PERFORMANCE
PERFORMANCE
PERFORMANCE
PERFORMANCE
PERFORMANCE
MORE ACCESSIBLE
MORE ACCESSIBLE
MORE ACCESSIBLE
MORE ACCESSIBLE
MORE ACCESSIBLE
MORE ACCESSIBLE
MORE ACCESSIBLE
MORE ACCESSIBLE
MORE ACCESSIBLE
BEST PRACTICES
BEST PRACTICES
BEST PRACTICES
BEST PRACTICES
BEST PRACTICES
BEST PRACTICES
BEST PRACTICES
BEST PRACTICES
BEST PRACTICES
BETTER SEO
BETTER SEO
BETTER SEO
BETTER SEO
BETTER SEO
BETTER SEO
BETTER SEO
BETTER SEO
BETTER SEO
BETTER SEO
BETTER SEO
BETTER SEO
More Works More Works
PUT YOUR HEART INTO EVERYTHING YOU DO
PUT YOUR HEART INTO EVERYTHING YOU DO
PUT YOUR HEART INTO EVERYTHING YOU DO
PUT YOUR HEART INTO EVERYTHING YOU DO
PUT YOUR HEART INTO EVERYTHING YOU DO
PUT YOUR HEART INTO EVERYTHING YOU DO
PUT YOUR HEART INTO EVERYTHING YOU DO
PUT YOUR HEART INTO EVERYTHING YOU DO
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PUT YOUR HEART
INTO EVERYTHING YOU DO
PUT YOUR HEART
INTO EVERYTHING YOU DO
PUT YOUR HEART INTO EVERYTHING YOU DO
PUT YOUR HEART INTO EVERYTHING YOU DO
PUT YOUR HEART
INTO EVERYTHING YOU DO
PUT YOUR HEART
INTO EVERYTHING YOU DO
PUT YOUR HEART INTO EVERYTHING YOU DO