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NODO Design Case Study

Informational architecture
3D design
UI UX Design
Art Direction
Awards:

A promo website for unique cinematography equipment. Inertia Wheels MAX –– the first-hand wheels developed to streamline the operating experience.

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About
the project

Challenge:

Boyd Hobbs, an engineer himself, founded NODO Film Systems—a leading producer of cinematography equipment and accessories. With his company, he set out  to revolutionize the operating experience and developed a wireless long-range digital camera controller. This tool features proprietary Inertia Wheels MAX, allowing operators to finely tune the tactile response of the wheels for achieving impeccable shots.

Approach:

With a reputation for world-known equipment used in major films like The Grey Man, Reminiscence, and Obi-Wan Kenobi, NODO was already a global name. Building on their past success, NODO engaged Lazarev.agency not only to design an interactive promo page for their upgraded product, Inertia Wheels MAX, but also to create a top experience that resonated with their high market position, highlighted the value of Wheels technology, and expanded their audience reach.

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In the initial month following the launch of the website, NODO accumulated a total of 106 completed forms for the Inertia Wheels MAX waitlist.

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41%

A portion of 41% of the individuals on the waitlist were entirely new customers who demonstrated interest in acquiring the product.

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8%

During the inaugural month post-launch, NODO experienced an 8% increase in their email audience.

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Boyd Hobbs
President & Owner, NODO Film Systems

Lazarev. fostered a positive engagement by delivering a navigable site that allowed users to absorb information quickly. The team led a thoughtful, efficient workflow that was always prepared for meetings.

Boyd Hobbs Photo
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The Project’s
Discovery Phase

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Design Strategy

The digital experience had to create a sensation of holding and experiencing the equipment firsthand, fostering a desire for ownership. We crafted an interactive journey that guided users through the site showing them the technology behind the Wheels. Through the integration of 3D visuals, we emphasized the intricate design features of the Wheels.

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Introducing the Inertia Wheels

Every element of the site was designed to encourage engagement and stimulate exploration. We prominently featured a 3D model of the Inertia Wheels MAX in the hero section, accompanied by strong copy, enhancing the connection to visitors. To further facilitate exploration, we incorporated interactivity into the experience.

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Exhibiting product beauty

We designed 3D product models to showcase the premium aesthetics and technical characteristics of the Inertia Wheels MAX and shape people's mindsets about what using the product felt like.

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Interactive design

Dark background with trendy gradients and straight lines convey a sense of innovation, inviting people to explore. Then the immersive content flow walks them through product features and highlights the value proposition. To ultimately delight the audience, the website serves engaging content - a blend of 3D models, animation, and horizontal scroll.

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Real-life use case

To create a groundbreaking operating experience, the NODO Film Systems allowed camera operators to adjust the weight of the wheels, control mass and drag, and create different camera simulations.

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Production details

Interactions and subtle animations infuse the site with personality and energy. Editorial content and productstories are connected to bring the emotion of the brand forward and emphasize product benefits.

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Design system

The site design system followed the brand identity guidelines with subtle enhancements. We wanted to convey the engineering feel and dilute it with colorful gradients. The use of the Mont font, grounded in strict geometry, creates a harmonious contrast with the playful and tech-driven atmosphere.

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