Proof

Visualizing 3M Telecom

As the digital lead on the 3M account, I was tasked with developing both a campaign and digital experience that spoke to their suite of products in a better way.

  • Commercial video I directed for 3M's Tower Solutions

The big problem was that many of the Telecom industry products are out of view of average consumers, hence unfamiliarity with appearance and function persisted. 3M also desired to demonstrate the immense amount of technology woven into these products.

Across the campaign, I created a visual direction, defined a UX for 3M's website and directed several campaign videos.

  • Commercial video I directed for 3M's POLS Solutions

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Full project walk-through:

Information Architecture & Wireframing

  • I began by working through rapid prototyping and card sorting exercises to start to grasp the 3M Telecom universe. After initial exploration, I moved into Axure to build a more clear prototype.

Campaign Mood Explorations

  • Visual Design - Moodboard exploration exercise

    After architecture was settled and vetted, I moved into developing a Visual style for the overall campaign and digital presence.

    I started with two variations - on the left - and ended with a more refined version on the right. The light blue and technical diagrams as textures created a wonderful backdrop for literally exploding their products - revealing all of the technology within. The bright 3M red acted as a fantastic UI element and call to action across the systems.

Solution Illustrations and Renderings

  • Sketching, then rendering scenes that depicted 3M Telcom Solutions

    Some of 3M's offerings were packaged as collections of products or, Solutions. This was a challenging aspect of this project as I had to show and explain to consumers what these solutions were and where they typically fit into the environment.

    I decided to approach the Solutions in an architectual, illustrative style, depicting scenes in a slightly-less realilstic way which strategically enabled them to be rendered in exactly the way needed.

    Here you will see that each solution began with me taking instructions and requirements from engineers at 3M on how these Solutions exist in the real world, and then sketching a scene that fit.

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    Once I sketched out scenes, I worked with a 3D artist to render the scenes in the illustrative style.

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Disassembling the products

  • Individual Product renderings

    Another facet of this campaign was revealing the technology within individual products, which could sometimes look a little boring from the outside. Working again with the same 3D artist, all of the products from the Telecom division were rendered and disassembled.

    I took these product visualizations and built interactive ads, website components and more to allow Users to explore products and look under the hood, so to speak.

final UX and Front End Development Preparation

  • 3M worked with a company wide CMS system, which meant I had to as well. I quickly dug into their system, and rebuilt our original UX within the controls and framework available from their CMS.

    I put together a robust one-sheet Style Guide for their developers to clearly understand my direction for every detail possible.

Final Product Design

  • The final design was a clean, professional looking presence, within their company's framework. Our Solution renderings and product explorations came to life within their site, advertising and printed materials.