BowLab
The Ask:
BowLab's SmartNock is a nock that seamlessly attaches to the end of any arrow, connecting archers to a plethora of performance data like speed, stability, drop, and energy. With an established logo as our starting point, we were tasked with designing the initial look and feel of the broader brand, starting with a website that showcases who the brand is, what they do, and how they are changing the game of archery.
BowLab's SmartNock is a nock that seamlessly attaches to the end of any arrow, connecting archers to a plethora of performance data like speed, stability, drop, and energy. With an established logo as our starting point, we were tasked with designing the initial look and feel of the broader brand, starting with a website that showcases who the brand is, what they do, and how they are changing the game of archery.
The creative:
For our design language, we were inspired by the idea of light and shadow. We used seamless backdrops gradually fading from light to dark, contrasted by bold photography and dynamic type layouts. Infographics needed to do heavy lifting, illustrating various types of data in a way that felt futuristic, premium, and clear. Our photography treatment was a literal representation of what SmartNock does for archery: shifting obscurity into insight.
For our design language, we were inspired by the idea of light and shadow. We used seamless backdrops gradually fading from light to dark, contrasted by bold photography and dynamic type layouts. Infographics needed to do heavy lifting, illustrating various types of data in a way that felt futuristic, premium, and clear. Our photography treatment was a literal representation of what SmartNock does for archery: shifting obscurity into insight.
My role:
Led the project from pitch through final delivery, and was given free reign to set creative and art direction and present the work to stakeholders with higher-level guidance from our CD. Developed the 2D and 3D style frames and animations, edited, composited and generated the photography, and designed the wireframes in partnership with our UI designer.
Led the project from pitch through final delivery, and was given free reign to set creative and art direction and present the work to stakeholders with higher-level guidance from our CD. Developed the 2D and 3D style frames and animations, edited, composited and generated the photography, and designed the wireframes in partnership with our UI designer.
Initial Wireframe
Style Frames
Interface Design
Competitive Audit
Establishing the look and feel
UI/UX Inspiration
Client: BowLab
Creative Director: Mike Mahon
Senior Art Director: Sam Alexander
2D and 3D Animation: Sam Alexander
Design: Victoria Gunell, Sam Alexander
Producer: Alana Keeley
Creative Director: Mike Mahon
Senior Art Director: Sam Alexander
2D and 3D Animation: Sam Alexander
Design: Victoria Gunell, Sam Alexander
Producer: Alana Keeley
