Within

Within is a new design consultancy, based in London, that has created tools which constantly push at the boundaries of the possible in the world of additive layer manufacturing. At the core of the technology, lies a powerful optimisation engine, which takes as its inputs parameters such as desired weight requirements, maximum displacement, and stiffness.

Initiate

Siavash Mahdavi, the director and brain child of Within, approached Friends in 2008 to created a new website that could showcase the amazing range of benefits that his software could create. He needed a strong personality online to reach sectors as far reaching from Formula 1 to Biomedical. The 3D nature of the work needed to be communicated in a playful manner online whilst promoting the possibilities of the technology and opening up opportunities within these markets.

Create

Through workshops and conversations we established a concept based around the 'blob'. The 'blob' is a symbolic form that can be moulded into anything and is a powerful brand carrier for the opportunities inherent in additive layer manufacturing. The blob needed to act as entry point to the key benefits; but equally it had to embody a 3d spirit that is the core of the business. Various tehnologies and production techniques were explored, eventually settling on a solution that was dynamic and cost effective. Friends felt that the site needed to also be grounded in firm case studies. These studies had to be engaging and help potential clients grasp the real opportunities within the business.

Produce

The entry to the site created was a lattice 'blob' structure that you could pull-in and explore. This playful interface was achieved through 3d frame animation whilst the blob itself would randomly preload benefits to make the site fast and effective. Delving into each benefit created clear 'calls to action' driving people through the benefits and onto the case studies.

The case study section can hold a selection of images through a slideshow or a video. Within was able to use great resources to create the initial set of 3d video for the site, with a view to developing these with live case studies over time.