The product
A new, scalable presentation standard for DFA Partners, designed to bridge the gap between complex architectural data and executive decision-making.
My Role
I solo-led the design and strategy, navigating internal resistance to implement a user-centered framework across Leadership and Architecture teams.
Tools
Visual Design
Photoshop, Illustrator (Brand consistency & assets)
3D & Video
Unreal Engine, DaVinci Resolve (Immersive storytelling)
Development
Wordpress, Elementor (Responsive dynamic hub)
Overview
Goal
This project aimed to eliminate the "understandment fracture" between architects and stakeholders by replacing 40-page brochures with an intuitive, funnel-based experience
Goal
Pain Points
Understanding fracture
Legacy 40-page brochures failed to provide clarity.
Clients couldn't comprehend the vision or explain it to others, leading to fundamental and costly misunderstandings.
Financial Bottlenecks
Unproductive clarification cycles created a drain on the project lifecycle.
This resulted in missed deadlines and strained payment milestones.
Pain Points
Methodology
Direct observation of user behavior with final documents confirmed a disconnect: the emotional storytelling of in-person meetings was lost in static, technical noise.
The content wasn’t always designed for its reader.
40+ Pages of technical work
A volume that paralyzed decision-makers;
instead of immediate understanding, they were lost in a "data dump" that lacked hierarchy.
Methodology
The old way
Rationale
The strategy aimed to replace the 40-page technical data dump with a guided journey that maintains the architect’s narrative clarity even when they are not in the room
Rationale
Design the solution
Information hierarchy
The 40-page chaos was distilled into a high-end, 4-page structural layout.
Why it works:
It forces a clear narrative path, ensuring the core vision is communicated.
Executive summary
Created a dedicated layer of information specifically for non-technical stakeholders.
Why it works:
It empowers clients to explain the project to others without the architect being present.
Visual storytelling
Replaced technical jargon with a visual language that prioritizes the emotional impact of the space.
Why it works:
It restores the "soul" of the project that was buried under layers of cold data.
Design the solution
The
The static content challenge
The multimedia gap
A physical document, no matter how well-designed, remains static and cannot convey the cinematic power of architectural walkthroughs or 3D videos.
I engineered a digital extension of the paper linked via strategic QR entry points that act as a portal to the project’s immersive assets.
This hybrid bridge transforms a simple flyer into an immersive and cinematic experience.
The challenge
Live examples
Live examples
The project became such a success that it set a new presentation standard for the studio.
See for yourself. Each of these web-pages represents a live and fully operational application of this new approach.
The new way
Outcomes
1
From 40-page noise to clarity
Reduction of cognitive overload by:
Funnel-based content structure
Single-view digital hub
Solution
Approvation in 3 instead of 4 feedback cycles
2
From financial bottlenecks to faster sign-offs
Stopping back-and-forth cycles by:
Clear project understanding
Solution
Getting paid faster