Client
RAFAEL USA is a subsidiary of RAFAEL Advanced Defense Systems, which focused on a range of RAFAEL’s powerful, adaptable products and systems that are available in the USA.
RAFAEL USA is a subsidiary of RAFAEL Advanced Defense Systems, which focused on a range of RAFAEL’s powerful, adaptable products and systems that are available in the USA.
Project Goals
- Create an innovative website design that represents all the company's technological capabilities.
- Build a design language that is identified with the Rafael company but one that stands on its own and is directed mainly to an American target audience.
- Represent RAFAEL abroad
Research
Our research included competitor and inspiration analysis, user flows, and customer journey mapping
Research Key insights
- Clear division by domains
- No dead ends
- General Areas are no less important
- Stand-alone products' catalog
- Local vs Global
- Interactive experience
- Straight forward minimum content
- Imaginary language - people and situations rather than just products.
Visual Language
We began creating a design language by defining company values, based on both what our clients told us and the research we conducted.
This was our base from which we started working on the design.
Key Values
We defined the company’s core values as an addition and as a comparison to the parent company.
RAFAEL Global
RAFAEL USA
Personality Structure on the Scale
Style Guide
Colors
Typography
Design
Let's Get In Touch
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Alisa Dynin