Project Context
RowdenTech is a UK-based tech company working across complex engineering and digital systems. The goal of this project was to make their services easier to understand and more engaging — without oversimplifying what they do. The work launched in 2023 and, three years later, the visuals are still live and central to their brand.
The Brief
RowdenTech needed 3D motion and visual assets to clearly explain their mission and service offering. These assets would live across the website — including the homepage, services pages, and supporting backgrounds — and had to feel technical, structured, and modern, without becoming cold or overwhelming.
The challenge was clear: translate complex engineering ideas into visuals that feel human, readable, and confident.
My Role
I led the visual concept and motion system end-to-end, working as a freelance partner. From early ideation through final delivery, I was responsible for shaping the visual language and ensuring it aligned across product, brand, and UX teams. I supported ideation collaboratively, but owned the execution from start to finish — both in motion and still visuals.
Creative & Strategic Approach
I began by breaking down the brief into clear themes: ecosystems, systems integration, structure, and flow. From there, I built shared Miro boards to align everyone early — covering research, mood boards, and early visual directions.
To reduce uncertainty and speed up feedback, I introduced quick pre-visuals and styleframes based on my R&D. These early motion tests helped stakeholders clearly imagine the final result and made decision-making much easier.
Visually, the system focused on abstract networks, subtle code-like structures, and flowing compositions — technical, but calm. The goal was clarity, not noise.
Collaboration & Workflow
The project was fully remote and time-sensitive. I worked closely with designers, UX/UI freelancers, and brand stakeholders through regular check-ins, recorded feedback, and shared boards. Using an agile, vertical-slice approach, each iteration delivered something complete and understandable — helping the team give focused feedback without slowing the process.
Challenges
The biggest challenge was time. The original timeline was tight, and late feedback required updated renders close to delivery. Clear structure, fast prototyping, and steady communication helped keep the project on track while maintaining quality.
Outcome & Impact
The project launched successfully and the client was very happy with the results. The visuals became the foundation of RowdenTech’s website and service communication and are still in use today. Most importantly, complex technical ideas were turned into clear, confident visuals that support the brand long-term.
Created in collaboration with Neverbland for RowdenTech.
View the live implementation → RowdenTech website
View the live implementation → RowdenTech website
CREATIVE + DESIGN + DIRECTION
Mahmoud Golshanirad
Web Design Agancy:
Neverbland, London
Client:
Year
2023
