Led the design of yFX Studio’s website, an award-winning, full-service visual effects facility.
yFX is a visual effects division of Yash Raj Films, one of India’s leading Film production and distribution company that has worked on leading Indian and International movies. They came to us with the requirement of building an independent website to showcase their work to both clients and visual effects professionals worldwide.
Why does yFX need an independent website?
- The primary reasons to build an independent website was to be able to stand out as an entity by itself and attract visual effects talent from India and abroad.
- Put yFX on the aspirational matrix for Indian talent. A lot of Indian visual effects professionals do not see the Indian vFX Industry as being aspirational. Many of them prefer to work with International studios who have offices in India.
- Talent that are working with studios abroad do not have enough exposure to the brand that is yFX, due the lack of yFX’s presence on any digital platform.
- The Indian film fraternity depends on Yash Raj Films and have started seeing Yash Raj as a one stop solution for creating an entire movie in-house. By extension the Indian film fraternity can depend on yFX to match the standards of international visual effects studios.
The Challenge
A website redesign with an intentional strategic overhaul aimed at identifying and showcasing the true essence of the brand and express it through a website that accurately captures the spirit of Yash Raj Films (the parent brand) and the dynamism of yFX.
Our primary goal was to imagine the website as a concentrated lead-generation engine that would empower the business development team at yFX studio by generating a steady stream of high-quality leads from potential talent they could bring onboard.
The Approach
The project’s first phase included thorough research on the target users (vFX professionals) and aligning their needs with business objectives. This involved conducting interviews and market analysis to grasp their pain points, motivations, and decision-making processes. The findings informed the creation of detailed user personas, serving as the foundation for the design process. These personas further informed the decisions on the Design language, information architecture and flow of the website.
The Outcome
We delivered a website redesign that not only met but also surpassed the client’s success metrics, reflecting the exceptional work and capabilities of yFX studio. The website is now live and can be viewed here
Brief / To design a marketing website for yFX studios, an award-winning, full-service visual effects facility by Yash Raj Studios. The goal was to showcase the how’s and what’s behind their state-of-the-art technology to attract new talent while also resonating with the ethos of the Yash Raj brand.
Collaborators / Saptarshi Chatterjee