From lo-fi to hi-fi


No matter what type of project we get involved in, we always approach work iteratively. Iterative design means moving gradually from lo-fi sketches to hi-fi prototypes so we can explore more ideas. This leads to better products and services over time, especially in innovation projects where we need to adapt continuously in response to feedback from early customers. We also use a similar iterative approach for marketing and communication. Just like design, marketing also needs to adjust over time, from lo-fi exploration to hi-fi campaigns.


Our favourite medium is video. We create product videos to advance both design and communication in projects. Since projects go through many different phases of design and development, this often means several video iterations over time. The promo video above is the fourth and most hi-fi iteration so far that we’ve created for Advagym, a project we have supported from the very start. Earlier, lo-fi versions of this video were used to sell in pilot projects as well as to explore different design directions, such as watches, magnets and dashboards.

Four video iterations. From lo-fi exploration to hi-fi promotion material

Four video iterations. From lo-fi exploration to hi-fi promotion material