Case — Games industry · USA · global reach

CDR

From their website to their product: two years as CDR's design team.

SectorGames industry consulting

ScopeUSA (California) · global

PeriodSince 2024

The challenge

CDR is a California-based external development consultancy for the games industry, working at the intersection of games, AI and market intelligence. A growing team with no in-house design department, needing to signal credibility to AAA game companies and, the biggest leap, turn their market knowledge into a software product of their own.

What wasn't working

CDR needed to develop its brand identity and web presence: we joined at the very start of that process.
With no in-house design team, every front (website, decks, product) risked looking inconsistent and eating into the founder's time.
Their visual communication had to match the quality of CDR's service and product, and keep pace with their constant expansion.

What they really needed

They didn't need a web designer: they needed a strategic design ally able to move across brand, communication and product, understanding the language and dynamics of the games industry, to elevate their communication to the level of the service they already offered and the product they were building.

The process

01Since 2024

The foundation: brand & website

CDR's initial identity and first website, from scratch (July 2024). Then two full redesigns (2025 and 2026) plus ongoing evolution: blog, open positions, forms. We built on Webflow with structured content, so the site evolves at the pace of the business and CDR manages it with full autonomy.

A site redesigned twice in two years without losing continuity: the mark of a growing business, with a technical base that keeps up.

02Since 2024

Communication: decks & presentations

Sales deck and presentation design. CDR provides the context and the information; Prisma channels it visually, with a graphic system and custom illustrations that reinforce each message, from sales proposals to complex concepts like market coverage. We use imagery with intent: it appears at the key moments of each presentation to reinforce the core idea, rather than decorating every slide.

Presentations are part of the daily work: as CDR's design team we unify all of their communication, and every piece comes out with the brand's identity and level of detail. The result is consistent, compelling communication, sustained since August 2024.

03Since 2025

The leap: the product UI

End-to-end UI/UX design for the CDR CLM since mid-2025: real-time dashboards for budgets and forecasts, milestone approval flows, contract governance. Working on complex specs, iterating directly with the founder. For complex UI problems, we explore proven patterns and reference products, then present resolved flows and component variants: decisions get made on real screens, not abstract ideas.

Live and in daily use by CDR's clients.

The result

The relationship

Since 2024, Prisma has operated as CDR's design team: one team producing the website, decks, visual system and product UI.
Scope expanded on its own: from the first website to sales decks and, since 2025, end-to-end UI design for the CDR CLM, the platform CDR's clients use to manage contracts, budgets and deliveries.
The website evolved at the pace of the business: three generations in two years, each reflecting the new solutions CDR brings to a fast-moving market. Ongoing support, not isolated redesigns.
Today we're designing the fourth generation of CDR's website, on an identity we helped build from its very first version.

In numbers

370+hours of design work

81working sessions

90+logged deliveries, including projects CDR trusted us with for their own clients.

What continuity proves

Each project opened the next, and CDR also entrusted us with design work for their own end clients.
The relationship is sustained by growing scope: the best trust metric there is.

Services provided

Product UI/UXWeb designBranding & visual systemDeck designBrand applications (social, print, email)Motion graphics for video

Timeline

Jul 2024Relationship begins, through a direct referral. CDR's first website and first project for a CDR client, in parallel.

Aug 2024First decks. From here, deck deliveries in almost every month.

Apr–Jul 2025Second generation of the site (full Webflow redesign).

Jun 2025Product design begins: first CDR CLM screens.

H2 2025The product takes center stage: new modules month over month, alongside decks and web.

Jan 2026Third generation of the site (the version live today).

Jul 2026Product, decks and the fourth generation of the website underway.

Key learnings

Immersion is part of the job

We research constantly, learn the acronyms and look up what we don't know: absorbing the client's language is what lets the design speak it natively.

Show up with resolved options

For complex UI problems, arriving with explored references and proven patterns turns every meeting into a decision instead of a debate.

Imagery works through scarcity

One illustration at the right moment beats ten fillers: scarcity is what gives imagery its power.

Evolution, not rebranding

A visual system built for a consultancy can scale to a product company if the foundations are right: no rebrand needed, just evolution.

CDR