ruben reddy architects promotes an architecture that is moulded through interpreting and applying contemporary technology, addresses and integrates social and environmental issues, and designs an architecture that reinforces identity of a location.
With over ten years of experience working with agencies, brand names and retailers, we understand how to take the essence of a brand and with the use of form, scale, and materials extend it into a store environment to produce an eye-catching and cost- effective product ambassador.
Our highly creative process includes traditional hand sketching to quickly and accurately convey design ideas that we further develop with FormZ Renderzone. Also, our in-depth knowledge of materials and manufacturing techniques gives us the ability to create imaginative and award-winning designs on time and on budget.
Whether it is a simple point of purchase display or an immersive experiential marketing campaign, we consistently deliver a harmonized brand message that strengthens the brand’s relationship with the consumer.
"As an architect specializing in architectural illustration services, I began using form•Z RenderZone exclusively for all modeling and rendering work as soon as it became available on Windows. form•Z's incredible scope of capabilities and refinement assures me that the only limitations on what I can accomplish is my abilities and not the software. AutoDesSys, on a regular basis, manages to find ways of expanding form•Z's capabilities in areas that I could not have even imagined and at the same time responds to suggestions from users. It is the close communication that the company maintains with its users that I think is responsible for much of the refinement of form•Z. When I need technical assistance, their knowledgeable people are readily available by telephone - not hidden behind a wall of automated answering devices, voice mail, and placement on hold. Since no software exists in a vacuum, the large and expanding number of import/export formats allows me to work easily with 2D/3D files from outside sources, and to export files that can be used by others. Over the years of using form•Z I have literally allowed my livelihood to depend on this software and the company behind it, and they never let me down."
"My work takes me in two directions. I am a sculptor who creates large scale public art projects. These works can be seen at www.ropek.net. I use form•Z as a design tool as well as a visualization tool for final presentation of the work. There is nothing better than being able to show a client exactly what they are going to get. form•Z allows me the flexibility to render whatever I conceive. I am also a 3D computer artist, this being a media of which I have just been scratching the surface. My work here has been used in advertising and entertainment. My website, www.3Dmental.com has much of my computer art. I love the power of form•Z. It is satisfying to come up with an idea and be able to create it very smoothly."
Rob is an environmental designer specializing in creating brand identity in a physical setting, based on an understanding of the shopping dynamic and consumer habits. He works on a variety of projects where there is tangible interaction between a brand and a consumer, from small countertop displays to interactive kiosks to proprietary retail sites and custom exhibits. Rob has been using form•Z RenderZone for over 4 years as his only modeling and rendering software.
"In the exhibit industry speed is truly more essential than in other design disciplines because we work strictly on speculative design. If the job does not sell we do not get paid for design. Here is where form•Z really excelled. I have seen the work of some of the people I have taught only a couple of weeks later and been truly amazed. form•Z makes even the most amateur designers look seasoned. form•Z is so intuitive that you begin to design on the computer directly instead of using the software just as a means of presentation. Designing on form•Z allows me to truly work in the round, rather than flying around in my mind's eye and hoping it translates to paper later.
So, in closing, I thank you all. As auto•des•sys moves onward I am happy and proud to continue this journey with you into the future."
"I've changed my career focus since I started working with form•Z. Being an Art Director required lots of coordination - making sure information was getting to all the designers, ensuring the progress of workflow. Since using form•Z, though, I've discovered my passion. It has allowed me to enthusiastically embrace drawing up set designs."
Currently, Reynolds is hard at work on the upcoming sure-to-be blockbuster Terminator 3, using form•Z for the previsualization of the film's entire set. This is no easy process. "The previsualization of a set requires repeated iterations. Often times the design will be OK'd by the Art Director, the Production Director, then it gets all the way up to the construction crew...and someone changes their mind. You have to start all over again. We usually end up creating four to ten versions of a set before we can settle into something that everyone's happy with."
Because of this, form•Z has become integral to Reynolds' success.
"I now work exclusively in form•Z. It has greatly expanded my abilities to present sets in a variety of formats in a short amount of time. When using traditional media in the past, I could only produce one rendering of a set in the same amount of time it takes to produce ten in form•Z! form•Z has made me more valuable to my art department."
After completing the previsualization of a film's set, Reynolds uses form•Z's drafting capabilities to create drafts from which a construction crew builds a set.
"Most people in this business are heavily trained in AutoCAD. They're usually stunned to see that I can create such high quality drafts in form•Z. With other applications, it's a pain to continually export and import files into different formats. Files are constantly passed back and forth between designers, directors, and construction crews. To put it into perspective, I've already created 8 drafts for the set of Terminator 3 that have made it to the construction crew and have been sent back at the last minute. form•Z is great for me because it allows me to keep the drafting and modeling files together, avoiding any problems or confusion."