Brand Refresh

This 10-year-old company needed a brand refresh that didn't change their well-known color palette or bold use of design, but rather hone in on what the brand is, who they are trying to reach and why they are doing what they do.

My first initiative was to rewrite all the copy, eliminating the jargon and over-your-head explanations that weren't suitable to a middle manager, CFO or facilities manager, which were the most common positions that would visit the website. This included the company's mission and vision statements.

How It Works is brand new and displays prominently on the home page, as this is the most important section for the non-technical visitors to comprehend. Easy navigation and an easy newsletter signup were also important. Multiple calls to action are located throughout the site.