Energy Transfer Partners
Site redesign project for a legacy B2B energy infrastructure client
B2B: concept, winning pitch, presentations, copywriting, creative direction
Collaborators: Jen Faber, Maggie Burger, Kerrie Heckel, Jenny Wagstaff, John Roberts, Heather Peeler
Energy Transfer does exactly what their name suggests: they're a leading conduit for moving energy sources like liquified natural gas and other fuels across the country. They are the very backbone of the country's energy system, with a huge network of underground and above-ground pipelines that efficiently distribute energy.
I led a team helping them modernizing their public-facing site.
The site's structure was handicapping Energy Transfer's visibility as a leader in their industry.
Over 16 weeks, we rearchitected, redesigned, rewrote, and relaunched the site as a modern B2B platform.
The Problem:
12 year old, dated design.
No support for mobile. A mess.
Developed ten years back and existing on a patchwork of dated templates, the site reflected poorly on their brand and was barely usable on mobile devices.
The site was a rat's nest of out-of-date content with very little in the way of content strategy or governance. Adding pages? Forget it. The CMS was horribly broken.
Dense and disorganized, reading was a chore. Finding anything was an exercise in futile digging.
The Process:
Deconstructing, reconstructing
Methodically over 16 weeks, we took the site’s foundations down, rebuilding its content schemes, building a baseline foundational design system, then identifying 44 independent components that would make up the redesigned experience.
Applying that foundational work to the final design, along with a page-by-page rewrite by Jenny Wagstaff, we gave Energy Transfer a new face, voice, and brand identity.
The finished product:
