Structure

Category: Work

  • EarthCruiser Website Redesign

    EarthCruiser Website Redesign

    EarthCruiser manufactures luxury Overlanding vehicles. What began in Australia and made its mark in Bend, Oregon, is now an iconic global brand. To ensure the world saw EarthCruiser as the trustworthy brand they are, we created a website as exciting as the vehicles themselves.

    Challenge

    Any EarthCruiser owner trusts their vehicle can traverse the most challenging terrain without fail—because it will. But EarthCruiser found that potential customers couldn’t navigate, let alone traverse their website without encountering a problem. Not to mention, it didn’t display the quality of the products and services they provide.

    Solution

    The EarthCruiser website was full of generic messaging, dense architecture, and shallow details of what the brand offered. Embracing the creative direction of “Show, Not Tell,” we reimagined the EarthCruiser website from the ground up. With rich media front and center, we unveiled a fresh experience that customers could trust.

    Results

    The transformation is an inspiring responsive website that shows EarthCruiser customers what’s possible wherever life takes them. Furthermore, this project launched the future of the EarthCruiser digital experience, including a custom Vehicle Recommender that dynamically populates product recommendations for customers.

    WordPress Integrations

    The work included integrating the website with many of EarthCruiser’s marketing and sales systems, including HubSpot and MailChimp.

    We set up the Vehicle Recommender so that the sales team could see each user’s recommendation and contact information so they could follow up and have visibility into what the customer is looking for.

    Beyond the Project

    EarthCruiser.com launched without a hitch. Some team members said it was the smoothest website launch they’d ever seen.

    During this website redesign, we operated as a critical extension of their marketing team. Much to the project’s success, we’ve taken over the website’s management and continued working together on additional phases of website work to enhance the user experience further.

    Strategy

    Website Strategy
    Information Architecture
    Content Strategy
    UX Strategy

    Design

    UI / UX Design
    Visual Design
    Website Design

    Content

    Art Direction

    Development

    WordPress Website Development
    Front-end Development
    Back-end Development
    Quality Assurance
    WordPress Website Management

  • Western Interlock Website Redesign

    Western Interlock Website Redesign

    Western Interlock is a paving stone manufacturing company with state-of-the-art manufacturing facilities in Oregon and Washington. We worked on a website redesign to bring their brand into the present day with a fresh look in a fully optimized digital experience, with lead generation and thought leadership at the center.

    Challenge

    The Western Interlock website needed a new look that better matched the quality of its brand and the products it delivered. It also had to facilitate high-traffic DIY blog content and be easy to navigate.

    Solution

    We stretched their current brand while delivering a simple yet strategic information architecture with simple navigation that was easy for customers and team members.

    Results

    The result is a beautiful and swift experience for potential buyers that’s optimal for mobile and built for engagement. Within a few days of launch, estimate requests and traffic more than doubled.

    WesternInterlock.com Website Redesign

    Up, up, and up some more

    This website redesign helped potential customers discover and engage with Western Interlock’s highly successful DIY marketing campaign at a much deeper level. As a result, we’re seeing the most significant increase in new users, the lowest bounce rate, most extended session durations the company has ever seen. Not to mention a backlog of sales requests they couldn’t be happier about.

    The following statistics were reported by Google Analytics 30 days after launching the updated website.

    users

    43.8k

    +65.0%
    sessions

    57.7k

    +59.9%
    bounce rate

    77.6%

    -2.9%
    ave session duration

    00:01:24

    +12.1%

    Beyond the project

    Beyond WesternInterlock.com, our work on this website redesign brought about an evolution of digital thinking at Western Interlock—and instituted a more refined approach to branding and marketing moving forward.

    We hope this site ushers in a new era for Western Interlock and the hardscaping industry.

    Strategy

    Website Strategy
    User Testing
    Information Architecture
    Content Strategy
    UX Strategy

    Design

    Website Design
    UI / UX Design
    Visual Design
    Creative Direction
    Motion Design
    Accessibility

    Content

    Copywriting
    Art Direction

    Development

    WordPress Website Development
    Front-end Development
    Back-end Development
    Quality Assurance
    Consulting
    WordPress Website Management

  • Flight Evolved

    Flight Evolved

    Flight Evolved is is a remote sensing company in San Diego, CA. Their clients include professional sporting leagues, Fortune 500 electric utilities, oil & gas companies, and engineering firms.

    As their business grew exponentially, they reached out to us to help focus their offering and communicate their value through a custom website.

    Distilling data services

    Leading up to, and during, our partnership with Flight Evolved, the firm was scaling fast. They were adding new clients, bulking up their team, and expanding their service offering to better serve their clients. It was all happening so fast that they had difficulty communicating what they did anymore. 

    Flight Evolved Website Home Page

    Through strategic workshops with leadership, we revealed that all their work boiled down to helping their clients do three things: Aquire Data, Process Data, and Understand Data. This process gave us a framework for how to communicate their offering effectively. So we split it up into three related services: Data Acquisition, Data Processing, and Data Consulting.

    Designed to impress

    Embracing Flight Evolved’s sleek brand identity and data-based approach, we designed a website that felt minimal in nature while looking technical in appearance.

    The details make the difference. That’s why we introduced interactive UI (user interface) elements like a sandwich menu that turns into an arrow—and an overlay menu that slides in from the left.

    UI animation

    We also implemented animated line art illustrations of their equipment. We worked directly with their motion design team to prepare an animated drone, rover, and helicopter.

    Animated SVGs

    Using advanced Java, we facilitated smooth background image and video transitions between sections.

    Background fade

    Each service even got an animated illustration. We aimed to communicate Flight Evolved’s minimal yet technical approach.

    Animated service icons; branded services

    Showcase the work

    Historically, Flight Evolved’s website led prospects down various roads, many leading to empty pages and dead ends. Unless you knew what to look for on their website, it was challenging to find what you’re looking for, let alone understand what they did.

    Drip, Sip, Drink website flow

    Working directly with their team, we mapped out a Drip, Sip, Drink user path that would break their services into bite-sized categories and methodically communicate information. The end goal was to prove up every service with a handful of fascinating case studies and, in turn, invite the captivated readers into a sales conversation.

    “Structure had great insight and was very responsive and attentive. Tough to find this level of professionalism and customer service. Would, and have, recommended Structure to help grow your business.”

    David Ilgenfritz, COO at Flight Evolved

    That’s the good news; here’s the bad.

    In the spirit of our firm belief that vulnerability is valuable in every relationship, life, and work, we want to disclose the good and the bad of this project.

    At the end of the project, the leadership team made a few critical business decisions that shifted the company’s direction and prohibited them from launching the website we worked on together for months. To be honest, it sucks.

    In the end, Flight Evolved was a great partner. We felt like a literal extension of their team. I’m confident that, if you asked them, they’d say the same thing.

    If you want to see the work in-action, you can view the fully developed staging website here.

    Strategy

    Brand Strategy
    Content Strategy
    UX Strategy

    Design

    Brand Design
    UX / UI Design
    Creative Direction
    Visual Design

    Content

    Copywriting
    Art Direction

    Engineering

    Front-end Development
    Back-end Development
    Deployment Architecture
    Content Management System
    Quality Assurance

  • Edifice

    Edifice

    Edifice delivers storage sheds, tiny homes, and small structures with character to residents in New Mexico and the Great Southwest. Over a few months, we helped them establish a brand identity that felt familiar yet differentiated them from an ever-increasing field of competitors.

    Unearthing Identity

    Without an existing brand identity in place, we set out to unearth a meaningful story that would guide the project. Practically, our goals were to develop something that felt New Mexico in-nature, communicated uniqueness but familiarity, and was easily ownable by the team. We dove in, starting with the logo.

    Edifice Logo Comps

    We designed 22 logo concepts in various styles and compositions. Initially, the team wanted to take a minimalist approach, but we quickly shifted directions after an initial round of audience feedback made it clear that the route felt too impersonal. We went back to the drawing board and spent a little more time uncovering their vision before a more contemporary concept clicked.

    Edifice Logo Stages

    The thumbprint inside the house represents Edifice’s dedication to making more than structures. It represents their focus on people over profit and communities over conversions. In short, the thumbprint represents humanity in every aspect of their work. It’s a simple, versatile element that helps a simple house illustration permeate meaning into every aspect of their brand.

    Edifice Logo

    To cap off the logo, we delivered a set of guidelines to help the team stay consistent as they fully owned this brand and took Edifice to the streets. These Visual Identity Guidelines defined various elements of the brand:

    • Primary, secondary, and tertiary logo marks
    • Primary and secondary colors
    • Heading and body fonts
    • Usage guidelines

    Creative Collateral

    In essence, while there was a significant physical brand reputation, there In this project, the logo set the stage for essential business collateral. We delivered personalized business cards and a fully-optimized email signature for each of their team members.

    Edifice Business Cards and Email Signature

    We also designed a cast-iron badge that Edifice will nail to each of the structures they build, reinforcing the personal-touch that flows through everything they do.

    Business Is Personal

    Here at Structure, we align closely with Edifice’s approach to business and relationships. It’s a very human, personal approach. Our goal is to make everything about the client and use our skills to benefit them, first and foremost.

    The relationship continues and we’re looking forward to partnering with Edifice to see their unique story unfold.

    Strategy

    Brand Strategy
    Research

    Design

    Brand Design
    Illustration
    Art Direction

  • BeGOAT Website Design

    BeGOAT Website Design

    BeGOAT is an innovative energy drink company that figured out a way to use the trash from coffee fruit and turn it into treasure. We worked to bring their brand to life with a fully-optimized custom website that was interactive and filled with energy.

    The Challenge

    As a new company, BeGOAT needed a website that showcased its product and launched their brand. Our goal for this project was to enable BeGOAT’s core business goals: create demand, deliver distributor leads, and make it easy for current distributors to manage their account and order more product.

    Working closely with RoadTrip, Structure expanded the new brand into a thoughtful digital experience that was appealing on the front end and easy-to-update on the back end.

    DrinkBeGoat.com was fully built on WordPress using Elementor Pro, with custom coded animations that incorporated some advanced interactive elements.

    The Solution

    This simple tech stack enabled RoadTrip and BeGOAT to easily make updates to the website content themselves, without having to engage a professional for the small things. As a new company, this objective was really important.

    As Structure, we were intrigued by the efficiency and sustainability of their product. Instead of using the coffee bean and discarding the coffee fruit, they harvested both and turned it into Cascara: a suite of caffeine, antioxidants, and micronutrients.

    Strategy

    UX Strategy
    Information Architecture
    Content Strategy

    Design

    UX / UI Design
    Creative Direction
    Visual Design
    Motion Design

    Engineering

    Front-end Development
    Content Management System

  • Western Interlock — Content Development

    Western Interlock — Content Development

    Western Interlock needed content development. They are a family-owned manufacturing company that makes high-end paving stones for the Northwest. We helped them reach, influence, and inspire a larger market by showing all generations how they can DIY with WI. 

    The Challenge

    In early 2019, Western Interlock came to us with a problem: buying and installing paving stones feels daunting, if not completely impossible. In short, their goal was to take the hard out of hardscaping. 

    Western Interlock was already seeing traction with in-person do-it-yourself seminars at their manufacturing facility in Rickreall, ORE. So we suggested scaling that campaign into the digital space. The result of our planning was a content marketing campaign called DIY with WI that would inspire potential customers and help them feel empowered to tackle projects without hesitation.

    Western Interlock Content Development

    Content Development & Company Development

    There was another challenge hidden behind the curtain. Not only were we helping people hardscape, but we were also helping a 25-year-old family-owned brick-and-mortar manufacturing brand update it’s marketing from physical to digital.

    In essence, while there was a significant physical brand reputation, there was little-to-no digital brand recognition. Part of our work was to transmit the Western Interlock story and culture to channels like Google, YouTube, Facebook.

    Western Interlock Content Development

    Marketing

    We’ve published 150+ new tutorials in three years on How to Build a Retaining Wall, How to Cut a Paving Stone, How to Build a Fire Pit, and much more.

    Within a year of publishing the first DIY tutorial, Western Interlock saw a 351.97% organic increase in new users on their website, according to Google Analytics.

    Most notably, sales calls increased by 50.74%.

    “Sales Representatives keep telling me how this DIY with WI content cuts their talk time in half. Now we have well-documented answers to many customer’s most common questions about our products and how to use them. You’re making it much easier to make a sale and keep existing customers happy. Thank you!”

    Colin Domoschofsky, Marketing, Western Interlock

    By the end of 2019, we helped Western Interlock reach a new customer segment they may have never reached if they didn’t invest in such an approachable content development strategy. This only means one thing: sales are through the roof.

    Continuing the Content Development Campaign

    At Structure, we have a saying: Business Is Personal. This means we embrace uncommon levels of humility, selflessness, and transparency for the good of our clients. In short, we make everything about the client.

    We understand that this approach is a bit unconventional. But that’s what makes it so unique.

    “Structure has been amazing to work with. We are extremely satisfied with the work that they’ve done for us! I’d recommend them highly to anyone.”

    Nathan Wright, Director of Marketing, Western Interlock

    We’re proud of our work. However, we’re even more proud of the partnership we’ve built with Western Interlock. After three years, we’re still going strong.