Marketing Site Exploration

Marketing Site Concept

One concept project I worked on at ShaleApps was the marketing site. The existing site was a single landing page that didn't necessarily convey the brand we wanted to move toward or the potential of the product. It had stock imagery of the oil and gas industry and included a lot of text. We wanted to completely overhaul the marketing site in order to better convey our message and design a marketing site that had a stronger visual impact. 

Discovery Process

Because ShaleApps does logistics for fluid hauling in the oil and gas industry, we wanted to include elements of water and elevate the brand to be a bit more serious and reputable. I went through multiple iterations of the site and ultimately landed on a grid-based, multiple page concept that incorporated elements of water, grids, and molecular structures that are relevant to the core of the business and the brand.

Early iterations

In the initial stages of my exploration, I kept focusing on the more common single-page landing site with different sections. While these concepts had a similar aesthetic to many other marketing sites, it wasn’t right for ShaleApps. Despite multiple iterations, I was struggling to convey the brand and message that we wanted users to see. Through feedback sessions with my manager, the design lead, I was encouraged to get out of the paradigm I was stuck in, and push the designs to better communicate our brand.

Evolving the concept

During my feedback sessions with my manager, he encouraged me to focus on elements of the industry, such as moving water and the molecular structures of oil or gas. He also showed me a marketing site that relied heavily on grids. The use of strong grids imparted a sense of structure that could work well for the brand. With these key pieces of inspiration in mind, I searched for darker, abstract water imagery and created geometric shapes that alluded to molecular structures. I then incorporated these pieces with a structured grid and typography that was either aligned with the grid of off-grid.

Tools used: Figma
September 2017