Bridgers & Paxton
Web Design & Development // Content Strategy
Extracting their personality
It’s not all pocket protectors at Bridgers & Paxton. This engineering firm can design energy-efficient, geothermal heat pump systems and crack a good Game of Thrones joke. They genuinely care about their clients, asking questions unrelated to the original scope to get to the best solution possible. But they struggled to differentiate themselves from every other engineering firm with a similar list of services.
Balance professional and approachable
Face it. A brand’s personality isn’t just what they say about themselves. It’s what others say about them, too. Through our Voice & Tone Session, we struck a subtle balance in B&P’s personality: intelligent but not arrogant, approachable but not informal, and practical but not rigid.
The old site felt sterile and impersonal. It stated the facts and listed the services, but nothing on their site differentiated them from every other engineering firm. Without another way to decide, potential clients were price comparing and choosing B&P’s lower-price competitors.
Comparing apples to apples
Their personality had to permeate the site, not just through messaging but through design, as well, if B&P was going to differentiate themselves from the competition. Sharp angles and drawn lines felt progressive and organic, while a clean grid and strong pops of color felt structured and intentional.
We use “Element Explorations” to experiment with storytelling through colors, icons, messaging, imagery, and other opportunities for surprise and delight.
The proof is in the pudding
B&P’s breadth of experience was clear – this wasn’t their first rodeo. To express this, projects are now categorized into Featured Projects, Project Snapshots and a list of Additional Projects. The list shows their overwhelming range of experience, while the Featured Projects take a story-driven approach to their problem-solving process.
Before jumping into design, we strip away the aesthetics and focus on the hierarchy of information on a page. How would someone use this site? What is the ideal user flow?
The forgotten audience
It’s easy to focus on the end user and forget about the most essential people: the content managers. Our sites work just as great as they look, so our clients can easily edit and update their own sites. We used a happy mix of front-end editors and back-end custom fields which allow the B&P team to build consistent yet vibrant pages.
Working with Design Rangers was an absolute pleasure. They are excellent communicators, warm, genuine, friendly people who made the seemingly insurmountable project of developing a new company website actually very doable. They are truly a complete branding firm. Top-notch graphics, cutting-edge web functionality, excellent processes, they write the best copy, a joy to work with! #TotalPackage
– Adrienne Tuck
Former Regional Marketing Manager
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