Alpha Seven Energy is an oil investment company that is currently going through the process of rebranding. They are striving to create a more modern feel with a Wall Street edge and want to emphasize building legacies and long-term relationships with their clients. My team and I sat down with them to figure out who their main users are. We discovered that they have clients from both the U.S. and Australia. Clients in the U.S. were older and have invested in oil in the past, so they were looking for companies that knew what they were doing. Users from Australia were younger and saw oil investing as a novel and exciting opportunity. With both of these perspectives, my team and I are currently re-designing their website, logo, and email landing page.
Role: Designer
Here are a few examples of Alpha Seven Energy’s original website. Our clients stated they felt their branding was outdated and wanted to give it a more modern feel.
Riverstone LLC is an example of a brand that our clients were wanting to go towards. We conducted a quick heuristic analysis on our client’s site and others to compare and see where we could improve. Our initial thoughts of Riverstone:
• Earthy, nature feel, calming
• Clean look
• Simple design, yet still does its job of representing the brand
• Established voice and tone
I compiled their original color palette and pulled colors from images related to their industry. We discussed using a mix of serif and sans serif in the website to give them a modern, yet sophisticated feel. Our clients gave examples of other websites that they resonated with. They were looking for a simple color scheme that gave an authoritative and sophisticated look. I chose deep blues and grays. With the grays, they can have the option to print in silver to give off a high-class edge, catering to their target audience.
We combined components of our style guides to create a final version for the landing page. Our clients opted for more muted tones and imagery.
One of our first goals was to redesign their email landing page. My team and I conducted a design studio workshop to generate various iterations of how the landing page might look like. We combined the best components of each iteration and created what would be the outline of their new email landing page. The final design is shown below. I selected a hero image that followed the color scheme and resonated our client’s identity and purpose.