Foundation Energy
Redesigning with data. Yeah, even our designers are data-geeks.
- Client:
- Foundation Energy Management
- Date:
- 01.09.2020
- Tech:
- WordPress
- Link:
- foundationenergy.com
Foundation Energy is a manager of energy investments for institutional partners. The company acquires, develops and enhances domestic oil and gas properties and associated midstream assets. Foundation Energy currently operates oil and gas properties in 12 states.
Since the beginning, over 15 years ago, Foundation Energy has looked to JDM Digital to help position and market its services. As the company entered it’s 7th round of fundraising, it was time to redesign the corporate site again. Who should take that beast on? Yup. We’re game.
Designing with Data
Beginning with an updated Brand Standards, the design team started looking at the data. Yeah, our designers are data-geeks in their own right. What came from that analysis was a list of the most critical pages on the site. Interestingly, the home page was not on that list.
Anywho, the team went about designing those most critical pages–focusing on the behavioral data we had amassed since we launched their first site way back in 2007.
As the designers worked with the developers, all sorts of weird and wonderful functionality was added to the new site along with a more streamlined wrapper allowing the site to display beautifully on any device and performing smoothly even while under heavy traffic, like during an industry trade show or after a press release has been distributed.
Custom Photography is Better
In addition to all the new technical features of the site, we worked with Marea Downey Photography to produce a suite of custom photography for the new site as well as other marketing materials. Custom photography featuring actual managed assets, and real employees in real offices helped JDM Digital designers create a site that’s much more visually appealing to the casual visitor while also adding credibility for partners, royalty owners, and potential institutional investors.
Color Challenge
In addition to the website overhaul, the client also wanted to completely redo the font stack and the color pallet but they didn’t know exactly what they wanted it to be. JDM Digital designers presented 13 different color pallets with three font-stack variations each. After working closely with the client, we settled on one that focuses more on deep navy blues with accents of bright gold and a vibrant light blue (the bottom-right one in the graphic below).
Never Finished
Our work is never truly complete. This is the fourth time we’ve redesigned the site and the brand for Foundation Energy and we’re looking forward to the 5th revision. In the meantime, we’re having a lot of fun building on what has already been delivered for other corporate marketing materials.
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