WorleyParsons is a global resources and energy company with over 116 offices in 42 countries. Our small and agile marketing team looks after 26,000 people.
My role at WorleyParsons began in the mid-stages of a long-overdue rebrand. This meant a complete overhaul of the website, sorting and updating countless brochures, flyers and other print material, looking at event booths and designs, and redefining how we present ourselves to the market.
Website
Ours had not been updated for almost a decade and seriously lacked impact. To tackle this, we started with a complete structure and content review. We added bold branding elements and rewrote almost every word. To tell the right story, I worked together with the marketing director, a fantastic Content Manager and subject matter experts for each of our services and sectors.
We significantly reduced the number of site pages to deliver only relevant and interesting information. Each page was considered – what key points can we pull out? What case studies prove our claims? What is it our customers are looking for? Does the point get across easily?
The resulting website follows a consistent yet flexible design with modular elements that can be added to tell the right story.
Social media strategy
Complimenting our new website was a social media strategy. Working with internal stakeholders, I developed a comprehensive strategy outlining our goals and how we intend to reach them.
Primarily targeted at our internal stakeholders, this was an education piece for them as much as it was a strategy for us. We needed to show why social media is important and back this up with statistics. The strategy included; a breakdown of platform best practices, competitor analysis, audiences, benchmarks, content types, content calendars, post break downs and checklists for creating engaging content.
Marketing material
The brand had been through a few years without much clarity (I said it, sorry not sorry). While it is a respected name in the industry, it carried with it an old design which had been diluted and new brand aesthetics were appearing in pockets around the world as designers started doing their own thing. Because of this, we faced countless ‘official’ brochures, flyers and other print materials, all without a consistent design. Flexible templates were created to ensure a consistent design across all materials:
Teamwork
One of the biggest lessons on this project is team work. Undertaking this mammoth task would not be possible without global alignment of designers, so as a part of my Design Lead role, I initiated a series of regular calls with designers from all corners of the company, across the world, to stay up to date with each other, share ideas and knowledge, and most importantly, to keep everyone informed on brand guidelines so we can work as a team to create a strong brand.