/ Homepage video
Establishing a clear energy narrative.
/ Homepage
Clarify Steel Reef's role and process on a New Energy Innovation page.
/ Energy Innovation
Presenting credibility and awareness through high-level metrics.
/ Our Impact
/ Adaptive design
Before
After
Design Rationale & Key Decisions
01. Centralize Steel Reef's core story into a single Energy Innovation hub
The previous website made it difficult to quickly understand what Steel Reef does and how its work creates value, with key information spread across multiple pages. Working closely with stakeholders, we restructured the content to clearly communicate Steel Reef's process and outcomes, introducing a dedicated Energy Innovation page and directing users there from the homepage with focused messaging and a supporting infographic that explains their work at a glance.
02. Prioritize investor needs while supporting secondary audiences through layered content
Investors were identified as the primary audience, alongside ESG analysts, potential hires, and landowners. We structured the information architecture to surface investor priorities first, with layered content that allows other audiences to access deeper detail where relevant.
03. Shift emphasis from facilities to outcomes, innovation, and long-term value
The previous website focused heavily on physical infrastructure, underrepresenting Steel Reef's broader impact within the energy sector. We repositioned the information architecture around innovation, sustainability, and measurable outcomes, integrating impact metrics throughout the site—particularly on the homepage, Our Impact, and Sustainability pages. We also consolidated facility information into a single Infrastructure page.
04. A natural expression of energy
The aurora borealis on the homepage introduces a calm but powerful visual metaphor for energy in motion, aligning with Steel Reef's mission to capture wasted flare gas and transform it into something productive and environmentally responsible.
05. Create clear pathways to career information and better communicate company culture
We introduced clearer pathways to career information from key pages and expanded the Careers section to better communicate company culture, supporting both near-term hiring and long-term growth.