Situation:
Our team was approached by the IT organization of a major aerospace company to revitalize its digital identity, giving it a fresh look and feel that would resonate with internal partners. Their web presence had not been updated since 2017, and with a new CIO in place, the company wanted to modernize how IT presented its offerings, increase internal engagement, and streamline communication with business units.

Approach:
We embarked on this 8-month project by conducting a thorough assessment of the current state. To get a clear understanding of IT’s positioning and challenges, we interviewed nearly 50 key individuals—ranging from internal business partners (the liaisons between business units and IT) to chiefs-of-staff for IT leaders and senior management. These interviews revealed several recurring themes:

• A lack of clarity around where to access IT products and services
• Confusion surrounding IT’s major initiatives
• A general uncertainty among employees about the skills needed to succeed in this evolving environment

Armed with these insights, we turned our attention to shaping the narrative IT wanted to convey. Using the storytelling framework from Donald Miller’s Building a StoryBrand, we crafted a clear, compelling message that aligned with the organization’s goals. To visualize this new identity, we developed multiple style explorations, ensuring the refreshed look remained consistent with the broader corporate branding while giving IT a distinct voice.

In parallel, we conducted user interviews and created journey maps to model potential user behaviors and needs. This process allowed us to refine the user experience before mock-ups were produced, reducing the need for revisions once development began.

Our team then created all the necessary assets for a comprehensive rebranding effort, including a fully functional website, presentation material templates, a detailed style guide, and a new internal web template for the company. We blended custom 2D and 3D elements, many of which we modeled ourselves, to deliver a polished and highly customized digital experience. Throughout the process, we collaborated with stakeholders in iterative review sessions to ensure alignment and reduce rework.