Brown & Root
Creative Director, Website Designer, UX Strategist
Website Design & Creative Direction
The Strategic Problem
Brown & Root, a major industrial services company, was shifting their brand narrative to put their people front and center. Their existing website didn’t reflect this new direction. It was outdated, corporate, and faceless. They needed a digital presence that matched the quality and ambition of the company’s evolving vision.
Strategic Approach
We started with the question: what does it look like when a company this size leads with its people instead of its services? Most industrial websites bury the human element behind stock photography and capability lists.
We flipped that. People became the organizing principle for the site architecture, with employee stories and team photography serving as the primary visual. Services and capabilities were still easy to find, but the first impression was always human.
Creative Direction
To execute this strategy, we needed real imagery. We directed a multi-location shoot that captured employees across a range of roles and environments. The creative direction focused on authenticity: no posed corporate headshots, no stock lighting. We wanted images that felt like you walked onto a job site, which meant working on location, working fast, and making real people feel comfortable in front of a camera. The resulting photography became the backbone of the website and the brand’s broader communications.
The Solution
The redesigned website uses large-scale employee photography, modern layout patterns, and a clear content hierarchy to tell Brown & Root’s story. The UX was built around common visitor intent paths: prospects evaluating capabilities, job seekers exploring culture, and existing clients accessing project updates. Each path was optimized for clarity and conversion.
Results
CSS Design Awards for creative and user-focused design.
Framework
Brand narrative shift > People-first content strategy > Directed photography program > Intent-based UX architecture
*This project was created in an agency setting with collaboration from a talented team. My contributions were focused on the roles listed above.
