Petersen Brothers Construction
Jul – Nov 2024
More than
a Website
Problem
The existing website for Petersen Brothers Construction (PBC) didn’t reflect their accomplishments. Although they are one of Southern Idaho’s largest and most respected construction companies, their website was uninspired and failed to effectively generate leads. It wasn’t a platform that communicated the strength of PBC’s brand or its dedication to exceptional craftsmanship. But what if their website functioned as a visual portfolio first, and a construction site second? This approach would elevate their brands and speak to their core beliefs of quality, integrity, and leadership.
Tools
Adobe XD
Adobe Photoshop
HTML / CSS
JavaScript
WordPress
Team
Craig Bartlett — Team Leader
Emilie McGowan — Account Manager
Scott Whipple — Image processing
Contribution
UI/UX Design
Developer
Layout
Art Direction
Discover
My goal was to create a website that captivated the client and reminded their customers of their unlimited potential. My research and design inspirations were drawn from photography, construction, and tech websites, while also paying attention to specific feedback from the client about their preferences. They wanted something bold and modern, dark and moody.
Challengingly, PBC requested to limit the use of text without sacrificing the website's SEO ranking or general functionality as a website. At the same time, their potential and past users were already familiar with their brand, so I focused on streamlining an engaging experience with strong brand direction rather than a standard redesign. The site needed to convey PBC’s services in an intuitive and visually dynamic way. It had to feel modern, elegant, and professional while showcasing PBC's authentic presence. By focusing on bold imagery and interactive user journeys, I could deliver a resonating user experience while staying true to the client's goals.
Old Site Design
Sections from the New Site Design
Process
The project was initially one filled with uncertainty. The failure of our previous attempts to redesign PBC’s site had left me with a mental burden of impossible perfection when leading this project, but I was determined. Leaning on the advice from my team, I was able to move forward with the convictions of “don’t think about the past,”, “do anything and try everything,”, and “just let loose.” I quickly adopted a mindset of flexibility and exploration. I was given specific design references from the client, which became the foundation for my creative process. I supplemented those with a detailed focus on visual hierarchy, interaction design, photography, bold colors, and clean typography to enhance PBC’s visual identity.
I crafted several wireframes, mockups, and high-fidelity prototypes. I decided to re-edit all of their photos to be ultra-impactful, colorful, and sharp to match the powerful, dynamic layout and to highlight their exceptional work. When it came time to review, the owner, Jeremy Petersen, and his team loved the design, their only feedback being to include more red. Building the site, I struggled with implementing various custom code and design elements I’d never developed before — a new method on every page. My flexibility in researching new ideas, learning new processes, and finding solutions helped me develop the website despite its challenges. This pushed me to learn new skills, particularly in JavaScript and Photoshop, ensuring every visual detail supported the narrative of PBC’s exceptional craftsmanship. By focusing on creating an intuitive user journey that showcased PBC’s portfolio, services, and brand story with maximum visual impact, I was able to transform the website into a true representation of PBC’s professionalism and expertise.
Impact
The completed website became a visual manifestation of Petersen Brothers Construction’s values — quality, integrity, and leadership. This project taught me the importance of persistence and humility in the design process. More importantly, I learned the value of asking for help to improve not only my design and technical skills but my ways of thinking. The impact was immediate: the client was thrilled with the results, and the new site delivered tangible brand value by boosting engagement and showcasing their portfolio in a way that inspired praise and rapport. Looking forward, the success of this project has set a new benchmark for my design journey, encouraging me to continue pushing boundaries and embracing challenges.
