Solomon Associates

Performance Improvement

Lee Solomon left ExxonMobil with a dream of benchmarking the refining industry. He pushed his dream forward to an innovative methodology which became the foundation of Solomon Associates.

Today, 30 years later, Solomon leads the energy sector in benchmarking, continues to grow, and partnered with me to refresh the brand and redesign SolomonOnline.com.

Solomon Associates

Performance Improvement

Lee Solomon left ExxonMobil with a dream of benchmarking the refining industry. He pushed his dream forward to an innovative methodology which became the foundation of Solomon Associates.

Today, 30 years later, Solomon leads the energy sector in benchmarking, continues to grow, and partnered with me to refresh the brand and redesign SolomonOnline.com.

Solomon Associates

Performance Improvement

Lee Solomon left ExxonMobil with a dream of benchmarking the refining industry. He pushed his dream forward to an innovative methodology which became the foundation of Solomon Associates.

Today, 30 years later, Solomon leads the energy sector in benchmarking, continues to grow, and partnered with me to refresh the brand and redesign SolomonOnline.com.

Solomon Associates

Performance Improvement

Lee Solomon left ExxonMobil with a dream of benchmarking the refining industry. He pushed his dream forward to an innovative methodology which became the foundation of Solomon Associates.

Today, 30 years later, Solomon leads the energy sector in benchmarking, continues to grow, and partnered with me to refresh the brand and redesign SolomonOnline.com.

Solomon Associates

Performance Improvement

Lee Solomon left ExxonMobil with a dream of benchmarking the refining industry. He pushed his dream forward to an innovative methodology which became the foundation of Solomon Associates.

Today, 30 years later, Solomon leads the energy sector in benchmarking, continues to grow, and partnered with me to refresh the brand and redesign SolomonOnline.com.

Turning challenges
into opportunities.

As shared by Solomon's president, the goals included broadening Solomon’s core client base from benchmarking the refining industry toward the energy industry as a whole. With a 30-year history, the new positioning would need to be carefully applied to maintain current client relationships while expanding its breadth and reach.

The process began by reviewing Solomon’s business objectives: Build the new look and feel, differentiate from the competition, better demonstrate value, improve content strategy, and simplify content management. Then working closely with Solomon's marketing manager and copywriter, we reviewed everything to bring order and hierarchy to the Solomon ecosystem. This included a critical look at how Solomon had previously presented their services.

Client
Solomon Associates
Services
Brand Strategy
Content Strategy
Iconography
Front-end Development
UX/UI Design
Web Design
Credits
Timothy Ingram Art Director, Designer, Developer

The Strategy

Strategy was the first thought.
Not an afterthought.

The study and report pages were a major focus of the redesign, as these are central to Solomon’s family of services and are often where users land first.

Focus on customer engagement.

Key information is anchored within the reader’s view as they read through the study page. This includes a study’s subscription deadline, manager contact information, special promotions, and related materials.

Recognize the audience.

Each article page is an ecosystem, bringing related content up front-and-center to each study to offer further content discovery. The design recognizes how readers behave by creating article pages as entry points as valuable as the homepage.

Imagine the possibilities.

Solomon’s photography is expanding the traditional industry imagery with inspiration pulled from the optimism, innovation, and strength of Solomon’s thought leadership. This theme is evident throughout the site, with impactful motif images that juxtapose alongside traditional industry imagery.

The Design

A timeless image that’s
exceptionally modern.

The new look and feel leverages the existing brand equity of Solomon, and conveys a sense of innovation and strategic thinking that clients have come to expect.

A flexible, modular design system.

The solution was a flexible, modular design system that highlighted Solomon’s breadth of services while encouraging further content discovery. The design recognizes how readers browse through services by treating article pages as entry points as valuable as the homepage.

Identify key services.

New iconography articulates everything that’s become the Solomon family of services — Solomon Benchmarking, Solomon Advisory, Solomon Forecasting, Solomon Monitoring, Solomon Insights, and Solomon University.

The Technology

A fast performing site
across every viewport.

Throughout the entire process, technology was further integrated. Assessing SEO, migrating over existing content into the new platform. The result was a fast performing site across every viewport with an archive of content.

Moving Beyond WordPress

To provide an improved content management experience from Solomon’s previous WordPress site, the new site utilizes the Craft content management system. Craft provides the opportunity to build a custom experience tailored to Solomon’s unique structure. After collaborating closely with the marketing team to ensure a successful handoff, the new site has proven to be easier to maintain.

Moving Beyond WordPress

To provide an improved content management experience from Solomon’s previous WordPress site, the new site utilizes the Craft content management system. Craft provides the opportunity to build a custom experience tailored to Solomon’s unique structure. After collaborating closely with the marketing team to ensure a successful handoff, the new site has proven to be easier to maintain.

Moving Beyond WordPress

To provide an improved content management experience from Solomon’s previous WordPress site, the new site utilizes the Craft content management system. Craft provides the opportunity to build a custom experience tailored to Solomon’s unique structure. After collaborating closely with the marketing team to ensure a successful handoff, the new site has proven to be easier to maintain.

Moving Beyond WordPress

To provide an improved content management experience from Solomon’s previous WordPress site, the new site utilizes the Craft content management system. Craft provides the opportunity to build a custom experience tailored to Solomon’s unique structure. After collaborating closely with the marketing team to ensure a successful handoff, the new site has proven to be easier to maintain.

Moving Beyond WordPress

To provide an improved content management experience from Solomon’s previous WordPress site, the new site utilizes the Craft content management system. Craft provides the opportunity to build a custom experience tailored to Solomon’s unique structure. After collaborating closely with the marketing team to ensure a successful handoff, the new site has proven to be easier to maintain.

The Response

A complete overhaul
from the inside out.

Since the site launched, Solomon’s new visual language—its typography, motif, colors, iconography and imagery—has extended the web-focused branding effort to print.

And together we continue to explore how the technology may be improved. We are refining and optimizing the site functionality and features to accommodate needs and changes in the marketing strategy.

Please feel welcome to visit the new SolomonOnline.com.