How do you take a site that doesn’t have updated brand guidelines to a cutting-edge, content-first experience?
When the US Air Force has a problem related to space, they turn to Aerospace Corporation to help develop a solution. While their solutions are always forward-thinking, their outdated site didn’t reflect their expertise or passion.
“Aerospace was already ahead of the curve with their exceptional content and thought leadership which is some of the best in the industry. Unfortunately, their website look and experience was dragging them down.”
We gravitated toward a particular insight—Aerospace’s best resource and differentiator is the technical expertise of their highly-experienced and diverse team. Though we were initially scoped for a redesign, we challenged them to push the envelope, just like they would with any space problem, to create a truly content-first digital experience.
Bringing an immersive content-first experience to life
Aerospace was already creating industry-leading content regularly (something we can all learn from); our job was to make that content accessible across the site—and look good too.
Underneath the homepage hero is the Featured Stories section which Aerospace can easily control to showcase their best content. The Featured Stories is linked to any type of content so Aerospace can link to a single article or a section of the site that has multiple pieces of content.
In line with their core differentiator, their team is represented throughout the site via authorship and features on the top-level category pages. Aerospace instantly becomes more human and their team can take ownership of the hard work they put in day-in and day-out.
And possibly most importantly, the content-first experience is designed to lead people down the funnel. Users can connect with Aerospace with content they are interested in which enables Aerospace to easily segment their audience and keep a personal touch throughout the rest of the user journey.
How Well Does It Fly
The Aerospace team now has a site that is worthy of the innovative work they do every day. If we go back to the original request, we’d argue that the new design is significantly better than the old design. It’s eye-grabbing and it jives with their brand—being on the cutting edge, bold, envisioned, unstoppable.
Most importantly, the content-first approach has raised up their team to take a more prominent role among the people engaged with their brand. There’s always more to improve but for now—the 🦅 has landed.