Refining the Brand Story of a Pipeline Operator

When NuStar Energy brought us onboard to help them with their new corporate website, we dug deep to look beyond the surface.

By drilling into their culture through a series of interviews with various internal stakeholders, we were able to uncover why they are consistently named as one of the “Best 100 Companies to Work for” by Fortune Magazine. We also performed an external brand audit by reviewing other companies that are considered competitors in their space.

By working closely with the corporate communications and information technology team, we helped identify their brand positioning and messaging that needed to come through on their new corporate website.

The effort included brand strategy and messaging specifically for the website, information architecture, website design, and a website standards guide that the Web development team used as a handbook to build the new website with.

The work was a collaborative effort that strengthened what NuStar means to its customers, employees, vendors, and investors.