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Workstrings International Showcases Innovation in New Website
In Workstrings International’s line of business, technical expertise and performance are paramount. That’s why its newly-launched website, which combines a fresh look and feel with a more intuitive user experience, better captures the level of excellence that customers have come to expect from Workstrings.
The leading downhole tubular rentals brand is known for its commitment to optimization and innovation for the oil and gas industry. To better display that reputation to its audience, Workstrings needed a site that showcased the full depth and breadth of top-tier services and inventory it provides.
As with any major update to the expression of a brand, BrandExtract started the website overhaul with a full brand assessment.
“The team interviewed leadership, subject matter experts and key stakeholders to identify Workstrings' differentiation in the market, the value it creates for customers and reposition the brand to its target audiences,” said Laura Paddock, Senior Strategy Consultant at BrandExtract.
With a focus on the way Workstrings combines engineering expertise and forward thinking to provide innovative solutions to downhole challenges, the brand coalesced around its new positioning: “proactive ingenuity.” This positioning captured the essence of Workstrings as an organization committed to the pursuit of continuous improvement.
The BrandExtract team then got to work building a website that better met the needs of its users. This included overhauling its old navigation system to make key content more findable and updating content to better optimize for search engines. Combining improved functionality with compelling photography, consistent style and updated visuals resulted in a brand new home for Workstrings.
”The new website showcases the way Workstrings is redefining the limitations of engineering expertise in industry-leading tubulars and other downhole equipment,” said Paddock. “It not only captures the storied history of innovation at Workstrings, but also illustrates the rich future ahead of the organization.”
About BrandExtract
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