Transform Magazine: Brand Experience Agency Siegel+Gale Creates Digital Transformation for Jacobs – 2022


The international technical professional services firm has had its static website redesigned as its design has evolved from dry information to a tool that better represents Jacobs’ team goals of connecting people, perspectives and possibilities.

While designing a website to embody a company’s workforce, display its diverse culture, and highlight its core competencies is normally quite routine, the project was complicated. With Jacobs employing 55,000 people worldwide and the need to integrate the engineering, design, procurement, construction, maintenance and security solutions parts of the business, Siegel+Gale had their work cut out.

So he concluded that the best option was to design a customizable user experience (UX). Recognizing that this is a natural extension of the Jacobs brand story and an embedded behavior in every Jacobs employee, the agency opted for shared UX best practice principles in the “real world “. Each bespoke UX is responsive and based on past behaviors, a technology also used by Amazon and Netflix.

Katie Conway, Managing Director of Siegel+Gale, says: “It actually started 18 months earlier with a program to create a new brand for Jacobs. During this work, it became clear that the website could be a meaningful touchpoint to truly embrace their new brand promise of “Challenging today”. Reinvent tomorrow.’ challenging the conventions of websites and thinking more about how we can use the site to truly build and strengthen relationships between the organization and the audiences it serves.

The redesign represents a shift for Jacobs, which once took a content-centric approach to now employing more of an audience-centric approach. The agency, which believes it has created a website that is radically different from anything else in the category, achieved the feat after undertaking over 600 discussions to better understand how people use websites, as well as what was special about their relationship with Jacobs.

“The launch is just day one for,” said Jenna Isken, Group Director, Experience at Siegel+Gale. “By focusing on relationship building rather than content and functionality, the site has the potential to become more powerful for users and the organization over time.”


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