Engineering a new dynamic site for Laing O'Rourke

14 February 2013

We have created a new site for the international engineering giant - Laing O'Rourke.

Our challenge was to create a compelling new web presence for Laing O'Rourke that is relevant for both geographical hubs (Europe and Australia); offers a seamless user-experience; is both visually and tonally engaging and which places the theme of 'engineering excellence' as central to the site.

A key enabler to this is the use of geo-location technology which identifies the location of site visitors and then configures it to deliver content that is relevant to them.

Throughout the site, Laing O'Rourke's global projects are celebrated; providing visually engaging imagery and demonstrating the breadth of work that the company is famous for.

Sally Smith, User Experience Architect and Content Strategist, Radley Yeldar comments: "Laing O'Rourke is an international engineering enterprise delivering innovative solutions for its clients, thus it was vital for the website's user experience to balance simplicity with high levels of engagement.

Understanding audiences; their needs, motivations and goals was key to unlocking the user experience challenges in this project. Some clear audience types emerged from analysis of data and qualitative research, which the content, functionality and navigation of the website has been designed to satisfy. The new website is now both a beautiful and usable experience for Laing O'Rourke's audiences."

Visually, the challenge was to bring to life the core principles of simplicity, confidence, intelligence and clarity with a technical, 'engineered' feel to the site.

Neil Cooper, Design Director, Radley Yeldar explains: "We created a flexible blueprint for the design which was based on a grid using horizontal, vertical and diagonal lines. The photography and graphic language were then layered over the grid to reference structural and architectural features. We chose to use Din as a more technical looking font instead of using the ubiquitous Helvetica so that all of the elements worked together to achieve our collective ambition."

Key features include:

  • An enhanced careers section - job seekers having been identified as a primary audience for the site
  • A carousel showcasing a wide range of Laing O'Rourke's global projects that is displayed throughout the site providing a strong promotional vehicle.
  • Promotion of the work Laing O'Rourke undertakes with universities and industry peers to improve engineering and construction activities by promoting the theme of Engineering Excellence throughout the site (highlighted by the use of yellow speech bubbles)
  • A new interactive timeline that encourages the visitor to explore the company's history and get a real sense of development and achievements.
  • A strong design language, featuring a refreshed identity (also undertaken by Radley Yeldar).
  • Clear and simplified navigation and tone, resulting in a site that is engaging, relevant and inspiring.

"Our objective was to arrive at a design that was clean, easy to navigate and used strong visual imagery to communicate our Engineering Enterprise ambitions to a range of audiences and stakeholders. Radley Yeldar was able to deliver on that ambition. Leveraging the industry leading content management system in Sitecore as the backbone of the site, it gives us a solid base on which to build our communications and online engagement plans moving forward."   Philip Pashley, Head of Corporate Communications, Laing O'Rourke.

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David King

David King

T: 020 7 033 0700

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