BWA, the leader in water additives, needed a new refreshed website and visual language expansion to help their identity match their expertise. UI and UX principles were put to use to help eliminate unnecessary clicks by including a floating nav bar that works fluidly for all users and all devices. Interactive diagrams and resource aggregation based on industry-related tags were persistent across multiple pages. This strategy helped BWA position themselves as thought leaders and supporters in addition to product experts.
The enhanced graphic language and color palette expansion helps build instant recognition among the company's sectors to easily guide the user throughout different parts of the website.
Accompanying printed pieces reinforce the brand with the swoosh motif, confident and current typography, and hierarchy.