Midcoast Energy  ·  Brand & Digital Design

Brand Evolution
in Motion.

Designing a microsite that walked stakeholders through a brand change without losing their trust.

Midcoast needed stakeholders to follow a brand change without losing trust in the brand they knew. I designed a microsite that told the story in one scroll.

Brand & Digital Design Lead
Brand Identity & Web Design
3×
Faster Navigation to Key Content

Overview

One Microsite.
Two Jobs to Do.

A microsite built to boost awareness and guide stakeholders through a brand evolution, all while keeping the design clear and intuitive. The goal was to balance continuity and growth in one seamless experience.

The Continuity Challenge

Stakeholders needed to see the brand they already trusted, moving forward. Every design decision had to feel earned, not imposed.

The Clarity Requirement

Complex organizational change needed to read simply. The experience had to guide users through a transformation story without making them work for it.

Midcoast Wireframe

Approach

Scroll for
Change

I mapped the content before any visual work, then tested several patterns before choosing infinite scroll with jump links.

I tested several layout patterns with Midcoast stakeholders before choosing one. Infinite scroll with jump links won because people reached key content 3× faster and never lost their place in the story.

With a fluid layout, clear content flow, and intuitive interaction patterns, users never have to second-guess their next move. Every section was defined so that as they scrolled, they effortlessly absorbed updates and key information in the right order.

Information Architecture First

Content hierarchy mapped before any visual decisions, ensuring each section served a clear purpose in the transformation story.

Infinite Scroll Pattern

Jump-to navigation anchors let stakeholders move freely while maintaining orientation throughout the experience.

Zero Friction Progression

Fluid layout and consistent interaction patterns kept users moving through the content without confusion or dead ends.

Solution

Seamless
Transformation

The brief was clear: create a design that feels forward-thinking, progressive, and dynamic. Illustrations were minimal and clean, just enough to support the message without overpowering it.

Every navigational touchpoint was chosen to reveal a transformational milestone as users moved through the site. The result was an experience where the act of scrolling itself felt like participating in the brand’s evolution, not just reading about it.

Midcoast Website

Outcomes

What the Microsite
Delivered

Complex brand transitions rarely land cleanly. The microsite gave stakeholders a clear thread to follow, the transformation made sense without needing a room full of context to explain it.

Intuitive Navigation

Infinite scroll with jump-to anchors gave users full control over how they moved through the content.

Visual Cohesion

Photography and minimal illustration worked as a system, depth and clarity in the same frame.

Brand Continuity

Trust in the existing brand carried into the new direction.