Guiding Digital Experience and UX to Unite a Multi-Audience Brand

Rockford is a leading construction brand with audiences ranging from community partners to job-site teams. I helped secure this account by applying my systems thinking and demonstrating how our team could scale digital strategy to match the scope of their rebrand. From there, I led the digital experience team through a highly collaborative process — working in parallel with Rockford’s internal brand team, who were reimagining the visual identity. Together, we reshaped Rockford’s digital experiences so that the evolving brand system came to life seamlessly.

Context

Rockford is a leading construction company with diverse audiences, from community partners to job-site teams.

Their existing site structure didn’t reflect the full scope of their work or serve the distinct needs of clients, employees, and partners.

At the same time, Rockford was undergoing a full rebrand internally, creating a unique opportunity to reimagine their digital presence in parallel with their evolving identity.

Approach

Led the UX strategy and site architecture process, combining facilitated discussions and internal interviews with GA4 analytics and keyword research.

Created audience-specific content models to clarify how prospects, investors, employees, and community partners prioritize information.

Translated complexity into clarity through low-fidelity prototypes and wireframes, collaborating closely with Rockford’s brand team as they developed the new identity.

Outcome

Delivered a reimagined information architecture that made the site intuitive across audiences while honoring the complexity of Rockford’s services and markets.

Aligned the new digital experience seamlessly with Rockford’s evolving brand system, ensuring consistency across web, signage, and campaigns.

Equipped Rockford’s team with a scalable framework for content, enabling them to extend and adapt their digital presence as needs grow.

The evolution of Rockford’s brand needed to extend beyond new colorways and typography—it had to reshape how their multifaceted audiences experienced the company online.


To support this transformation, we led Rockford through a structured process combining qualitative and quantitative research. Through guided facilitation and internal interviews, we uncovered how Rockford’s team understood themselves and their audiences. In parallel, we analyzed GA4 data and keyword research to reveal how external users searched, navigated, and engaged with their digital presence.

Surfacing the Whole Picture

I unpacked our findings by visualizing the true complexity of Rockford's content ecosystem, demonstrating how audiences encounter overlapping collections — Markets, Services, Projects, People, Locations, News, and Thought Leadership — each with unique needs and interdependencies.

Mapping Content Flows

By distilling this complexity into a simplified flow, we enabled the organization to account for this complexity. Primary categories like Markets, Capabilities, Services, and Projects provide clear entry points, while Locations, People, and News & Thought Leadership are connected in a way that keeps the experience intuitive, consistent and relevant.

Guiding Architectural Resonance

To ensure the information architecture resonated with Rockford’s diverse audiences, we created audience-specific content models. These weren’t abstract exercises — they were grounded in what we heard during facilitated discussions with Rockford’s team, and sharpened by SEO and keyword research led by our content strategists.

Reflection

The Rockford project reinforced how collaboration is essential when brand and digital strategy evolve side by side. By combining qualitative insights from facilitation with quantitative data from analytics, we shaped an information architecture that balanced complexity with clarity. The process demonstrated that design leadership is not only about visual outcomes, but about making systems feel purposeful, human, and easy to navigate.