Uniper Engineering is the engineering consultancy and solution provider of Uniper SE, an international energy company with around 12,000 employees in more than 40 countries. As a reliable and competent partner for cost-effective energy solutions in the optimization of a wide variety of power generation systems and as the owner and operator of a system portfolio with around 34 GW, Uniper Engineering has extensive experience and is independent of original equipment manufacturers.
The challenge of the project consisted in separating the engineering division from the existing group side and launching Uniper Engineering as an independent brand and corporate unit.
In a multi-stage UX and strategy process, the existing content and underlying information architecture were analyzed, requirements for user guidance and future marketing requirements were defined, weak points were identified and transferred to a corresponding content and design strategy for the relaunch project.
On the basis of the results (user search intents, market and competition analyzes, etc.), various user stories and journeys have been developed, which were then converted into wireframes and click-throughs with a user-centered view in order to establish a coherent information architecture.
The design theses, which were developed in an iterative process together with the customer, had to meet corporate guidelines as well as present Uniper Engineering as an independent company unit. Both surface and interface design represent a future-oriented, modern and agile development of the company’s existing brand identity.
With the relaunch of the page, Uhura also further developed the content strategy for the company’s engineering division. In order to optimize its future B2B content marketing (“Content-First-Strategy”), Uhura’s editorial team has developed new tone of voice specifications, set up a landing page concept for future marketing campaigns and created various new contents. In addition to a wide array of content types such as blog articles, case studies, illustrations and infographics, videos on selected lighthouse products and solutions were developed as well as an image film on the subject of decarbonising the energy landscape and tailor-made engineering solutions for the energy transition. In particular, this main topic and the role of Uniper Engineering as a pioneering partner for a green energy future was illustrated with the help of an interactive scrollytelling approach.
After winning the relaunch budget in 2020 and its realization in spring 2021, Uhura was also able to secure another content marketing budget for Uniper Engineering and will advise and support the engineering consultancy in the further development of the website as well as the entire digital marketing output. This also includes the creation and implementation of B2B campaigns, especially in the field of social media or account-based marketing, further content production and feature designs.
