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Peabody – Responsive Website

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Case Study

CMS & RESPONSIVE DESIGN

Peabody: Re-emerging with a new look and updated website

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Peabody – Responsive Website

Obata helped Peabody reshape their brand and corporate website at emergence from bankruptcy, introducing a new brand message and focusing on the company’s strong asset base, outstanding people and improved balance sheet.

About the Client

Peabody is the world’s largest private-sector coal company and a Fortune 500 company. The company is also a leading voice in advocating for sustainable mining, energy access and clean coal technologies.

Goals

Help reposition Peabody to increase the company’s relevance and better communicate its value to its audiences. Develop a new website to highlight this refinement of branding and messaging.

Strategy

  • Develop a website audit report and peer analysis to better evaluate Peabody’s position within the industry and identify strengths and weaknesses of the existing corporate website
  • Review company branding with a fresh perspective
  • Revamp the corporate website with responsive design, a better user experience, a secure and cost-effective CMS, and a more contemporary design

Approach

  • Updated and enhanced Peabody’s brand presence with a fresh, new color palette, new typefaces, a corporate logo evolution, and branding of a new company tagline
  • Selected Kentico’s enterprise-level, .NET CMS platform for its ease of use, security practices and integration with a Microsoft Azure database and blob storage per Peabody IT requirements

  • Ensured optimal website performance and security using a highly secure hosting environment, full source code and database backups, geographic failover in an active/passive arrangement, incident system monitoring and management, and pre-launch PEN testing

  • Captured new photography and made use of existing imagery to accurately portray Peabody and its values with a focus on people and technology
  • Created friendly, new infographics to communicate Peabody’s strong emphasis on employees, operations, safety, land restoration, and economic benefits
  • Updated existing communication materials with the new branding, such as fact sheets and PowerPoint presentations
  • Shot and produced a video of Peabody’s CEO announcing the emergence of ‘The New BTU’, and prominently featured the video on the website for launch