Repositioning a 50-Year Legacy Brand for the Future of Sustainable Building
For over 50 years, Steven Winter Associates has been a trusted leader in sustainability, energy efficiency, accessibility, and building science. Their expertise helped shape the future of the built environment, but their digital presence no longer reflected the innovation, authority, or forward-thinking perspective that defined the organization.
My Role
- Creative Direction
- Brand Positioning
- Visual Strategy
- UX Strategy & Information Architecture
- Content Strategy
- Design System Development
- Cross-functional Collaboration with Content, SEO, Marketing & Development
The opportunity
A Digital Presence That Matched the Mission
Steven Winter Associates had evolved into a nationally recognized leader in sustainability, accessibility, and building science, but their digital presence hadn’t kept pace.
Rather than redesigning a website, the goal was to reposition perception, creating an experience that felt as innovative and trusted as the organization itself.
brand discovery
Establishing Brand Pillars/Attributes
Before exploring visual concepts, we aligned on a shared set of brand attributes that became the foundation for every creative decision. Rather than relying on personal preference, we used these principles as a framework to evaluate ideas, prioritize opportunities, and ensure the experience consistently reflected the brand we wanted to communicate.
Trusted
Decades of credibility through research, consulting, and measurable impact.
Scientific
Work is grounded in data, testing, and technical expertise. Display complexity & experience through digestible narratives.
Human
Behind every certification, report, and building assessment are healthier spaces for people to live and work.
Progressive
Steven Winter Associates has consistently helped shape the future of sustainable building. Innovative not trendy.
Collaborative
Work is built on partnerships with architects, developers, engineers, and public agencies. The brand should feel open, inviting, and collaborative rather than rigid or transactional.
Wireframing
The strategy
Visual Territory
With the brand attributes established, I explored visual territories that could communicate those ideas consistently across the experience.
Photography
Photography shifted away from generic building imagery toward moments that connect people and spaces that feel lived in, collaborative, and impactful.
Typography
A stronger typographic hierarchy created confidence while making complex technical information easier to navigate. Large headlines, editorial spacing, and thoughtful pacing improved readability across long-form content.
Color
The existing palette already carried equity, so the focus wasn’t introducing new colors but using them with greater restraint. Increased contrast, cleaner backgrounds, and intentional accents created a more modern, accessible system.
Editorial Composition
Instead of dense, information-heavy layouts, pages adopted an editorial rhythm that balanced storytelling with technical depth. Content became easier to scan without sacrificing credibility.
The Solution
A Modern, Scalable Brand Grounded in Strategy
Information Architecture & UX Strategy
Restructured site navigation and taxonomy to improve content discoverability, with an intuitive mega menu and resource hub filters tailored to SWA’s varied audiences.
Content Strategy & Migration
Conducted a full audit and reorganization of 600+ content pieces (blogs, case studies, podcasts). Created flexible templates to unify disparate content types and streamline internal workflows.
Custom Design Features
Introduced interactive components like a horizontal accordion for project case studies and a visual Design Guide Resource Hub to showcase SWA’s depth and innovation.
CMS Optimization (WordPress + Gutenberg)
Worked closely with developers to ensure the design was implemented using flexible custom Gutenberg blocks, enabling SWA’s internal team to manage and scale content without technical support.
Results
A Modern Brand that Reflects SWA’s Expertise and National Stature
- Streamlined content workflows and backend usability for the internal team
- Improved engagement metrics: increased session duration, better navigation, and more conversions
Tools Used: Figma, WordPress (Gutenberg), Adobe CC, Google Analytics, Microsoft Dynamics CRM, ClickDimensions
Services: UX Strategy, Creative Direction, Web Design, Content Architecture, Accessibility, SEO Guidance, Stakeholder Collaboration
Hannah Ellingson 