Reynolds Asphalt & Construction (RAC) is a rapidly growing company in the Dallas/Ft. Worth area that delivers roadway construction services and asphalt materials to public and private sectors. Founded in 1981, RAC employs 180 people and operates four stationary asphalt plants along with one portable plant.
The old website was outdated and provided a poor user experience—their site failed to reflect the quality of work they provide or their culture, and didn’t contain enough visual content. RAC is growing, and needs to attract more potential employees for both the office and operations. The old website didn't have any content related to value propositions for prospective employees.
Brand validation is an important function of their website. Reynolds is bidding on projects and the clients (typically municipal clients) are doing their due diligence to ensure that Reynolds is reliable and can meet their needs. Ultimately, RAC hired us to design and build a new website to recruit talent, communicate their story, and provide information about their work in a visually appealing way.
Project Scope
- Web Design
- WordPress Development
- Copywriting
- Photography
- Drone Videography
Website
Objective
Create an engaging and dynamic user experience using strong imagery and streamlined content that would attract new talent and validate the brand’s credibility.
The project began with a thorough discovery and research phase that focused on understanding RAC’s operations, services, and culture. This cultural insight was essential for developing content that accurately reflects the company’s identity and values.
We conducted an on-site visit to gather information firsthand, which enabled a deeper understanding of the processes involved in road construction and asphalt production. During the on-site, we got to visit two active asphalt plants and several job sites during active roadway construction. Despite strong winds and cloudy conditions, we delivered a versatile library of approximately 280 photos and 40 video clips, forming the foundation for the website's visual content.
The design phase of the project lasted approximately six weeks, followed by four weeks of development and deployment. Some key aspects of the visual design include a dark theme to allude to the grit of the asphalt and paving industry, subtle transitions and animations to create a dynamic experience, and an animated red underline to emphasize a key word in headings throughout the site.
The website was developed using WordPress, allowing for complete flexibility, creativity, and control over the development process. The Locations page features an interactive map with radius markers to show their service areas. A custom post type was implemented to create and display the locations on this page, with a custom page template for each location showing the service area, contact info, and a quote request form.
We provided documentation and training to the RAC staff to empower them to manage and update the site independently, allowing for easy maintenance moving forward. The site also integrates job postings directly from JazzHR, enabling a streamlined workflow for RAC's HR team.
Ultimately, this project highlights the importance of firsthand observation and experience in developing a website that authentically represents the company and its operations. By getting to visit RAC and see their facilities and operations firsthand, we were able to create an authentic, visually appealing website that speaks to several different audiences. Working with RAC was a highly collaborative process, and the end result gives them a flexible, maintainable digital presence for years to come.
