From Branding to Web: Refreshing an Industry Leader


Williams is one of the leading energy infrastructure companies in North America, with 15,000 miles of interstate gas pipelines, 1,000 miles of natural gas liquid (NGL) transportation pipelines and more than 10,000 miles of oil and gas gathering pipelines.


Williams is a leading energy infrastructure company focused on connecting significant hydrocarbon resource plays to growing markets for natural gas and natural gas liquids. Williams determined that their website needed an update to better reflect their future-focused trajectory and updated core values, which also led to revisiting the company’s brand standards.


We have been a strategic partner to Williams for more than seven years. As we began the website redesign project, we were able to collaborate with the Williams team and determined the need to ensure the new design direction was also reflected in their overall branding and not just limited to the website.


Saxum managed the planning, design, content development and launch of a new Williams website. During this process, we also conducted a brand refresh, updating key elements of Williams’ brand standards including the addition of a suit of complimentary colors, iconography styling guidelines and photography direction.


The new Williams website launched in November 2019 that authentically aligned with the culture, core values, and brand standards. 

  • Generating a 70% increase in website traffic from Q3 to Q4 of 2019. 
  • Updated design for other key deliverables including: asset maps, recruitment materials, PowerPoint templates, social media graphics, corporate email templates and other collateral.

See Our Work

Williams Website Mockup
Williams Map Graphic