BakerRisk
Evolving a brand. Honoring a legacy.
Industry
Industrial Process Safety, Risk Management, B2B
This is a story of building trust through collaboration, seizing opportunities as they’re discovered, and modernizing one of the most trusted names in risk management through sharp branding and a reimagined website.
Goals
- Design a new logo
- Update branding
- Revamp the website
- Optimize UX
Challenge
Building on a long-term strategic partnership, we sought to elevate the BakerRisk brand with a reimagined logo, visual identity, and website ahead of their 40th anniversary.
Solution
Legacy matters just as much as modernization. To unify past and present, we accentuated classic BakerRisk brand elements with purposeful design and website optimizations grounded by authoritative content.
The idea
Embrace innovation. Honor history. Bring the BakerRisk brand into the digital age with a bang.
Here’s how we did it:
Logo evolution, not revolution
Designed by one of BakerRisk’s founding members, the original blast mark logo had become a hallmark of the industry. We re-energized the logo by reducing the color palette and creating a sharper, more dynamic shape, all while preserving the blast mark’s most iconic elements.
Our guiding star throughout the process? Evolution, not revolution. The result of our creative brand strategy work was a fresh new logo that remained instantly recognizable.
New site, classic foundation
BakerRisk’s website was a treasure trove of service descriptions, industry insights, and informative white papers. But the site wasn’t optimized for mobile users, and much of its most valuable content could be tricky for visitors to find.
Our custom WordPress website designers worked closely with BakerRisk’s internal marketing team and their in-house subject matter experts to rebuild the navigation, revamp the service pages, and rethink the information hierarchy across the site. We also modernized the typeface to improve legibility, particularly on mobile devices.
Optimized content
Savvy SEO and compelling blog copy — triple-checked by BakerRisk’s industry experts for accuracy — united to boost organic website traffic and further showcase the client’s expertise.
The results
With legacy and collaboration as our guides, we created a true sense of continuity between BakerRisk’s historical and modern visual identities. Our close partnership with BakerRisk’s experts helped our team make the most of the project timeline, launching the website in time for their 40th anniversary celebration.
+48%
Learning Center conversion rate
+137%
new users from organic traffic
+7
web health score
+109.5%
organic keywords
2.32M
impressions since site launch
Sara
Art Manager