EET (essar energy transition)

EET is a low-carbon energy company leading innovation in hydrogen, sustainable fuels, and infrastructure. The goal was to create a cohesive ecosystem of websites for EET and its subdivisions, each tailored to specific audiences while maintaining a unified brand presence.

WhereMumbai, India

WhatBrand Website

WhyReal World Project

RoleDesign and Development

CategorySustainability, Energy

When2024

EET hero illustration: a futuristic zero-carbon industrial complex beside a winding road at dusk

Objectives

Launch a cohesive digital ecosystem to showcase EET's brand and mission.

Educate key audiences about their clean energy solutions - EET Fuels, Hydrogen, Biofuels, Carbon Capture, and Retail Ventures.

Build trust and credibility with stakeholders including:

Government & policymakers
Local authorities
Financiers
Industrial clients
Potential employees

Competitive Analysis

While GreenLine had no direct competitors in its category, it shared the market with brands offering similar business propositions. Key insights from these brands are outlined below:

www.bp.com

The Good

Employs a clean layout with a green and white color palette that aligns with its sustainability initiatives.
Features a well-structured information hierarchy, making it easy for users to find information.
Provides detailed reports, press releases, and sustainability initiatives, catering to stakeholders and investors.

The Bad

The use of visuals and micro-interactions could be enhanced to create a more engaging and immersive experience.
Some sections contain dense information that could benefit from collapsible content or more visual summaries to aid user comprehension.
Certain content sections may require better scaling to fit various mobile screen sizes.

Equinor

www.equinor.com

The Good

Features a minimalist design with a focus on clarity and simplicity, aligning with its commitment to innovation and sustainability.
Shares its energy transition plans and environmental commitments, building trust with stakeholders.
Adapts well to different screen sizes, providing a consistent experience across devices.

The Bad

Incorporating more narrative elements or case studies could make the content more relatable and engaging.
Could benefit from more narrative storytelling to connect with audiences on an emotional level.
Some text elements could benefit from higher contrast to improve readability.

Storegga

storegga.earth

The Good

The large, captivating hero visuals set a tone of clarity and innovation, reinforcing the environmental mission without overwhelming the content.
Refined animation effects such as smooth scroll-triggered transitions and subtle hover effects add a layer of sophistication.
Clear mission statement prominently featured on the homepage, making their purpose immediately evident

The Bad

No blog section for user education which is of key importance in this category,
Some sub-menu items are nested in a way that requires excessive tapping or scrolling, which can frustrate users on smaller screens.
There are areas where different sections cover similar topics (e.g., sustainability initiatives are scattered across several pages).

Stakeholder Survey

We conducted a Q&A session with EET's leadership team to understand brand challenges. Key insights are summarized below.

What are your primary objectives for this ecosystem of websites?

4 participants

43%

Position EET as a trusted partner and market leader in innovation-driven sustainability

31%

Communicate our solutions offering end-to-end decarbonization solutions

26%

Engage with potential customers, Govt. officials, businesses and strategic partners

Principal User Personas

Policy Advisor

A government stakeholder seeking clear, actionable data on EET's alignment with national carbon reduction goals and regulatory frameworks.

Industrial Procurement Lead

A decision-maker evaluating EET's hydrogen and fuel offerings for integration into large-scale manufacturing or logistics operations.

Institutional Investor

A capital allocator looking for scalable, credible, and financially sound low-carbon energy projects with long-term return potential.

Sustainability Consultant

An expert analyzing EET's impact metrics and innovations to recommend decarbonization pathways for clients and partners.

Technical Talent (Engineer/Operator)

A skilled professional assessing EET's technological complexity, innovation potential, and site safety to consider future employment.

Time to start designing

User flow diagram for the EET website ecosystem

Wireframes

Colour Palette & Typography

To bring GreenLine's brand to life, we crafted a vibrant color system inspired by their guidelines. This system, featuring a custom gradient, adds a dynamic touch to titles and highlights throughout the website. We chose Plus Jakarta Sans as our primary typeface, ensuring optimal readability across all screens.

Colour Palette

Primary

Gradient

Success

Warning

Destructive

Typography

Roboto

Aa Bb 123

RegularMediumBold

Website

Grid parameters included an 8-point base unit, 12 columns, 120px margins, and 24px gutters.

High Fidelity UI

Features

Impactful Hero Section

A powerful opening section combines a clear brand message, an engaging video, and vibrant brand colors for a visually stunning impact.

Interactive sections throughout the website

We made a conscious effort to break up information into smaller pieces of consumable content using typography and animations. This helped break up the monotony of text across the website, thereby improving user experience.

Scalable Micro-design System

Implementing atomic design principles through a custom micro-design system and components ensures scalability and versatility across the entire website ecosystem's lifespan.

Custom Animated Infographics

Custom animated infographics were designed and embedded across the websites to present EET's processes in a clear and digestible format.

Cohesive User Experience

A key focus was delivering a cohesive user experience and brand identity, regardless of website or device. This required meticulous attention to detail and a shared understanding of the brand guidelines across the team.