Agency Work / Design and IA for Ethos | VONT / CD Tim Blackstone / Development by Doug Bertlesman / Copy by Heidi McInerney / View the live site
With a reputation for reliability and years of experience in vegetation management, the team at Lucas Tree came to Ethos seeking a sleek and user-friendly website redesign. As the company was amidst a shift in its service offerings—moving from residential and commercial tree removal services to a sole focus on utility services—a new website needed to provide information for the customer and attract talent to new positions arising from the shift. I approached the IA (information architecture) and design from this dual-focus perspective, aiming to engage both audiences—customers and potential employees—through the content and user journey.
We brought a few core features to the forefront through design, copy, and page flow—a dedication to safety, a people-first approach, and the company's commitment to modern, eco-conscious equipment. Through each facet, we highlighted Lucas Tree as experts in the field, and a clear choice to both employ and be employed by.
Working with Maine Mountain Media, our team orchestrated a photo shoot to capture life on the job site. The photo direction aimed to illustrate a real day on the job, depicting workers and machinery in action, and the Lucas Tree brand at the forefront.
I focused on a modern and tech-inspired design aesthetic that featured a simplified navigation, large blocks of brand colors and subtle texture, and design elements to support the high-quality photos we were eager to feature. The outcome is an informative and engaging website featuring a strengthened and trustworthy brand.
