Project Overview

Mitchell Hansen from Summit Casing Services came in spoiled for choice. His original intent was to use an online logo designer, such as Fiverr, but he soon became overwhelmed with the number of options he had received.

Mitchell came to us because he realized he needed expert input on what makes a logo rock solid, not just his pick of the litter.

We knew Mitchell wanted something intense and bold that symbolized the industry he works in, oil piping, and we knew it needed to look good plastered all over tracks and uniforms and helmets.

What we ended up with is the clean, Summit “S” somewhat reminiscent of the classic PC game “Pipe Dream.”

The Prescription

  • UX + Website Design
  • Overall Art Direction
  • Brand Identity


The Problem

Mitchell Hansen also needed a website. His goal was slightly different than just your generic lead generation. Mitchell had a lot of information he needed to communicate to both warm and cold leads. His company offered purchases, rentals, and services, but also wanted to make it easy to reach out and work with his team directly.

How do we balance both of these things? How do we show all the offerings of Summit Casing Services while not allowing the call to action to get buried in content?


My Solution

It took several steps for me to arrive at a solution that worked, which I will outline here. At this specific stage in the process, here was my initial solution.

Per usual, we needed to highlight the “Contact” CTA. If anyone had questions or was ready to act any time, it needed to be accessible and quick get them addressed. So, the typical of prescription of  strategically placing CTAs throughout.

But the problem here was how do we present all the additional offerings of Summit Casing Services while keeping them distinct? Our two CTAs were to reach out or to rent via the equipment page or the rental page. How do we make the user journey simple?


Sketch + Wireframe

I began sketching up my ideas in order to lay out any kinks that I might run into trying to make these distinct user journeys.

The first issue I ran into was laying out the sitemap. The Services vs. Equipment vs. Rentals page. In theory, these all could have been condensed down into one catalog page. The Careers page could easily have been put into the footer. The entire site structure could have been simplified. But sometimes you are at the whims of clients and teams! So the wireframe shows a compromise of streamlining the sitemap and trying to maintain some level of distinct user journeys.


Hi-Fi Design + Prototype

At this stage, some of the sitemap kinks had still not been worked out. I was pushing for condensing pages down (hence the “Rentals” page not being showcased in the wireframe), while others on the team were worried about the user experience of this. I ultimately lost this battle since the client didn’t have the budget for a true database style catalog anyway.

We settled on a simple “Services” page outlining all services from a high level perspective, an “Equipment” page showing all the equipment available, and a “Rental” page with direct links to a rental contact form. This hopefully would create distinct user journeys, allowing people to self select.



Overall, the site gave Mitchell and online presence and an easy way for people to reach out, both for general needs and for rental purposes. This streamlined Summit’s internal workflow and made the user journey more straightforward.

A website like this would benefit from a catalog style system of equipment with a CTA driving to a rental form, but don’t fix it if it ain’t broke, I suppose!

*Disclaimer: changes have been made to this website since the initial design.

Brand Identity