VOREL
UI/UX Design, Branding · Website
Dec 2021 – June 2022
Overview
VOREL is an electrical distribution company providing solutions to EPCs (Engineering, Procurement, and Construction companies) within the Oil & Gas and Renewable industries.
As part of a rebrand from NOKS Offshore, the project involved developing a new brand identity and a corporate website to better communicate VOREL’s offerings, industry reach, and value as a supply chain partner.
The website was designed to position VOREL as a central hub connecting clients and manufacturers, while supporting key business goals such as showcasing products, building credibility, and enabling direct enquiries.
I led the design of the brand and website alongside two supporting designers, working closely with the founders to translate business direction into a cohesive visual and digital experience.
Team
Designers
Developers
My Role
Project Lead
UI/UX Design
Brand Direction & Identity
Prototyping
Developer Handoff
The Challenge
The existing website did not effectively represent VOREL’s business model or value proposition.
It was previously approached as an e-commerce platform, which did not align with how the company operated, acting as an intermediary rather than holding inventory. This resulted in unclear product positioning and a mismatch between user expectations and actual services.
Additionally, the site lacked clear information about the company’s offerings, industry coverage, and differentiation, while also missing strong calls-to-action for potential clients and partners to get in touch.
With the simultaneous rebrand, the challenge was to redefine both the brand and digital experience from the ground up, ensuring clarity in positioning, alignment with business goals, and a more effective communication of VOREL’s role within the supply chain.
Goals
The project aimed to:
Establish a clear and differentiated brand identity for VOREL
Position the company as a central hub connecting clients and manufacturers
Communicate product offerings and industry coverage in a structured, accessible way
Shift the website away from an e-commerce model toward a service-oriented experience
Introduce clear calls-to-action to support enquiries and business connections
Deliver a cohesive system across brand, website, and marketing touchpoints
Research & Discovery
At the start of the project, we conducted stakeholder discussions with the founders to understand VOREL’s business model, services, and long-term vision. This helped uncover key issues with the existing website, including unclear positioning, lack of content clarity, and the absence of effective user pathways.
We also reviewed competitor websites and industry benchmarks to understand how similar companies present their offerings and establish credibility within the Oil & Gas and Renewable sectors.
Through this process, we identified that VOREL should be positioned not as a product marketplace, but as a solution provider and intermediary within a complex supply chain. This insight guided both the brand direction and the website’s information architecture, ensuring alignment with user expectations and business goals.
Website Design
Information Architecture
Based on the clarified business model and user needs, the website was structured to support both information discovery and lead generation, allowing users to quickly understand VOREL’s offerings while being guided toward enquiry.
The structure centres around key sections:
Home – Overview of services, industries, and key actions
About – Company background, values, and credibility
Products – Product listings with quotation-based enquiries (instead of e-commerce)
Projects – Past work to demonstrate capabilities
Careers – Company culture and hiring
Contact – Direct enquiry channel
To support different user intents, the site considered two primary audiences:
Purchasers sourcing products
Partners exploring collaboration
A flat navigation structure ensures quick access to key sections, while core actions such as Request Quotation and Submit an Enquiry are embedded across pages to support conversion regardless of entry point.
Wireframes & Exploration
Building on the defined information architecture, I translated the structure into low-fidelity wireframes to explore layout, content hierarchy, and key user interactions across the site.
The wireframes focused on ensuring clarity and usability for VOREL’s primary audiences — purchasers and potential partners — while guiding them toward key actions such as enquiries and quotation requests.
Key considerations included:
Clear content hierarchy
Structuring information into distinct, scannable sections to help users quickly understand services, products, and capabilities.Task-oriented flows
Designing pathways that support common user goals, such as exploring products, reviewing past projects, or initiating contact.Flexible entry points
Introducing elements like the homepage switch and contextual CTAs to accommodate different user intents without forcing a rigid journey.Reduced friction in navigation
Keeping layouts simple and predictable, ensuring users can move between sections effortlessly.Conversion-focused touchpoints
Embedding calls-to-action across key sections to support enquiry-based interactions rather than traditional e-commerce flows.
These wireframes provided a shared blueprint for aligning stakeholders and validating key interaction patterns before moving into visual design.
Final Website Design
The final website design brings together the defined structure and wireframes into a cohesive visual system that reflects VOREL’s positioning as a reliable and modern industry partner. A clean, structured layout paired with a refined colour palette and graphic elements communicates professionalism while maintaining visual interest.
Strategic placement of key actions, along with a clear content hierarchy, guides users through product exploration and enquiry flows with minimal friction. The result is a scalable digital platform that supports both business visibility and lead generation.
Impact
The redesigned website provided VOREL with a clearer and more structured way to communicate its offerings, shifting from an e-commerce approach to an enquiry-driven model better suited to its business. By improving content hierarchy and surfacing key information such as products, industries, and capabilities, users are able to more easily understand what VOREL offers and how to engage with them.
The introduction of guided navigation and consistent call-to-actions streamlined the user journey, allowing both purchasers and potential partners to quickly access relevant information and take action. This reduced friction in exploration and supported more efficient enquiry flows.
Recognition 🏆
The project was recognised with a Gold Winner in Branding for Technology at the Indigo Design Awards (2023), highlighting the strength of the overall brand and digital experience.
Reflection
This project highlighted the importance of adaptability throughout the design process. Due to changes in the company’s direction, including renaming and repositioning, parts of the work had to be revisited and redefined. While this introduced delays, it reinforced the need to stay aligned with evolving business goals rather than becoming overly attached to initial solutions.
It was also a reminder to trust my design decisions while remaining open to feedback. Through collaboration with both the team and stakeholders, I learned how to better articulate my rationale and refine ideas based on input. This ultimately led to a stronger outcome that balanced both user needs and business objectives.
Future Opportunities
With more time, further validation through user testing could help refine key flows such as product discovery and enquiry submission. Additionally, introducing features like saved enquiries or personalised product recommendations could enhance the experience for returning users and support long-term engagement.
