About the client
As a generational and mid-sized business, Deerfield Electric checked all the boxes of a company we love to work with.
When Bright Orange Thread met with Deerfield for the first time, we knew this project and company would be a perfect fit.
The owner self-proclaiming as “design fussy” was the cherry on top because we are too!
Business Challenge
Utility Scale Electrician Needs a Site That Does the Bragging For Them
When it comes to commercial electrical work, the utility company stops at your front door.
Deerfield takes care of everything else.
Including the 4000ft of wiring needed throughout your warehouse or the 4,000-volt pole lines and solar panels required to power a sand mining plant.
Deerfield’s team can take on any of these utility-scale electric projects presented to them.
Their expert work led to a ton of recommendations.
Yet when people googled them, there was no proof, no website showcasing this huge expanse of work.
Solution
Dig Into the Details For Bold Design and Copy that Simplifies
The owner, Jared Smith, shared his vision with us, some inspiration, and design preferences.
Our next step was to ask questions that uncovered the most important details and turn them into strong copy and imagery.
Design as bold and detailed as their work.
A mood board allowed us to focus on and capture Jared’s vision.
Deerfield’s already existing logo was their strongest branding and what we used as our design anchor.
We also worked on creating customized line drawings that were visually interesting enough to keep people on the website and accurate to real electrical equipment.
Pivoting with photos to achieve the vision.
The line drawings were unique and worked well with the chosen design.
At the heart of Jared’s vision, though, were a ton of photos showing off the projects and the team at work.
So, we combined both elements.
Deerfield hired a photographer to take pictures of projects, and we pivoted on design direction to ensure that we showcased these photos.
Copy that translates complex electric work for prospects.
When you do it every day and are an expert in large-scale electrical, you’re bound to oversimplify the construction of a massive 8,060 floating solar panel installation and substation assembly.
This isn’t work that just anyone can do, though.
Our goal as copywriters was to pull out those small details that demonstrate Deerfield technicians’ expertise.
Details like that they did jobs as big as 69,000 VAC and as small as 24 VDC confirmed Deerfield Electric’s capability to handle any project at any range.
And the details of a custom automation system for a hotel that positioned them as electrical problem solvers, not just installers.
By conducting interviews and parsing through the specifics of projects, we identified:
- The “brag-worthy” details of Deerfield’s large-scale work.
- The numbers that stand out to contractors.
- The problems that Deerfield solves.
The Result
A Website that Shows Powerful Proof of the Company's Range.
Here’s our proof:
Visit Deerfieldelectric.net
