Occidental Petroleum Corporation (often abbreviated to Oxy) is an American company engaged in hydrocarbon exploration and petrochemical manufacturing. As of 2021, the company is ranked 183rd on the Fortune 500.
For 100 years, Oxy has developed extensive assets, infrastructure, expertise, and technology to fuel progress and improve lives around the world, predominantly through the production of hydrocarbons and petrochemicals.
As part of the company’s mandate to adjust course and help solve the planet’s most pressing environmental challenges, Oxy needed a new corporate website to reflect their role as ‘part of the solution’. The new website had to communicate a paradigm shift in their vision and mission, showcasing a company taking bold steps to innovate new technologies for a low-carbon future.
Rethink and reposition a corporate phrama organization into a compassionate woman's health care brand
To reinforce Oxy’s bold ambition of achieving net zero, there was a need to integrate Zero In™ — the corporate vision and framework for advancing every part of their business and reducing emissions across their energy and chemical operations while providing products and services to help others do the same.
The new website is the center of Organon’s brand and an impassioned manifesto for women’s health. Leveraging strategic insights and audience content needs (and their journeys), the UX, visual design, and copy work together to convey a unique brand expression that advocates for women’s health care and empowers women to live healthier lives. Acting as the spine of the brand, the new website establishes a digital footprint for awareness and consideration. It crafts a highly relevant, engaging, and compelling experience featuring content and related products regarding women’s health issues.
‘Zero In on Empowering People’ is one of the key pillars of Oxy's vision. How does it translate to Oxy’s digital experience? We streamlined the careers section, simplifying the application process for candidates while also conveying a deeper story on who candidates would be working with (rather than solely working for).
Another pillar of Oxy’s vision is ‘Zero In on Transformative Technologies’. Using insights and data, we concluded that audiences wanted not only relevant content about technology but also a digital experience platform that reinforces Oxy’s commitment to innovation.
By leveraging a best-in-class technology platform like Optimizely, Oxy was able to ‘practice what they preach’ and reinforce their commitment to innovation.
The future of women’s health care is now
The new Oxy.com elevates the company’s brand to a responsible and efficient energy producer, ready for a markedly different future of energy while backed by a 100-year history of innovation.