Steel is an essential raw material for industrialized societies and, in conventional production, one of the largest sources of CO2. The GMH Gruppe produces it in a climate-friendly manner, thus making a significant contribution to the decarbonization of the manufacturing industry in Germany, Europe, and the world.
The steel group, headquartered in the traditional Georgsmarienhütte location, is not only a pioneer in decarbonization and green industry with its circular production of quality steel in electric arc furnaces, but also helps a variety of industries achieve their climate goals as a “transition enabler.” Coool supported the comprehensive relaunch of the website and brought the topic of green steel to life.
Website analysis
Persona development & customer journeys
User Experience Design
Design Concept
UI-Design
Infographic-Design
Text
Development Supervision
The task
“We are Green Steel.” The heartbeat of the GMH Group’s new website, a theme that can be experienced as an integral part of the website from the homepage, unfolding vividly and activatingly from production to application.
It all started with this briefing. And this is our response.
1
Website analysis
The existing website is analyzed in terms of usability, structure & navigation, as well as content and design. The evaluation provides a clear picture of the key areas for improvement under the aspects of inventing, improving, and maintaining.
2
User Experience
Detailed personas with corresponding customer journeys are developed for the key target groups. They provide reliable guidance throughout the entire UX, design, and content development process and form the basis for an intuitively tangible, yet complex usability and content structure.
3
Content & Design
Design and content development run parallel and are always anchored in the central story, “We are Green Steel.” All functionalities, structures, and content are continuously aligned with and expanded upon the UX concept.
The brand design receives a modernization boost with a bottom-up approach: with distinctive imagery, symbolic infographics, and concise typography.
“We are delighted with the outcome of our successful partnership with Coool. The enhanced logic of our website is now more customer-friendly, which was a crucial objective for us.
Luciana Filizzola, Director Sustainability and Communications
What stood out the most about working with Coool was their intrinsic understanding of our values. Both our companies share a deep commitment to sustainability, making it seamless for the agency to grasp and effectively convey our core messages.”
Green Steel: heart, soul, and core.
More than just a product: Green Steel is the core, heart and soul of GMH Gruppe.
Sustainability pays off: The Green Steel Calculator
Steel operates in a highly competitive market environment. The Green Steel Calculator makes the economic benefits accessible and easy to understand. It engages website visitors in a playful way: Just give it a try!
The three different Green Steel grades are easy to view and compare with a single click. A compact version on the homepage quickly familiarizes first-time visitors, while the full version on the Green Steel page provides detailed information.
Circular economy at its best
Long live the cycle: From steel scrap to refined forgings, the GMH Gruppe produces high-quality steel at its five electric arc furnace sites in a closed-loop value chain with sustainable added value. The Green Steel Production page shows the process, including a roadmap to completely climate-neutral production by 2039.
The symbolic infographic makes it clear: Reduce emissions! Significantly.
Green steel as a pioneer for a sustainable future
Drive, backbone, driver of innovation: Green steel drives key industries worldwide and is key to the transition to the green economy.
A key new part of the website will be the “Markets” section: Six key industry groups will demonstrate how the GMH Group’s green steel is driving the decarbonization of the manufacturing industry. Visually supported by a distinctive image concept, it paints a confident picture of the future of sustainable industries and living environments.
All steel. All clear.
The GMH Gruppe not only produces high-quality steel, but also a wide range of individual designs, from raw materials to ready-to-install components.
With a clear structure, grouping, and selection, purchasing professionals can find their product and the right contact person in just a few clicks. Useful tools such as the steel weight calculator and the Green Steel Calculator offer added value, as do context-specific specialist articles on the topic of innovation in steel.
Leading in Product Carbon Footprint: As individual as each order of a steel product is the PCF, which is provided for each of the over 1,000,000 product variants.
Pioneers of green steel. Since 1994.
More than 6,000 employees at more than 15 locations in Germany and Europe work on future-proof steel – with the team spirit of a family business and sustainable management at the core of the business model.
How do you make a complex of more than 15 different production sites, manufacturing and processing processes, and contacts for sales and careers easily accessible?
With a tool that makes it easy! The location overview offers website visitors three different perspectives: the respective application market, the product category, and the regional view – each with one-click filter options and a clear, compact preview of the location, which leads to a detailed location profile. Whether the interest comes from the field of engineering, purchasing, press, or careers largely determines the search criteria.
Fast lane to the right answer
A wide variety of locations, industries, product groups and concerns: How do you establish a connection to the right contact person in a low-threshold, quick and reliable manner?
The solution is an intelligent, context-based communication tunnel that incorporates key parameters at each touchpoint, such as the product area from which the inquiry originates, the subject area it concerns, or whether the inquiry is directed to a specific person. The pipeline requests further context-related information, and the inquiry is forwarded to the right person. Visitors and contact persons are unaware of the backend engine and can concentrate on their work – without any email chaos.
#GreenSteelPioneers
Where not only green steel is forged, but also a sustainable future for people.
Anyone who has ever stood in front of the electric arc furnace and felt the breath of this 24/7 boiling monster, anyone who has been captivated by the company’s forward-looking, can-do attitude and the team spirit of one of the 6,000 #GreenSteelPioneers, will want to come and stay. Since we as an agency already felt this way, it was especially easy for us to exude this spirit on our newly designed career portal.
This is worth a separate case for us!
Always up to date – perfect in time, perfect in context
How does current, vibrant content from various corners of the company become a central component of the website – without requiring excessive editorial effort? – With a sophisticated system of social integrations across different channels, company areas, and topic areas. These provide the various sections of the website with current stories and news relevant to the target audience in a context-related and easily filterable manner. They not only illustrate the topics but also act as proof points. At the same time, they relieve the editorial workload.
