Redefining Michaels Energy Online: A Brand-Aligned Website Redesign
Delivering a modern, mobile-friendly site with HubSpot integration and inclusive illustrations.
Michaels Energy, a veteran-owned engineering firm with a national presence, needed a new website that reflected its quirky, candid, and brainy culture while also driving sales-ready leads. With a rigorous timeline and clear functionality requirements, Equinox Creative (EQX) was selected to bring their digital vision to life.
The Challenge
In March 2025, Michaels Energy issued an RFP seeking a complete website redesign. The goals were clear:
- Build brand awareness and credibility as energy-efficiency and decarbonization experts.
- Improve usability through a clean design, intuitive navigation, and mobile-first approach.
- Integrate with HubSpot for smarter lead generation and content marketing.
- Ensure SEO best practices and long-term scalability.
With a desired launch date as early as the end of August 2025, the project required strategic planning and flawless execution.
Our Approach
EQX managed the project end-to-end, delivering:
- Strategic Planning: Translating business and audience goals into a clear website roadmap.
- Custom Design & Illustrations: Creating a modern, accessible design and introducing diverse, inclusive illustrations that extended the Michaels brand identity.
- Full Development & Hosting: Building 40+ pages, organizing and migrating hundreds of legacy content pieces into a cohesive, streamlined experience with optimized navigation.
- Rigorous Project Management: Overcoming hurdles while ensuring launch within two weeks of the original target date.
Solution Highlights
- Bold, updated colors to reflect innovation
- Streamlined user experience with improved navigation
- Simplified messaging to better communicate clean energy solutions
- Mobile-responsive design for on-the-go accessibility
Results
The redesigned Michaels Energy website launched successfully in September 2025. Key outcomes include:
- A mobile-first, intuitive design aligned with Michaels’ brand book.
- Inclusive illustrations that represent the diversity of Michaels’ audiences.
- A scalable, SEO-friendly platform designed for growth.
- Streamlined structure with 40+ core pages and hundreds of existing content pieces integrated seamlessly into the new design.
EQX delivered above and beyond expectations while staying true to scope, proactively surfacing additional considerations along the way. The result is a modern website that reflects Michaels Energy’s quirky, candid, and brainy culture while supporting their long-term marketing goals.
Explore the new site: MichaelsEnergy.com
For more on our process, see our Website Design & Development services.
Client Feedback
[Placeholder: Insert client quote(s) here — for example, from Jessica Wagner, Associate Director of Marketing, or another Michaels Energy leader. Suggested angles: how the process felt, how the new site reflects their brand, and how it supports their goals moving forward.]
[Read the official press release for more about this launch]