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The Unwavering Pursuit of the Perfect Construction Experience

Flintco, LLC is a nation-wide construction company headquartered in Tulsa, Oklahoma with eight full-service offices. They specialize in commercial and institutional construction. Flintco provides innovative construction solutions with an unrelenting focus on quality, safety, cost, and schedule. The company offers a full range of construction services, including preconstruction services, construction management, design-build, general contracting, and project and program management.

The Challenge

The goal for Flintco was to evolve the Flintco brand and extend a refreshed identity to both their website and key marketing material to better represent the organization’s growth and highlight the company culture driving their success. The site needed to attract new business, recruit new talent, and serve as a competitive advantage for a variety of stakeholders within the organization. Additionally, Flintco sought to streamline marketing efforts through the integration of CRM, asset management, and custom sales enablement tools.

The Solution

Straight out of the gate we restructured the entire sitemap, developed user personas, mapped out new site wireframes, and reenvisioned the Flintco brand. This allowed us to leverage our expertise with WordPress and building custom tools and pages for the website. We also integrated an existing bid management tool, created a dynamic sales brochure tool for new business opportunities, and included a sister site for Flintco Industrial, all hosted on one codebase. We even updated marketing collateral to fit the new visual identity we created.

Identify Your Audience with User Personas

Creating user personas will help you better understand your current and potential customers, what their pain points are, what information they need, and how you can position your offering to meet their needs. For Flintco, we identified Buyer Personas to identify sales opportunities, and Employee Personas to help better attract new hires over time. We developed surveys and uncovered information that became very valuable in structuring the website and delivering messaging through strategic placement.

A Brand Refresh with New Energy

When the Flintco team approached us they were ready to collaborate on a new look the team could rally around. We worked through a variety of design color options and explored typography choices we found to be fitting of a strong and well-established construction company. We landed on a color palette that is reflective of the user personas and business class employees. The brownish taupe color is reflective of work boots, the navy blue color represents blue jeans or business suits, and the brighter blue/teal color gives a fresh feel that helps lead a user through active elements on the site.

Updating Brand Standards and Graphic Materials

With a construction company as large as Flintco, brand consistency is important across all materials. With a new color palette and typography established, our full-service design team sprung into action creating a brand standards guide, a PowerPoint template, a press release template, as well as other job site signage for all Flintco worksites.

Wireframes and User Experience Strategy

Flintco represents expertise in nearly 20 markets from Hospitality and Healthcare to Education and Sports. For this reason, we knew we needed to emphasize various aspects of their service offerings throughout the site in addition to an impressive portfolio section. Our wireframe process helped map out every detail and provided a collaborative experience to help create messaging for new clients and potential hires we identified through user personas.

Custom Page Builder for Unique Layouts

Part of our design and development process with Flintco was to identify atomized modular layouts that we could use throughout the site. This creates both flexibility and consistency in presentation while providing efficiency in site performance. Our unique page builder strategy allows WordPress admins to not only edit content, but rearrange unique page layouts or build entirely new layouts from preexisting components.

Smart Bid and Sales Tool Integrations

To help support the Flintco sales team with new opportunities, we integrated the bid tool they use to collaborate with construction partners. Through the use of an API, we added a live feed of existing opportunities that quickly links users to the information they need.


We also built a tool in the WordPress admin that allows the Flintco sales team to easily build custom and private brochure landing pages that are only accessible by invitation. Tools like this will help them leverage technology in a more meaningful and targeted experience for their users.

A Separate Yet Combined Codebase for Flintco Industrial

Hosting two websites on one code base is no small challenge. To be more clear, Flintco.com and FlintcoIndustrial.com are essentially two different web URLs with slightly different design standards that point to the same hosted code base. On the backend in the WordPress content management system, we devised a method that allows their admin to choose which content belongs to each site. All this is done under one login in one place saving them the headache of multiple logins and toggling back and forth.

Mobile-Friendly Responsive Web Design

A mobile-friendly website is one that scales nicely from desktop computers, down to tablets and smartphones. This allows the user to experience a similar design regardless of the device they are on without having to zoom in or pan around the screen. With all the new firepower we included with the Flintco site we made sure it looks great on all screens.


The rebranded site more effectively serves Flintco’s primary target audiences: validating first impressions for prospective clients, while serving as a recruiting tool to entice new talent.


The client has been grateful for the back-end content management tools and training to enable their in-house marketing team to more efficiently manage all website content.


This process has bonded our two companies with a focus on leveraging innovative solutions to collectively enhance Flintco’s digital footprint.

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Working with White Lion was a collaborative and efficient process. They delivered a high-quality website offering robust functionality.

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