Building a Foundation for Website Success


Simplifying the Message

Rio Tinto is a well-established global leader in the supply, science, and production of the most technologically advanced aluminum on the planet. Their START Responsible Aluminium initiative brings transparency and traceability across the entire global value chain. With key environmental, social, and governance (ESG) criteria verified through blockchain technology, START customers can prove their sustainability commitment and assess areas for organizational progress. But while the program offers significant value, its communication needed to be articulated in more concise, simplified terms for target audiences. Additionally, the START team needed a more intuitive content management experience for collaborators around the globe to administer content. With these needs in mind, program stakeholders approached Refactored to re-launch the START website.



Blog Program

Case Study Development

Social Media Assets



Service Offerings


Web Design & Development

Content Development


A Phased Solution

Refactored listened to the needs of the START team and mapped out a phased solution for the new website. The planning stage included a site functionality needs assessment, which informed the sitemap, content strategy, and UX requirements. In this phase, we identified Storyblok, a headless content management system (CMS), to provide a user-friendly content editing experience. In the design and creative support stage, Refactored utilized Storyblok to create efficient customer digital journeys focused on the target audiences’ unique needs.

We developed the site navigation, taxonomy, interfaces, and primary site content to be uncomplicated, while still providing pathways for long-form content to be readily accessible for site users. Last, we entered the technical development stage, which included CMS setup and configuration, creating site pages, and significant testing. Refactored collaborated with START to design various custom widgets for streamlined content creation moving forward, including content, video, and image modals within the Storyblok framework.


The Foundation for Success

START Responsible Aluminium’s new website gave them a fresh, contemporary brand presence. The project met the core objective of communicating START’s value in a concise and minimalistic style while maintaining consistency with Rio Tinto’s cornerstone standards. The site offers improved support for the internal sales team’s onboarding efforts, giving them more consumable content for prospects and customers to learn about the program’s value. What’s more, content management is more intuitive, with the site serving as a foundation to evolve sustainable aluminium efforts going forward. Rio Tinto now better communicates START’s value so they can more effectively deliver key ESG criteria to customers and connect them to every stage of the aluminum value chain.

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