Website of the Uralchem Group
Full cycle development of a product website for one of the leaders in the chemical industry
Uralchem Group is one of the world leaders in the production of mineral fertilizers and chemical products.
Context and Objective
The Group includes Uralchem, Uralkali, and Togliattiazot. For a long time, they were positioned as separate brands. The new landing page was intended to unite the companies under a single mission and new positioning, reflected in the slogan «Because everyone needs food,» while maintaining recognizable elements of the identity.
Analytics
The linear structure of the page creates a logical path: from understanding the company’s mission to learning about its products and production scale.
The key idea: it all starts with fertilizers and ends with food that sustains people around the world. That is why emotional accents and emotive elements are among the key features of the future tone of communication.
The updated structure helps the target audience — partners, agricultural companies, investors, and potential employees — quickly find relevant information and see the connection between the company’s activities and global food security.
Design and identity
The brand book specified the color palette, typography, and illustrations. We based the website design on these elements, often reusing and expanding on existing approaches and forms.
Key design principles:
1. The bento style with rounded shapes emphasizes a people-oriented approach and visually matches the company’s tone of voice.
2. Recognizable headings with tags and icons are a signature accent, improving the readability of information and creating additional emotional triggers.
3. Bright photos of crops on the main page form associations with key consumers — large agricultural companies and private farmers.
We also created a storybook — a tool that reveals Uralchem’s mission and social role in both an emotional and rational format. It presents facts about the company’s activities, humanitarian aid projects, and ESG initiatives.
Development
The front end is implemented in JS. We chose 1C-Bitrix as the CMS, which ensured proper content management. The site supports two language versions: Russian and English.
Technologies: HTML5, CSS3, SCSS, JavaScript, TypeScript, Pug (template engine), Webpack (builder).
Results
The project was implemented within a tight deadline and published just before the St. Petersburg International Economic Forum, where it was presented to a wide audience. After the release, we expanded the functionality of the landing page by adding a news section and several new information blocks.
Key achievements:
— A unified communication platform was created.
— The focus was shifted to the mission and key slogan.
— Corporate information was updated and systematized.
— A flexible digital environment was created.
