Reframing an established leader for the future of ironmaking

Client: Midrex Technologies, Inc. a global leader in direct reduction ironmaking technology.

Brief: Midrex has more than five decades of experience at the forefront of direct reduction ironmaking. As the company’s technologies, services and capabilities evolved, there was an opportunity for its digital presence to more fully reflect the breadth of Midrex today and its role in shaping the future of ironmaking.

The ambition was to create a digital experience that brought together Midrex’s established industry leadership, proven track record and forward-looking technology story in a more modern and engaging way.

Working closely with Midrex, Momo helped translate that ambition into a completely new digital presence, encompassing research and positioning, SEO and website strategy, specialist content, visual identity, UX/UI, multimedia production, design, development and launch. The brief centered on aligning Midrex’s digital presence with its reputation for industry leadership while increasing brand awareness, traffic and its ability to attract talent.

Our Approach:

• Strategic Communications: We examined how effectively Midrex’s existing digital presence communicated the breadth of the company’s capabilities, innovation and industry leadership. Through discovery workshops, competitor analysis and research with internal stakeholders and external audiences, we explored how to retain the value of Midrex’s heritage while bringing its innovation and role in the future of ironmaking much further forward.The research programme included interviews with internal stakeholders and external users, with the findings feeding directly into positioning, messaging, navigation and content strategy.

• Website Strategy, UX & SEO:
  Our digital, editorial and SEO teams worked together to rethink the website around its users. We audited existing content, identified gaps and duplication, streamlined navigation and developed a new sitemap and information architecture.
  SEO and keyword research were integrated from the outset, helping align Midrex’s market positioning with what its audiences were searching for and ensuring that the new structure worked for both users and search engines.

• Specialist Content Writing: The challenge was not simply to simplify Midrex’s story, but to make highly technical information clearer and more engaging without losing its substance.Drawing on Momo’s experience communicating in steel, metals and industrial decarbonization, our editorial team restructured and wrote content across the website with Midrex subject matter experts. Clearer journeys were created through Midrex’s technologies, products and services while bringing areas such as hydrogen-based ironmaking, digitalization, innovation, sustainability and long-term plant support more prominently into the company story. The content programme covered approximately 23–30 pages.

• Video & Multimedia Production: We created a suite of original multimedia content to make the new Midrex story more dynamic, human and credible. This included video production, animation and visual storytelling designed to make complex technologies easier to understand.Momo also filmed Midrex customers and employees, producing video and written testimonials that brought authentic voices into the digital experience. Customer perspectives added real world perspectives of Midrex’s technology and long-term partnerships, while employee stories helped communicate the people and culture behind the business.

• Design & Branding: The visual identity was evolved, balancing Midrex’s heritage with a more contemporary, future-facing expression of the brand. The work encompassed typography, colour, icons, infographics and imagery guidelines before being translated into a coherent digital design system across desktop and mobile.
• Website Design & Development:
  Working in partnership with Midrex,Momo supported the transformation from initial strategy through to the live website, developing wireframes, prototypes, responsive designs and interactions before building and launching the new platform.The new user experience makes it easier for very different audiences to move from Midrex’s overarching story into detailed technologies, products, services, projects, technical resources, customer experiences and careers. The project encompassed approximately 23 page designs across desktop and mobile.

Results: The new website gives Midrex a digital presence designed to reflect not only the company’s history, but where it is going.

More than five decades of ironmaking heritage are now positioned as the foundation for continued innovation, with Midrex’s work across lower-carbon ironmaking, hydrogen, digitalization and plant optimization brought much more clearly into the company’s digital platforms.
A simplified information architecture makes a complex technology portfolio easier to navigate, while specialist editorial content, a refreshed visual language, animation and original video create a more engaging digital experience. Customer and employee testimonials introduce authentic voices and stronger social proof throughout the site.

The project brought strategy, content, brand, multimedia, UX/UI and development together into one integrated transformation — creating a more modern, human and future-facing expression of Midrex, backed by the technical credibility and operating experience that have defined the company for decades.

The new site has launched with strong client approval, providing Midrex with a scalable platform for future technologies, technical thought leadership, customer stories, recruitment and digital campaigns.