Project Details

The GOAT Tank is a disruptive, non-traditional product, so it was important for the website to convey that. There’s a heavy focus on lifestyle on the site, especially on the homepage.

Our team created marketing personas for the two different types of GOAT Tank customers, which allowed us to understand what they valued and expected. They’re truck owners who use fuel for both work and play. They’re eager to explore and start new journeys. The design and copy on the new website work with each other to support this. Visitors see blue skies, open roads and messaging that reminds them of how exciting new journeys can be.

With a new brand, sometimes there isn’t much content to start with, which is okay! GOAT Tank is a great example of how you can create a meaningful website with just a few key components: customer insight, strong branding and a clearly defined product.