South 32

South32, a globally diversified mining and metals company, had a rare opportunity for their next-generation mine in Arizona: start with a blank sheet of paper and design every detail, from infrastructure and technology to workforce culture, with one goal in mind: setting a new standard for sustainable mining. The mine will deliver rare minerals critical to the United States' energy future and create hundreds of jobs, all while using 90% water less compared to similar mines in the region.

The company wanted the website speak directly to the concerns and priorities of Southern Arizona audiences, including water conservation, workforce development, and community impact.

/  Key Goals

• Optimize the employer branding experience to amplify Hermosa's recruitment campaign
• Increasing local relevance, speaking directly to questions from local community members while driving discovery via AI answers
• Improve cohesion with South32 corporate branding, resolving a divergence that long existed on the previous website

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/  The Result

The new Hermosa website brings to life the community focus so deeply rooted in South32's approach, weaving story elements like employee spotlights and local video testimonials into informational content about the mine's advanced features and sustainability focus.

A totally-custom 3D map experience allows visitors to explore the planned mine aboveground and below, and interactives show how the critical minerals the mine will produce support both national security and everyday life.

Features like FAQs, a Newsroom complete with media center, and a download library serve key audiences while helping South32 win important AEO citations.

The website, built on Webflow, also empowers the small Hermosa communications team to fully own updates to the site, including in multiple languages - a critical requirement that underscores South32's commitment to the diverse Arizona community.

/  Technologies

• Webflow
• SAP SuccessFactors
• Weglot
• Three.js
• GSAP