Bringing Design to Utility Services

RCD Utility Services Ltd came to us in dire need of a new website. Their old site was dated and falling behind the standards of their competitors’ sites. The brief was simple, modernise the site and let the quality design match and represent the quality service RCD provide to their clients.

RCD Utility Services

RCD came to us with a site that was out-of-date and in desperate need of a revamp! We loved working with RCD as we were given free rein designing the new site. The logo would stay relatively the same, but everything else would be thrown at the deers to come up with some fantastically modern ideas.

Speaking to RCD to start the ball rolling with design ideas, it was clear how meticulous they are in the planning and implementation of their work and the new site needed to match this. With years of experience and excellent case studies to back up the quality of work, the new site needed to tell prospective clients why they should choose RCD.

The case studies made it obvious RCD are a highly successful company, but their old website was making them look like a small fish from an outsider’s point of view. The refresh of the whole site with the deers’ magic intended to showcase RCD as a leader in their industry.

RCD were delighted with the results and couldn’t wait to start showing it off to their current and prospective clients. Now there is a quality website design to add value to and back up the sales pitch!

“Having a blank sheet of paper allowed us to create a rich concept that delivered against the competition”
Steve BED

Bright & Blue



With the logo as the basis, we knew that the primary colour was always going to be blue throughout the site. We freshened up the logo to lift and modernise it. So, from the original logo to their current one, we decided to remove the images of pipes and add in the gradual change of blue. The strapline ‘Utility Services Ltd’ was also changed in to a softer font stripping away the uppercase lettering, with the lighter blue allowing more focus on the ‘RCD’.

Out with the old in with the new!


RCD Current Logo
RCD Old Logo

We used high quality, industry-relevant images for the homepage banner, extending the use of gradual colour change. The colours were kept industry relevant with each matching the service described i.e. blue for water, yellow for gas and green for renewables. The dotted overlay helped add an industry-relevant texture to the page with the imagery introducing the industry relevant theme and feel to the page – all making it obvious to the visitor what is on offer and who RCD are. The high quality images and rich colours helped convey the message to the visitor that this quality translates in to a quality service.

To add more layers to the homepage, the use of animated icons added movement to the page and draws the eye to the bottom of the homepage to encourage scrolling and reading further. Little bespoke touches like this help the site stand out from the competitors and keep a consistent theme across the pages.


  • Electricity

    Electrical HV Network Installations 11kV – 132kV.


  • Water

    Water mains, self lay, hydrant and services installations.


  • Gas

    Gas mains and service infrastructure installations up to 7 bar.


  • Telecomms

    Feasibility and adoption of telecomms infrastructure.


  • Renewable

    Design and build a wide range of renewable energy solutions.


Using the vibrant colours from the banner images, the navigation had additional colour added to then be consistent throughout that tab, header images and pages within that section. This helped maintain the vibrant colour palette throughout and help direct the visitor through the sections of the site.

All RCD Elements

“Working with the client to create a user friendly website with animation was a dream”
Ben Sheppard – BED

Content is key when you’re telling visitors why they should choose you!

With the transfer of content from the old site to the new, the information needed updating and optimising to boost search engine ranking.

We reviewed the old site and created a new sitemap to ensure a better user experience for the visitor; simpler route to other pages and structured content with headings to organise content clearly.

Most importantly, we reviewed the content to remove duplication across pages and to make sentences more concise and SEO friendly.

After reviewing competitors’ sites we made sure the voice of the brand was industry correct and noted the USPs of RCD to make sure the messages for these were prominent.


One aspect that was missing from the old RCD site was responsive functionality. Nowadays, if a site isn’t mobile friendly, visitors will lose interest early due to poor user experience. More and more people are using mobile devices to view the web and sites need to evolve with this increasing trend. The new RCD site is fully responsive so users can view it on whatever platform they like and have optimal browsing of the site!

  • rcdwireframe
  • rcdslide3
  • rcdslide2
  • rcdslide1

Print Work

Once we had handed over the shiny new site to the guys at RCD, we started looking at the next steps to promote the new site and brand. BED put their print work caps on to start designing marketing collateral for RCD to proudly hand out at meetings and events. We created designs for presentation folders, business cards and a template for information leaflets.

All three designs were requested to be designed around the vibrantly coloured industry images from the homepage banners to really attract the attention of the prospective client. This vibrant outside was balanced with simple blue imagery and icons inside to create brand continuity from the website to the marketing material.


We love a happy client, here’s what RCD had to say:

” Big Eye Deers were a pleasure to work with! “

“Big Eye Deers were on top of the project from the start and made sure I was up to date every step of the way. When the designs were sent over, we loved the concept straight away! The site is something we now love to show off to current and prospective clients and makes sure we can really compete with others in our market.”