Auremin

Overview Auremin is an integrated commodities, processing and industrial development platform headquartered in Dubai and operating across Africa and the wider Middle East, with particular depth in the Democratic Republic of Congo and the Central African industrial corridor. Formerly Energetech, the company rebranded in April 2026 as its business grew from energy trading into physical commodity trading, mineral processing and industrial infrastructure development. Huettun Labs partnered with Amsterdam-based experience design studio The Brink Agency to support Auremin through that transition. Huettun’s scope covered brand consultancy, UI/UX design and the end-to-end build of the corporate website on Webflow, working alongside The Brink’s creative direction, 3D and interactive design. The result, auremin.com, was named Orpetron Site of the Day in May 2026.

The challenge A rebrand is a credibility test. Auremin needed to introduce a new name to governments, state-owned enterprises, mining operators, banks and institutional buyers without losing the trust built under Energetech. The website had to explain a complex, multi-layered business (trading, toll processing, tailings reprocessing, LNG, power, logistics and development finance) clearly enough for a first-time visitor, while meeting the governance expectations of counterparties who read the Ethics and Compliance page before anything else.

Brand consultancy (Huettun Labs) Positioning. We helped Auremin articulate a positioning that connects the trading business to the infrastructure business: “We trade what markets need. We build what they are missing.” The homepage headline “Moving Commodities, Building Markets” carries that idea to the first screen. Name story. The brand narrative explains the name’s Latin roots, Aurem (to attend) and Minera (the raw material), giving the new identity a rationale stakeholders can repeat. Values framework. Three values, Integrity, Performance and Reliability, each with a one-line proof statement, give the leadership team and the site a shared vocabulary. Tone of voice. Confident, concise and institutional, written for buyers, suppliers, regulators and investors rather than consumers.

UI and UX design Visual identity in the interface. A restrained palette of warm beige, deep slate blue and earth browns reflects the physical, mineral nature of the business and sets the site apart from the dark, generic templates common in trading and mining. Typography. A modern grotesque (Switzer) for headlines and body, paired with a monospace accent face (DM Mono) for labels, locations and data, echoing trading screens and technical documentation. Information architecture. Eight primary pages: Home, About us, Commodities, Infrastructure, Sustainability and Impact, News (The Auremin Feed), Careers and Contact us, with Ethics and Compliance and Privacy Policy reachable from the footer. Eleven commodities are deep-linkable through anchor links in the footer product menu, so a sales email can point straight to copper, cobalt or LNG. Storytelling through motion. Together with The Brink Agency, intro and scroll-triggered animations, split-text headline reveals, smooth scrolling and a 3D interactive header pace the narrative on long pages without obscuring content. Trust surfaces. A nine-city global office section with legal-entity names and map links, a leadership grid with expandable biographies and LinkedIn profiles, and a leadership-quote slider in the Ethics and Compliance section put accountable people and addresses in front of the visitor. Conversion paths. Clear calls to action on every page (“More about us”, “View Our Products”, “Send us a message”, “View All Careers”) lead to a single contact form and a newsletter signup, each with designed success and error states. Responsive design. Layouts adapt across desktop, tablet and mobile breakpoints, with a slide-out full-screen menu on smaller screens and light and dark favicon variants.

Website development (Huettun Labs) Platform. Built on Webflow for a fast, secure, fully managed site that Auremin’s team can update without developers. CMS-driven content. News articles, career listings, offices and leadership profiles are Webflow CMS collections, so new posts, vacancies and office openings publish in minutes and appear automatically on the homepage and listing pages. Motion engineering. GSAP (ScrollTrigger, SplitText, CustomEase) and Lenis smooth scroll, with Three.js for the 3D header, integrated with Webflow’s rendering pipeline in collaboration with The Brink’s interactive team. Performance. Cloudflare CDN and caching, HTTP/2 and HTTP/3, early hints with preconnect and preloaded critical CSS, WebP imagery with responsive srcset and lazy loading. Security and privacy. HTTPS everywhere with HSTS, Google reCAPTCHA on forms, and Cookiebot consent management with a published cookie declaration for GDPR-aligned analytics (Google Analytics 4). SEO foundations. Unique titles and meta descriptions per page, Open Graph and Twitter Card metadata with a branded share image, XML sitemap and robots.txt, clean semantic heading structure and hreflang-ready localisation settings. Rebrand SEO migration. A 301 redirect map carries legacy Energetech URLs (energy trading, newsroom, vacancies, ESG, team and office pages) to their Auremin equivalents, preserving search equity and inbound links through the name change.

Results auremin.com was named Orpetron Site of the Day on 12 May 2026, recognising design craft, storytelling and interactive animation. A single digital home for a nine-office, multi-entity group, launched alongside the public rebrand announcement. A content platform the Auremin team now uses to publish news such as its $100m LNG infrastructure MoU in Tanzania and its new Lubumbashi office.

Services delivered by Huettun Labs Brand consultancy · Positioning and messaging · UI/UX design · Design system and typography · Webflow development · CMS architecture · Animation integration · Performance optimisation · Privacy and consent compliance · Technical SEO and redirect migration

Technology Webflow · Webflow CMS · GSAP · Lenis · Three.js · jQuery · Cloudflare · Cookiebot · Google Analytics 4 · Google reCAPTCHA