Transforming a Brand through the Design of the Global Website and coaching the team to execute at new levels

Transforming a Brand through the Design of the Global Website and coaching the team to execute at new levels

A 3rd generation, family-owned multinational company in building Infrastructure, Digital Infrastructure, Artificial Intelligence, Digital Commerce, Healthcare, Education, IoT & Transportation, with a workforce of over 5,250 personnel across 6 continents, had the ambition to grow by 100 fold in the next few years.

Our Chief Change Catalyst was appointed by the owner to position their new corporate brand through design of a global website through story-telling to capture the organisation changes, communication and imagery. Together with AGA ecommerce Co-creation Satellite we strategized, designed the user journey and site map and guided the local teams to launch the first stage of the Global Website and ecommerce Framework which continues to be built upon.


  • The previous website was not on CMS and was local-centric. The competitors had already advanced in this area.

  • While the organisation had many arms of businesses, they required content and story-telling of their 8 business pillars and brands.

  • The requirement to work with the Family Business Owner, Business Development team and IT team who would develop it in-house with our design, instructions and direction requiring a bespoke and personal approach.

  • Strategically understand and plan the presentation of the business and organisation story to deliver a unique site.  

  • Develop the UX Journey, wireframes, page layout and design.

  • Work with the Business Development, Marketing and IT team to develop the new photographic library for the website and eCommerce, organise product category, market information, remotely.

  • Concurrently created content and defined the new Global brand portfolio architecture, brand positioning, business pillars and solutions.

  • Maximised the platform to build an eCommerce and recruitment platform.


The Difference Made

  • A first step to create that transformational experience on-line which the owner liked and decided to bring into off-line with an Omni-channel experience.

  • It laid the foundation for the Ecommerce which is progressively being developed into Orel Buy which became a shopping platform for direct consumer purchases.

  • It became a marketplace for stakeholders like consumer, customers, architects, potential employees to understand the brand and business.

  • The family Business could retain their legacy story in place, however, the projection of gradually more global imagery starts to take place.

  • A new way of working and empowering of internal managers was established to guide, coach and provide mock-ups for development of internal change leaders to take place.

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