The problem

The previous global website had become a liability. Its WordPress architecture required long, developer-heavy update cycles with no centralized ownership. Over time, this fragmentation led individual offices and regions to launch their own offshoot sites to meet local needs. This led to diluting the brand experience, creating fractured workflows, and confusing both internal teams and external audiences.

The lack of a unified platform caused:

• Inconsistent brand perception across markets
• Frustration from teams trying to navigate and contribute content
• Decreased SEO performance and talent acquisition impact
• A weakened experience for both new business and prospective hires

As VP of Design I felt that a complete rebuild was no longer optional, it was critical.

Discovery & strategy

I conducted interviews and gathered cross-regional input from:

• HR
• Sales & Marketing
• Executive Leadership
• Agency Partners

Through a series of discovery calls and working sessions, I aligned internal teams on shared objectives:

• Elevate brand perception across regions
• Simplify global content governance
• Enable local storytelling and relevance
• Ensure compliance and performance globally

Design & build execution

UX/UI:

• Ground-up rebuild of UX and UI with a focus on modularity, responsiveness and personalization
  
• Component-based design system for scale and consistency
• Seamless experience across NA, EMEA, APAC and UK, and 8 languages
  

Technical Implementation:

• Fully CMS-driven architecture using Webflow CMS that covers news categories, news posts, offices, job locations, job listings, blog locations, blog categories, blog posts, and blog authors
  
• Geotargeting powered by GeoTargetly
• Localized content through Webflow localizations
• GDPR Compliance powered by Finsweet components
• Light/dark mode toggle, language switcher, location filtering, and dynamic blog feeds
  
• Custom CMS collections for blog authors, client rosters, job listings, office directories and regional news
  
• Google Analytics and Hubspot integration for sales and marketing teams
  
• Change log tracking system for global change requests
  

Platform Migration:

• Full migration from WordPress to Webflow
  
• Restructured information architecture to align with evolving business and editorial needs

Global localization

• Seamless experience across NA, EMEA, APAC and UK, and 8 languages
  
• Region-specific blog content for APAC, Germany, Spain.
  

Collaboration

Once the core platform was built, I:

• Trained design team site admins on Webflow CMS usage
  
• Established editorial workflows for content publication and site updates
• Provided documentation for scalability, including language and regional expansion
  

The results

• Elimination of one off regional sites
  
• The ability to rapidly launch content and campaigns
  
• Created a consistent, global brand experience with local relevance
  
• Dramatically increased update and publication speed
  
• Empowered local offices to publish tailored content with ease
• Greatly reduced dependency on developers
  
• Visit www.archetype.co
  

Tools & technologies

• Webflow (CMS, design system, hosting)
  
• GeoTargetly (geolocation routing and personalization)
• Finsweet Components (for GDPR compliance)