←A private-markets firm with four audiences, three product lines and offices in nine countries needed one digital platform that could speak to each without splitting into nine websites.
Northline had grown by acquisition. Every business unit had its own site, its own tone and its own idea of who the customer was. Prospects met a different company at every door.
One architecture, many entrances
We started with the decision the platform had to support: which audience are you, and what do you need to see first. The information architecture was built around that question, so an institutional investor and a wealth adviser share the same system but never the same path.
A design system before a page
Templates came after the components. Typography, colour, data display and imagery were defined once, then assembled into the pages each region needed. Local teams publish in their own language without redrawing anything.
What changed
Nine sites became one. Time to publish a new fund page dropped from six weeks to four days, and the sales team stopped apologising for the website in meetings.