Global Website Trasformation

Systal’s existing website did not reflect the scale or expertise of the company.Issues included:

• outdated design
• unclear messaging
• poor structure for complex services
• inconsistent brand application

The site lacked credibility when competing with major industry players such as IBM, Kyndryl, and Palo Alto.

The project required both brand transformation and UX thinking. The strategy focused on three priorities:
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‍Simplifying complex technical services
‍Working with subject matter experts to translate complex IT offerings into clear messaging.
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‍Restructuring the information architecture
‍Designing a logical structure that allowed users to easily navigate services and solutions.

‍Aligning digital experience with the new brand
‍Ensuring the website reflected the company’s evolving global identity.

My creative direction focused on creating a modern, credible digital experience for enterprise audiences. Key principles included:

‍Clarity and hierarchy
‍Technical content required strong visual structure and readable layouts.

‍Brand consistency
‍The new visual identity was integrated across the entire website experience.

‍Scalable design system
‍The UI needed to support future growth and additional content.

The project ran over a six-month period.Work included:

• Competitor analysis
• UX research
• Information architecture design
• UI design and art direction
• Content simplification with technical SMEs
• Implementation of the new brand system across the site

The final result was a modern digital platform capable of supporting global marketing and sales efforts.

The transformation delivered a significantly stronger digital presence. Results included:

• Improved credibility with enterprise clients
• A tangible £1m + in new business directly from the website in one quarter post creation.
• Clearer communication of complex services
• Stronger alignment between brand and digital experience
• A scalable platform supporting future growth