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Transforming a fragmented portfolio into a unified system

Westlake Royal Building Products had grown through acquisition, building a portfolio of more than 35 brands, but its digital experience hadn’t kept pace. Multiple standalone sites created inconsistency, limited discovery and made it harder for customers to understand the full strength of the portfolio.

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Industry
Building Materials
What We Did
  • Digital Transformation
  • Platform Strategy
  • Experience Design
  • CMS Implementation
The Ambition
Westlake Royal Building Products didn’t need another website. It needed an infrastructure that matched the scale of the business.Customers were navigating disconnected brand sites, making it harder to explore related products and understand the full breadth of the portfolio.The ambition was to bring everything into a single experience that clarified the brand hierarchy, simplified discovery and supported continued growth.
The Strategy
The digital interface needed to reflect how the business actually operates: a portfolio of complementary brands working together.The approach focussed on consolidating the ecosystem into a single scalable infrastructure, with a clear structure connecting the master brand to its product lines and making it easier for customers to move across categories and discover related solutions.The platform was built to scale with the business, supporting future acquisitions, product launches and content expansion without reintroducing fragmentation.
The Execution
  • 01

    • The foundation was rebuilt to simplify how customers explore the full Westlake Royal Building Products portfolio.
  • 02

    • More than 30 brand sites were consolidated into a single ecosystem with a clear hierarchy connecting the master brand and sub-brands.
  • 03

    • A unified design system allowed each brand to retain its identity while operating within a consistent, scalable framework.
  • 04

    • User journeys were redesigned to guide multiple audiences through the portfolio, with tools to explore applications, compare solutions and access technical resources.
  • 05

    • The result is a portfolio presented as a connected system, not a collection of separate brand sites.
The Growth

More than 35 brands were brought together into a single system, making it easier for customers to explore, compare and specify products across the portfolio.

Clearer structure and navigation drove stronger engagement and a significant increase in demand for product samples.

  • 0+
    Brands brought together on one website
  • +0%
    Increase in conversion rate
  • +0%
    Increase in sample orders

How Much Can You Grow?

Find Out
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