Untangling four brands into one smooth, scalable digital experience; driving 130% YoY growth in impressions
Industry:
Urban development
Duration:
20 weeks
My role:
Product Designer (UX & UI)
Method:
Design systems
🔎 Overview
Context
Greenwich Peninsula wasn’t just building properties, they were building entire urban ecosystems. But online? Chaos. Greenwich Peninsula, Design District, Bureau Restaurant, and Canteen Food Hall all had their own sites and their own CMS, which made updates a nightmare and brand consistency nearly impossible. The internal team was drowning in content, and users got a confusing, fragmented experience.
Business goal
Unify the digital presence, create a consistent platform that could scale, and let each brand shine without anyone losing their identity.
Results
130% Impression growth YoY
71% Click growth YoY
🤷♀️ The user & problem
User group
Everyday people exploring Knight Dragon’s new communities… and the internal marketing team just trying to keep things running.
The problem
A messy design system = endless headaches for the team, painfully slow updates, and a brand that looked more split than united. If Greenwich Peninsula couldn’t present one clear identity, they’d struggle to show the world the scale of their urban vision.
⚒️ My approach
Stakeholder workshops and interviews helped us to understand the challenges faced by the internal teams.
Key insights:
Internal teams wasted hours managing multiple CMSs
Each sub-brand still needed its own identity, but all under one coherent ecosystem.
🧠 Behavioural principle used
Cognitive Load
The more fragmented a system, the harder it is for people to process and manage.
👉 Why it applies here
By consolidating four CMSs into one scalable system, the marketing team cut through the noise, reduced context-switching, and freed up time to focus on higher-value work.
🚨 The messy bits i.e. what went wrong & how I fixed it
The plan at first
Reskin Greenwich Peninsula components for the other three brands. Faster to build, cheaper for the client, and still unique-ish.
The reality
Stakeholders weren’t satisfied. “Unique-ish” wasn’t cutting it. Each brand wanted to feel like a star, not a sidekick.
So, mid-sprint, we pivoted:
Shared system for scalability ⚙️
Plus 6–8 custom components per brand for individuality 🎉
✅ The outcome
130% Impression growth YoY
71% Click growth YoY
What used to be a fragmented digital mess became a powerful ecosystem. Users finally got a smooth, connected experience. And the internal marketing team? They went from CMS chaos to a single system they could actually manage.
↪️ What I would do differently next time
Onboard all four brand owners together from day one → make sure everyone feels heard before splitting off into individual brand work.
Push earlier for a “shared + unique” model, instead of settling first for reskins.
