Global Website Trasformation

Full website redesign, global content alignment, UX/UI, brand integration, productisation of services
Project Overview
When I joined Systal, the company’s website no longer reflected its scale, capabilities, or global presence. The outdated visual design and fragmented messaging created a poor first impression for potential clients and partners—undermining trust in a highly competitive industry. As Global Head of Design, I led a complete transformation of the website, shaping everything from early strategic direction through UX, UI, content alignment, and final launch. The result is a modern, engaging, and cohesive global platform that communicates who Systal truly is.
My Contributions
Creative directionUX/UI designBrand strategy & brand governanceCross-functional collaborationDesign leadershipDigital storytellingComplex content simplificationGlobal stakeholder management
Overview
‍When I joined Systal, the company’s website no longer reflected its scale, capabilities, or global presence. The outdated visual design and fragmented messaging created a poor first impression for potential clients and partners—undermining trust in a highly competitive industry.As Global Head of Design, I led a complete transformation of the website, shaping everything from early strategic direction through UX, UI, content alignment, and final launch. The result is a modern, engaging, and cohesive global platform that communicates who Systal truly is.

The Challenge
Outdated design that made the company appear small and behind competitors.Inconsistent messaging across service lines and regions.No unified brand voice or visual system across digital touchpoints.Complex technical content from multiple global departments with no clear structure.A global audience with different needs, requiring a flexible yet consistent UX.The website was damaging credibility instead of building it.

My Role & Leadership
‍I led the entire redesign project end-to-end, acting as Creative Director, UX strategist, and brand guardian. My responsibilities included:Defining the vision for the new site aligned with the refreshed global brand.Directing research and competitive analysis across major industry players such as Kyndryl, IBM, and Palo Alto.Leading UX and IA development, including user journeys and service pathways.Creating the full UI direction, setting typography, layout systems, and visual hierarchy.Collaborating cross-functionally with technical SMEs, marketing teams, Directors, VPs, and C-level leadership across multiple regions.Productising service towers, turning complex technical offerings into clear, engaging, and marketable propositions.Maintaining project oversight, creative quality, and consistency through every stage to launch.My goal was not only to modernise the site, but to give Systal a digital presence that matched its global capability and ambition.
Global Website Transformation
Head of Design
6 months

Full website redesign, global content alignment, UX/UI, brand integration, productisation of services
Approach & Process

1. Discovery & Stakeholder AlignmentI facilitated workshops and interviews to uncover pain points, understand technical content, and define audience needs. This aligned global teams around a shared vision and reduced future friction.

2. Brand IntegrationI ensured the site aligned with our refreshed global brand guidelines—tone of voice, visual identity, iconography, and imagery—creating consistency across all markets.

3. UX & Information ArchitectureI designed a new navigation structure that made complex service offerings intuitive and accessible. User journeys were mapped to ensure that technical information was clear without overwhelming visitors.

4. UI Design & Art DirectionI defined a modern, professional visual style that elevated the brand and created a competitive presence online. This included layout design, illustration and iconography direction, and visual hierarchy rules.

5. Global Content CollaborationI worked with teams across the UK, US, and EMEA to gather accurate content, streamline technical descriptions, and ensure consistency in messaging.

6. Launch & RolloutI directed the creative for the launch, ensuring every component—from pages to service visuals—met brand standards and reflected a strong global identity.

Outcome

The redesigned website produced a significant positive shift in Systal’s digital presence:Modern, credible, global brand experience that aligns with industry leaders.Clearer storytelling and service positioning, making technical content more accessible.Stronger brand cohesion across regions and departments.Improved credibility for new clients, helping validate Systal’s scale and capability at first glance.A scalable platform to support future services, content, and brand evolution.The new website became a central proof point of Systal’s transformation—from a company lacking brand cohesion to a confident, world-class global identity.

Global Website Transformation
Head of Design
6 months

Full website redesign, global content alignment, UX/UI, brand integration, productisation of services