Group website redesign for Crowdia: two verticals under one brand

Crowdia runs two areas with different audiences: construction, refurbishment and development on one side, and asset investment on the other. Its website told only the second.

That is not a design problem but a brand architecture one: presenting two verticals without letting them compete is a decision you take before writing a line of code.

• One brand, two narratives: each vertical needs its own voice without breaking the umbrella brand.
• Audiences that do not match: owners, architects and developers on one side; private investors and funds on the other.
• Blurry scope: without a written boundary, a third vertical could enter the project halfway through.

Redesigning before settling that produces a good looking site you have to redo the moment the company explains who it is.

We started from a brief validated with the client that fixed the brand decisions, and built the site on those decisions rather than around them.

The brief stayed a living document, which is what prevented reopenings.

Decisions before design

• Definition of the group's umbrella brand and of which legal entity is not mentioned in communication.
• Treatment of the current visual identifier.
• Definition of both verticals with their audience and their aesthetic reference.

Content architecture

• Presentation of the group with its two areas, each with its own journey and without overlap.
• Construction, refurbishment and development, aimed at owners, architects and developers.
• Asset investment, aimed at private investors and funds.
• Neither enters the other's journey, which was the condition for them not to compete.

The written boundary

• The technology vertical was explicitly left out of the project, belonging to an independent brand.
• The decision was recorded in the brief so it would not reopen mid development.

Architecture and technology

• Responsive site with a mobile first then desktop approach.
• Editorial, minimal aesthetic defined by reference, with a change log kept through development.

Learn more about branding.

The site went from telling half the company to presenting both verticals without either covering the other.

Starting point

• A site communicating only the investment vertical.
• Undefined brand architecture, with pending decisions resurfacing in every conversation.
• Scope with no written boundary.

Strategic impact

• Both areas have their own narrative and audience under a recognizable umbrella brand.
• The validated brief turned definitions into a document rather than a verbal agreement.
• Leaving one vertical out in writing kept the scope from reopening during development.
• The site was designed mobile first, where most of both audiences arrive.