• Fragmented technology — Multiple CMS platforms and hosting arrangements created complexity and risk.
• Inconsistent brand execution — Visual identity and tone varied widely across sites.
• Operational inefficiency — Content updates had to be made in multiple places, increasing time and effort.
• Poor user journeys — Navigation was congested, with unclear signposting between corporate and subbrand sites.
• Limited conversion focus — Business-area sites lacked clear pathways for B2B lead generation.
• No single view of customer data — Making CRM and marketing automation less effective.
“We needed a single, flexible system that could serve the whole organisation — without sacrificing the individuality of each site.”
We partnered with The Crown Estate to design and deliver a unified digital estate using a single DatoCMS instance, supported by a robust design system and reusable component library.
Discovery & Insight:
• Stakeholder interviews with 14 team members across corporate and business areas.
• Tree testing with 250 participants to simplify navigation.
• Competitor review of 7+ aspirational sites to inform art direction.
• Content design sprint to prototype and test new journeys.
• Data audit to identify analytics and CRM integration gaps.
Key insight themes:
• Consistent governance and content standards.
• Flexible templates that support individuality.
• Clearer communication of The Crown Estate’s impact and values.
• Stronger B2B conversion journeys for business-focused sites.
We developed a single design system to deliver brand consistency and creative flexibility across all sites:
• Ensures cohesive experience across corporate and subbrands.
• Enables component reuse to speed up design and development.
• Meets AA accessibility standards without compromising aesthetics.
• Includes shared templates for navigation, CTAs, data capture, and onward journeys.
Art direction highlights:
• Full-width imagery for visual impact.
• Illustrations to inject brand personality.
• Rounded corners for a softer UI.
• Accessibility gradients and clear colour tagging.
• Controlled use of brand colours (Midnight and Fuchsia) for emphasis.
Technology Transformation
• Implemented a single DatoCMS instance for all corporate and subbrand sites.
• Shared component library reduces build time and cost.
• Flexible CMS controls let each site toggle functionality on/off.
• Unified content model enables reuse across relevant sites.
• Integrated with Dynamics CRM for a single view of B2B customer data.
Enhanced User Journeys
• Redesigned navigation and content flows to funnel users quickly to relevant business areas.
• Supported B2B conversion with clear CTAs, lead capture forms, and case studies.
• Improved public understanding of The Crown Estate’s role, impact, and values.
• Balanced corporate storytelling with evidence-based reporting.
Results:
• 12+ sites consolidated — All legacy sites now run on a single DatoCMS instance.
• ↓ Operational overhead — Content updates made once, reused everywhere.
• ↑ Consistency & brand control — Unified design system ensures every site reflects The Crown Estate’s identity.
• ↑ Speed to launch — New sites can be spun up rapidly using shared templates and components.
• ↑ Conversion potential — Business-area sites now have focused B2B journeys and integrated lead capture.
Looking Ahead
The unified platform provides a future-proof foundation for growth:
• New sites launched in days, not months.
• Central governance ensures cohesive evolution of content and design.
• CRM integration enables smarter marketing and relationship management.
• The design system supports continuous improvement and scalability.
