Creating a unified digital identity across BOWMAN International and six divisional websites.
BOWMAN International had multiple websites representing different divisions of the organization.
Each website had its own name, visual identity and design, which made it difficult for customers to understand that the individual businesses were part of the wider BOWMAN International group.
The project focused on creating a unified digital ecosystem where the main BOWMAN International website and six divisional websites could maintain a consistent brand identity while allowing each division to present its own content, services and business information.
- Location :UK
- Project Type :Multi-Website Digital Platform
- Duration :13 Months
The Challenge
The existing digital presence consisted of multiple websites with:
- Different identities and visual styles
- Separate domains
- Different website experiences
- Limited visibility of the relationship between the divisions
- Different content and services across the businesses
The key challenge was to create one recognizable BOWMAN identity without removing the individual identity and business purpose of each division.
Core challenge
How could we connect six divisional websites under one BOWMAN identity while allowing each business to maintain its own content, services and customer experience?
My Role
Project Manager – End-to-End Digital Delivery
I managed the project from initial planning and strategy through development, testing, launch and ongoing optimization.
My responsibilities included:
- Managing communication with key client stakeholders
- Weekly communication with BOWMAN International leadership and the Marketing Manager
- Understanding business requirements across the different divisions
- Defining the overall project strategy with the delivery team
- Planning the structure of the multi-website ecosystem
- Coordinating development, design, content, SEO and infrastructure teams
- Managing project requirements, dependencies and delivery
- Coordinating testing and deployment
- Managing the successful launch of the websites
- Continuing to coordinate maintenance and SEO activities after launch
Digital Platform Strategy
The key recommendation was to move from a collection of disconnected websites towards an umbrella digital platform approach.
The proposed structure consisted of:
BOWMAN International
A central website representing the overall group and providing a clear understanding of the organization and its divisions.
Six Divisional Websites
Each division retained its own domain and business-specific content while following the same overall BOWMAN visual identity.
Unified Brand Experience
The websites shared:
- Consistent branding
- Similar visual language
- Consistent look and feel
- Connected navigation
- Clear relationship with the main BOWMAN International website
At the same time, each division could maintain its own:
- Content
- Services
- Business information
- Relevant customer-facing messaging
Customer Journey & Navigation
An important part of the solution was making it easy for customers to understand the relationship between the different websites.
We introduced clear connections between the main BOWMAN website and the divisional websites.
Users could move between the group website and individual divisions through the website navigation, making the overall structure easier to understand.
This created a balance between:
One BOWMAN identity → Multiple specialized digital experiences
Project & Stakeholder Management
The project involved continuous coordination between multiple stakeholders and teams.
I communicated regularly with:
- BOWMAN International leadership
- Marketing Manager
- Client stakeholders
- Development team
- Design team
- Content team
- SEO team
- Server / infrastructure team
I managed the project strategy and delivery while ensuring that requirements from the different divisions were understood and translated into actionable work for the delivery teams.
End-to-End Delivery
The project covered the complete delivery lifecycle:
Requirements → Strategy → Planning → Design → Development → Content → SEO → Testing → Deployment → Launch → Maintenance
I coordinated the different teams throughout the process and managed the dependencies required to bring the multiple websites together as one connected digital ecosystem.
Following the successful launch, the relationship continued into website maintenance and SEO, where I also coordinated the ongoing SEO activities.
Outcome
The multi-website platform was successfully delivered and launched.
The new approach created a more consistent BOWMAN digital identity while allowing each division to retain its own business-specific content and services.
Key outcomes
- Six divisional websites connected under one BOWMAN identity
- Consistent visual language and brand experience
- Clear relationship between the group and its divisions
- Individual websites retained their own content and services
- Improved navigation between the websites
- Successful end-to-end project delivery
- Ongoing maintenance and SEO engagement
- Positive feedback from the client
The client was particularly pleased with the final result and the successful rollout of the new digital ecosystem.