Right-Sizing the Digital Portfolio
In a global portfolio, not every brand, market, or digital experience is equal. We abandoned the assumption that every destination needs to be a high-fidelity, custom platform. Instead, we defined four tiers based on brand maturity, maintenance capacity, and traffic potential; ensuring that investment was always proportionate to business impact.
Brand Snapshot
A single page site designed for low-interest heritage brands primarily to route users to retailers or support.
Product Catalogue
A digital shelf for brands to showcase their range to prospective & existing customers.
Complexity:
Moderate
Maintenance:
Low
Example:
Requires:
Organic brand search or media investment
Content Funnel
Builds evergreen content to attract users from high-volume category and brand searches and lead them through product recommendations and retail referral.
Complexity:
Moderately High
Maintenance:
Moderate
Example:
Requires:
High volume category search & media investment
Engagement Hub
Designed for priority brands with active communities. Facilitates ongoing relationship building through dynamic content, eNewsletters, and fresh topical updates.
Complexity:
Custom
Maintenance:
Continuous
Example:
Requires:
Repeat visitation, dedicated resource & investment
Add-on: eCommerce
Empowering an eCommerce checkout for DTC brands & markets.
Add-on: Sales Promotion
3rd party partner integration of sales promotions & landing pages.
Chameleon: Scaling Execution
Defining the right tier of experience is the decision; Chameleon is the execution. We abandoned bespoke builds from scratch and crafted an accessible and performant multi-brand design system to deliver quality at scale.
A small sample of Chameleon components and patterns
From Pilot to Portfolio
We proved the value of Chameleon by strategically targeting high-impact, lean-budget brands first; demonstrating that quality and efficiency were not mutually-exclusive. This proof-of-concept secured the executive mandate for a full portfolio rollout.
Over 2x Faster
Chameleon sites were delivered in days and weeks, not months.
Over 50% Cost Savings
Component reuse drove dramatic budget savings.
60+ Net Promoter Score
Achieved an overwhelming recommendation rate from marketers.
Accessible by Design
Templates & components met and exceeded WCAG 2.2 AA standards.
The Highest Quality
Chameleon sites delivered Silktide Quality Scores >90% vs a 50% portfolio avg.
Performance-leading
Chameleon sites set Reckitt records for technical performance in Google Core Web Vitals.