Descartes

MacroPoint, Aljex, and Visual Compliance each had an established presence, but their websites no longer reflected the sophistication of the businesses behind them. The task wasn’t just to redesign three sites — it was to build a coherent family of digital identities whilst preserving what made each brand distinct, all within a CMS environment their marketing teams could manage independently.

MacroPoint came first, establishing the design language, UX approach, and WordPress CMS framework that would carry across the family. The key insight was that visual consistency across sub-brands needed to coexist with meaningful differentiation — each brand serving a different audience with different content needs. That foundation made the subsequent Aljex and Visual Compliance projects faster, more focused, and coherent from the start.

For MacroPoint, we introduced a new design language across around 40 pages, tightening content for clarity and engagement, with bounce rates guiding UX decisions throughout. Aljex called for a more open, structured layout drawing on freight aesthetics — including a customisable backend generator allowing the team to modify layout, colours, and content sequence independently. Visual Compliance, with its depth of regulatory content and educational resources, required a more complex architecture: close collaboration with the client produced sharp, clear copy alongside a design that integrated the broader Descartes family identity whilst giving Visual Compliance its own distinct presence.

Three sub-brand websites launched within a year. MacroPoint saw an 18.1% increase in conversion rate and a 21.65% drop in homepage bounce rate in the twelve months following launch. Training sessions, QA processes, and ongoing support ensured smooth handovers across all three brands.