Multi-Brand Website Strategy & Design
At a Glance
Client: SKF Group
Role: Website Design, Content Strategy, Responsive Design
Year / Duration: 2025 / 2 mths
Reporting to: CEO
Collaborators: 1 UX Designer
Skills:Visual Direction, Wireframing, Custom CSS
Tools: Elementor, Figma, Adobe Photoshop, Adobe Lightroom
Context
Client Profile
SKF Group unites multiple companies under one umbrella, building on an established operating history while expanding into new entities. With work across the United States, Eastern Europe, and Central Asia, the group spans electrical contracting for commercial projects, construction and logistics support, and capital solutions that prepare projects for successful funding.
Opportunities
As SKF Group expanded its structure to include multiple companies operating across different regions and service lines, there was an opportunity to establish a clear and cohesive digital presence. The focus was on articulating how each entity operates independently while reinforcing a unified group identity that supports global growth and cross-sector collaboration.
Business Goals
The goal was to design and build a structured website ecosystem that clearly presents each company’s role while reinforcing a consistent group identity. The websites needed to support global positioning, improve clarity for partners and clients, and establish credibility across commercial, infrastructure, and investment-focused audiences.
Empathize
Market Landscape & Positioning
To inform the strategy, I reviewed a set of comparable group organizations and affiliated companies operating across similar service domains. The analysis focused on how these companies position their content, express their visual language, represent services, and communicate strategic intent. Rather than evaluating performance, the goal was to identify recurring patterns, gaps, and trade-offs in how complexity is communicated across multi-service organizations. These insights helped define a clear direction for balancing professionalism, clarity, and depth while avoiding overly technical, sales-driven, or fragmented approaches.
Ideate
Design Direction & Refinement
This phase centered on establishing a cohesive visual direction through a set of design iterations developed with the client to align on styling, hierarchy, and tone. I owned the end-to-end execution, translating early preferences into a consistent visual system across layouts, typography, spacing, and image treatment. In parallel, I wrote all supporting copy to match the visual language and ensure the messaging felt clear and intentional across each company. Visual assets were curated and produced to reinforce credibility without oversharing, including on-site office and employee photography to bring real context into the experience. Each iteration refined the balance between polish, readability, and a unified group identity.
Brand Style Guide
· Lettermark ·
· Core Mission ·
Delivering integrated, scalable, and sustainable solutions that strengthen industries, support regional development, and connect markets across borders. We focus on impact-driven, sustainable projects guided by innovation solutions and strategic insight.
#1A1A1A
#E9E9E9
#F5F5F5
#FFFFFF
· Typography ·
Playfair Display
Heading
Lexend Light
Body: Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
· Iconography and Visuals ·
Release Overview
Homepage
About Company
Services and Divisions
Group Companies Overview
Office Locations
Contact Page
Reflections
Working on an evolving corporate identity within a group structure presented an opportunity to think holistically about scalability, not only in design and content but also in language and accessibility. Leading the process end-to-end strengthened my ability to balance tone of voice, visual direction, and structure while accounting for multilingual requirements across regions. To support this, I implemented cost- and effort-efficient translation workflows that allowed the content to scale without adding unnecessary operational complexity. The iterative nature of the project reinforced the importance of building clear, flexible systems that align stakeholder expectations with long-term usability and best practices.