Challenge.
With a lean central communications team overseeing a vast global presence, Heineken faced the complexity of managing multiple creative and technical agencies across its corporate and regional websites. The result: inconsistent branding, uneven messaging, and fractured user journeys. Governance was fragmented, content management inefficient, and both corporate communications and talent acquisition strategies were held back by the lack of a unified platform.
Approach.
We set out to design and implement a centralized, scalable solution that balanced global consistency with local flexibility. The goal was to empower regional teams with autonomy, while giving the group stronger governance, streamlined operations, and a unified brand experience across all touchpoints.
Details.
We introduced a modular design system, enabling components to be built once and reused globally. A centralized platform streamlined governance, improved oversight, and still allowed for local tailoring. Enhanced UX and design consistency ensured seamless user journeys across all Heineken-owned websites. To support talent acquisition, we integrated SuccessFactors ATS, reducing candidate drop-off and increasing application conversion. The result: a future-proofed framework built for multinational scale.
- Modular design system for consistency and reuse
- Centralized governance with local flexibility
- SuccessFactors integration to optimize candidate conversion
- Seamless UX across all markets
Results.
The new framework is now rolling out across Heineken operating companies worldwide. What were once fragmented, inconsistent user journeys are now unified and on-brand, delivering a seamless experience across every region.
20 +
country sites aligned under new strategy
30 %
Increase in page views
29 %
Decrease in bounce rate