A Multi-Brand Website System for an Agency Group

The Challenge

An agency group with several brands has a multiplication problem: every brand needs its own presence, and every presence ties up maintenance. With one WordPress installation per brand, each design change means the same work several times over, and each brand drifts further from the others as time passes.

The starting site ran on WordPress with Elementor. What was wanted was a presence matching the positioning as a premium agency, with the load times to go with it, and one that could be reused for the sister brands rather than rebuilt for each.

One constraint weighed more than all the rest: the existing search rankings must not be lost. A relaunch that costs visibility is no progress for an agency that sells precisely that visibility.

Our Approach

The system is a Next.js application with Tailwind, rendered statically wherever possible. Content sits as MDX in the repository rather than in a headless CMS, which for a site of this size is the simpler answer: there is no second system to run, and changes go through the same review as code.

The multi-brand part lives in the design system. Layout, components and the logo system are identical across brands; what differs is the accent colour and the brand suffix, held as CSS variables. A new brand is therefore a set of tokens and content, not a new project.

For the rankings, the migration was the decisive part. The existing URL structure was carried over rather than reinvented, and the content moved across in full. That is unglamorous work, but it is why a relaunch keeps its visibility instead of having to rebuild it.

The Results

The group runs its brands from one codebase. A design change takes effect everywhere, and a further brand costs configuration rather than a project.

The approach was deliberately framed as an experiment: if a code-based frontend outperforms the WordPress installation, it becomes the standard for the remaining brands. That is exactly what the system is built for.