Powering Post-Merger Growth with a Scalable Digital Strategy

Solenis tapped Godfrey to lead the web integration alongside the major branding initiative that would unify the two companies. We’d supported Solenis during previous website refreshes, and we understood the scope of this project would require a far bigger, more multifaceted approach. Combining deep strategic insight, technical expertise and creative innovation, we built a plan to merge the two digital ecosystems into a cohesive platform that reflected the newly expanded brand, elevated the user experience and met global compliance standards.

Create a Strong Strategy and Unify Brand Architecture

Grounded in a sustainability-focused messaging framework we developed for the brand integration, our team established clear brand and product hierarchies to guide digital integration and set the stage for growth. An endorsed brand strategy preserved the Diversey name where Turning a Global Merger Into a Seamless Digital Transformation legally required and strategically valuable, while unifying the overall experience under the Solenis brand.

Build a Scalable, Unified Web Ecosystem

Consolidating 100+ Diversey websites into solenis.com required a scalable, future-ready solution. We used detailed content mapping and a streamlined architecture built on the existing Solenis Optimizely framework to guide site migration. This allowed our team to improve scalability and efficiency — and shed years of technical debt.

A major challenge was solving for Diversey’s dozens of country-specific websites. Instead of a complex country-by-country structure, our technical team opted for a streamlined, language-based approach. This strategy expanded solenis.com’s language support from six sites to eighteen, preserved regional relevance and created brand and user consistency, all without the burden of managing dozens of separate country sites.

Power the Brand Refresh with Streamlined Digital Management

As our creative team reimagined solenis.com to bring visual cohesion to the consolidated website, we also needed to streamline and simplify ongoing website management. For example, the legacy Diversey team was accustomed to highly detailed site management, and our goal was to empower them with that level of control on the new platform. Our solutions allow the newly unified brand to easily maintain and scale the website, giving them more time to focus on strategic priorities. Key changes included:

• Building import & tagging tools to accelerate content migration and organization.
• Using AI to automatically produce alt-text, saving the Solenis and Diversey teams countless hours of manual writing for thousands of images — time which they could focus on other critical tasks.
• Implementing compliance updates to standardize cookie and privacy policies, aligning with GDPR and global regulations.

Drive Global Alignment & Set the Stage for Digital Growth

Acting as an extension of the Solenis team, we collaborated with stakeholders from both brands to drive alignment across strategy, design and execution. Tools like Figma and Miro enabled transparent, real-time collaboration, from site prototyping to content mapping to project updates. We also provided hands-on CMS training and helped their teams establish roles to ensure clear governance and empower them to maintain consistency and scalability for years to come.