One North client BRG honored in 27th annual Communicator Awards
By Tanya Lord
BRG
Building on Success: BRG’s Evolving Digital Presence
Services
User Experience (UX)
Technical Consulting
Content Strategy
User Research
Digital Strategy
Website & Product Design
Managed Hosting & Support
Global consulting firm BRG sought to continue its work with One North to evolve and modernize its website.
The project initially focused on specific enhancements before moving into a fuller strategic collaboration. Through a series of workshops, the team developed a comprehensive strategy to address key areas of improvement including:
Content strategy: Shifting how BRG shares its stories and displays its areas of expertise consistent with its business philosophy — Intelligence That Works — was critical. More than a tagline, the phrase embodies the essence of how BRG operates and is the driving force behind everything the firm does. Content needed to follow suit, highlighting BRG’s commitment to delivering actionable insights.
BRG’s “People Story:” Further prioritizing BRG’s people in the content hierarchy, the site needed to feature the firm’s experts and professionals more prominently. Showcasing the individuals behind BRG’s success helps highlight expertise, demonstrate culture, and creates touchpoints that invite users to engage directly.
Page-level hierarchy and structure: Focus was placed on organizing content to elevate thought leadership. Refining the content hierarchy and prioritizing simplicity and ease of navigation now brings more visibility to experts and facilitates visitor engagement throughout the site.
Visual storytelling: Leveraging impactful visuals and aligning content with BRG’s refreshed brand and contemporary design trends helped create a more engaging experience that captures and retains the attention of key audiences.
A Modernization Roadmap
The modernization of BRG’s website extends beyond visual improvements, emphasizing strategic enhancements in lieu of a complete redesign. The refresh introduced significant, yet targeted, changes while preserving the site’s fundamental structure. The updates include a refresh of essential templates across the homepage; Industries, Services, Insights, and People detail pages; and several landing pages, including News, Insights, and Services, which enhance the site’s overall functionality and appearance. Additionally, BRG’s thought leadership magazine, ThinkSet has been seamlessly integrated into the main site, streamlining content delivery.
Aligning with Business Evolution
As BRG’s business direction evolved, so did the need for the firm’s digital presence to reflect these changes. The website’s taxonomy has been restructured to align with how users understand and interact with the website, ensuring the content is relevant and accessible. Improvements to the site’s optimized page hierarchy and structure offer a more intuitive and user-friendly experience while elevating BRG’s thought leadership and expert presence. The content hierarchy was strategically updated to amplify the visibility of insights and key experts. Additionally, new and modified page components were introduced to support BRG’s broader goals, featuring consistent marketing and branding messages. These improvements reflect the “People Story” by offering more direct and accessible ways for audiences to connect with experts. The site’s visual design was also refreshed, incorporating design elements that align with BRG’s brand while supporting ongoing growth.
Expanding the Global Story
With its international presence continuing to expand, BRG partnered with One North to enhance the site’s regional and office pages. The previously separate regional subsites were reimagined as a unified Locations system, designed to reflect BRG’s global expertise. This established a cohesive global identity while enabling each region to showcase its unique strengths, areas of focus, and capabilities. Additionally, the enhancements improve the user experience for international clients through the introduction of language navigation and localized content where appropriate.
Enhancing the Careers Experience
In alignment with BRG’s talent strategy, the team implemented a flexible and engaging Careers section designed to highlight the firm’s distinctive culture and support targeted recruitment goals. Following the strategic and design phases, BRG and One North developed a versatile new Careers page template. The updated experience now better showcases BRG’s unique culture and supports targeted recruitment initiatives.
Explore examples like the Careers overview, How We Work, BRG on Campus, Early Careers, Experienced Professionals, and Global Careers to see the flexible template in action.
Balancing Uniqueness with Consistency
The design strategy for this project required balancing the distinct content needs of ThinkSet magazine with the cohesive brand experience across BRG’s digital presence. To achieve this, visuals unique to ThinkSet have been developed, ensuring they maintain a strong connection to BRG’s overall brand identity while standing out in their own right. The site’s key brand elements, like the dot grid and typography, were preserved but updated with a modern touch that aligned with the firm’s refreshed visual language. This integration guarantees a consistent user experience across both new and existing elements of the website.
Our refreshed website demonstrates our commitment to efficiently highlight the insightful and inspiring thought leadership and stories which help our clients and our people thrive. Partnering with One North once again brought us fresh perspectives and deep expertise which has improved user experience and helped increase traffic and engagement across key areas of the site.
A Commitment to Continuous Improvement
This collaboration is a testament to BRG’s dedication to continuous digital evolution. This forward-thinking and proactive strategy ensures the firm’s digital presence remains a dynamic reflection of its ongoing growth and success — and is connected to the ever-changing needs of the firm’s audiences.
By the Numbers
22 %
Increase in traffic to the homepage 40 %
Improvement in engaged sessions since launch 43 %
Growth in total users 31 %
Pageviews from North America 70 %
Increase in users from Europe 40 %
Increase in users from North America
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