Adecco – Digital

Challenge

Aligning 65 global websites to a new brand, without disrupting performance

When Adecco evolved its global brand around “Real Work. Real People.” its digital estate posed a significant challenge: 

• 65 global websites. 
• Tens of thousands of pages. 
• Multiple markets. 
• High-volume traffic. 
• Revenue-critical conversion journeys. 
  

The website wasn’t just a marketing channel. It was the engine of the business, driving candidate applications, client acquisition and daily operational activity across the world. 

At the same time, Adecco was in the middle of a major transformation program: centralizing its web infrastructure onto a single enterprise. It was a multimillion-dollar initiative focused on standardization, governance and long-term scalability. 

Against that backdrop, the challenge was clear: help align a global digital design system to a new brand vision, working within the constraints of a tight deadline, complex technical infrastructure, and strict commercial performance requirements. 

There was no appetite for disruption. Brand could not compromise conversion. Ambition had to meet reality. 

Approach

Pragmatic design intent at scale


All markets were working from a shared component-based system with the same “Lego bricks” across regions, built in Figma and deployed through Adobe Experience Manager (AEM). 

Our role was to provide clear design direction that could live within those boundaries. 

We defined the digital expression of the evolved visual identity. 

• Suggested refinements to existing UI components to better align with the new brand. 
• Developed design intent across key high-impact pages and hero templates. 
• Introduced improvements to narrative flow and user experience: simplifying language, strengthening hierarchy and making pages more direct and confident. 
• Recommended experience enhancements aligned to the new brand tone. 
  

Crucially, every recommendation was balanced against feasibility. 

Adecco assessed what could and couldn’t be implemented within agreed timelines. This required close alignment between marketing, product, digital and platform teams, ensuring that ambition matched operational reality. 

This required intelligent calibration to inject enough brand resonance into a complex enterprise system, without destabilizing it. 

Impact

Stronger brand presence. Protected performance 


The goal was alignment, not reinvention. 

The evolved digital expression: 

• Brought consistency across the global website. 
• Increased visual confidence and brand coherence. 
• Simplified page flows to make content more engaging and effective. 
• Strengthened narrative clarity without compromising usability. 
• Maintained conversion performance across revenue-driving journeys.
   

The website is both marketing and product. It drives enormous volumes of traffic and customer interaction daily. Protecting that performance was non-negotiable. 

The result is a digital ecosystem that now reflects the evolved brand, while remaining commercially robust.
 
As the centralization program progresses and the platform matures, the brand and digital experience will continue to evolve together, balancing long-term ambition with operational reality.