ADM

One company, two hundred countries.

Client: ADM
Discipline: Global digital transformation
Role: Design Director
Year: 2022
Platform: Web, 200+ countries
Responsibilities: Strategy, content audit, IA, design system, UI direction

Problem: Years of independent growth had left a digital estate across 200+ countries with fragmented content, competing navigation and sprawling child sites that no structure could hold together.
My role: Design Director. Content audit, future-state information architecture, the design system, and UI direction across the corporate site, the product brands and the regional sites.
Key decisions: Build a content model that survives translation, so every market shares one foundation while keeping local relevance, and define the site in atomic components rather than page designs.
Result: One architecture and one reusable component set in place of a sprawl of independently grown sites, with the child brands brought onto a shared platform.

3,000+ → <1,000pages after consolidation
12page templates
60+child sites brought in

Overview

A global food and nutrition business whose digital estate had grown faster than any structure could hold. We audited it, restructured it, and built the system to keep it coherent.

The challenge

Scale had become the problem.

Years of independent growth created fragmented content, competing navigation, and sprawling child pages. We built a unified strategy to bring every market into one cohesive experience.

What was difficult. Every brand and region had grown its own site, its own navigation and its own idea of what a page was. What we decided. Audit the whole estate before proposing a structure, so the argument rested on what existed rather than on taste. Why it mattered. It made the scale of the duplication visible, which is what justified consolidating it.

One Major Opportunity

A content model that survives translation. We needed to reimagine the entire sitemap. The new structure gave every market a shared foundation while preserving local relevance.

What was difficult. A single global structure tends to erase local relevance, and local autonomy tends to erase the structure. What we decided. Design the sitemap around a shared spine with explicit language and region variants on each branch. Why it mattered. Markets could keep what was genuinely local without forking the architecture to do it.

What I led

Content audit. Catalogued the estate across the corporate site, the product brands and the regional sites to establish what actually existed before proposing what should.
Information architecture. Designed the future-state sitemap, including how each section carries its language and region variants.
Design system. Used atomic design to define the building blocks, so 60+ child sites could be served by twelve templates instead of their own designs.
UI direction. Set and held the visual language from the home page through insights, products and careers.
Cross-market alignment. Kept a single shared foundation defensible against the pull toward local exceptions.

Architecture

With a content strategy and site structure built to bring child brands together, we moved into wireframing, using atomic design to define the new site’s building blocks.

What was difficult. Sixty-plus child sites cannot each receive bespoke design. What we decided. Work in atomic components and resolve the estate into twelve templates. Why it mattered. Pages nobody drew still come out consistent, which is the only way a system this size stays coherent.

The outcome

Over three thousand pages were consolidated to fewer than a thousand, and more than sixty independently grown child sites were brought onto a shared platform. Twelve templates and one component set now carry the estate, so a new market or product launches from the same foundation instead of starting another site.

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