Smooth transition to one international web design system

Industry & Engineering


Aliaxis is a leading global manufacturer and distributor of (primarily) plastic tubing and fluid handling systems. Those product solutions are used in residential and commercial construction, but also applied in industrial and public infrastructure. Aliaxis is present in more than forty countries, has more than one hundred production and commercial companies and employs more than 14,000 people.

Data-integrationDesign templatesDigital strategyE-commerceLead generationOnline discoverabilityOnline toolingOrganic website visitsPIMProduct databaseSEO / SEASmart searchUI/UX designVisual idenityWeb designWebsitesWordPress


At Aliaxis they were looking for a smart way to align the new corporate identity across all company websites in EMEA (Europe, Middle-East, Asia). Indeed, it is very important to maintain control over all websites, online platforms and PIM systems built by Aliaxis companies in other countries. To ensure unity and equivalent quality among all Aliaxis websites, and most importantly, to reduce overall costs. And thus the budget required for the companies to have a new website developed for each country.


By organizing multiple discovery sessions with the different countries and mapping all needs, wants and requirements, we were able to determine the 56 most important common components and functionalities. These components were then translated into a functional and visual design, creating 28 unique page templates. The templates are fully coded, using the latest front-end techniques. The focus was on speed, flexibility, responsiveness and optimal display for desktop, laptop, tablet and mobile. To make it as effective as possible for (back-end) developers to use, all code components are documented within Brand Central, an online brand manual with design guidelines.


Aliaxis realizes a seamless transition between website (online) and print (offline) with this design system. Furthermore, there is now unity and equivalent quality among all Aliaxis websites. There is cost reduction and less budget required for each new Aliaxis website. Finally, clear guidelines now exist for all developers.

56In consultation with all marketing departments in all countries, 56 functionalities were determined.
28Those functionalities have been translated into 28 immediately usable front-end page templates.

‘This international website design system is the effort of many of our departments and companies working together with WADM. It was a very smooth process without any major challenges we faced in the run-up to the introduction. Thanks to everyone’s contribution to this project.’

Maaike Schilderman, Digital Marketing Manager EMEA at Aliaxis

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