Design Group is a global leader in the design and manufacture of celebrations and creative ranges, supplying many of the world’s biggest retailers and selling over a billion products each year.

Listed on the AIM market of the London Stock Exchange, the group’s previous website focused primarily on delivering regulatory information to investors, but failed to showcase the people, products, and impact of the group.

The lack of storytelling and human connection made the website feel detached from the special moments made possible by Design Group’s products – like Christmas crackers, greetings cards, gift wrap, and more.

The old site also neglected other visitor groups, like existing and new employees, retail customers, and the consumers who use Design Group’s products everyday.

Once the new Design Group PLC website was live, the Group’s local companies in the United States, UK, Europe, and Australia also needed new websites to match.

The Solution

We designed and developed a new website on WordPress, with a complete visual and functional overhaul:

Parent-child theme structure – We designed the site using a flexible parent-child theme system. The parent theme controlled key design and branding elements, ensuring consistency across all local websites. It also included global content blocks, so any section from one page could be reused elsewhere without extra development. Child themes allowed regional teams to customise visuals while keeping the core brand intact. This made launching new sites faster and more cost-effective.

Human storytelling – Custom photography and videos highlighted the people and products behind Design Group.

Stronger brand identity – A refreshed colour palette, bolder fonts, and a more dynamic layout made the site visually engaging.

Seamless user experience – A strategic UX approach ensured that all stakeholders – investors, employees, customers, and consumers – could easily find what they needed.

Editorial-led content – Rather than a static ‘news’ section, stories were woven throughout the site, appearing dynamically alongside relevant topics. When discussing sustainability, for example, sustainability stories followed. When referencing local companies, their latest updates appeared in context. This approach brought Design Group’s strategy to life, showing real-world progress towards their goals.

Improved accessibility – Clearer messaging and well-structured content made information more digestible for all audiences.

The Outcome

The new website is a far more effective platform for Design Group. It maintains essential investor tools – such as RNS downloads, live share price updates, and interactive financial reports – while presenting a much richer picture of the company.

Stronger investment proposition – The site now clearly demonstrates Design Group’s place in the world and how its products contribute to special moments.

Better employee engagement – Staff can now see updates and activities from across the global business.

Improved customer confidence – Retail partners can explore Design Group’s capabilities and offerings more easily.

Enhanced consumer connection – The brand now feels human and relatable, making it easier for consumers to understand and connect with the company behind their favourite products.

By blending storytelling with essential corporate content, we helped Design Group build a website that truly reflects its purpose – making everyday moments special.