The Challenge

Following Fuller’s strategic separation from the brewing business to focus on its Pub & Hotel operations, the corporate website (fullers.co.uk) needed to evolve beyond a brochure site into a functional discovery platform — surfacing Pub, Hotel, “What’s On” event, and function-space finder journeys for a brand-aware audience — while still accommodating competing requirements from Corporate, Investors, and Franchise/recruitment stakeholders, each treating their section as equally business-critical.

The Outcome

The live site (checked Aug 2026, ~3 years after launch) still reflects this exact structure: four primary consumer finder journeys in the top-level navigation, with Corporate/Investors/Franchise content present but deliberately subordinated to secondary/footer navigation — evidence the IA decision resolved the stakeholder conflict durably rather than just at launch.

The Approach

Shaped the information architecture and design direction for the redesigned corporate site, establishing a primary navigation built around four consumer-facing “finder” journeys (Pubs, Hotels, What’s On, Plan an Event) as the site’s core purpose. Managed competing internal stakeholder requirements (Corporate, Investors, Sustainability, Media & PR, Franchise recruitment) by deliberately subordinating them into secondary navigation rather than letting them dilute the primary consumer journeys — requiring sustained stakeholder management to keep departmental owners aligned within a single design system that remained buildable by the Sitecore development partner.