The Challenge
Following Fuller’s strategic separation from the brewing business to focus on its Pub and Hotel operations, the corporate website 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 and recruitment stakeholders, each treating their section as equally business-critical.
The Outcome
The live site, checked around three years after launch, still reflects this exact structure: four primary consumer finder journeys in the top-level navigation, with Corporate, Investors, and Franchise content present but deliberately subordinated to secondary and footer navigation, evidence that the information architecture 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 and 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 development partner.
