One site, two audiences, two user journeys, no wrong turns.

How do you serve two very different audiences from one site, when it isn't clear which of them the site is built for? UK Pet Food had recently refreshed its brand – modern, confident and brought to life through a distinctive illustrative style – so how the site looked was never the problem. The real issue was who the site actually served, since half its visitors were members, the pet food companies who come for legislation, data and industry guidance, yet a large part of the site, all of its consumer-facing pet care content, didn’t apply to them, while the pet owners and vets it was written for made up the other half of the traffic. With both audiences funnelled through the same structure, messaging was duplicated, important resources were buried and it wasn't obvious who any given page was speaking to.

Because the brand was already right, none of the work was about how it looks, it was entirely about structure.  We started by auditing the journey and the architecture, mapping how people moved through 200+ pages and where they lost their way. From there we built a new sitemap around the two audiences, with a clear gateway at the entrance so members and pet owners each take the route meant for them, content re-segmented into audience-led hubs and every resource given a single home so it can be found by whoever's looking for it. The site was then rebuilt to that structure, with the existing brand carried across it consistently rather than reinvented.