WPP’s website presented a large volume of content, but lacked the structure needed to make it accessible and meaningful. Information was dense, navigation unclear and the hierarchy didn’t support how users explored the organisation, its work and network.
Where it didn’t work
The site relied on inconsistent layouts and full-bleed visuals that made content harder to scan and prioritise.
As content grew, this lack of structure reduced clarity and made the experience feel heavier than necessary.
The redesign introduced modular layouts, improved hierarchy and clearer content grouping to create a more navigable and scalable experience
A modular UI system was created to standardise navigation, typography, components and publishing patterns across multiple page types
Restructuring the experience
The work focused on introducing a modular system to organise content more clearly across the site.
Layouts, navigation and page structures were redesigned to create predictable patterns, improve hierarchy and support more intuitive navigation.
Reusable components and refined spacing improved content readability, while bringing more consistency across pages and allowing the system to scale more effectively.
Making content discoverable
The new structure improves how users explore content, making WPP’s work, network and thinking more accessible.
It creates a more coherent and consistent experience across the site, supporting both usability and brand clarity.
The hero system was designed to support multiple storytelling needs, such as campaigns, announcements or company messaging
Different page types, from listings to articles, follow consistent layout patterns, creating a more predictable browsing experience
