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Guiding users through global transitions

Created for Baker Tilly As part of ROX

Phone mockup

When a global rebrand collides with local ambition, and neither has arrived yet.

Baker Tilly Netherlands needed a website that could do more: attract clients, showcase expertise, and prove it through content that actually mattered. But while refreshing their digital presence, they found themselves caught between identities: an existing brand, a new one pending, and no instructions on how to bridge the gap.

So we built the bridge ourselves.

A redesign that honored where they'd been, hinted at where they were going, and prepared for the inevitable. The result: a modular page system spanning 1,000+ pages, a 20% lift in Dutch traffic, a 100% spike in English visitors, and a platform that let them grow without losing control.

Two employees behind a laptop
Context

Facts & Figures

Client Baker Tilly Discover Baker Tilly
Agency ROX

ROX is a digital agency located in Rotterdam that specializes in helping companies with their digital growth. Through a combination of strategic advice, polished designs and custom software development, they create web applications that are future-proof, scalable and improve work efficiency.

Discover ROX
Role UI/UX Design, Research, Strategy Support

I joined from the first client meeting and stayed through launch, shaping research (customer journey mapping, industry interviews), translating strategy into structure, and designing the full visual system and component library. The team was lean: my boss (CEO/Strategist) led discovery and strategy alongside me, while I owned all design decisions and worked closely with developers on implementation.

Delivery 2023, Updated 2025

A full year from kickoff to launch, building a system designed to evolve. When the global rebrand finally arrived in 2025, the foresight paid off: we swapped out the old-style blocks and implemented the new identity in just two days. No rebuild. No drama. Just a seamless transition that proved the strategy worked.

Jump to: Operations Hub Strategy
Situation

Creative Space

Where precision meets pragmatism, and both win.

  • A/B Testing
  • API Driven
  • Accessible Design
  • Agile
  • Branding
  • Component Library
  • Design System
  • Editorial design
  • External collaboration
  • Flexible Page Builder
  • GDPR
  • Generative Content
  • ISO 27001
  • Information Architecture
  • Interactive Prototype
  • Journey mapping
  • Laravel
  • Location based content
  • MVP
  • Motion design
  • Multilingual
  • Next.js
  • Ongoing optimizations
  • Phased launch
  • React
  • Rich motion language
  • Scrum
  • Stakeholder Interviews
  • Statamic
  • Sustainable design
  • Technical SEO
  • Typography
  • Usability Testing
  • User Interviews
  • WCAG 2.1 - Level A
  • WCAG 2.1 - Level AA
  • WCAG 2.2 - Level AA
  • WCAG 3
  • Waterfall
  • Wireframes

Baker Tilly

Our current CMS barely lets us create our own pages. No marketing pages, no new content types, not even a page using blocks the website already has. Can you build us a new, more flexible website?

We can definitely help with that. Let's sit down to truly understand your goals, strategy and funnels so we can create a website that truly helps you out.

Baker Tilly

Our work involves a lot of compliance requirements. Therefore we expect the new website to adhere to all relevant standards as well. Following legal requirements is extremely important to us.

More than happy to hear that. Glad to hear we both feel the same about these kinds of practices.

Manager

We've discussed the situation about the new international website branding with the client. They weren't aware and can't fully adopt those changes yet.

But that means we'd have to do a rebranding shortly after the website goes live. Let's create a design system that blends both styles so customers can see the transition.

Developer

Although this is a straightforward project, it's quite big in scale with over 1000 pages and a lot of flexibility. We need a clear structure if we don't want to end up redoing everything.

In that case we should work more waterfall and get clear sign-offs on things before we start developing.

Accessibility

Sanctuary of Access

Even when it's not required, we make it right.

We didn't conduct an official WCAG 2.1 AA audit, that wasn't in scope. But we built as if we had.

Color contrast met standards. Keyboard navigation worked where it mattered. States never relied on color alone. We tested with screen readers and had colorblind team members at Baker Tilly review the work throughout.

No checklist. No compliance badge. Just a refusal to cut corners when people are counting on clarity.

(Finding this a bit harder to read because of the reflection? That is exactly why contrast matters: accessibility helps everyone.)

Homepage on mobile
Accessible color usage
Strategy

Operations Hub

Where strategy becomes structure.

A great design isn't just well-executed; it's well-defended. Design criteria translate broad requirements into clear, measurable principles that guide every decision and give everyone a shared language to evaluate the work.

Without them, feedback is chaos. With them, every choice has a reason.

Outcome

Echo Chamber

The work speaks. Here's what it said.

+20% Traffic on the Dutch website +100% Traffic on the English pages

Rolled out the global rebrand in about 2 days

Wireframes
Global impact
Components overview
Location panel
Double mockup of two screen
References

Further reading

Modular & Scalable

With 1,000+ pages and a content library that never stops growing, the site needed to expand without breaking. We built a component-based system in Statamic, flexible enough to handle anything they threw at it, structured enough to maintain consistency. New pages aren't built from scratch; they're assembled from proven parts.

Brand-Agnostic Flexibility

Caught between an old identity and a new one with no guidelines, we couldn't commit to either. The solution: a modular design language where old-style blocks (black + lime green) and new-style blocks (gray + teal) never mixed, but coexisted. When the rebrand finally arrived in 2025, we swapped styles in two days. No rebuild required.

Content-First Architecture

Baker Tilly's competitive edge is expertise, proven through insights, thought leadership, and deep industry knowledge. The site needed to make content the hero, not the afterthought. We prioritized readability, discoverability, and a page builder that let their team publish without a developer.

Local + Global Balance

Part of an international network, but rooted in local offices. We built a geolocation system that surfaced nearby experts and office-specific content, making the global feel personal without fragmenting the experience.

Future-Proof by Design

We didn't know when the rebrand would land or how their content strategy would evolve. So we designed for change: modular blocks that could be updated independently, a flexible page builder that adapted to new needs, and a structure that could grow without crumbling under its own weight.

Multilingual Without the Friction

English content was secondary to Dutch, but that didn't mean it should be difficult. We built a system where multilingual support was built into the architecture: same blocks, same page builder, zero extra complexity. They could translate the entire site or just a handful of pages. The infrastructure didn't care; it just worked.