Case study · Group architecture
Five sectors, one legible group
A diversified international group read online as five unrelated companies. We gave it a structure where each business stands on its own and still belongs to the group.
- Client
- Arsalani Holding
- Sector
- Diversified international holding
- Our role
- Information architecture, group site, brand direction
- Year
- 2026
The problem
A holding company has a structural communication problem: the thing it is selling — coherence across several businesses — is exactly the thing a collection of separate company sites cannot show. Partners arriving at one company learn nothing about the group's weight behind it.
The opposite failure is just as common. A group site that flattens everything into one generic corporate voice makes each individual business less credible to the buyer who came for that business specifically.
Structure before copy
We organised the site around five sectors, and the portfolio companies inside each of them. That gives the group two readings at once: a partner can see the breadth at the top level, and drill into a single business without leaving the group's context.
The architecture also does the routing work. Traffic arriving with a sector-level interest lands on the sector, and traffic arriving for a named company goes straight to it — rather than everything funnelling through one homepage.
A brand direction that holds across five businesses
The visual and verbal system had to be recognisable at group level while leaving room for businesses that serve genuinely different markets. The result is a shared frame — typography, layout logic, tone — that individual sectors sit inside rather than fight against.
Stack
- Sector-and-company information architecture
- Group-level brand and design system
- Static and fast
What was delivered
- A group-level presence that supports partner conversations.
- A structure that routes traffic down to the right portfolio company instead of pooling it at the top.
- A brand frame each business can sit inside without losing its own market credibility.
Several businesses, one story to tell?
Group structure is an architecture problem before it is a design problem. Tell us how your businesses relate.