The challenge
A national investment authority promotes economic opportunities across sectors to attract global investors, business owners, and entrepreneurs. The existing digital presence offered a single undifferentiated experience — unable to surface relevant incentives, sectors, or success stories based on audience type. The platform needed to serve distinct user groups with tailored content while maintaining a unified institutional narrative aligned with national economic strategy.
Our mandate
We were engaged to redesign the platform experience around persona-based user journeys and a structured content architecture. The work covered audience research, journey mapping, content tagging logic, landing page design, and a scalable CMS infrastructure for rapid editorial updates. The goal was to establish a digital experience that directs each audience group to relevant investment opportunities with precision and clarity.
What we delivered
Persona-based journey architecture
Distinct user flows directing investors, business owners, and entrepreneurs to customised landing pages based on audience profile
Content tagging and personalisation engine
A structured tagging system surfacing relevant incentives, success stories, and sectors across the platform based on user context
Institutional narrative and tone framework
A cohesive voice and messaging structure aligned with national economic strategy and investor communications standards
Scalable editorial infrastructure
A CMS architecture designed for rapid content updates and new programme launches without engineering dependency