Spread the Story: Building a Scalable, Emotionally-Rich Platform for Argeta

Before diving into discovery, we onboarded through a review of materials previously created by the client and their marketing agency Luna \TBWA. This included presentations, early strategy inputs, and initial content considerations. Alongside these documents, we held a series of discussions with the client team to clarify the context and understand the thinking behind prior work.

This helped us grasp the scale, complexity, and expectations of the project. It also gave us a starting point to define our own scope—what could be reused and what still needed to be shaped. With responsibilities aligned and ways of working established, we kicked off the collaboration on clear terms and shared expectations.

After onboarding, we moved into a discovery phase that began with market research and exploration of key competitors and best practices in the sector. This helped us understand Argeta’s position, what users expected, and how digital experiences were evolving in this space.

To go deeper, we planned and facilitated two workshops—each delivered in two parts—focused on understanding two distinct user types: those in Argeta’s core Eastern markets and those in newer Western markets. In each session, we mapped what these users already knew about the brand, what they needed from the website, and how their local context influenced expectations.

From these workshops, we defined clear personas and outlined specific content needs and functionalities for each. The differences between user groups could be addressed with minimal structural divergence, making it possible to support both within a unified experience.

The UX process translated discovery insights into structured flows tailored to two key personas—users from Argeta’s established Eastern markets and those from less familiar Western regions. Although their brand familiarity and content expectations varied, we found that their needs could be addressed through subtle content shifts and slight adjustments to landing structures. This allowed us to maintain a unified design and development system without introducing complexity or additional cost.

We started with mobile-first wireframes focused on storytelling, product exploration, and brand trust. These evolved into desktop layouts, all built on a modular structure informed by a shared information architecture.

Each prototype phase was reviewed with the client, iterating from landing pages to deeper product and brand content. User testing followed, with participants completing tasks like locating product lines, understanding brand messages, and exploring purchase options.

Testing confirmed that the core UX approach worked across both user groups. Feedback pointed to only minor improvements—mostly around naming and specific UI placements. The minimal changes needed validated our design direction and ensured a smooth transition into visual execution without rework or cost overruns.

Visual direction was led by Damijan Penič from Higroup, with CNJ supporting both the client and designer as technical facilitator. From the earliest layouts to the final interface elements, we collaborated closely to ensure the creative ambition aligned with technical feasibility and performance goals.

While Damijan shaped the visual identity, our role was to provide proactive feedback on interaction logic, layout behaviors, and component flexibility. We worked to align animations, structure, and system constraints, ensuring the designs could scale seamlessly across breakpoints and market variations.

This ongoing exchange allowed us to refine elements early, reducing implementation overhead without compromising visual intent. By staying deeply involved throughout, we helped deliver a UI that is expressive, maintainable and fully aligned with Argeta’s global strategy.

With a strong visual emphasis and interaction-heavy design, frontend development required precise optimization for responsiveness, performance, and cross-browser compatibility. From animated transitions to fluid layouts, we ensured the experience stayed smooth across all device types.

Behind the scenes, we migrated content from a large WordPress system and architected a CMS solution capable of supporting over 20 markets—and even more language versions, as some regions require multiple variants due to local regulations. We selected Statamic for its flat-file architecture, flexibility, and strong support for modular content. This enabled us to implement a fully component-based page builder where editors can freely stack elements, apply animations, and manage layouts directly in the CMS—without relying on developers.

Despite powering over 2,500 unique pages, the system deploys in under a minute. Components are modular and reusable, allowing fast rollout of campaign pages and new content formats. The result is not just a high-performing website, but a scalable content engine tailored to support Argeta’s evolving global marketing needs.