55 websites. 14 brands. One shared platform.

Kingspan's existing Adobe Experience Manager (AEM) platform had become expensive, restrictive and difficult to maintain. Marketing teams relied too heavily on developers for everyday changes, and Kingspan wanted to put control of its websites back in their hands.

The scale of the project made things more complicated. Across 14 brands and multiple countries, the websites had very different requirements. Some needed extensive product catalogues, technical specifications and downloads, while others focused on different services, content and customer journeys. We needed a platform flexible enough to support them all, without building and maintaining separate systems for every brand.

Kingspan also wanted to improve how customers found and used its content. Making products and technical information easier to find was a priority, alongside improving website performance and ensuring content could be discovered by both traditional search engines and AI-powered tools.

Then there was the deadline. We had just nine months to get every website live, not simply to finish development. Kingspan's teams needed time to create and migrate content across different brands and markets, which meant getting the new CMS into their hands as early as possible, while we were still building it.

One platform for 14 different brands

We started with Discovery, working closely with Kingspan's teams to understand what could be shared across brands and where they needed more flexibility.

Using Storyblok and Astro, we built a shared platform with a design system that allows each brand to retain its own colours, typography and identity. Rather than creating hundreds of individual components, we focused on flexible, reusable blocks that could be configured for different requirements.

This meant websites with extensive product catalogues could use the same platform as those with much simpler needs. New features and improvements can also be shared across brands without having to develop everything multiple times.

Giving teams control over content and products

Storyblok's Visual Editor gives Kingspan's teams the freedom to create, edit and preview pages themselves, using a consistent set of components.

We built a shared product catalogue within Storyblok to manage product information, specifications and technical documents across brands and markets. The platform also supports 22 languages, allowing local teams to manage content for their audiences while maintaining consistency where needed.

Algolia provides search and filtering, helping customers find products and information more easily. Astro delivers fast, accessible websites with clean, structured HTML for search engines and AI discovery, while Netlify handles hosting and deployment.

Building the platform while Kingspan built the content

With only nine months to launch every website, we couldn't wait until development was finished before handing over the CMS.

During Discovery, we identified the components Kingspan's teams would need most and prioritised these first. We then worked in weekly sprints, releasing new functionality into Storyblok as it became available.

This meant Kingspan's teams could start creating pages early in the project. Each week, they gained access to more components and features while development continued.

Working this way required careful planning and close collaboration, but it allowed content creation, training and development to happen alongside each other. That was essential to getting all the websites ready within the nine-month deadline.

In just nine months, Kingspan and Anything launched 55 websites across 14 brands, replacing Adobe Experience Manager with a shared Storyblok platform.

Kingspan's marketing teams now have much more control over their websites. They can create and update content themselves, manage product information and launch new pages without relying on developers for everyday changes.

New brands can now be launched in days, using the existing design system, components and infrastructure instead of starting from scratch. Improvements can also be shared across multiple websites without repeating the same development work.

Moving away from AEM has simplified maintenance and removed the need for dedicated servers, giving Kingspan a more cost-effective platform that its teams can continue to develop and improve.