A merger of three legacy websites of the London’s Waste & Recycling Board to create a single, new, inspiring platform, ReLondon.
The brief
ReLondon is a partnership of the Mayor of London and the London boroughs to improve waste and resource management and transform the city into a leading low carbon circular economy. It promotes the circular economy to Londoners and emerged from the former London Waste & Recycling Board, which consolidated, reorganised and rebranded as ReLondon in 2021.
ReLondon required a dynamic new digital home, offering an enjoyable and accessible user experience to a much wider audience. Content needed to be brought together from several legacy sites, aimed at multiple audiences to inspire new and returning visitors to join this green movement.
The challenge
To repurpose a large amount of content from three legacy sites, merge into one site and align it to new digital architecture, re-envision the content strategy, migrate data, and place SEO at the heart of the process. Sign-off was required from numerous stakeholders with different audiences and priorities at regular intervals, so exhaustive checklists were needed to maintain valuable rankings and ensure that existing audiences from legacy sites were not lost.
Our role
We oversaw the delivery of the project, created a new digital strategy, alongside ReLondon’s in-house team and our branding partner Brand Ethos. We developed a detailed delivery plan to merge the websites, and redesigned a conference website. The intricacy of the task – multiple websites and stakeholders, complex data migration – required meticulous project management and regular communication checkpoints with team members. This guaranteed a successful outcome.
The outcome
A bright, optimistic website that seamlessly brings together ReLondon’s messaging to its distinct audiences. The digital architecture we developed, together with the imaginative new content strategy has given ReLondon more opportunities to feature inspiring online guides, podcasts, talks and reports. Improved site navigation makes it enjoyable to explore. It’s been a hit with the stakeholders who believe the new website resonates with their respective audiences, and articulates the ReLondon mission with renewed clarity to many more Londoners.
