Headless website as a global brand presence for lead generation

Phoenix Mecano's existing digital presence offered the potential for design standardization and more targeted lead generation. However, the company's limited technical infrastructure was reaching its limits. In an international context especially, it lacked consistent structures, scalability, and clearly defined digital brand management.

Therefore, together with TOWA, Phoenix Mecano initiated a comprehensive reorientation with the goal of creating a future-proof platform that seamlessly combines technology, brand identity, and user experience.

At the start of the project, the international project team and global marketing management came together for a kickoff workshop. The goal was to develop a shared vision for Phoenix Mecano's digital future and establish a pilot project that would set standards within the group.

Based on the requirements of brand management, user experience (UX), and technology, TOWA developed a forward-looking concept that included:

• Headless CMS architecture for scalability and performance

• End-to-end user journeys for increased conversion and efficiency

• A modular structure for future features, sub-brands, and markets

• Digital development of the brand presence

The Phoenix Mecano website was created using Storyblok, a headless CMS, and Nuxt 3. It features an intuitive interface, a modular content structure, and high scalability.

The component-based content structure

A centralized content module system maps all page types, modules, and layout variants, offering visual editing and technical consistency. This allows for the efficient, brand-compliant rollout of new pages, markets, and language versions.

Centralized control. Local freedom.

The CMS is designed so that countries and sub-brands can be managed in a central system with individualized content, clear roles, and a uniform technical foundation.

Based on the needs of target groups, we developed a UX concept with clear navigation, responsive layouts, and accessible structures for quick orientation, relevant content, and high usability.

Art direction and visual development

The existing brand identity was transformed into a modern design language. Technical precision meets design clarity to form a digital foundation for the umbrella brand and sub-brands.

A modular design system ensures maximum scalability.

The central Figma design system consistently maps all UI components, colors, typography, and icons. This system enables scalable further development across brands, regions, and future touchpoints.

Automated Product Data Import

Product data from all subcontractors is delivered in a uniform format and is automatically processed in the CMS. It is then dynamically displayed in the front end, including variant logic and query options. This creates a scalable, low-maintenance product information system.

SEO/GEO and Tracking Infrastructure

An international SEO/GEO strategy with country-specific keyword sets, structured page architecture, and GDPR-compliant tracking ensures visibility and performance.

Scalable Hosting

Serverless hosting in the cloud combined with edge CDNs enables fast loading times and dynamic scaling during peak loads while minimizing maintenance setup costs.