Redesign of the website of an ecosystem of marketing agencies to translate a new positioning

Context

Virtuology is a European group founded in Brussels, specialising in digital marketing, e-commerce, and AdTech. Structured as an ecosystem of agencies and tech companies, the group brings together multiple expert entities — media, marketplace, social, digital recruitment, development, and proprietary solutions — to drive performance and digital transformation for brands.

Virtuology recently completed a strategic rebrand and asserted a new positioning:
“AI-Driven Ecosystem for Marketing, E-Commerce and AdTech.”

This shift required a fundamental evolution of its digital presence.
The existing website was no longer aligned with:

• the new art direction,
• the vision carried by the group,
• nor the true complexity of its operating model.

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The website therefore had to be redesigned as a true corporate marketing site, capable of expressing the new positioning, modernising the brand image, and clarifying an inherently complex ecosystem — all within a very tight timeframe.

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Challenges

Adapting the new identity to the web

Translate a newly defined art direction into a coherent, readable, and credible digital experience.

Clearly positioning Virtuology

Establish Virtuology as a structured, mature, and forward-looking group — not just a collection of agencies.

Making a complex ecosystem readable

Present multiple entities, areas of expertise, and sectors without diluting the message or overwhelming users.

Modernising without losing credibility

Strike the right balance between innovation, technology, and a strong corporate posture.

Delivering fast, without compromise

Build a robust, high-quality website despite constrained timelines.

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Our role

Our role was to translate a strategic rebrand into a clear and structured web experience.

We supported Virtuology across the entire project:

• strategic framing and positioning,
• information architecture and messaging structure,
• digital adaptation of the new identity,
• design and development of a scalable, high-performance Webflow website.

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The goal was not to create a decorative website, but a positioning tool capable of carrying the group’s vision over time.

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The approach

1. Strategic framing & architecture

We started by defining the exact role of the website within Virtuology’s ecosystem.

• Clarification of the group’s value proposition
• Structuring the narrative between overarching vision and individual entities
• Message hierarchy to guide reading and understanding
• Construction of a clear group → expertise → companies narrative

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This framing work was essential to make a complex model understandable without oversimplifying it.

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2. Art direction & UI

The art direction needed to embody the new identity while remaining fully readable on screen.

Our work focused on:

• a faithful digital adaptation of the new brand guidelines,
• a modern, structured, and restrained interface,
• a strong use of purple and gradients to reinforce the tech dimension,
• the introduction of a serif typeface to support credibility and stature.

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The design was conceived as a coherent system, built to evolve alongside Virtuology and its future entities.

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3. Copywriting & content structure

Once the structure and visual direction were in place, we wrote the full website content.

• Messaging aligned with the new “AI-driven ecosystem” positioning
• A clear, controlled, corporate tone
• Strong emphasis on the group’s vision and role
• Readable presentation of expertise and companies, without unnecessary jargon

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Copywriting anchored the group’s credibility while keeping the message accessible to diverse audiences.

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4. Animations & experience

Animations were designed as a tool for clarity, not decoration.

• Subtle, controlled animations
• A smooth reading rhythm
• Highlighting of key sections
• Reinforcement of information hierarchy

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The objective was to support understanding of the ecosystem without visual overload.

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5. Webflow development & tracking

The website was fully developed on Webflow to ensure performance, scalability, and autonomy.

• Clean, high-quality implementation
• An evolutive structure designed to accommodate new entities
• SEO foundations and tracking setup
• Full autonomy for teams to manage and evolve content

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The site now serves as a robust digital foundation, ready to support Virtuology’s next growth phases.

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Results

• A website aligned with Virtuology’s new positioning
• A modern, credible, and coherent brand image
• A complex agency ecosystem made clear and structured
• A satisfied client, confident in the clarity and quality of execution
• A solid digital foundation supporting the group’s long-term strategy

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