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Bona is a global, family-owned brand specializing in premium floor care products for installation, maintenance, and restoration across residential and professional markets. This engagement focused on modernizing Bona’s global digital platform and CMS infrastructure to better support scale, accessibility, and long-term brand trust. Rather than treating the website as a visual refresh, the work addressed architectural debt, fragmented workflows, and systemic limitations, aligning Bona’s digital experience with its century-long legacy of craftsmanship, sustainability, and performance while preparing the platform to support future growth, global audiences, and campaign-driven demand.
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Bona’s brand equity was strong, but its digital ecosystem had accumulated significant architectural debt over time. As new product lines, campaigns, and regional needs were added, the platform became increasingly rigid, built to sustain momentum, not future expression.
From a creative standpoint, this debt showed up in subtle but meaningful ways:
The system technically functioned, but it no longer supported the way the brand needed to operate.
The opportunity wasn’t simply to modernize the platform.
It was to pay down architectural debt in a way that restored creative clarity, translating Bona’s physical-world precision into a digital environment that felt calm, confident, and intentionally designed.
The challenge wasn’t visual refresh, it was coherence at scale.
Bona needed to support multiple product categories, ongoing campaign activation, and future growth without fragmenting the brand experience.
The risk wasn’t stagnation.
It was dilution.
The platform had to:
The strategy centered on building a unified creative system, aligning brand expression, user experience, and platform design into a single, intentional foundation. Rather than designing for individual pages or moments, the work focused on repeatable clarity.
Navigation was rebuilt around real user intent. Content models were designed for reuse across regions. Accessibility, performance, and governance were embedded into the foundation rather than layered on later.
WHAT WE DID
The Bonafide Advantage (2023): visual editing, animation, and post-production contributions made by David Keyes. Copyright © Bona. All rights reserved.
CMS migration removed legacy constraints, enabling safer updates, improved performance, and reduced operational friction for global teams.
Discovery was treated as a bridge between homeowner needs and professional-grade solutions, supporting natural language queries, product identifiers, and intent-based browsing.
WCAG 2.1 standards were treated as foundational requirements, shaping layout, interaction, and content structure across the platform.
A unified design system protected brand integrity while allowing controlled flexibility across regions and campaigns.
As Creative Director and UX Director, I owned the vision end-to-end. Brand expression, UX strategy, and platform execution were aligned under a single direction to avoid fragmentation.
This required close collaboration with marketing, product, engineering, and leadership teams. Decisions were made quickly, documented clearly, and tied back to shared principles. Creative ambition was balanced with operational reality.
The result was momentum without chaos. Teams moved faster because the system removed uncertainty.
The rebuilt platform supported multiple high-performance campaigns without requiring structural changes, demonstrating the value of a system-first approach. The campaigns didn’t require workarounds. They worked because the foundation held.
The Pet System campaign balanced emotional storytelling with education around safety, sustainability, and performance. A campaign microsite, video content, and paid media worked together within the core platform. The campaign became one of Bona’s top-performing initiatives by engagement without breaking the system beneath it.
Product sales lift during campaign window
Increased sessions to campaign experience
Click-through rate improvement
Average session duration increase
Bounce rate reduction
Product sales lift during campaign window
Bounce rate reduction
Organic search traffic to campaign pages
Click-through rate improvement
Session duration increase
The Microfiber Mop was an underperforming but versatile product. The campaign focused on reintroducing everyday value through a simplified landing experience, motion-led storytelling, and targeted media. The campaign demonstrated how a clear UX foundation could materially improve performance for a simple product.
Product sales lift during campaign window
Bounce rate reduction
Organic search traffic to campaign pages
Click-through rate improvement
Average session duration increase
Product sales lift during campaign window
Bounce rate reduction
Organic search traffic to campaign pages
Click-through rate improvement
Session duration increase
The outcome was not just a better website. It was a system that changed how Bona operates digitally.
Metrics were a result, not the objective.
This engagement transformed Bona’s digital presence into a scalable brand system that supports commerce, storytelling, and long-term growth. It stands as a model for how legacy brands can evolve without losing their soul.
This work was not about refreshing a brand that had endured for a century. It was about designing digital infrastructure worthy of carrying that legacy forward, quietly, reliably, and without compromise.
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