[Translate to English:] Multi-Brand-Plattform der Synthesa-Gruppe — Hero-Visual der DAW-Gruppe

Multi-brand platform for brands, systems and solutions in the construction sector

Multi-brand platform for brands, systems and solutions in the construction sector

With its new multi-brand platform, the Synthesa Group brings several brands together in a shared digital environment. The platform is built on a consistent design system and a hybrid headless CMS architecture (Magnolia + Cloud). It focuses on clearly structured, solution-oriented user guidance and on a scalable technology foundation for future requirements.

 

[Translate to English:] Teammitglied der DAW-Gruppe — Multi-Brand-Plattform für die Synthesa-Marken

Big brand, big challenge

Synthesa has shaped the Austrian construction industry for decades. The core of the brief was to carry this brand presence into a scalable platform while making room for further brands of the German parent company DAW SE.

Platform vision

The Synthesa Group’s websites and those of its brands had grown over time and reflected different requirements, markets and systems. Several brands, standalone websites and systems, and different technology stacks had produced a fragmented overall landscape.

 

  • A solid, scalable foundation

    As part of this evolution, a shared platform was set up. It brings content on products, areas of application, brands and services together in one consistent system, with a uniform technical foundation, a unified design system and scalable structures.

  • Strong brands under one roof

    The project united the brand worlds of Synthesa (the Austrian counterpart to Caparol), Disbon and Avenarius Agro in a shared environment. This creates clear synergies and also strengthens the main domain synthesa.at.

  • Looking ahead

    The new platform is the starting point for the scalable integration of further countries, brands and products. The next steps are connecting the main German Caparol website and the international rollout.

Solution Approach & Information Architecture

The platform’s structure is consistently based on real-world use cases in construction. Topics such as façade renovation, protecting building fabric and specialist coating solutions serve as the main entry points. On the detail pages, products, system solutions, technical documents and references are systematically linked to each other.

The result is a connected information space tailored to the industrial sector. It supports quick orientation as well as in-depth exploration of more complex solutions.

Design & concept

Co-Creation in Figma

The platform concept was developed in close collaboration with the DAW Group’s design team. DAW’s design system in Figma was the central tool for design work and reviews. Components and page structures were developed iteratively, and feedback was given directly in context. Content was created in parallel on visually built pages, so structure, UX and content fit together seamlessly.

 

Theming & scaling

One platform, many brands

The platform was designed for a multi-brand strategy from the start: a shared technology foundation with individual brand presences. A flexible theming concept controls typography, colours and UI elements at template level, for sub-brands and standalone brands alike. Core components are reusable, so new brands and markets can be integrated efficiently and consistently.

 

“The mission was to connect a multi-brand approach with a wide variety of touchpoints into one holistic user journey. Combined with a tight schedule, these are exactly the projects where you can feel what a well-coordinated team can achieve together.”

[Translate to English:] David Reichhartinger, Senior Digital Project Manager bei pixelart
David Reichhartinger
Senior Digital Project Manager

Technological backbone for full performance

Cloud-based hybrid headless CMS: the technology foundation

The new web platform for Synthesa and the DAW Group combines Magnolia CMS with cloud services in a scalable, multi-tenant cloud architecture. Thousands of product records, system solutions (ETICS, concrete protection, wood protection), technical documents, references and brand content are managed with high performance, security and availability. This makes it easy to support several brands, such as Synthesa, Caparol, Disbon and Avenarius Agro, and different market requirements.

 

  • API Layer

    The platform takes an API-driven approach: product data, system information and downloads are provided centrally. The API layer connects Magnolia to third-party systems and the frontend in a fast, scalable way.

  • Scalable data storage

    Cloud data storage is designed for performance and scalability. Structured product and system data is managed efficiently and delivered quickly, even for complex filter and search queries. This matters especially for large product portfolios, which are typical in the construction industry.

  • Service-oriented architecture

    The platform follows a modular, service-oriented approach. Functional areas such as product search, download centre, references and location finder are clearly separated. This improves maintainability, makes it easier to develop individual domains further and allows targeted scaling during peak loads.

  • Frontend architecture

    The multi-tenant frontend architecture runs several brand websites on a shared foundation, each with its own corporate identity guidelines. Optimised rendering strategies and a clean SEO structure ensure high performance, especially for solution-oriented entry points and product-related information pages.

  • Content management

    Magnolia is the platform’s central CMS. The hybrid headless approach separates content from the frontend for maximum flexibility. Editorial, product and system content is maintained in a structured way and shared across brands, securely and at scale, for Synthesa and other DAW brands.

Reusability as a principle

A scalable web platform built on reusable components

A platform can only scale when design, development and quality assurance work from a shared foundation. Documented components, automated end-to-end tests and reusable content structures make that possible.

 

  • Playwright tests

    Automated end-to-end tests with Playwright check key user flows in the browser under real-world conditions, including product search, filters, downloads and forms. Bugs are caught early and releases ship reliably. This adds security when the platform is developed further and when new brands roll out.

  • Storybook

    Storybook is one of the key tools for UI development. Components such as teasers, product cards and navigation modules are developed, documented and tested in isolation. This keeps all brands consistent, speeds up development and gives UX, development and QA a shared foundation.

  • Reusable Fields

    To build and maintain content efficiently, reusable dialog fields were defined in Magnolia. Frequently used content structures can be modelled once centrally and reused across different components.

[Translate to English:] Mobile-Frontends der Multi-Brand-Plattform für Synthesa, Disbon und Avenarius Agro

“With this successful relaunch, we are entering a new website world, significantly speeding up our content processes and taking more of the driver’s seat. We are becoming more self-sufficient and flexible, and we are giving our editors central tools.

Content is created and distributed efficiently, almost in real time, with AI features. Scalable templates and content elements that we reuse across several websites reduce implementation effort and lower costs in the long term.”

[Translate to English:] Ute Rink, Product Owner Website bei DAW
Ute Rink
Product Owner Website

Results & outlook

The new platform gives the Synthesa Group a consolidated foundation for its digital activities. Structured, solution-oriented user guidance makes complex content easier to access and supports different starting points, from targeted product searches to browsing by topic.

The shared technology foundation also allows further brands and countries to be integrated efficiently and features to be expanded continuously.

[Translate to English:] Theming der Multi-Brand-Plattform — markenindividuelle Auftritte auf gemeinsamer Basis

Multi-Brand Platform: FAQs

A multi-brand platform brings several brands together on a shared technology foundation. Each brand gets an individually configurable presence, while components and central content management are shared. For the Synthesa Group, the first step was to unite the Synthesa, Disbon and Avenarius Agro brands on the new platform.

 

In hybrid headless mode, Magnolia CMS separates content management from the frontend. Editors manage content centrally in an interface designed around the way they work. When needed, the same content is delivered headlessly through an API layer to any brand website. This gives every brand its own theming on a shared content base

 

A multi-tenant frontend architecture serves several brand websites on a shared technology foundation. Optimised rendering strategies and a clean SEO structure keep performance high across all brands, without a separate frontend to maintain for each brand.

 

The scalable web platform follows a modular, service-oriented approach. Functional areas such as product search, download centre, references and location finder are clearly separated and can be scaled individually. In future, new brands and their third-party systems can be connected through API layers.

 

Through three levers. Automated end-to-end tests with Playwright check key user flows such as product search, filters, downloads and forms in the browser under real-world conditions. Storybook documents UI components in isolation. Reusable fields in Magnolia keep content structures consistent. This allows brand rollouts to ship reliably with short release cycles.

 

Consolidating complexity

Planning a multi-brand platform or a headless CMS migration to Magnolia? We build scalable web platforms that work today and grow with you tomorrow.

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