Dashing's pre-existing website architecure was difficult to update, lacked visual cohesion across subsidiaries, and created significant risk for SEO loss during a potential move. The team was faced with a "one-off" page-building process that was slow, expensive, and made it incredibly difficult to maintain brand consistency as the group scaled.
I implemented a "Dashing Design System" as a "Single Source of Truth" architecture to future proof the scalability of Dashing's evolving web presence. By migrating the site to Webflow and engineering a bespoke Modular Component Library, Dashing can now rapidily publish on-brand pages across the parent company and its subsidiaries. This was executed through a zero downtime migration process, converting a complex technical hurdle into a streamlined growth engine.
Before touching any design software, we had to map out how to move a massive enterprise-level operation without breaking what was already working. The goal was simple but ambitious: get Dashing off their legacy setup and onto Webflow while protecting their SEO and established brand authority. Using Relume, we spent this phase auditing their multi-brand structure to figure out how to unify the parent company and its subsidiaries, such as Seen, Branded, and Dashing X, under one cohesive digital strategy that did not require reinventing the wheel for every new site.
Dashing has a very specific, high-end aesthetic in the physical retail world, so the digital side had to match that level of quality. Working within their existing brand guidelines, I focused on creating a design system that felt premium but remained functional. This was not just about making things look good; it was about iterating on layouts that worked for different business needs, whether it was showing off high-tech digital signage or promotional merchandise, while keeping a consistent brand throughline so the user always knew they were in the Dashing ecosystem.
This was the most critical part of the project. Instead of just building a bunch of static pages, I built a custom Webflow component library. You can think of it as a toolkit of on-brand, "plug-and-play" sections. While I used it to build the Branded site, the library was engineered to be used across the entire enterprise. This shifted the internal team away from a slow, developer-heavy process and gave them the power to create new, consistent pages in a fraction of the time.
Coordinated launch withThe first major test for the new system was the full build of the Branded by Dashing site. I used the component library to assemble a site that handled their merchandise and apparel offerings while keeping the UX clean and fast. Once the site was live, the final step was a proper handover. I ran training sessions with their team to make sure they actually knew how to use the CMS and the library I had built. The goal was to ensure they were never "locked out" of their own site and could scale their digital presence themselves without needing me for every minor update. their marketing team, set up analytics tracking, andprovided documentation for ongoing content management.
Chris is a Webflow wizard! He built all sorts of websites for us, big and small, and always nailed it. He's great with animations and knows enough code to fill in where Webflow falls short. He's super organised with how he builds and take the initiative to fill in the blanks where appropriate!
