GFG Alliance

A Seamless Digital Transition for a Global Steel Group



GFG Alliance


Web Development




GFG Alliance is a collection of global businesses and investments owned by Sanjeev Gupta and his family. The Alliance is structured into three core industrial pillars; LIBERTY Steel Group, ALVANCE Aluminium Group and SIMEC Energy Group. GFG Alliance employees 35,000 people, across 10 countries and has revenues of USD $20bn.

Project overview

We were tasked on working with the Liberty brand within the group to create a global design language and a strategic plan to unify all business digitally.

Liberty has acquired a large number of businesses in recent years, including the recent accusation of ArcelorMittal’s European assets, a deal valued at €740m. With this accusation princess, it had led to inheriting a lot of legacy-based websites which due to the nature of the steel industry, haven’t been updated in years.

Long-term digital strategy

Our plan was to create one global bank of design components, unified with one design language that could be rolled out to different businesses to create a simplified, manageable online experience.

Having this well-documented design and codebase, which is constantly being updated allows GFG Alliance to roll out new websites across its group whilst mitigating any websites being off-brand, providing the best possible digital experience tailored around the individual businesses and their customers.

UI Component Library

An extensive bank of design components allow for the simple creation of new pages and complicated product specifications that have heavy table based information and PDF downloads.


Accommodating a global audience, each business website is set up to deliver content in multiple languages with each region they operate. The website also accommodates text translation into voice and different voiced languages, a feature that can be activated in the CMS.

Deep-Layered navigation

With some of the former websites being around for a number of years, we had to design a new user journey that could best deliver deep layers of navigation to not only retain complex content, but also make finding this information as quickly and easy as possible.

Group Brands

Within the group of business LIBERTY have separate brands. Our solution enabled LIBERTY to quickly and easily change brand colours and assets in order to deploy sites across different domains.

“Having multiple legacy websites across the business, we needed a solution that could reunite our brand online across our global businesses. The team at adaptable came up with a strategy that is helping us to successfully undertake this and I would highly recommend them to any organisation facing similar challenges.”

Dav Seehra
Digital Marketing Manager
GFG Alliance
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