GFG Alliance

A Seamless Digital Transition for a Global Steel Group



GFG Alliance


Web Development




GFG Alliance is a global group of businesses across manufacturing, renewable energy, financial services and property, employing over 35,000 people across 10 countries. The three core brands are LIBERTY Steel Group, ALVANCE Aluminium Group and SIMEC Energy Group.

  • WordPress Multi-site

  • Multi-lingual site

  • Digital design system

Project overview

We worked with the LIBERTY Steel Group brand to create a global design language and consistent digital identity across multiple geographies and business units.

As part of ongoing expansion, LIBERTY has acquired a large number of businesses in recent years. Through this acquisition process, the group has inherited a number of legacy websites which due to the nature of the steel industry, haven’t been updated in years.

Long-term digital strategy

We created a 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 are kept up-to-date, allows LIBERTY and the wider GFG Alliance to roll out new websites across its group, ensuring they’re consistently on-brand and 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 LIBERTY’s global audience and customer base, each business website is set up to deliver content in multiple languages within each key region they operate in. The website also accommodates text translation into voice and different voiced languages, a feature that can be activated via the CMS.

Intuitive navigation

We designed a new user journey that could best deliver deep layers of navigation, reflecting the complex and expansive nature of the businesses and their content, retaining key detail whilst making finding this information as quick and easy as possible.

Custom branding

LIBERTY Steel Group has a number of separate brands within it which still need to be aligned with the parent brand. Our solution enabled LIBERTY to quickly and easily change brand colours and assets to deploy sites across different domains whilst keeping everything consistent.

“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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