Cratus GroupPublic affairs
Cratus Group
We redesigned and rebuilt the Cratus Group website around their 2023 rebrand: HubSpot CRM integration, simpler administration and an animated, interactive front end.
In the summer of 2023, Cratus Communications became Cratus Group. The rebrand was a significant step, more than a refresh of the look and feel: it reflected a real change in the company’s services and its positioning in the public affairs sector.
The website had to carry that change. Cratus needed it redesigned and rebuilt to reflect the enhanced offering and the investment in new services. This was never going to be a colour palette update: it called for a fundamental rethink of how the site worked.
The brief
Central to how well any website operates is how well it works for the people managing it and the people using it. The brief asked for both. Behind the scenes, the key requirement was for the new site to integrate more comprehensively with Cratus’s other systems.
The build
We worked closely with the Cratus team to rationalise everything behind the scenes. Lead management moved away from individuals and into an organised, automated system: we integrated the site with HubSpot through its CRM API.
We also kept content types, and the dependencies between pages, to a minimum wherever possible, so administering the site stays straightforward.
The site is custom built.
Hundreds of thousands of lines of code sit underneath it, yet it can be managed and grown, in new pages and sections, by people without any prior web experience.
That matters to us: a website should keep delivering and keep evolving after launch.
The front end
The rebrand simplified and elevated the Cratus look. The risk was a flat, unengaging website, so animation and interaction were priorities from the start. Our team’s JavaScript work brought the site to life:
- Full-image scrollable sections paired with animated text
- Dynamic transitions between sections
- Animation on mouse movement over key text elements
The outcome
We worked as part of a collaborative team alongside Cratus’s branding agency. Together we delivered a website that gave the new identity the platform it deserved, and gave the business a foundation built for what comes next.
