Project Overview
In a strategic move to modernise its flagship content, Tenth Revolution Group transitioned the annual salary reports from four of its specialist brands—Anderson Frank, Jefferson Frank, Mason Frank, and Nigel Frank—away from traditional PDF-based downloadable guides and onto responsive microsite platforms.

The goal was to improve the user experience, streamline the annual production process, and allow each guide to function as an updatable resource. With dedicated microsites in place, each brand could deliver dynamic content optimised for mobile, better integrated with its recruitment site, and measurable through analytics.

My Role
I led the creative strategy and design execution across all four microsites, collaborating closely with development and content teams. My role included establishing a modular UX framework, creating brand-specific styling for each microsite, and directing the visual design system to ensure consistency across platforms without losing the unique identity of each brand.

This involved a complete rethink of the guide’s information hierarchy and navigation, optimised for web consumption rather than static print layouts.

Creative Direction
The design challenge lay in balancing consistency and flexibility. While the UX framework remained consistent across all four sites, each microsite featured custom visual treatments, including adapted colour palettes, type choices and graphic assets that reflected the tone and audience of its respective brand.

Interactive elements replaced dense layout spreads, with collapsible content blocks, anchor navigation, and scroll-triggered infographics designed to improve usability. Accessibility was also a key consideration, ensuring that the guides performed well across devices and for a global user base.

Results
The move to a web platform brought immediate and measurable improvements. Across the group, traffic to the main brand sites increased by 146% following the launch of the report microsites, a clear indicator of improved discoverability, engagement, and SEO performance.

Operationally, the switch also delivered major efficiencies. Comparing the final PDF editions to the microsite versions, we saw an average 46% reduction in design time per project. In the most extreme case, Jefferson Frank’s production time was cut by more than half. The standardised design system made annual updates faster and less labour-intensive, allowing internal teams to focus on content and strategy rather than repeat layout work.

To support the shift in visual direction, we also ran A/B testing across social channels, comparing creative assets that strictly adhered to brand guidelines against more unique designs aligned with the microsite look and feel. The off-brand visual approach consistently drove higher engagement, validating the decision to allow the guides their own distinctive visual identity while still retaining a connection to the parent brand.