The Challenge

LoyaltyFacts.nl was the biggest loyalty marketing resource in the Netherlands. Hundreds of articles, research papers, and in-depth guides — all built up over years on a separate domain with its own rankings, its own inbound links, its own readership. Moving that content isn't just copy-paste. Migrate too aggressively and you tank visibility overnight. Move too slowly and you're running two completely separate websites indefinitely, with two identities that compete instead of reinforce each other.

On top of that, the redesign itself had a real content density problem. Dunck's expertise spans four distinct areas — Customer Insight & Data, Customer Engagement, Loyalty Programs, and Loyalty Technology — and they have the cases, the articles, and the credentials to prove depth across all of them. The challenge was building a site that felt authoritative and rich without making users feel like they'd walked into an overwhelming archive.

The Approach

The key insight was treating LoyaltyFacts not as a migration problem but as a content architecture problem. Rather than attempting a bulk move, we designed a knowledge hub within dunck.nl that could absorb LoyaltyFacts content gradually — category by category, with proper canonical signals and carefully placed internal links — while the new dunck.nl built its own domain authority in parallel. The SEO moved at exactly the pace the domain could handle it, with each moved article strengthening rather than cannibalising the new site.

For the design, the answer was layered hierarchy. Lead with outcomes: client results, concrete stats, proven impact. Let the depth sit one click deeper for those who want to go further. The warm editorial palette they'd chosen — cream backgrounds, an aubergine brand colour, clean serif type — gave the content-heavy pages a calm authority rather than a cluttered feel.

The Process

The blog and knowledge system was the most technically intricate piece. Articles needed to live under proper category structures, link to related pieces across categories, and surface contextually on relevant service and case pages. We mapped out the full taxonomy before a single page was built: six content categories, cross-referenced with Dunck's four expertise pillars. That groundwork meant the system could scale as content migrated over, without structural rebuilds later.

The design itself moved surprisingly smoothly. Dunck connected with the visual direction almost immediately. Most of the iteration happened at the usability level: how do you fit a case result, service tags, and a clear CTA into a card without it reading like a brochure? How do you make a 200-article knowledge hub feel navigable on a first visit? Those are the real design problems — and the ones worth spending time on.

The Outcome

Dunck launched with a site that finally matches their reputation. The content architecture is built to grow — each LoyaltyFacts article that moves over strengthens the new domain rather than fragmenting it, and the internal linking system means that growth compounds over time. The design holds up under real content volume, which was always the real test.

The client barely touched the revision notes because the direction was right from day one. What remained after the first presentation was refinement, not rethinking — tightening copy density on cards, sharpening the mobile hierarchy, making the knowledge hub categories feel intuitive to someone who'd never encountered LoyaltyFacts before. Those are good revision notes to have.

Next Project

Photon Capital