Oldcastle APG
Building the Foundation for Scalable Multi-Brand Growth
Challenges
Oldcastle APG’s digital ecosystem operated as a collection of disconnected brand sites, built on varying WordPress configurations with inconsistent design systems and content structures. This lack of standardization created inefficiencies across teams, made routine updates more complex than necessary, and resulted in uneven user experiences from one brand to the next.
At the same time, there was no centralized governance model or unified approach to managing product data. Information was spread across spreadsheets and individual sites, limiting accuracy and control. As the organization looked to expand its portfolio, launching new sites or aligning existing brands required significant coordination, making it difficult to scale quickly or consistently.
Solutions
Oldcastle APG chose Americaneagle.com to develop and implement a scalable WordPress multisite platform that unifies the digital ecosystem while preserving the unique identity of each brand. Starting with their Belgard and RDI Rail brand sites, this shared foundation introduced a common codebase, centralized governance framework, and consistent CMS architecture. This gave Oldcastle’s marketing team a more efficient way to manage and scale multiple brand sites from a single system.
To support long-term scalability, Americaneagle.com developed a shared design system and modular content framework. Standardized components, navigation patterns, and interaction models ensure a cohesive experience across brands, while reusable content modules give marketing teams greater flexibility to build pages, launch campaigns, and adapt content without relying on development resources.
User experience (UX) improvements focused on clarity, relevance, and discoverability. The new sites introduced distinct pathways for homeowners and professionals, enabling each audience to quickly access tailored content and product information. Enhanced filtering, standardized taxonomies, and improved search functionality make it easier to navigate large product catalogs, while redesigned product pages better showcase options such as styles, colors, and applications to support more informed decision-making.
A centralized PIM system using Salsify established a single source of truth for product data, fundamentally changing how information is managed across the organization. Product content can now be maintained once and distributed consistently across sites, improving data quality, reducing duplication, and enabling faster product updates and launches.
The platform is further strengthened through integrations with Salesforce and Salesforce Marketing Cloud, helping connect users with the most relevant contractors and dealers while streamlining lead capture and improving visibility into sales opportunities.
This was not just a website development project. It was a strategic digital ecosystem transformation. The successful launch of Belgard and RDI Rail validated Oldcastle APG’s multi-brand platform approach, proving that diverse brands with unique audiences, product portfolios, and business goals can operate on a shared UX and technology foundation.
By balancing brand individuality with scalable, reusable components and governance standards, Oldcastle APG has established a framework that accelerates future brand launches, improves operational efficiency, and supports long-term digital growth.
