Rebranding a high-traffic training platform for Morson Nexus, without losing what already worked
3B Training and Morson Training were being unified under a single Morson Nexus brand as part of a wider Morson Group initiative. Think EQ had originally worked with them to improve the 3B website back in 2024, and the site was doing well, with around 80k users and 445k page views over the previous year.
One platform with two legacies to protect
Morson Group had already run a WordPress multisite network covering all their other brands, and adding the new site straight into it seemed like the tidy answer.
Think EQ investigated properly before recommending against it, as the multisite had only 18 flexible content modules against 3B’s 41, shared plugins and themes would have restricted journeys built up over years. Additionally, integration with Morson Nexus’s training management software partner, AccessPlanIT, was more complex to fit, and a shared network meant that if one site goes down, they all do.
A single-site WordPress reskin and evolution was built instead in order to lower SEO risk during migration, ensure there was no impact on the rest of the Morson Group’s sites, and give us a realistic path to the deadline which was a fixed seven-week window.
Every module and template was audited and sorted into Keep & Reskin, Modify, or Build New, with the proven 3B Training B2C journey untouched and new B2B landing pages added.
Thoughtful integration
Underneath, the old AccessPlanIT XML Feed API was slow, so we used its RESTful API instead, using pagination and AJAX, so the web pages could send and retrieve data from a server in the background without reloading the entire page, meaning it stays as fast as possible.
Agile workflow with two environments
Development ran across development and staging environments, so templates and modules could be built and tested while content and SEO work happened alongside rather than after.
Any change touching functionality or structure triggered a formal rescope, protecting the deadline from creep.
Launch was then coordinated with Morson Nexus and their digital marketing agency, and a full round of pre- and post-launch checks ran before handover.
More than just launch
Once live, maintenance, performance and UX/CRO work moved into the existing retainer, alongside a shortlist for the next phase.
Hitting the fixed deadline also meant Think EQ picked up content and image work beyond the original scope in the final sprint to get Morson Nexus live on time.
We continue to work with Morson Nexus to optimise and evolve the site in line with their goals.
Our tried and tested approach ensures that our clients connect with the right audience.
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