A Digital Transformation for a Global Shipping Community

The Challenge

After nearly two decades on their previous CMS, Sitecore, BIMCO found the platform no longer supported the organisation’s ambitions for a flexible, user-focused digital experience. With their Sitecore licence set to expire, BIMCO faced a tight deadline to rebuild and relaunch their website. 

The existing site posed several usability and accessibility challenges, including:

• A cluttered homepage, extensive use of gated pages and poor search visibility, making it difficult for users to find information quickly.
• Valuable video content was hidden and underutilised.
• Accessibility and design issues caused by excessive use of capital letters and unclear calls to action.
• A static visual identity with limited imagery and animation to engage users.
• An overwhelming number of clickable options caused choice paralysis on key pages, leading to user frustration and potential drop-offs.

Beyond a simple redesign, BIMCO needed a solution that could integrate seamlessly with internal business systems and support a broader content strategy. Crucially, their experienced in-house development team, while highly skilled, had limited recent experience working with the Umbraco CMS – the platform selected for its flexibility and open architecture.

The Partnership

BIMCO needed a reliable long-term digital partner, not just a one-time service provider. As an Umbraco Platinum Partner, Cantarus was perfectly positioned to help, and were selected following a rigorous tender process.

What began as a design-only project to provide BIMCO with a unified design system for both the new website and BIMCO’s range of digital products, quickly evolved into a full digital transformation. From initial discovery through to launch, the partnership was defined by close collaboration, agility, and a shared commitment to excellence.

Since go-live of the new website, the partnership has continued. Cantarus remains a key partner in BIMCO’s digital evolution, providing ongoing strategic digital consultancy and iterative design improvements, along with expert Umbraco support, to ensure the platform continues to support their goals today and into the future.

Our Solution

From the outset, Cantarus took a collaborative approach. Through a structured discovery process – including an on-site workshop at BIMCO’s Copenhagen HQ – Cantarus worked closely with key stakeholders to truly understand their users and organisational culture. This phase provided critical insights that helped shape a clear, strategic roadmap and ensured the solution was tailored to BIMCO’s unique needs.

Initially, Cantarus was tasked with providing expert Umbraco consultancy to BIMCO’s internal development team. However, as deadlines drew closer, it became clear more direct development support was needed. Cantarus seamlessly transitioned from a consultative role to full-scale implementation, ensuring an on-time launch without compromising on quality.

Key deliverables:

• New design system built in Storybook: Scalable, reusable, and able to support BIMCO’s wider digital estate.
• Front-end Umbraco build: Implemented using the new design system for a cohesive, engaging experience.
• Best-practice Umbraco configuration: Ensuring ease of use and long-term scalability.
• System integrations: Leveraging Umbraco’s open nature to integrate with BIMCO’s critical business systems.
• Ongoing consultancy and support: Providing expert guidance throughout the build and beyond.

Enhanced User Experience

• Refined search and navigation: Optimised search functionality, intuitive navigation structure, and clearer calls to action.
• Improved accessibility: Design updates aligned with WCAG guidelines for a more inclusive experience.
• Dynamic visuals: Rich shipping industry imagery and smooth animations brought energy and movement to the site. 
• Content discoverability: Better information architecture helps users find tools and resources with ease, and allows content editors to better publish, review and revalidate their content.

Agile and Adaptive: Team as a Service

Throughout the project, Cantarus worked as an extension of BIMCO’s internal development team, blending seamlessly into their workflow.

These sessions enabled rapid progress, hands-on collaboration, and real-time feedback from key stakeholders, strengthening the partnership and informing future phases of development.

As the project evolved, so did Cantarus’ role. This flexible approach ensured not only a successful launch of a fully functional, user-friendly website, but also empowered BIMCO’s internal team with the tools and knowledge needed for future digital growth.

Results and Impact

The new BIMCO website represents a significant step forward in the organisation’s digital maturity. The platform delivers:

• Increased engagement through improved usability
• Enhanced accessibility, making content more inclusive and easier to navigate 
• A scalable and future-ready platform, supporting BIMCO’s evolving digital ambitions

This transformation exemplifies the power of strategic collaboration, user-first design, and agile execution. By working closely with BIMCO’s team, Cantarus has not only delivered an exceptional digital experience but also empowered BIMCO for future innovation and success.

Future Forward

The launch of the new website marks the latest milestone in BIMCO’s digital evolution. With Cantarus joining as a trusted partner, BIMCO is now better positioned to continuously enhance its digital estate, evolve its content strategy, and better serve its global shipping community for the long term.