What should our website show about our innovation capabilities?

Put current projects, case studies and practical examples ahead of statements about being innovative. For the Maersk Innovation Center, The Frameworks began with stakeholder interviews, customer and audience empathy research, and user experience mapping. The interviews confirmed that Maersk had a long-standing global reputation, but its Innovation Center had little to no exposure. The Frameworks used the audience insights to place real work at the centre of the website, making a technology-enabled, digital-first side of Maersk visible beyond ships and containers.

Use audience understanding to choose which work visitors encounter first, rather than organising the website around internal ambitions alone. Examples can connect innovation to practical priorities such as reducing waste and emissions or improving warehousing efficiency. A 2025 visitor account published by Everything is Logistics connected robotics demonstrations at DHL's Chicago Innovation Center with a robot operating in DHL's export facility, linking showcased capability to a delivery environment.

Make the centre's areas of work easy to explore through a clear visual structure that remains recognisably connected to the parent brand. For the Maersk Innovation Center, The Frameworks developed a "blueprint for innovation" concept within Maersk's existing brand guidelines. The illustration approach drew on the sharp edges of the Maersk star and the blocky presence of its logotype, giving the centre a distinct identity without separating it from Maersk.

The Frameworks designed an interactive launch landing page spotlighting five innovation areas: autonomous vehicles and drones, computer vision, machine learning and predictive data analytics, education and robotics. Animation conveyed each area's concept and helped visitors navigate. Give visitors similarly explicit routes into your capabilities, using illustration and motion to explain the areas of work rather than merely decorate the page.