What should our innovation centre website show?

Put current projects, case studies and practical examples at the centre of your innovation centre website, with audience research guiding the selection. For Maersk, The Frameworks began with stakeholder interviews that revealed a gap: the global shipping brand was well known, but its Innovation Center had little to no exposure. Customer and audience empathy research, alongside user experience mapping, informed a website strategy focused on showing work rather than simply describing ambition. The projects reflected practical priorities, including reducing waste and emissions, improving efficiency across warehousing and logistics, and creating better jobs. The useful principle is to make innovation visible through what the organisation works on and delivers. A 2025 account by Everything is Logistics described a visitor seeing robotics and AI demonstrations at DHL's Chicago Innovation Center, then observing a robot demonstrated there operating in DHL's export facility, connecting the showcase with a delivery environment.

Give each innovation area a visible, navigable starting point so visitors can explore the breadth of your centre's capabilities. For the Maersk Innovation Center launch, The Frameworks designed an interactive landing page spotlighting five areas: autonomous vehicles and drones; computer vision; machine learning and predictive data analytics; education; and robotics. Each area was animated to convey its concept through motion and help users navigate intuitively. The Frameworks brought the areas together under a "blueprint for innovation" concept, reflecting the centre's role as an incubator for new ideas. The illustration style drew on the Maersk logo, keeping the experience connected to the parent brand. The practical approach is to name distinct capabilities and make each accessible, rather than leave visitors to interpret a broad claim of innovation.