SYNTHESA GROUP + MAGNOLIA
An Enterprise Platform for International Brand Worlds
About the customer
The Synthesa Group is Austria’s leading provider of building paints, varnishes, and innovative coating systems, and is part of the internationally active DAW SE Group. As an industrial company with a strong brand portfolio, the digital platform plays a central role in communicating with customers, partners, and specialist retailers across various markets and target groups. With the relaunch of synthesa.at, the first milestone of a comprehensive platform strategy has been implemented.
The Challenge
Strategic Relaunch as a Foundation for the Next Level of Digital Experience
Synthesa’s existing web presence could no longer meet the increasing demands for user guidance and technological future-proofing. At the same time, there was a need to strategically align the platform so that it could serve as a starting point for connecting additional brands and digital services within the DAW Group in the future.
There was a requirement for a central Digital Experience Platform (DXP) that could ensure editorial efficiency across a fragmented brand portfolio.
The Solution
A Scalable, Multi-Tenant Magnolia DXP Implementation on AWS
Magnolia DXP serves as the technological foundation of the new platform. The solution was designed with the ambition of being multi-tenant and scalable—an architecture that is currently being further expanded.
The architecture is designed to efficiently integrate further brands and countries within the DAW Group while ensuring consistent editorial structures. Flexible content models support the teams' daily work and create the necessary agility for future requirements.
The Magnolia platform is complemented by the integration of existing system landscapes, including PIM connections. The platform is operated on a scalable AWS infrastructure, with a particular focus on performance, security, and extensibility.
pixelart was responsible for the digital strategy and consulting, the conception of the information architecture, UX and UI design, and the technical implementation of the platform, working in close cooperation with DAW’s Digital Customer Experience Unit (DCX).
The Result
Unified Platform Strategy for Maximum Service Quality
With the relaunch of synthesa.at, the Synthesa Group now possesses a powerful and modern digital platform with a clear focus on user orientation and service quality.
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- Harmonization of structure and content along the user journey.
- Operation on AWS infrastructure.
- PIM integration via a central API layer for automated product updates.
- Clearly structured product presentation linked to specific areas of application.
- Significantly improved user guidance.
- Technological starting point for the further expansion of the international platform strategy within the DAW Group.
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"The successful launch is far more than just a new website for us – it forms the foundation of our digital future across the various DAW brands. The new CMS gives us the flexibility to work more agilely, creatively, and much closer to our customers and their needs. I am particularly proud of the entire team, whose exceptional commitment and technical excellence have delivered a solution that already inspires today and is ready to scale for tomorrow."
