COAX Software redesigns Shiji’s hospitality brand into a single Webflow ecosystem

COAX Software completed a full brand and website redesign for Shiji Group, a global hospitality technology company serving more than 91,000 hotels worldwide. The new platform launched ahead of Shiji’s Berlin industry event and drove a 95% jump in organic search traffic after launch.

Why it matters: - Shiji now has a single digital system for a product portfolio that expanded over 25 years and had become fragmented. - The new structure gives Shiji’s hotel clients clearer visibility into products across the company’s hospitality technology suite. - The Webflow build is designed so Shiji’s marketing team can manage and scale content without ongoing developer support. - Other Shiji regional teams have already asked for similar redesigns in their markets.

What happened: - COAX Software completed a full brand and website redesign for Shiji Group. - The redesign launched in time for Shiji Group’s industry event in Berlin. - COAX built the new platform as one Webflow ecosystem centered on an interactive “Day and Night” design concept. - Organic search traffic to the site rose 95% after launch.

The details: - Shiji Group serves more than 91,000 hotels worldwide. - The company’s technology suite had grown across 25 years of operation and lacked a shared visual and structural language. - The project needed a consistent architecture for naming a diverse product suite while remaining simple for Shiji’s internal marketing team to run. - Each product page was designed to keep its own identity through distinct color palettes, typography, motion, and tone. - COAX and Shiji’s creative team, led by Creative Brand Director Robert Hoffmann-Lohse, developed the design system together. - COAX shaped how each component behaves, not just the Webflow implementation. - The teams created detailed Webflow documentation for every page, field, and interaction. - COAX also produced training materials so Shiji’s marketing team could manage content independently after launch. - The design system uses product-specific color schemes and time-based animation to move visitors through a 24-hour cycle of hotel operations. - Navigation uses a custom circular wheel menu that adapts to any screen size. - The site includes a localized, real-time job board. - The underlying Webflow CMS structure is built for internal content management and future scaling without technical support.

Between the lines: - The project was treated as a single design-and-development process rather than a handoff from designers to developers. - That approach let the “Day and Night” concept become an interactive framework on the live site instead of a static brand idea. - The rebrand appears to be helping Shiji organize a broad portfolio in a way that is easier for customers to understand and for internal teams to extend. - For COAX Software, the naming conventions, CMS structure, and component library were built with reuse in mind for future product lines.

What’s next: - Shiji can extend the same system to future product lines without re-engineering the base platform. - Regional teams within Shiji may adopt similar redesigns for additional markets. - COAX Software will likely continue applying the same approach to other large, multi-brand technology companies in travel, transportation, and hospitality.

The bottom line: - COAX Software turned a fragmented hospitality portfolio into a scalable Webflow system that improved search visibility, clarified Shiji’s product story and gave the company a framework it can reuse globally.