ITN

The project

Embracing the “One ITN” vision into an optimised Digital solution.

ITN is one of the UK’s leading independent media production and broadcast journalism companies, with a rich history of delivering trusted news and innovative productions.

As part of its “One ITN” initiative, ITN engaged JBi Digital to design and develop a unified website and CMS that would enhance collaboration, strengthen brand consistency, streamline content management, and improve digital performance.

Project statistics

• 129% increase in traffic 12 months post Go-Live
• 82% increase in organic traffic 12 months post Go-Live
• 232% increase in mobile traffic 12 months post Go-Live

The challenge

Multiple websites and outdated systems were holding ITN back.

Over time, ITN’s digital estate had grown organically, with separate websites, microsites, and subdomains built on different platforms. This fragmented landscape had created challenges, including:

• Outdated or redundant content that diluted brand identity.
• Disconnected navigation and inconsistent user experience.
• Rising operational cost inefficiencies in managing multiple CMS websites and hosting plans.
• SEO underperformance, with competing subdomains impacting visibility and rankings.
• An internal News Distribution and Video Management System that was no longer fit for purpose.

The project required more than a technical rebuild: it needed a strategic, SEO-led consolidation to protect ITN’s search visibility while delivering a seamless user experience in a secure and compliant manner.

Discovery

A deep exploration of ITN’s digital landscape revealed opportunities for alignment and growth.

At the heart of the “One ITN” initiative was the need to understand how a fragmented digital presence was affecting audiences, operations, and ITN’s brand.

Through discovery, we uncovered three critical insights and shaped clear recommendations in response:

1. Clarity of vision: ITN’s multiple domains diluted its digital identity.
   This led us to consolidate all business divisions into one platform with a unified design system and information architecture to present ITN as a single, cohesive brand.
2. Content focus: Much of the existing material was outdated, duplicated or incorrect.
   In response to this, we undertook a content audit to retire redundant pages, streamline messaging, and create focused user journeys tailored to ITN’s priority audiences.
3. Technical foundation: ITN’s legacy CMS systems and workflows no longer supported modern needs.
   Drupal CMS was recommended and implemented as a scalable, flexible CMS capable of handling video-rich content, enabling editorial teams to build adaptable layouts, and future-proofing ITN’s operations.

This discovery process was less about technology for its own sake and more about aligning ITN’s digital presence with its business goals, simplifying the estate, strengthening the brand, and setting a foundation for growth.

The result

Empowering teams and enabling growth

The project improved ITN’s internal operations, workflows, and ability to innovate digitally, tying directly to business benefits rather than technical steps.

ITN’s teams previously struggled with multiple CMS systems and disjointed workflows. We recommended a Drupal CMS and architecture that allowed editorial and production teams to manage content, video, and page layouts with ease.

By simplifying internal processes and providing scalable tools, ITN can now respond faster to business opportunities, showcase new services, and maintain a consistent brand voice.

This framed the project not just as a website redesign, but as a strategic enabler for ITN’s “One ITN” culture and future growth, coinciding with the organisation’s brand repositioning and new identity.,

The project improved user experience on both web and mobile digital, whilst keeping the target audience in mind, streamlined ITN’s digital estate, enhanced SEO performance and reduced operational costs.

The new CMS empowers internal teams with flexible, easy-to-use tools, while providing ITN with a scalable foundation for future growth.