The client
Green Hippo is a world-leading manufacturer of Hippotizer media servers – sophisticated hardware and software solutions used for real-time video manipulation in the live events, broadcast, and architectural AV industries. Their products have powered landmark productions including Britain’s Got Talent and major international live shows. Part of the ACT Entertainment group of brands alongside tvONE, Green Hippo has a strong global presence with a particular focus on the North American and UK markets.
The challenge
Green Hippo’s digital presence had outgrown its foundations. The brand was housed within the tvONE website – a configuration that made it difficult for Green Hippo to express its own identity, showcase its innovative product range and build a distinct audience of its own. With the two brands serving quite different audiences and markets, the shared site was holding Green Hippo back.
The brief was to give Green Hippo its own foundation: a standalone site that could let the brand come to the fore – its imagery, installations, energy, and quality – while also creating a consultative, user-focused space designed to take customers on a journey to specifying their needs. Critically, the project needed to be delivered in a way that would set the foundations for the exponential future growth of the Green Hippo brand.
What we did
Hallam recommended a ‘multiple sites’ approach – creating a fully separate Green Hippo site rather than a WordPress multisite configuration. This decision was driven by a desire to give the brand long-term independence: separate codebases, separate domains retaining individual SEO authority, and the freedom to diverge in features, design, and brand direction over time without being constrained by a shared infrastructure.
Discovery and SEO Strategy
Rather than treating SEO as an afterthought, Hallam’s organic search team built the site’s foundations from the outset. This included a full website crawl and performance review of existing content, in-depth keyword research, content and topic analysis, and a forward-looking growth plan. A detailed taxonomy document mapped the full URL architecture, covering over 100 pages, with target keywords, revised meta titles, and optimised meta descriptions assigned to each. A 301 redirect mapping was produced to protect existing search equity during migration, alongside pre- and post-launch SEO checks.
UX Design
Hallam’s UX team designed functional wireframes and a revised sitemap tailored to Green Hippo’s distinct user base – including technical AV professionals, event producers and channel partners. The architecture was built to deliver the right balance between clear user journeys and find-ability for search engines, with one round of amends included at each stage to ensure close client collaboration.
UI Design
The visual identity of the site was a key part of the brief. Green Hippo’s brand is vibrant, creative, and distinct from its sister brand tvONE and the design needed to reflect that. Hallam’s design team created a homepage concept and a full UI kit that established the creative direction, which was then rolled out across all agreed page types. The design system was built on top of the flexible block-based framework developed for tvONE, but with Green Hippo’s colour palette, typography and brand personality brought to the forefront.
Next steps
Green Hippo will now move to a new website it can call its own: a best-in-class digital home that showcases the brand’s innovative technology, reflects its creative energy, and provides a clear and consultative experience for its global audience. The site is to be built on secure, scalable WordPress infrastructure, with a flexible block system that empowers the Green Hippo team to grow and update the site as the business evolves.
“Green Hippo site is now a more visually compelling and brand-forward experience – a reflection of the care the team put into making the brand come to life digitally.”
Lee Fletcher, Project Manager for Green Hippo
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