Lloyd's Register

Lloyd's Register is the world's first maritime classification society, providing safety, compliance, and engineering services to the maritime and offshore industries for over 260 years. It had evolved well beyond its classification origins, building a consultancy and advisory capability alongside its core compliance services. But its website didn't yet reflect that evolution.

The website had accumulated features and content over years of expansion, plus a taxonomy that was built around the legacy business. Lloyd Register’s expertise and breadth of offer were obscured, and newer high-value consultancy services were hard for prospective customer to find.

The business wanted more than new web design, it needed to fundamentally transform the role of digital experiences within its customer acquisition strategy.

UNRVLD was appointed by Lloyd’s Register to reimagine its website as a lead-generation engine, expand digital visibility to its global maritime audience and connect visitors with industry-leading expertise through relevant, personalised experiences.

The work started with deep immersion in the maritime sector’s language, audience expectations and commercial dynamics. A new information architecture and taxonomy were designed to surface Lloyd Register’s full-service proposition: classification, compliance, advisory and consultancy services.

Intelligent components built on Optimizely CMS 12 dynamically connect relevant services, so a client exploring classification in one area discovers related advisory and consultancy capabilities.

Beyond the core platform, UNRVLD delivered specialist digital products: the Zero Carbon Fuel Monitor, a data-driven tool helping maritime operators assess alternative fuel options; a reimagined Careers Hub integrated with LR's recruitment platform; and Horizons, a content hub with its own design identity for publishing thought leadership on decarbonisation and the future of maritime.

The new design language, anchored by Lloyd Register’s marine green, translates 260 years of institutional authority into a modern digital estate. The new, full-service proposition including classification, compliance, advisory, and training is now navigable and cross-sellable for the first time.

Global content teams operate on a single governed platform, publishing independently while maintaining brand consistency.

And the Zero Carbon Fuel Monitor and Horizons content hub established Lloyd Register’s thought leadership position in maritime decarbonisation.

The platform has been architected to cope with future growth, including acquisitions and an expanding digital solutions portfolio.

UNRVLD continues to work with Lloyd's Register on the evolution of its customer portal, including customer testing to generate insights that shape the experience roadmap.