FREED Tools: redesign, migration and product development

From a consulting editorial site to a media platform: full redesign, platform migration, connected owned channels and tools used live in workshops and talks.

2026

FREED Tools desktop home page with featured and recent content

01 · Context

The challenge

A consulting blog, not a media platform: Years of strong methodological content lacked clear verticals, editorial hierarchy and an obvious entry point for people arriving from search or a talk.

Disconnected channels: YouTube, live podcasts, LinkedIn, the newsletter and the community lived separately, without bringing audiences back to the site.

No reusable live tools: Workshop resources were scattered across documents, spreadsheets and links instead of being available as stable interactive tools.

Migration without losing authority: Ranked content had to survive the platform and URL change while becoming ready for traditional search and AI assistants.

02 · Design

The solution

A complete redesign and platform migration that turned the site into a media property with editorial verticals, interactive tools and explicit connections to YouTube, live podcasts and the community.

01
Media architecture organised by editorial vertical.
02
Interactive diagnostics and audits designed for live workshop use.
03
Integrated YouTube, live podcast, community and newsletter channels.
04
Content reorganised by search intent.
05
Careful URL mapping, redirects, metadata and structured data.
06
Internal search and multilingual navigation.

03 · Participation

My role

Media strategy, content architecture, product design and platform build: editorial verticals, diagnostic tool logic, migration and redirects, SEO/AEO strategy and connection with owned channels and live activities.

Strategy, content architecture, product design and build

04 · Results

What changed

The consulting blog became a media platform with its own audience.
Interactive tools became the entry point and remained available after workshops.
The site and owned channels began reinforcing one another.
Historic content was preserved and reorganised by search intent.