Repositioning CSR’s digital presence from a corporate hub to a connected ecosystem linking customers to brands, services, and solutions.
CSR is the parent company of some of Australia’s most trusted building brands, including Gyprock and PGH. While its website had traditionally focused on investor communications, research revealed a far greater opportunity: using csr.com.au to better connect its family of brands and cross-pollinate knowledge across audiences and services.
The redesigned platform needed to bring clarity and value to three key customer groups (Homeowners, Builders & Trades, and Architects & Designers) while still meeting investor needs. The site also had to act as a digital backbone for CSR’s brand ecosystem, built on Sitecore, and lead the transformation of how users discover and engage with CSR’s full product range.
Behavjor worked with CSR as part of a three-site rollout across PGH, Gyprock, and CSR. The CSR project demanded a nuanced balance between customer and investor needs, with the added complexity of being the digital gateway to the wider CSR brand network.Our work included:
Audience Research & Stakeholder Workshops
Uncovered key needs across homeowners, trades, and specifiers navigation, language, and content.
Content Audit & Categorisation
Reorganised investor content and rebuilt customer journeys around how users research and choose materials.
Design System Architecture
Built a shared but flexible design system that could scale across all CSR brands.
Universal Navigation Design
Developed a persistent nav framework that enables brand-to-brand movement and increases exposure across the network.
Solution Selling Strategy
Introduced new formats that combined products from multiple brands to show full-system solutions (e.g. entire wall systems or ceilings).
UX & UI Design
Designed a clear, responsive experience for all audience segments across devices.
Prototyping & Testing
Validated pathways and interaction patterns with real users.
Development Support & QA
Supported implementation on Sitecore, ensuring fidelity from design through to deployment.
Multi-site Network Strategy
Digital Product Design
Brand Experience Design
Behavioural Research
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A unified digital strategy brought clarity, cohesion, and customer focus to CSR’s online ecosystem:
Repositioned csr.com.au to deliver tailored value to homeowners, trades, and specifiers.
Connected CSR, PGH, and Gyprock under one scalable and seamless navigation framework.
Enabled customers to explore products and services from across the group, driving awareness and relevance.
Introduced new ways to combine product content across brands into cohesive system-level stories.
Built new pathways that serve customers while still meeting corporate and investor requirements.
Created a flexible, component-based system that CSR can scale across its broader digital portfolio.
CSR.com.au is now the central hub in a digitally connected brand family. With its clear focus on customers, lateral brand discovery, and full-system storytelling, the site now plays an active role in guiding users to the right solutions, no matter where their journey begins. It balances investor needs with commercial value and sets a new foundation for CSR’s digital future.
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