Blogs can be powerful storytelling tools, especially for thought leaders and organizations aiming to shape the future of their industry. But when that blog looks like everyone else’s, it risks blending in instead of standing out.
That was the situation in 2021 when AI Forum, a global leader in AI research and enterprise strategy, launched their blog using a common prebuilt template. The content was strong, mobile responsiveness was solid — but something crucial was missing: brand identity.
They needed a digital presence that didn’t just share ideas — it had to represent their voice, values, and credibility as an international AI thought hub. That’s where Sitemasons came in.
The Client: AI Forum
AI Forum connects global enterprise leaders, researchers, and policy makers in artificial intelligence. With a growing audience of professionals and decision-makers, their platform serves as a hub for AI insights, research reports, event updates, and high-level discussions that shape the future of technology.
The Challenge: A Template That Didn’t Tell the Story
AI Forum’s original blog design was:
- Functional but visually generic.
- Responsive, but lacked design cohesion.
- Content-rich, but visually weak and misaligned with the brand’s sophistication.
It was, in essence, a template being stretched to do something it wasn’t meant to do — carry the voice of a global AI authority.
Key issues included:
- A layout that mimicked thousands of other blogs, offering no unique brand feel.
- Poor integration of AI Forum’s visual identity (colors, typography, spacing, etc.).
- Navigation elements that felt bolted on, not purpose-built.
- No storytelling within the design itself — it lacked hierarchy, clarity, or character.
Their content deserved better.
Our Approach: Listening First, Then Building With Purpose
Rather than jumping into redesigns, we started by doing something that’s often skipped in template-driven design: we listened.
We scheduled discovery sessions with the AI Forum team to understand:
- The core purpose behind their blog.
- How it fit into their wider communication strategy.
- Their existing brand guidelines, including their logo, color palette, and past visual materials.
- Their tone, audience, and ambitions for the platform.
This wasn’t just about pixels. It was about aligning visual identity with organizational purpose — turning the blog from a publishing tool into a branded experience.
Solutions Implemented: From Templated to Tailored
Once we had a full understanding of their vision, we moved into planning and production.
- Custom Blog Design from Scratch
We designed a unique blog layout using a combination of custom design assets and flexible components that would scale as AI Forum grew. Every element — from typography to post cards, spacing, callouts, and footers — was built to align with their identity.
- Intelligent Content Structure
We rethought the way posts were presented:
- Smart category badges
- Clean metadata (date, author, tags)
- Strong CTAs to guide readers deeper into the ecosystem
We also designed a template that allowed different types of content — press releases, whitepapers, insights, and event news — to all feel part of the same experience, without looking the same.
- Seamless Mobile & Tablet Optimization
While their previous site was technically responsive, we fine-tuned for real-world devices:
- Increased tap target sizing
- Rebalanced spacing for readability
- Reduced load times
- Ensured CTA visibility and navigation clarity across all screen sizes
- Brand-Led Visual Identity
We integrated AI Forum’s established brand system throughout:
- Their deep blue, white, and accent color palette
- Sleek, modern sans-serif typefaces
- Proper logo spacing and balance
- Layouts that emphasized professionalism and credibility
- Backend Customization
To make publishing simple for their internal team, we provided a clean and modular backend interface — no coding required. Blog managers could easily publish, schedule, and categorize new posts while keeping everything on-brand.
The Results: A Blog That Reflects Global Authority
Within weeks of launch, the new blog design received overwhelmingly positive feedback from both readers and contributors.
Key Improvements:
| Feature | Before | After |
| Design | Generic blog template | Custom-branded design built from scratch |
| Brand alignment | Weak visual identity | Fully cohesive with AI Forum branding |
| Content hierarchy | Basic title-text-image layout | Visual hierarchy, CTAs, metadata integration |
| Mobile experience | Standard responsive | Fine-tuned UX for mobile/tablet |
| Editor interface | Limited customization | Modular, easy-to-update CMS blocks |
The redesign helped elevate the perception of AI Forum’s blog — from “just another tech blog” to a digital space that matched their global reputation.
Client Feedback
“We wanted more than a blog. We wanted something that reflected who we are — not just what we publish. Sitemasons understood that from day one. What we ended up with is exactly what we needed: a clean, bold, custom-designed platform that feels like AI Forum, not a template.”
— AI Forum Editorial Team
Key Takeaways
- A blog should be more than readable — it should be recognizable.
- Template limitations often become brand limitations.
- When working with industry leaders, the presentation of content is part of the message.
- Listening deeply to brand goals before designing leads to long-term alignment and better adoption.
Final Thoughts
AI Forum’s blog now stands as an extension of their brand — not just a place to post, but a place that represents their voice, vision, and values.
At Sitemasons, that’s what we specialize in — going beyond the surface to build digital experiences that don’t just work… they speak for you.
If your current site feels more like a placeholder than a platform, let’s build something better.
