About Brother Europe
Brother is one of the world's most recognised technology brands, serving businesses and consumers across Europe through a diverse portfolio of printing, labelling and business solutions.
Operating across 32 European territories, the organisation faces the challenge of delivering consistent digital experiences whilst accommodating the needs of different markets, audiences and commercial objectives.
The challenge
Brother Europe engaged Absurd as its European UX and UI partner to help evolve digital experiences across a wide range of initiatives.
The challenge extended beyond individual projects. As customer expectations evolved and digital channels became increasingly important, Brother needed a consistent approach to experience design that could support multiple markets, products and business objectives.
This included improving ecommerce journeys, supporting personalisation initiatives, enhancing customer engagement and creating scalable design foundations capable of supporting future growth.
Our approach
Working as an extension of Brother Europe's internal teams, Absurd provides ongoing UX and UI expertise across multiple digital initiatives.
Our role spans research, experience strategy, interface design, journey optimisation and design system development, ensuring new initiatives align with both customer needs and wider business goals.
One significant area of focus involved helping Brother introduce direct-to-consumer ecommerce capabilities whilst protecting its established dealer network.
This required extensive research into customer behaviour, purchasing journeys and market requirements across Europe.
Alongside ecommerce initiatives, Absurd has supported improvements across navigation, product discovery, merchandising, personalisation and broader customer experience programmes.
To support consistency at scale, we developed a design system in Figma that enables teams across Europe to deliver more coherent experiences whilst accelerating delivery.
32
European territories
Multi-year
design partnership
D2C
commerce capability launched
Results
The partnership has enabled Brother Europe to accelerate delivery whilst improving consistency across its digital estate.
New ecommerce capabilities have been introduced without compromising existing dealer relationships, while design system adoption has created a stronger foundation for future product and platform initiatives.
By embedding design thinking into strategic programmes as well as delivery projects, Brother has been able to make more informed decisions about how digital experiences evolve across European markets.
The challenge wasn't launching ecommerce. It was creating digital experiences that could scale across 32 markets whilst supporting multiple business models.
Outcomes
Brother Europe now benefits from an ongoing design partnership that combines strategic thinking with hands-on delivery.
From ecommerce and personalisation through to navigation, engagement and design systems, Absurd continues to support the evolution of Brother's digital ecosystem across 32 European markets.
The result is a stronger foundation for innovation, improved customer experiences and greater consistency across the organisation's digital products and services.
