Problem
Does your portfolio of solutions speak with one voice, or does each product live in its own world?
- Your solutions each have their own communication logic
- Your audiences are heterogeneous: local authorities, central government, hospitals
- Your expertise is recognised internally, but hard to articulate outside
- Your offer pages describe features rather than benefits
- Your keywords cannibalise each other across solutions, with no one steering it
- Your corporate brand and your product brands do not add up to a coherent story
In public-sector B2B markets, the complexity of the offer is real. The complexity of the discourse, though, is a choice.
Most software publishers document their solutions.
Few architect their brand and their visibility as a system.
Tension
A long-established publisher. A portfolio with no shared architecture.
MGDIS has a rare kind of standing: founded at the initiative of a public authority, independent since 1997, installed in more than 600 public bodies, present in more than 60% of French university hospitals. Forty years of expertise serving the digital transformation of the public sector.
But that expertise had grown solution by solution, market by market, across local authorities, central government and health, without ever being unified into a coherent brand story or a structured search architecture.
Three strategic solutions. Three distinct worlds. Keywords competing with each other inside the same portfolio.
The question was not how to improve the communications of each solution. The real question was how to build an architecture that unifies the brand identity, structures the solutions and organises organic visibility for audiences as different as hospital finance directors and local authority managers.
At that point the project changed in kind.
This was no longer a rebrand. It was group-level editorial engineering.
Role
A systemic logic, with the stakes built in.
We did not dress up existing solutions. We built the architecture that brings them together, and makes them visible.
- Run the brand strategy jointly with the teams, the executive committee and the user clubs: a brand does not come out of an office. It emerges from the people who live it and the people who need it.
- Formalise the brand voice: name what MGDIS fundamentally is, so its voice stays recognisable whatever the market, the solution or the audience.
- Support the naming of the solutions: distinct identities, group coherence, names that carry a position rather than a feature.
- Structure the offer architecture: clarify the hierarchy between corporate brand and solution brands, between the public and health worlds.
- Rewrite the offer pages: translate the brand architecture into benefits each audience can read, and leave the functional register behind.
- Run SEO workshops across several cycles: keyword governance, cannibalisation between solutions identified, semantic clusters built around pillar pages.
- Build in AEO and generative AI: prepare MGDIS’s visibility on conversational engines, not only on traditional ones.
Four years. Two major phases. One systemic logic.
Solution
An architecture of brand and visibility, built in two complementary phases.
Phase 1 — Brand engineering (2022-2023)
- Brand strategy built jointly
Workshops with the user clubs, departments, central government, cities, intercommunal bodies and health, with a presentation to the Board: the brand is validated by those who use it and those it addresses. Not imposed. Built together. - Brand voice and offer architecture
Register defined, tone calibrated, corporate and solution hierarchy formalised: each solution knows what it is, who it speaks to, and how it fits with the others in a portfolio that can be read. - Naming the solutions
Three identities repositioned with group coherence: names that carry a strategic position, not just a functional description.
Phase 2 — Visibility engineering (2023-2026)
- Structured SEO governance
Audit, keyword reference cleaned and organised by solution, cannibalisation between products identified: organic visibility works with the brand architecture rather than against it. - Semantic clusters
Pillar pages, hub pages and editorial pages aligned with priority search intents: every piece knows where it sits in the architecture, what it has to achieve, and how it strengthens the pages around it. - Opening to AEO and generative AI
Presence structured for conversational engines: the MGDIS editorial architecture is ready for the age in which answers come before clicks.
Impact
A long haul, but necessary and worth it.
The strongest proof of a long-term engagement is not a performance figure. It is the depth of the work the client agrees to do.
On the SEO phase, MGDIS carried out a large-scale clean-up of its keyword reference: 602 initial keywords reduced to 247 relevant ones, organised by solution, by service and by search intent. 365 removed. A 59% reduction, not to do less, but to do right.
Simona Vasile, Marketing Director at MGDIS, put it honestly:
It was very tedious, but it was necessary, and we have the sense of a job done.
That sentence says something essential: a client does not do this difficult work without having understood why it is necessary. Adopting the method always comes before adopting the results.
On the rebrand phase, the presentation to the executive committee in November 2023 confirmed how deeply the work was anchored:
Today we presented the work on the new corporate and product guidelines to the executive committee. The graphic intentions are there, along with the symbolism around the new logo.
Guidelines validated at executive committee level are not an accepted deliverable. They are a strategic decision that has been owned.
The most structural signal came in 2026 with the launch of NEXYS, a new solution bringing together three existing products. A fragile brand architecture does not absorb a pivot of that kind without rebuilding everything. The MGDIS architecture took it in naturally, which proves the system laid down in 2022 was built to last.
MGDIS moved from a publisher whose portfolio communicates in silos to a group whose brand architecture and organic visibility form one coherent system.
What if your portfolio of solutions became an architecture people, and search engines, could read?
In technically complex B2B environments, software publishing, the public sector, health, the solutions often develop faster than the brand that carries them. Each product builds its own identity. Each team develops its own discourse. Keywords cannibalise each other with no one steering it.
The result is predictable: unquestionable expertise, invisible from the outside.
And when a new solution arrives, a merger, a pivot, a launch, everything has to be rebuilt because the foundations were never laid.
With a structured architecture of brand and visibility:
- You unify the discourse across solutions and markets
- You make your expertise readable for heterogeneous audiences
- You steer your SEO as a system rather than as a run of one-off optimisations
- You prepare your presence on conversational engines
- You give your organisation a shared frame of reference that absorbs growth
The question is no longer whether your solutions are well documented. It is whether your architecture is built to carry your growth, and to survive your own product changes.