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CompletedCase study
Building a Multi-Brand Frontend Platform for The Aspen Group
The Aspen Group runs several brands, not one. Working with our principal engineers, I helped architect a shared frontend platform that serves all of them from a single codebase and design system — onboarding new brands faster and reducing long-term maintenance and engineering effort.
Multi-brandConfig-drivenDesign systemContentfulTheming
01
Context
Aspen Dental transitioned to The Aspen Group and expanded into a multi-brand organization (Aspen Dental, ClearChoice, WellNow, Lovet, Chapter, and more).
02
Problem
- A single-brand architecture doesn’t scale as new brands are added
- Separate apps per brand would multiply complexity and maintenance cost
- Content teams needed flexibility without engineering dependency
03
My Role
- Contributed to the platform strategy and implementation
- Helped ensure the architecture stayed simple and maintainable
- Worked with content/platform teams on brand configuration workflow
04
Approach & Key Decisions
Two apps, clear responsibilities
- Digital marketing app: all landing pages and marketing content
- Office directory app: all office/location pages
- One codebase supports multiple brands without forks
Contentful-driven brand configuration
- Editors set up content per brand per app in Contentful
- Apps query Contentful using brand + app context
Shared design system with theming
- Single component system shared across brands
- Brand-specific theme/config applied to the same components
- Consistent behavior and accessibility across brands
Results
- One marketing app and one office directory app support multiple brands
- New brands can be onboarded faster using existing foundations
- Reduced duplication and long-term maintenance cost
- Content teams can manage brand content with minimal engineering effort
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Engineering notes
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CMS 2.0 — Decoupling Content and DesignThe CMS layer of this platform — Contentful Studio composition that lets each brand’s content team build without engineering.Scaling an SEO-Critical Web PlatformThe Gatsby → Next.js migration that turned this into one SSR codebase capable of serving many brands.