API Network, a global network brought up to date in a map and a directory
api-network.org · 24 countries · 18 firms · 31 offices Alliance Partnership International is a global association of independent executive search and HR consultancy firms. Twenty-four countries, eighteen firms, thirty-one offices. Whoever lands on the site — a client with a vacancy in another country, or a firm looking to join — is not there to read: they are there to check that somebody is actually out there.
The previous site did not make it easy: it had fallen behind and the network was invisible. An association does not sell a service, it sells the fact that it exists, and existence has to be something you can look at. They asked us to rebuild it from scratch — design, website and development — and to order the network so it could be walked through.
We started with the map. Before explaining what the alliance does, the site shows where it is: one dot per office across the world, with its address and the firm behind it. It is the answer to the only question that brings a visitor there, and it goes ahead of everything else.
We turned the members into content. Each firm has its own profile, with its scope and its contact details: a new content type that did not exist on the previous site. That is what turns a logo carousel into a directory you can consult, link to and extend when one more member joins.
A digital identity of an institution, not of an agency. A single navy blue as the brand colour, with no accents; Lora for the institutional voice, Crimson Text for the articles and Open Sans to disappear. Centred composition, a blue veil over the photography and a white card with the network’s four figures riding over the home page.
Development with our own child theme. We rebuilt the entire installation with a child theme of ours and a global kit defined by hand, so that colour, type and buttons come out of the system and not out of each page. The seven pages went up as a block and were closed one by one through to December; in 2026 we opened one more phase, with the network page and the blog up to date.
The temptation, in an association, is to open by talking about values. We put the membership facts up front instead: where, who and who to write to. The shared values and the code of ethics are still there, but after the map: in an international network trust is proved by showing the coverage, not by describing it.
The site runs on WordPress with Elementor Pro on top of a minimal base theme and our own child theme. The choice is not decorative: a base theme that imposes no styles weighs less and lets everything you see come out of the global kit — navy #011347, text #313038, Lora 600 and Open Sans 400 — plus the child theme’s CSS. Changing the brand blue means touching one variable, not two hundred pages.
The architectural piece is the member content type. Each firm is an entry with its own template, and the directory, the logo carousel and the map all drink from the same source. When a member joins or leaves you touch one place and all three find out; in a network that grows, that is the difference between maintaining a website and rebuilding it every year.
And a note from the catalogue: the first firm in the directory is Master Consulting, who is also a client of ours. Having worked on a member’s website before the alliance’s own helps quite a lot in understanding what someone arriving from outside is really looking for.
"Your Global Partner for Strategic Talent Acquisition & Assessment"api-network.org
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