Brand migration & white-label ecosystem

01 /Context

The Ávoris engagement was a long-running effort across the consumer-facing frontend of Grupo Barceló: a full brand migration and a white-label foundation reused across multiple sub-brands. Ávoris is the technology and travel arm of Grupo Barceló, one of the largest travel groups in Europe. Over almost a decade there I worked across most of their consumer-facing frontend, through a period in which the group consolidated several brands and needed those brands to live on top of one shared technical base rather than as independent islands.

02 /My role

My core piece of work was leading a full brand migration across the frontend ecosystem and turning what had been per-brand codebases into a white-label foundation that several sub-brands could share. That meant negotiating with design, agreeing on the parts that should be customizable per brand and the parts that should not, and bringing the codebase into a shape where adding a new brand was a configuration job, not another full integration.

03 /Technical highlights

• White-label frontend foundation reused across multiple group sub-brands.
• Per-brand theming layer separated from product logic, so brand changes did not touch the application code.
• BEM / ITCSS / Atomic Design used pragmatically — picked for the parts of the system where they actually helped.
• Long-running ownership across Angular and Vue codebases, with the migrations that came with that span.
• Bridging design, product and engineering on what was customizable per brand and what had to stay shared.

04 /Outcome

By the end of the engagement, adding or evolving a sub-brand inside the group no longer required forking the frontend. The same base shipped under multiple consumer brands, and the team could iterate on shared improvements without breaking each brand individually.