Abstract: A system, apparatus and method are provided for dynamically generating decorated data for presenting a web page, at the time of rendering the web page. A request for the web page is received at a front-end server, and a template for generating the page's markup language is retrieved (e.g., a template generated using the Dust templating language), which has embedded one or more directives for decorating specified data in an indicated manner. Raw (e.g., undecorated) domain data for the page are received from a back-end store. A decoration engine parses the template, identifies the directives and applies them to generate decorated data in context. Directives may include metadata used by the decoration engine and/or a directives library. A render process is then applied to combine the template and the decorated data to produce the page's markup language (e.g., in HTML), which is transmitted to the client that requested the page.