G&S&

Strengthening collaboration through a new website

Client

G&S&

Scope

Brand & Web strategy, Concept development, Web design & development, Motion & Video

Duration

2023 - present

Website

gens.nl

About the project

Connection is where it begins.
A merger between two prominent project developers, achieving their ambitious plans by working together.

G&S& is a brand born from the merger of G&S Vastgoed and BMB ontwikkeling. By working closely with experts and the communities involved, G&S& works on projects that help improve living conditions and strengthen communities. 'More people, fewer bricks.'

Over the past 45 years, G&S& has developed a multidisciplinary and collaborative approach to urban real estate development, to make sure their projects reflect the wishes of the people who will use them, not the people who design them.

Visual of an iPhone with a project header

Web strategy

Following the merger of our client G&S Vastgoed, we collaborated to translate the new brand identity, created by The Stone Twins, into a unique online experience that breathes 'Kill off the average™'.

To align the web strategy seamlessly with the brand strategy, we tried to reinforce as many facets of the branding as possible. By combining subtle motion design with recognizable brand elements, that play into the brand's collaborative foundation, we safeguarded the brand's integrity and created a compelling digital experience that represents the essence of G&S&. 'More people, fewer bricks'.

Video by The Stone Twins

Strategic keypoints

It was essential for us to translate the new brand identity into a sweet and short user experience, without it being boring. To do so we used motion design, simplified the user navigation, and personalised the digital journey. Which has resulted in a unique and immersive experience, that offers efficient contacting options for various target groups at the same time.

Visual featuring 'More people, fewer bricks'

Flow

Understanding the brand's identity and unique objectives, we designed a user-centred web flow as a base for our design. A cohesive flow that effectively showcases the new G&S& brand, and strategically drives forward their business goals. From intuitive navigation to strategic content placement, every aspect of this flow is designed to guide users through a seamless and engaging digital journey.

Contextual menu

Based on our web strategy, the need for personalisation in the digital journey, and the various interactions that are possible within the flow, we designed a contextual menu that adapts fluently to the needs of the users in a personal way. Ensuring clear and custom navigation throughout the entire user flow, within a clean, easy to use, and dynamic design.

Colour

By strategically dividing the existing palette, we used colours to create a recognisable contrast between the lively content representing G&S& and the minimalist style used for their projects. This allows space for the projects' distinctiveness, making a memorable impression without having to deal with non-compatible colours.

Widgets

The core of the design for the widgets comes from a need for simplicity, and (function) recognition, whilst having more than one call to action. This stands in line with the web strategy, creating an uncluttered user experience.

Visual of the contact widget on the website

Looking ahead, we ensured that G&S& can custom-build certain pages based on reusable elements that we designed and developed with React and supported by Storyblok CMS. By approaching the websites' structure with a critical and strategic eye, we were able to tailor these to G&S&'s needs.

A consistent experience

To ensure a consistent experience across all devices, the G&S& website is optimised for performance, responsiveness, and cross-browser compatibility. Curious to experience it yourself? Head over to gens.nl to check out the live product.