A web platform for a property group that keeps launching things
Gallery Group is a South East Queensland developer and builder working across residential developments, home construction and property management. A business like that is never one website. It is a corporate platform that has to hold the whole story, plus a stream of project and brand sites that each need their own audience and their own feel. We build across that whole surface: the group site, and the bespoke sites for individual developments and ventures.
Overview
The challenge
A property group's website has to speak to more audiences than almost any other business site: buyers looking at a specific development, landowners weighing a builder, investors, sales partners, and people mid-build tracking their own home.
Gallery Group also moves quickly. Developments launch, sell and complete. News lands weekly. Divisions like home construction and property management each need their own space without fragmenting the group's story. And every so often a project is big enough to deserve a site of its own, in its own voice, which is how the La Palma and Libertas builds came about.
Serving that with one-off websites would mean starting from scratch every time the group launched something. The job was to be the standing web capability behind all of it.
Our approach
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Strategy
One corporate platform carries the group. Bespoke microsites carry the projects that outgrow a page.
- The group site structured around what the group does: developments, build, property management
- Developments held as structured content, filterable by location, type and sales status
- Project microsites spun up with their own design language when a launch warrants it
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Design
The corporate site holds a consistent group identity, so the project sites are free to differ.
- A numbered what-we-do structure that keeps three divisions legible
- Development photography and film doing the persuasion
- Smooth scrolling and considered motion without getting in the way of content
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Development
A Webflow platform the group’s own team publishes to daily.
- CMS collections for developments, projects, news and partner resources
- Spam-protected enquiry forms and a mailing-list capture on every page
- Portal entry points for clients tracking builds and investors managing assets
Technical deep-dive
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Content the group publishes itself
The site moves at the pace of the business because the business runs it.
- A filterable developments index driven by structured project data
- A news engine with dozens of published articles across categories
- Partner and department resource collections behind the public surface
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Many audiences, one structure
Buyers, landowners, investors and partners each get a route without a maze.
- Division pages for developments, home building and property management
- Dedicated portal entries for construction clients and asset-management investors
- Specialist surfaces, like the group’s disability-accommodation offering, with their own pages
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A series, not a site
The group relationship extends beyond one build, which is what this series documents.
- La Palma: a cinematic single-page site for a luxury eleven-residence development
- Libertas: a calm, participant-first site for the group’s NDIS accommodation venture, with property listings its team manages
- Ongoing development as the group launches new projects
Results and impact
Gallery Group runs its whole public surface on this platform: the divisions, the filterable developments index, weekly news and the partner resource library, with enquiries and subscriptions captured on every page.
The structural result is the series itself. When a development or venture needs its own site, it gets one, designed for its audience, without the group site bending out of shape to accommodate it. La Palma is documented as its own study alongside this one, and Libertas carried the same approach into disability accommodation.
Key takeaway
A property group does not need a website. It needs a web capability: a corporate platform its team can publish to, and the ability to launch a project site in a different voice when a development deserves one. Building both, repeatedly, is the actual service, and it is why this study has a sibling.
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