General People

Building a highly adaptable content platform designed to give each London workspace its own distinct character.

Standard monolithic platforms lacked the flexibility required for the varied, location-specific content the brand demanded, often forcing layout compromises.

To solve this, we selected Storyblok, a component-based headless CMS, to give editors deep structural control without the risk of breaking production layouts. By engineering hard character limits and dynamic content relationship links directly into the core data schema, we ensured the design system’s visual guardrails remained intact.

To support ten distinct page templates, the system utilizes a modular framework of over 250 reusable components. To ensure this vast ecosystem remained manageable and highly optimized, components were categorized into strict design-system tiers — ranging from global structural foundations to highly contextual interactive cards and conversion blocks.

This structural hierarchy maps directly to clean, isolated Next.js front-end components, making the codebase highly maintainable. At launch, the client’s feedback focused squarely on how intuitive and friction-free the editing experience was to run.

Central to the platform is a bespoke map that replaces restrictive, standard mapping tools with a high-fidelity, vector-based experience.

This custom solution utilising Mapbox allows visitors to explore the London network through an interface that mirrors General People’s aesthetic, offering granular discovery and effortless scalability for future locations.

To ensure alignment on the wider digital brand expression, we established a clear design-governance framework early in the engineering phase alongside brand agency partner Bibliothèque. The framework defined clear responsibilities where our team translated the brand direction into refined UX and UI execution — eliminating technical ambiguity and allowing for a seamless transition from brand concept to functional digital platform.

Our engagement extended far beyond the initial deployment, transitioning into an agile process focused on continuous, iterative optimization.

As General People’s commercial strategy evolved, we partnered with them to scale the platform’s capabilities to drive higher user conversion and engagement. To optimize the user acquisition funnel, we evolved the homepage architecture to support high-fidelity video options and refined typography layouts, enhancing immediate brand impact.

We systematically upgraded the core location discovery system — introducing dynamic clickable taxonomy tags, prominent CTA placements, and contextual lead-capture forms based on real-world user data. Because these features were deployed within a mature, componentized system, new iterations were integrated seamlessly without technical debt or onboarding friction, ensuring highly predictable engineering velocity.

What began as a discrete website redesign matured into a technical partnership.