Gee Health Ltd
One design system, four brands
A shared theme architecture for the Gee Health brand family — one codebase, distinct accent colours per brand. Gee Smile is the live flagship site.
The challenge
Four brands were planned across dental, hair restoration, aesthetics and bariatric surgery — each needing its own domain, identity and content, but sharing the same values, typography and patient journey. Building and maintaining four separate websites would have multiplied cost and inconsistency.
The approach
We separated design from identity:
- A shared theme package holds every UI component, the typography (self-hosted Cormorant) and the layout system — written once, used by all four sites.
- Each brand is a thin site carrying only its own content, navigation, schema type and a single accent colour: burgundy for Smile, slate for Hair, mauve for Aesthetics, teal for Bariatric.
- Changing a brand’s look is one CSS variable. Changing every brand at once is one edit to the theme.
The outcome
Gee Smile launched with full content on geesmile.com. The shared theme package remains the foundation for any future Gee brand — a new site is a thin layer of content, navigation and one accent colour.