Gee Health Ltd
One design system, four brands
A shared theme architecture powering Gee Smile, Gee Hair, Gee Aesthetics and Gee Bariatric — four distinct brands launched from one codebase.
The challenge
Gee Health Ltd operates four treatment brands — 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
Four brands, four domains, one codebase. The flagship site launched with full content; each sister brand followed as a ready-to-grow skeleton inheriting the entire component library. New Gee brands can now go from decision to deployed site in days, not weeks.