Overview

GenusPlus Group - an ASX-listed, national energy infrastructure and services provider trading as Genus - partnered with Deepend, working alongside The Station Agency (Genus’ brand and creative agency), to redevelop its corporate website, unifying a fast-growing, acquisition-led business under a single brand promise: ‘Proudly Powering What Matters.’ 

Deepend ran an end-to-end engagement spanning discovery, IA and UX redesign, visual identity, content, build, QA, and launch. We began with stakeholder workshops to align the business on segment definitions and site objectives, then worked outward: validating the information architecture and user journeys for clients, candidates, and investors; developing a segment-led visual and content system; and rebuilding the site on Webflow with integrations into JobAdder for careers and Orient Capital for investor information.

Design and build were delivered in close collaboration with The Station Agency, Genus’ brand and creative agency, who partnered with Deepend to select an appropriate base Webflow template and guide its customisation - including subtle branded touches, such as PNG imagery treated with rounded, transparent corners - to keep the site visually consistent with Genus’ wider brand system. A standardised case study template was built into the platform to support an ongoing publishing cadence post-launch.

What We Delivered

• UX research & stakeholder workshops 
• Audience mapping & user journey design (clients, candidates, investors) 
• Information architecture & site-wide navigation redesign 
• Segment-led visual identity & design system 
• Collaborative Webflow base-template selection & customisation with The Station Agency 
• Branded visual detailing (custom PNG imagery, rounded transparent corners) for on-brand consistency 
• UI design across core, segment, and project pages 
• Content strategy, tone of voice & full content rewrite 
• Website development & CMS migration (Kentico → Webflow) 
• Systems integration - JobAdder (careers) & Orient Capital (investor relations) 
• SEO foundations - metadata, heading hierarchy, keyword-aligned structure 
• Standardised, reusable case study template & content pipeline 
• Analytics & performance tracking setup 

Problem & Insight

Discovery revealed a business whose digital presence hadn’t caught up with its own growth. Stakeholder workshops and a current-state audit surfaced outdated and duplicated content, inconsistent segment definitions inherited from separate acquisitions, and a technical and SEO baseline that limited visibility.

Strategy & Experience Design

We validated a new information architecture built around three clear segments - Infrastructure, Energy & Engineering, and Services - each with its own capability breakdown, project experience, and visual identity, nested within a consistent overall brand system. Key user journeys were mapped and designed specifically for clients seeking technical capability and project evidence, job seekers wanting culture and career pathways, and investors needing a direct route to ASX announcements, reports, and financials. 

Technology & Delivery

The site was rebuilt from the ground up on Webflow, replacing the legacy Kentico platform with a modular, component-based structure designed for ongoing content growth.

Rather than building fully from scratch, Deepend worked closely with The Station Agency to select a suitable base Webflow template and then customised it to fit Genus’ brand system - layering in bespoke visual details such as branded PNG imagery with rounded, transparent corners to soften the industrial subject matter and keep the design language consistent across segments.

Delivery also included JobAdder integration for live job listings, Orient Capital integration for investor content, WCAG-aligned accessible design, and a standardised case study template built directly into the CMS to support a publishing cadence of new project case studies every 2–3 months post-launch. The build was tested across browsers, devices, and editorial workflows prior to content migration and go-live.

Results

Genus launched with a unified three-segment structure, a scalable design and content system, and a platform built for continuous growth rather than a one-off refresh. Post-launch workstreams are already underway, including an ongoing case study pipeline, continued SEO optimisation, and regular careers and culture content updates - positioning the site as a living asset rather than a static brochure.