OurHouse

OurHouse is a premium family members' club that blends workspace, wellness and community under one roof. Designed for modern families, it offers a rare combination: somewhere parents can work, children can play, and everyone can feel part of something bigger.

With two established houses and four more in development, OurHouse was growing quickly. But its digital presence hadn't kept pace. Three separate websites, a fragmented customer experience and a rigid CMS made it increasingly difficult to scale. With every new house planned, that complexity risked multiplying, diluting the brand and increasing operational overhead.

OurHouse needed everything brought together under one roof: a single digital experience that could support its growth, strengthen the brand and make it easier for families to understand the value of membership.

A key audience insight shaped our approach. Prospective members weren't comparing OurHouse to other family clubs. They were comparing it to the seamless, premium digital experiences they encounter every day, while also weighing up the cost and complexity of juggling multiple subscriptions, workspaces, gyms and children's activities. For time-poor parents, joining OurHouse wasn't simply another purchase; it was a commitment to a different way of living. The digital experience needed to build confidence, reduce uncertainty and make that decision feel effortless.

That thinking shaped every part of the experience. Every journey was designed to help families quickly understand what membership offered, explore the spaces and facilities that mattered most, and ultimately feel confident enough to join the waiting list.

Working alongside the brand agency as a new identity was developed, we translated the emerging brand into a digital experience. The digital design needed to feel as welcoming as the physical spaces while capturing the premium nature of the proposition. A warm, tactile visual language balanced sophistication with personality, combining soft colour palettes with distinctive house colours to celebrate each location. Characterful typography, relaxed photography and a flexible system of icons and illustrations created a brand experience that felt cohesive across every interaction while allowing each house to retain its own identity.

The experience was shaped by real families throughout. We tested prototypes with parents to understand how they explored facilities, compared membership options and made decisions, helping us remove friction from the moments that mattered most and continually refine the journeys around genuine customer behaviour.

Underpinning it all is a scalable technical foundation. Built on Contentful, the platform uses structured, centralised content that enables new houses to launch quickly while allowing teams to manage and evolve content without developer dependency. HubSpot integration connects the website, CRM and member communications into a more joined-up customer journey, while AI-supported development accelerated delivery without compromising quality.

The result is a unified digital platform designed to grow alongside the business. It brings together multiple houses under one coherent brand, gives prospective members the confidence to commit and provides the flexibility to support future expansion. Since launch, the new experience has delivered a 38% increase in conversion, validating an experience designed around how modern families really make decisions.

Interested?

Visit OurHouse and view the work here.

If you'd like to speak to the team about how we can transform your digital experience for your customers. Get in contact by emailing hello@greatstate.co