CF / PortfolioClient work / Property group

Palton Morgan / Information architecture, UX and build

Several companies.
One group story.

A live client website designed to make a complex property group easier to understand and easier to trust.

My contribution
Structure, UX, visual design and responsive build
Worked with
Client stakeholders from direction through launch
Status
Live public website
01 / ProblemSeveral company names competed for the first explanation.
02 / ThinkingEstablish the group first, then reveal the right route.
03 / BusinessBuild group-level credibility without hiding individual businesses.
04 / UsersVisitors looking for the group, a company, a development or leadership.
05 / ConstraintsOne shared system had to support distinct businesses without becoming mini-sites.
06 / OutcomeA public website with the group, companies, developments and leadership organised in one clear system.
paltonmorgan.com
Palton Morgan responsive property group website
ConstraintA group cannot read like a list of unrelated companies.

The brief / 01

The website had to explain the whole organisation before asking people to explore the parts.

Palton Morgan operates across a group of companies. The risk was fragmentation: too many names, too many routes and no immediate sense of how everything belonged together.

I reframed the site around a simple sequence: establish the group, show why it is credible, then guide visitors toward the relevant company or development.

Design decisions / 02

Clarity before decoration.

01

Start with the group

The first job was orientation. Visitors needed to understand the parent company before meeting the individual businesses and developments.

02

Make trust visible

Leadership, relationships and the organisation behind the properties were treated as core information, not footer material.

03

Build a page system

Reusable structures gave different parts of the group room to speak without turning the website into disconnected mini-sites.

Structure / 03

One front door. Clear routes beyond it.

The information architecture separates group-level trust from company-level detail. That keeps the homepage useful without forcing every visitor through the same long story.

GroupPalton Morgan
Route ACompaniesWho does what
Route BDevelopmentsWhat is being built
Route CLeadershipWho is accountable

What shipped / 04

A working website, not a presentation of one.

What changed / 05

The website now answers the group question before multiplying the routes.

BeforeSeveral names competing for the first explanation.
DecisionLead with the parent story, then reveal the right route.
AfterOne credible front door with clearer paths to companies, developments and leadership.

Current evidence / 06

One structure, live across the whole group.

The public site demonstrates the information architecture, visual system and responsive build working together in production.

Next measurement layer: enquiries by route, visits to company pages, return visits and completion of key contact journeys across a defined reporting window.

Visit the live website ↗