Homunity × Gemeos

Founded in 2014, Homunity is France’s pioneering real estate crowdfunding platform, with 140,000 registered users.

Faced with an aging site and a brand identity with no design system, Homunity trusted Gemeos with a full redesign: art direction, UI design, Webflow build, and SEO migration.

Full Redesign for the French Real Estate Crowdfunding Pioneer

Homunity is France’s first real estate crowdfunding platform, founded in 2014. With 140,000 registered users and several hundred million euros funded, it has become the benchmark in the space. Faced with an outdated site and a visual identity that lacked consistency, they brought in Gemeos for a full redesign.

Gemeos handled the entire project — art direction, building a UI kit from scratch, Webflow development, and SEO migration to protect a decade of hard-earned organic equity.

Industry

Finance

Real Estate

Services

Artistic Direction

UX/UI Design

Development

SEO

Art Direction

Refreshing the identity without starting from scratch

Homunity came in with a legacy blue to preserve, but no design system, no secondary colors, and no distinctive visual element in its logo.

Our mission: bring in a new visual energy while staying clear for a 35–55 audience that wants neither dark mode nor “premium finance” vibes.

We presented 3 creative directions during the Look & Feel phase, drawing from the references Homunity selected (Make, Finary, Iroko, Aircall, Anaxago).

The result: a refined, stronger blue, a more defined secondary color palette, a Google Font with a classic feel but more presence, and the start of a distinctive logo mark — a stylized H, subtle but recognizable, without falling into the usual real estate playbook.

Institutional, Modern & Built for Excellence

This direction strikes a subtle balance between financial credibility and accessibility. The color palette keeps the reassuring codes of investing, while shifting toward softer, brighter tones — avoiding the trap of an elitist premium feel. Elegant typography that never feels rigid strengthens user engagement, while the subtle ink traps underscore Homunity’s digital-first identity. Carrying the logo’s rounded forms into the button system and subheads creates a strong visual consistency, perfectly embodying the brand’s “accessible investment” philosophy.

Differentiated Fintech Innovation

This approach reveals a strong visual maturity, playing on the gradient’s thermal duality: deep blues evoke institutional rigor, while warm beiges soften the experience and make it feel more human. The underlying structural grid gives financial precision a clear form, set against the modern feel of the gradient. This direction stands apart from the competitive landscape with its unapologetically tech-forward character, positioning Homunity as an innovative, professional player that fully owns the codes of modern fintech.

Expert-Led Democratization

This visual direction translates Homunity’s democratic DNA into a deliberately accessible design, a direct echo of the €1,000 entry ticket. The cheerful feel is subtly anchored by rectangular elements with slightly rounded corners, creating a balance between warmth and seriousness. The serif typography embraces its warmth while maintaining formal rigor, embodying accessible expertise. The clean block-based composition follows the brief’s simplicity requirements to the letter, making real estate investment clear and engaging for everyone.

Look&Feel

Summary

Art Direction Web Design Development SEO

Gemeos supported us through the redesign and migration of our site with a deep understanding of our growth goals. The result is a site that’s much more aligned with our brand, while giving our marketing team real autonomy. An expert, responsive, and genuinely great team to work with on this kind of project.

Gatien de Béjarry

CMO @Homunity

UI Design

A UI Kit built from scratch, for a site that lasts

With no existing design system, we built the entire component library from the ground up: primary and secondary colors, typography, grids, interactive states (hover, focus, disabled), icons, reusable UI components. This UI Kit is the backbone of the site. It keeps the visual system consistent across every template and makes future updates easy to own.

The design scope covered every page and template the site needed:

Page Type	Examples
Product Pages	Real estate crowdfunding, SCPI, LMNP
Resource Pages	Blog, investor guides, webinars
Institutional Pages	Homepage, About, How It Works
Cross-Site Elements	Mega menu, footer, gated content

‍Design a product site, not just a brochure site

Homunity isn't just a presentation site. It's a platform with authentication, real-time product data, and a different experience depending on whether the user is a visitor or a logged-in investor.

That product layer shaped every architecture and UX decision we made. We designed:

An interactive map: a geographic view of active or funded projects, making it easy for users to explore the offering intuitively.
A CMS architecture built for editorial independence: each content type (blog, guides, webinars) has its own structure, with CMS fields tailored to each team's needs.

Before integration, we analyzed the Homunity API data structure (scpi, projets_crowdfunding, biens_lmnp) to align the Webflow CMS mapping with the actual back-end fields — and to anticipate filtering, sorting, and pagination logic.

From Look & Feel approval in late July 2025 to final UI approval in early December, the design phase lasted 4 months — with regular iteration cycles directly in Figma.

Summary

Art Direction Web Design Development SEO

Gatien de Béjarry

CMO @Homunity

Webflow Development

Technical integration with zero compromise on performance

The Webflow build kicked off in early December 2025 and went live on February 26, 2026. Behind a smooth, fast site are several advanced technical layers, built in-house by our team.

REST API Connection

‍The SCPI, crowdfunding, and LMNP pages are powered dynamically through the Homunity API. Data — yields, statuses, product details, investment terms — gets pulled in and injected in real time, with no manual work in the Webflow CMS.

The mapping between API fields and Webflow components was documented and validated with Homunity’s technical team.

Interactive Map

‍The map is integrated through a JavaScript library, with dynamic markers tied to project data. It lets users filter and explore available projects directly from the public interface.

Multi-Collection CMS

‍Blog, investor guides, webinars — each content type has its own CMS collection and dedicated templates. The structure was designed to stay manageable without a developer.

Custom Horizontal Scroll Script

‍Built in-house by our team, this JavaScript script powers horizontal scrolling sections — an interactive pattern used to showcase specific project types. We adapted it to Homunity’s specific context, and it can be reused on other projects.

After integration: full QA across every page and component, followed by a 1-hour Webflow training session to give the Homunity team full ownership of content management.

Summary

Art Direction Web Design Development SEO

Gatien de Béjarry

CMO @Homunity

SEO/GEO — Migration

Migrating without sacrificing 10 years of SEO equity

Homunity has been around since 2014 and built a strong organic position around strategic keywords: real estate crowdfunding, SCPI, LMNP, investor guides. A redesign without a rigorous SEO strategy could have wiped out years of hard-earned equity.

Our migration approach focused on four pillars:

1. URL Architecture

‍We worked to preserve the existing site structure as much as possible, with clear rules defined before the build. Strict separation between commercial pages (/fr/scpi/, /fr/investir/lmnp/) and editorial content (blog, guides), with the latter moved out of the /ressources/ folder to improve individual indexing.‍

2. Redirect Plan

‍Coordinated with Eskimoz, Homunity's SEO agency, to make sure every old URL redirected cleanly to its new-site equivalent. The goal: zero link equity loss on high-potential pages. 301 redirects were configured directly in Webflow.

3. Technical SEO

‍Full checkup at the end of the project: <title> and meta description structure, heading hierarchy (H1/H2/H3), load performance, canonical tags, XML sitemaps, robots.txt, and semantic markup validity. Webflow was delivered in technically flawless shape, ready for indexing.‍

4. GEO Optimization (Generative Engine Optimization

‍Alongside classic SEO, we structured the content to maximize readability for generative AI engines — ChatGPT, Perplexity, Google AI Overviews. That meant applying a few key principles to the guide pages (LMNP, SCPI, crowdfunding): strict semantic hierarchy, clear content formats that answer specific search intents, and enough informational depth to get cited as a source in generated responses. Homunity's guide pages are now positioned not just for Google, but for the new search layer powered by LLMs.

Summary

Art Direction Web Design Development SEO

Gatien de Béjarry

CMO @Homunity

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Homunity × Gemeos

Full Redesign for the French Real Estate Crowdfunding Pioneer

Art Direction