Generate brings together more than 1,500 in-house B2B marketers across Australia and New Zealand, through a Slack community, meetups and the annual Generate Summit. We built their Webflow site in 2024, and in 2026 designed and built a new one their own team can update.
Generate’s team runs a community, an annual summit and an awards program, and the website has to keep up with all three. On the Webflow site we built in 2024, most design changes still came through us, which slowed things down whenever the team wanted to move quickly.
The goal for the new site was speed to market: a design system the team could build with, and pages they could change themselves, including by asking an AI assistant, with the Generate Summit and the Ones 2 Watch awards living on the same site.
2024 to 2026
We built Generate’s Webflow site in 2024 and kept adding to it as the community grew, most recently pages for the Generate Summit.
August to September 2026
For the new site we started with the system rather than the pages. We designed it in Paper, from foundations and tokens through spacing, forms and components, then presented two concepts. Generate chose the second, keeping the two-column blocks from the first.
October 2026
We built the site as code from the design system, with Astro and Tailwind on Vercel, and set it up so Generate’s team can make changes themselves and see them on a preview before they go live.
The old site’s problem wasn’t how it looked, it was who could change it. So the new site is built as code with its own editing rules: the team asks an AI assistant for a change, it makes it on a separate copy of the site, and they check it on a preview link before it goes live.
The rules set out how pages are put together, which components to use and what never to touch, so a change made in a hurry still looks like the rest of the site.
Generate runs three things under one roof: the community, the Generate Summit and the Ones 2 Watch awards. The design system covers all three. The Summit adds one colour and graphics of its own, and Ones 2 Watch, whose brand was designed separately, slots into the same components.
The colours, type and spacing defined in Paper go straight into the site’s code unchanged, so the designs and the site can’t drift apart. Type and spacing scale smoothly between the phone and desktop designs, and photo collages resize as one picture rather than breaking apart on smaller screens.
The Generate Summit is the year’s big event, so its page does the selling: tickets on the page itself, the agenda colour-coded by stage, speakers you can filter, and a boarding pass that sums up the day at a glance.
Below that, a replay of last year’s event, what attendees said about it, and the sponsors who make it happen, with a way to become one.
Generate vets every application to keep the community relevant: members are in-house marketers, not salespeople or agencies, and based in Australia or New Zealand. The join form says so up front, asks the few questions that matter, and goes straight to Generate’s HubSpot, with a question for referrals from existing members.
Sponsors have a form of their own, so the right enquiries reach the right person.
The new site has structured data describing the organisation, the Summit as an event and its FAQs, keyword-led page titles, a sitemap, and an llms.txt file that tells AI assistants what Generate is.
Previews of changes are hidden from search engines by default, so only the live site is indexed, however many versions the team checks along the way.
“Working with Matt on a webflow website was a delight. He asked the right questions, super responsive, goes the extra mile for us… 100% would recommend!”
“Working with the Superbrick team was super easy, we gave them a pretty open ended brief and asked them to fill in the blanks and they really delivered! Their flexibility, adaptiveness to feedback, and quick turnaround times made them great to work with…”