About the Global Experience Language (GEL)

The NSW Global Experience Language (GEL) is our source of truth for department staff and those working for the department to deliver our brand promise and create a consistent, coherent digital customer experience across our digital ecosystem faster and with less effort.

GEL was originally called 'GEF' however, the pronunciation of 'GEF' (as "Jeff") was a little confusing. We changed to GEL as there are a number of other large organisations that also use this standard term.

The GEL is how we place a layer of governance over our corporate site and intranet. We do this by providing a design UI kit (staff only), content style guide, and standard web page templates (staff only) and components (staff only) so authors can create consistent online experiences for our visitors and staff. To enforce greater consistency we also provide a template hierarchy (staff only) that dictates where page templates can be used in our established information architecture (IA).


Maintaining consistent web page patterns on the department's web channels is crucial for a number of reasons. Our corporate site and intranet combined include over 19,000 web pages, and it is essential that visitors have a consistent user experience across all of them. Here are a few key reasons why consistency (adhering to our GEL) matters:


Consistent page patterns help visitors navigate the website more easily. Visitors often come to large websites with a specific goal in mind, whether it is to find information, or complete a task. If the website's pages all look and function differently, visitors may become confused and frustrated. Consistent page patterns, on the other hand, provide visitors with a sense of familiarity and predictability, making it easier for them to find what they are looking for.


When visitors see that a website is well-designed and easy to navigate, they are more likely to trust the information and services provided on the website. Conversely, a website with inconsistent page patterns can seem unprofessional or even suspicious.


Branding is a critical component of any website, and consistent page patterns are one way to ensure that a website's branding is communicated effectively. By using the same color scheme, typography, and design elements across all pages of a website, visitors are more likely to remember the website and its brand.


When a website has a consistent design, it is easier to make updates and changes without disrupting the user experience. For example, if a website needs to add a new page or feature, it can be designed to fit seamlessly within the existing page patterns. This makes it easier to keep the website up-to-date and relevant for visitors.


  • Communication and engagement

Business Unit:

  • Communication and Engagement
Return to top of page Back to top