GroupGSA aligns national Cities and Places leadership under Jenna Keyes

Multidisciplinary design practice GroupGSA has appointed Principal Jenna Keyes as National Sector Lead for Cities and Places, bringing together its urban design and landscape architecture disciplines under a single national strategy.

Building on her existing role as Principal of Urban Design, Keyes brings more than 20 years of experience in strategic urban design and masterplanning of major public and private sector projects nationally. Her portfolio spans multi-unit residential developments, large-scale mixed-use precincts, industrial innovation parks and complex urban renewal masterplans. She leads multidisciplinary teams to deliver integrated, high-impact outcomes that are design-led, policy-informed and grounded in community needs.

A Unified Strategy for Precinct-Scale Transformation

GroupGSA Director Lisa-Maree Carrigan said Keyes’ expanded national remit reflects the practice’s evolution towards a sector-based model aligned to its growing pipeline of large-scale urban and landscape projects.

“Jenna’s leadership of our Cities and Places sector reinforces a long-held strength of GroupGSA: urban design as a catalyst for meaningful change,” Carrigan said.

“Through a nuanced understanding of precinct-scale transformation, she strengthens our capacity to shape connected, inclusive places that deliver lasting value for communities and a genuine legacy for the future. Supported by a highly skilled team of urban designers and landscape architects, this unified leadership brings a collective focus on strategies and places that are purposeful, human-centred and designed to endure.”

Keyes is currently leading the urban design for a landmark masterplan in Kurnell, on Gweagal Country in south-east Sydney. The 210-hectare project will accommodate approximately 4,300 dwellings across four sub-precincts, oriented around a mixed-use town centre comprising retail, a supermarket, a school, community facilities and key social infrastructure.

Delivering High-Impact Outcomes Across Australia’s Growing Regions

The Cities and Places sector is delivering a range of significant projects, including:

Macarthur Business and Innovation Park, a 398-hectare employment-led precinct in Greater Macarthur. The master plan provides for more than 1.2 million sqm of gross floor area across commercial, industrial, retail and knowledge-based sectors, supporting the region’s long-term economic growth.

Parramatta Road Corridor Precincts, a partnership with the City of Canada Bay, encompassing three precinct masterplans for more than 4,000 proposed dwellings alongside improved transport and public amenity in line with the NSW Government’s transformation strategy.

Gipps Street Recreational Precinct, a 32-hectare, multi-award-winning sports precinct in Claremont Meadows for Penrith City Council, delivered on a remediated former landfill site.

Lake Jindabyne Foreshore, a 65-hectare waterfront precinct delivered in partnership with Snowy Monaro Regional Council, integrating recreation spaces and First Nations storytelling via cultural trails, public art and gathering spaces.

Keyes was recently appointed to the 2026 Urban Development Institute of Australia (UDIA) NSW Sustainable Development Committee, as well as the Burwood Council Design Review Panel, where she will contribute to advancing innovation, sustainable growth and design excellence across cities and regions at both state and local government levels.

“Across Australia, we’re seeing increasing pressure on our cities to grow sustainably and equitably,” Keyes said. “Through our Cities and Places sector, we are shaping long-term frameworks that integrate infrastructure, Country and landscape to support resilient, inclusive communities for generations to come.”

Keyes’ alignment of national leadership across the Cities & Places sector coincides with 30-plus new hires at GroupGSA, which now employs more than 230 professionals across four studios in Australia and Asia. The practice enters 2026 with a strong pipeline of residential, commercial and large-scale urban projects.