BlueStone Advisors
01
Research + Strategy
02
Brand Identity Refresh
03
UI/UX Design
04
WordPress Web Design
05
Backend WordPress Development
Elevating Insurance Through Design
BlueStone Advisors, a trusted partner in business insurance, employee benefits, and HR consulting, approached ArtVersion with the need to elevate their digital presence to match the strength of their services and the momentum of their business. As they continued to expand their offerings and client relationships, they recognized the opportunity to create a clearer, more engaging online experience. One that reflected their expertise, supported client decision-making, and reinforced long-term credibility. The goal was to build a modern website that showcases their value with clarity, delivers intuitive pathways and journeys across complex service areas, and positions BlueStone for its next chapter of growth.
Interactive visual elements were developed across the design system for an intuitive user experience.
Web Design
The Challenge
BlueStone’s previous site, while functional, wasn’t aligned with the clarity, engagement, and conversion goals tied to their next phase of growth. Key service areas needed clearer definition, and the overall experience required a more intuitive structure to help visitors quickly understand their options. Internally, the team saw an opportunity to support lead generation, integrate with Salesforce, and create a centralized platform that could empower marketing, sales, and HR. The objective wasn’t just refinement—it was building a scalable digital foundation for the future.
The Approach
Our approach focused on designing a clean, intuitive interface that reflects the professionalism and depth of BlueStone’s advisory services. We introduced clear hierarchy, guided pathways, and interactive touchpoints that help users naturally explore services, insights, and engagement opportunities. The experience was crafted to feel welcoming, informed, and strategically structured—building confidence for visitors while giving the BlueStone team a platform built to grow. Each decision supported two goals: elevate the brand today and establish a strong, scalable foundation for tomorrow.
Custom Iconography
We developed a custom icon system and visual language tailored specifically to BlueStone’s service structure. Each icon was designed to simplify complex offerings, create instant recognition, and guide users through key decision points across the site. This new design language established a consistent visual rhythm—from service pages and resource hubs to calls-to-action and navigation elements—making the experience feel polished, unified, and easy to follow.
Execution & Approach
On the development side, we engineered a fully custom WordPress platform built to operate at an enterprise standard—secure, modular, and performance-driven. Salesforce integration was implemented to streamline lead capture and routing, creating a seamless bridge between marketing and sales workflows. Every page and service vertical was anchored by clear calls to action, ensuring users always had a direct and logical next step.
The build emphasized speed, accessibility, and reliability across all devices, with optimized code, streamlined architecture, and scalable hosting considerations to support future traffic growth. Rather than relying on off-the-shelf templates, we developed a flexible component system and custom admin experience that allows the BlueStone team to update content, launch new pages, and expand service areas without technical bottlenecks.
Security, governance, and long-term scalability were core priorities. The site was structured to accommodate new integrations, additional marketing automation, and evolving content needs—giving BlueStone an enterprise-grade platform that can grow in step with the business. In short, the development effort wasn’t just about launch—it was about building a foundation engineered for what comes next.
Color Selections
The refreshed BlueStone color palette was designed to balance professionalism with approachability. Anchored by the bold authority of BlueStone Blue and the grounded neutrality of Advisors Gray, the expanded palette introduces a series of complementary hues to enhance versatility across digital and print applications. Accents like warm rust and soft ivory bring depth and warmth, allowing the brand to flex across a variety of use cases without losing cohesion. This thoughtful evolution of color not only modernizes the visual identity, but also reinforces BlueStone’s positioning as both dependable and forward-thinking.
BlueStone Blue
#000A8C
Advisors Gray
#4F545C
Light Blue
#93B8E4
#143240
#C5CCDF
#4D98B5
#763435
#F9F8F4
Custom icons and graphic elements were implemented across the interface.
EB Garamond
Bold
EB Garamond
Bold Italic
Raleway
Typography
The updated typographic system was carefully selected to complement the strength and sophistication of the BlueStone logo. EB Garamond—used for headlines and accent moments—introduces a timeless serif elegance that reflects the brand’s advisory depth, while its italic variation adds refinement and a sense of personal connection. Raleway, a clean and modern sans-serif, was selected as the primary typeface for body content. Its sleek lines and open letterforms offer balance to the logo’s bold presence, ensuring readability across devices while reinforcing a contemporary and professional tone. Together, the fonts strike a thoughtful balance, honoring tradition while positioning the brand for what’s next.
The Outcome
The result is a responsive, mobile-first platform that brings BlueStone’s brand to life through a polished, professional interface. Information is easier to find, decision points are clearer, and the digital experience now reflects the forward-thinking advisory partner BlueStone has become. To support long-term consistency, we delivered a refined brand guide and visual system that can be applied across web, sales, and marketing touchpoints.
The launch of the new site delivered immediate clarity and stronger user engagement. With streamlined pathways, clearer service segmentation, and intentional calls to action, BlueStone saw a measurable lift in conversions and qualified inquiries across key service areas. Navigation improvements reduced friction, helping visitors reach the right information faster and increasing overall time on site—key indicators of stronger user intent.
Importantly, the site wasn’t just a redesign—it became a performance asset. With Salesforce integration, leadership now has better visibility into lead quality, user behavior, and KPI trends, enabling smarter decision-making and more efficient follow-up.
Our collaboration continues with new marketing collateral and digital assets, ensuring every interaction reinforces the same cohesive brand story. BlueStone’s transformation shows how strategic design, structured UX, and scalable technology can elevate both perception and business performance—setting the stage for continued growth.