Bluestone Communications

Brand Evolution, Website Redesign & Digital Growth Strategy

Bluestone Communications is James Madison University’s student-run public relations firm. Over four semesters, I helped transform the firm’s digital presence. This included modernizing its website, strengthening its brand identity, and building a more strategic and engaging social media presence.

This case study highlights the evolution of Bluestone’s digital ecosystem.

Strategy

  • Branding

  • Visual Communication

  • Web design

  • Public relations

  • Social media management

Tool Box

  • Canva

  • Trello

  • Hootsuite

  • Wix

  • Photoshop

  • InDesign

  • Illustrator

  • Canva

  • Figma

  • Adobe XD

  • After Effects

Bluestone’s digital presence no longer reflected the professionalism or quality of work the firm delivered to clients since its founding in 2018.

Key challenges included:

  • Limited information architecture and unclear navigation

  • Underdeveloped case study storytelling

  • A website with minimal updates since 2018

  • Inconsistent visual identity across platforms

  • Modest social engagement

The goal was to reposition Bluestone with a cohesive, modern, and strategy-driven digital presence.

The Opportunity

Problem

Bluestone’s social platforms lacked a consistent visual identity and strategic direction.

Approach

I developed a content system focused on:

  • Cohesive brand visuals

  • Strategic storytelling

  • Platform-specific content design

  • Clear alignment between recruitment, culture, and client-facing messaging

I designed 25+ social deliverables across LinkedIn, Instagram, and Facebook, establishing stronger brand consistency and engagement-driven layouts.

Results

  • 248% increase in reach

  • 77% increase in engagement

By aligning design with strategy, social became a high-performing channel for visibility and recruitment.

Social Media Strategy & Content Design

Website Redesign

Problem

The existing website lacked clear hierarchy, intuitive navigation, and compelling storytelling. Case studies were not prominently featured, limiting the firm’s ability to showcase its impact.

Approach

I restructured the site architecture to improve usability and clarity. The redesign focused on:

  • Simplifying and reorganizing the navigation menu

  • Creating clearer content hierarchy and user flow

  • Redesigning four core pages

  • Building three new case study pages

  • Elevating typography, spacing, and visual consistency

The new structure made it easier for prospective clients and students to understand services, explore work, and navigate the site seamlessly.

Result

The redesigned website better communicated Bluestone’s value and positioned the firm as polished, strategic, and professional.

Original Website

Redesigned Website

To further strengthen recruitment and brand awareness, I created a promotional video inspired by the Modern Family intro format.

The concept centered around showcasing team culture while maintaining a polished, agency-style tone. I handled filming, editing, and motion design — primarily in After Effects — blending storytelling with dynamic visual transitions.

The video humanized the brand while reinforcing professionalism and creativity.

Promotional Video: Culture as a Brand Asset

Visual System & Brand Consistency

Beyond individual projects, this initiative focused on building cohesion across all digital touchpoints.

I refined:

  • Typography standards

  • Layout systems

  • Visual hierarchy

  • Brand consistency across 70+ deliverables

The result was a stronger, more unified brand presence that felt intentional across web, social, and promotional materials.

Impact

The impact of website enhancements, social media outreach, and improved branding proved to be extremely beneficial to the firm. Improvements to digital presence led to the highest number of applications the firm had ever seen, with over 100 applications.

This digital transformation repositioned Bluestone Communications as:

  • More professional

  • More cohesive

  • More strategically aligned

  • More engaging across platforms

The project demonstrates how thoughtful UX, content strategy, and visual storytelling work together to elevate a brand’s digital ecosystem.