internal government team
Rebuilding a website to reflect culture and clarity
Blackstone had a standout culture and strong reputation—but their website didn’t show it. Job seekers were confused about what the company actually did. The site leaned heavily on video, lacked clear content, and didn’t reflect the approachable, people-first vibe employees loved. Internally, the disconnect between brand and experience was becoming a problem—especially for recruiting.
My approach
I led a full website overhaul, from discovery through launch.
Here’s what we focused on:
- Interviewed recent hires to identify content gaps and pain points
- Restructured the site for clarity, especially on mobile and at work
- Built a scannable, scroll-friendly homepage to surface key info quickly
- Rewrote confusing labels and internal jargon for broader clarity
- Balanced short videos with supporting text and graphics
- Refined the tone to feel aligned with the brand’s real-world voice
The result? A site that finally felt like Blackstone—clear, friendly, and confident.
The outcome
Quick Overhaul
Launched the redesigned site in under two months
Easier Navigation
Reduced clicks needed to access key info and content
Fresher Language
Replaced internal jargon with user-friendly language
Aligned Experience
Aligned brand voice across web, recruiting, and onboarding
Why it matters
When your digital presence doesn’t match your real-world culture, trust breaks down. I help teams close that gap—so your site not only works better, it feels more like you.
Start Your Journey
Let’s make something excellent together.
I’m available for projects, partnerships, and ongoing support. Tell me what you need, and we’ll figure out the smartest path forward.
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