Overview: Patriot Benefit Consultants needed to reposition its brand and create a stronger digital presence that could clearly communicate its expertise and complex set of benefit consulting services to prospective clients. I worked closely with the team on the development of the new brand strategy and messaging, then helped translate that direction into the website through content strategy and creation, UX and information architecture, interior page design, and hands-on website implementation.

The Challenge: Patriot’s expertise and range of services were difficult to communicate simply, and the existing brand and digital experience did not adequately convey the company’s value or differentiate its approach. The challenge was both strategic and practical: establish clearer positioning and messaging, then create a website experience that brought the new brand to life while making complex services easier for prospective clients to understand and explore.

Brand Strategy & Messaging: I was closely involved in developing the new brand strategy, positioning, and messaging that established the foundation for the website. That strategy guided how Patriot communicated its expertise, organized its services, and spoke to the needs and priorities of prospective clients. I then developed website content around that messaging, translating complex subject matter into clear, approachable copy while maintaining the credibility and expertise important to the brand.

UX, Design & Implementation: I developed the site’s information architecture and user experience around audience needs, creating intuitive pathways through Patriot’s services and content. Working from the new brand style guide, I designed interior page layouts that extended the visual system across the website and supported the new messaging and content hierarchy. My role also included hands-on website buildout and implementation, bringing together the brand, content, UX, design, and functionality into a cohesive digital experience.

Search & Optimization: SEO considerations were incorporated into the site’s architecture, content, headings, and page development from the beginning. Analytics and measurement provided a foundation for evaluating performance and continuing to optimize the experience after launch.

Capabilities: Brand Strategy & Messaging · Digital Strategy · Website Strategy · UX & Information Architecture · Content Strategy & Copywriting · Web Design · Website Development · SEO · Analytics & Optimization