Blackstone Federal Website
Blackstone Federal had a strong internal culture, but its website didn’t reflect what the company actually did. Videos dominated the site, hiding core content for those unwilling or unable to hit play. Internally used terms like “Studios” and “Forge” confused external audiences, especially job seekers. The goal was to create a clearer, more accessible site that supported recruiting and better reflected the company’s identity.
The Story
I led the redesign, managing the internal design team and collaborating with leadership, marketing, and external developers. I coordinated user research, directed design and content priorities, and oversaw asset production — from copy to video — through to final CEO sign-off.
We interviewed new hires and ran card sorts to guide content structure and navigation. The new site centered on a scannable homepage, simplified navigation, and industry-standard service language. New video content was balanced with concise text, and job content was surfaced early to better support recruitment needs.
The Result
- Completed the redesign from kickoff to launch in under two months
- Delivered a simplified, homepage-centric structure with streamlined navigation
- Reframed services using user-friendly, industry-aligned language
- Improved candidate UX by prioritizing the content job seekers care most about
- Provided complete mobile specs and dev notes to support seamless handoff
- Internal feedback was overwhelmingly positive — especially from recruiting and HR teams
- Based on stakeholder input post-launch, candidate confusion dropped, and early conversations more accurately reflected the brand’s services and values
This project was a clear reminder that brand and UX have to work together — especially when recruiting is on the line. A site that’s full of personality but light on clarity does a disservice to both users and the organization. By simplifying structure, removing internal jargon, and supporting multiple content formats, we delivered a digital presence that finally matched how the company felt in person.
