Blue Stone Construction

Apparel Design, Branding, Business Strategy, Digital Design, Marketing Strategy, Photography, Website Development, and Digital Marketing

Bringing a brand of 40 years into the digital age.


The Need

The Blue Stone construction team reached out to Kelp looking to take their business of almost 40 years into the digital age. Blue Stone realized that a stronger digital presence would help attract more customers and build stronger brand awareness.

Blue Stone Construction specializes in custom construction in both residential and commercial. Over the last three decades they’ve cemented themselves in the central florida market with their attention to excellent customer service and quality workmanship. It was important that their digital presence reflected those same values but also helped them stand out in such a competitive industry.

The Solution

Together, our teams created a comprehensive plan of attack that gave Blue Stone access to the full range of Kelp’s solutions and set their business up for maximum conversion and digital exposure. 


Together we took a look at Blue Stone’s unique business characteristics, business needs, demographics, and sales process, to create a roadmap for both teams. During this time we put together strategies for Blue Stone’s Brand, Website, Content, PPC Campaigns, Personas and Marketing efforts.

Content Creation

The Blue Stone team didn’t have any recent photography or content to use for their website or digital marketing efforts, luckily our content team is more than capable of crafting state of the art content that aligns perfectly with their content strategy.

Website supporting photography

Texture and Digital Ad Photography

Finalization of Blue Stone’s website copy

Branding Guide

Kelp’s Design team created everything needed for the Blue Stone brand included in a full comprehensive branding guide. This Includes a new logo, fonts, colors, usage examples, along with do’s and donts of logo usage. 

Website Design

Using the latest trends in UI and UX design, the Kelp design team created Blue Stone’s new and improved website design. 


Kelp’s Development team took the final website design and created a fully functional, mobile responsive, beauty on WordPress. It was important that their website included integrated forms and lead capturing opportunities along with HubSpot CRM integrations for marketing and sales purposes.

Custom Tools

  • Amendment A Builder
  • Construction Loan Calculator

HubSpot Integration

Kelp’s Marketing team worked closely with Blue Stone to setup their HubSpot account and lead capturing opportunities throughout the site.

PPC Campaigns

Utilizing the top pay per click advertising platforms, Kelp created multiple ad campaigns targeting Blue Stone’s ideal personas, both local and national. Optimized for conversion, these ads are maintained and monitored by the Kelp marketing team with regular reporting and adjustments as seen fit.

The Result

Blue Stone’s new brand and website has successfully transitioned them into the digital age. With the help of their marketing efforts, they are seeing a significant increase in business and brand recognition. Their relationship with Kelp has blossomed into an ongoing partnership to continue improvements to the site, and growing their PPC reach and engagement. 

Kelp was a pleasure to work with. They guided us through our strategic project with unmatched expertise and attention to detail. We have already seen a great ROI. Michael DeMaria Vice President

Technologies Used

WordPress HubSpot Timber Adobe XD Adobe Illustrator Adobe Photoshop

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