All Stone & Rock
KEY DESIGN DECISIONS
Decision 1: Treating the existing logo as a starting point, not the whole brand
The client wanted the logo kept exactly as-is. Rather than seeing this as a limitation, I built a complete system around it — typography, colour, layout, and photography direction — so the logo sat inside a stronger, more premium identity instead of carrying the brand alone.
Decision 2: Letting the stonework carry the website
Photos of finished stonework were the strongest asset available, so I designed the site around large project imagery, generous spacing, and simple navigation — keeping the interface out of the way so the craftsmanship stayed the focus.
Decision 3: Using video to show craft that photos couldn't
Stonework is a process as much as a result, and stills don't capture the scale or skill involved. I edited project and company profile videos to bring movement and personality into the portfolio, giving visitors a sense of the work in progress, not just the finished product.
OUTCOME
The finished brand finally matched the quality of the work behind it.
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Website traffic increased by 12.7% through Google SEO and social media.
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The new website attracted enquiries from commercial clients—the audience it was designed to reach.
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Video content brought the portfolio to life and helped showcase the scale and craftsmanship behind each project in a way static images couldn't.
PROJECT INTRO
All Stone & Rock has been building beautiful stonework across New Zealand since 1999. Their craftsmanship spoke for itself, but their brand and website didn't quite tell the same story. The client was insistent on keeping the logo, I built a complete identity system around it, creating a more premium, consistent brand that reflected the quality of their work without losing the recognition they'd spent years building.
MY ROLE
I was the designer responsible for the brand identity, website design and development, and video content. I owned the full visual system built around the existing logo,
the Figma-to-WordPress website build, and the editing of project and company
profile videos.
