Designer and Creative in Seattle, WA

PHE Insurance

Website architecture and design for Pilkey, Hopping, and Ekberg Insurance.

PHE Insurance

Skills: UX Design, User Research, Site Architecture, UX Writing, Visual Design


Elevating a local insurance agency that has served Puget Sound Region for over 120 years with a modern website that tells a better brand story.

Agency: Rusty George Creative


The Challenge

PHE Insurance is a family owned insurance brokerage with a rich history that offers a complete line of Personal, Commercial and Employee Benefits products. In 2017 they invested in a new brand identity, but had a dated website that didn’t reflect the updated PHE branding and didn’t represent the values and culture of the company. Their site wasn’t responsive, had poor content quality and organization, and a confusing user interface and site structure.

Project Goals

  • Create a more compelling look that reflects PHE’s updated branding as well as values of the company

  • Design a more intuitive user experience

  • Showcase the company’s hardworking team of advisors and quality product offerings

  • Position as credible and relevant in the industry

  • Encourage site users to contact PHE directly


Research and Competitor Analysis

PHE offers high-quality and high-touch services, but that wasn’t coming through in their site. I did some heavy-lifting on the research and compiled a report that outlined current issues with the site in the areas of branding, content, and usability. After researching trends in other insurance websites, I created a competitive analysis chart and ranked how each site compared to the current PHE Insurance site. Check out the full Research Report.



I developed three personas based on the three main audiences for PHE Insurance’s new website that represent the varying potential clients seeking insurance services—Jeff, Keith, and Michelle—and built out user journeys based on their needs and goals to nail down the site architecture.


Site Architecture and Wireframing

After determining how the personas and users will flow through the site, we setup the sitemap to have a clear hierarchy and picture of the site and then moved into wireframes.



Homepage Wireframe

Insurance Landing Page Wireframe


The Solution

Building off of the brand color palette and visual identity, we created a design that showcases PHE Insurance as the leader in the insurance industry in the area. Just in the few months that the site has been launched, we’ve heard from PHE that they have gotten 9 new clients that chose them over competitors based off of their new website design.