BP Insurance
Burgin Platner Insurance is a local, independent agency serving personal and business clients across New England. They came in with a specific problem: a previous redesign had already been completed and rejected. The client felt it looked too similar to their current site — not different enough to feel like a real step forward. The brief was clear: start over, go the other direction.
Role
UI Design, Visual Direction, UX Restructuring
Two concepts, one direction
Rather than presenting a single solution, the project opened with two homepage concepts — different approaches to layout, hierarchy, and visual tone. The goal was to give the client a real choice rather than a single interpretation of the brief. They chose Option 2, and from that point the design moved forward with a clear foundation.
Keeping what mattered, changing everything else
Boston is part of BP Insurance's identity. The local character — the imagery, the sense of place — was something the client wanted to hold onto even as everything else changed. The design kept the Boston-themed visuals in the hero while replacing the previous video background with a static image for a cleaner, more focused first impression.
The navigation was also rethought with the client's actual users in mind. Their customer base skews older, so font sizes in the nav were increased and the link structure was simplified — a small change with a real impact on usability.
Making complex information scannable
Insurance coverage is inherently complex, and the existing approach — presenting it as a static infographic — made it harder to navigate than it needed to be. The coverage section was redesigned as an interactive layout with tab filters, so visitors could quickly find the type of coverage relevant to them without reading through everything at once.
The result
A complete homepage redesign plus a services landing page and individual service page — all carrying the same visual language. The design went through several rounds of refinement, with the client marking the task complete after the final iteration. Clean, structured, and built for a broad audience that just needs to find what they're looking for quickly.
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