← All workWebsite rebuild + brand system
Schulster Consulting
An insurance consultant's single-page site became a nine-page practice site organized around risk, with the logo rebuilt as a vector system and every published fact traced to the client's own brief.
The engagement
Schulster Consulting is Matthew Schulster's independent insurance practice: coordinated personal, commercial, group health, life and disability coverage for business owners, high-net-worth families, professional athletes, public figures and the advisors who serve them. The existing website was a single page that led with luxury personal lines, still quoted an outdated client count, and did not mention half of the services the firm now provides. The engagement rebuilt the site from the client's written strategy brief, using euphemios.com as the visual reference while giving the firm its own identity.
01
The challenge
The brief described a firm that had outgrown its website: group benefits and commercial work were absent, the tagline carried the whole hero, the only logo was a low-resolution raster on an off-white background, and the palette on screen did not match the navy in the mark. The new site had to read as quietly premium and high-trust without becoming sports-themed, corporate or a copy of the reference site, and it had to be honest: no testimonials, licenses or partner names existed yet to publish.
02
The approach
The brief was extracted verbatim and made the single source of copy; every page renders from typed content modules and the build fails if a stale fact reappears or a required one goes missing. The palette was anchored on the logo's measured navy with a warm paper ground and a restrained steel accent, and the shield lockup was rebuilt as vector with derived horizontal, mark and reverse variants. The reference site's restraint was interpreted rather than copied: tracked sans eyebrows with a brass rule instead of monospace labels, one roman accent word per headline instead of italics, real black-and-white portraits in framed columns, and a faint shield watermark. A two-attempt implementation swarm built the pages from one plan; the better attempt was reviewed, consolidated and gated before deploy.
9routes at clean URLs
25plain-English glossary terms
9self-testing release gates
03
Scope of work
- Nine routes at clean URLs: home, who I help, services, how I work, results, about, a plain-English policy glossary, contact and privacy
- Brand system: tokens, type pairing, logo vector set, photography and copy rules, published as a standards page
- Intake form with an interim spreadsheet and email backend, built to be rebuilt under the client's own Google Workspace at handoff
- Self-testing release gate covering required facts, forbidden stale strings, clean URLs, hashtags, image allowlist, social-preview dimensions and mobile overflow
- Staged on a euphemios.com subdomain, then cut over to schulsterconsulting.com on the euphemios Vercel team on 2026-09-10 with the client's Google Workspace mail records untouched
04
What we delivered
- Production Next.js site with nine routes, responsive from 360px, hash-free navigation
- Logo rebuilt as SVG: stacked, horizontal, mark, favicon and reverse variants, with an overlay comparison against the client raster
- Brand standards page and repository brand document (palette with contrast ratios, type scale, layout devices, photography and copy rules)
- Plain-English policy glossary of 25 terms in five groups plus a common-gaps list
- Four anonymized case studies published verbatim from the brief
- Contact intake form (audience, topics, referral source, preferred contact, discreet-contact flag) with honeypot, acknowledgement and notification emails
- Executable check.sh gate run verbatim by CI, with a self-test proving each gate still fails on its own defect
- Client handoff list: domain renewal, license and address facts, Workspace sign-in for the form rebuild, apex cutover access
- 01
The site now describes the firm as it operates: six practice areas including group health and commercial, five audience paths, and a documented four-step process.
- 02
Stale claims from the previous site cannot return: the build fails on the old client count and on any missing required fact.
- 03
The brand has a usable vector identity for the first time; the previous site shipped only a 500px raster.
- 04
Every published fact traces to the client's brief or the audited previous site; nothing was invented to fill a template.
Built with
- Next.js 16
- Tailwind CSS 4
- TypeScript
- Playwright render verification
- Google Apps Script
- Google Sheets
- Vercel
- Cloudflare DNS
