Elevated Brand Presence for Blue River Aviation
Summary
Blue River Aviation had earned a strong reputation through its services, people, and experience, but its website no longer reflected that reality. Alopex rebuilt the site from the ground up, turning a fragmented, outdated platform into a clear, high-performing digital experience that supports trust, engagement, and bookings.
Project Overview
Client: Blue River Aviation
Industry: Aviation School, Charter & Flight Services
Project Type: Website Redesign and Rebuild (WordPress)
Services Provided: Brand Refinement, UX & Information Architecture, Visual Design, Custom WordPress Development, Launch Strategy, Analytics & Conversion Tracking
Location: Palmer, Alaska
Location Context:
Blue River Aviation serves Palmer, the Mat-Su Valley, and greater Southcentral Alaska, where aviation plays a critical role in transportation, training, and access. In this environment, credibility matters. A company’s website is often the first test of trust for prospective students and charter clients, making clarity, professionalism, and ease of use essential.
Tech & Integrations:
WordPress, FareHarbor Booking, Google Analytics 4, Google Tag Manager
Opportunity
Blue River Aviation had built a respected brand offline, but its website told a different story.
Over time, the site had grown organically through patches, plugins, and one-off updates. While functional, it lacked cohesion. Navigation felt inconsistent. Visual presentation varied from page to page. Key services were harder to understand than they should have been, especially for first-time visitors deciding whether to book a flight, enroll in training, or reach out.
The disconnect created risk. When a website fails to match a company’s real-world reputation, it can quietly undermine trust at the exact moment potential customers are making decisions.
The opportunity was to create a digital presence that felt as strong and confident as the brand itself. One that showcased Blue River’s exceptional photography, clarified its services, and made it easy for visitors to move from interest to action.
Solution
Alopex approached the project as a full digital reset, treating brand, design, and technology as one connected system rather than separate tasks.
Research & Discovery
We began by auditing the existing website to identify where users were getting stuck. Navigation paths, content structure, and conversion points were reviewed to uncover friction and confusion. At the same time, we evaluated Blue River’s photography, messaging, and brand cues to understand what was already working and where the experience felt inconsistent.
This phase clarified a simple goal: remove obstacles, unify the brand, and make it easier for visitors to understand services and take the next step.
Creative Strategy & Brand Refinement
Instead of a surface-level redesign, Alopex refined Blue River’s brand expression across the site. Disconnected elements were brought together into a confident, consistent visual system. Typography, spacing, and hierarchy were designed to guide the eye naturally, allowing Blue River’s photography to take center stage while reinforcing clarity and professionalism.
The result is a site that feels intentional, readable, and credible, without overwhelming visitors with information.
Custom WordPress Build
The website was rebuilt from the ground up using a clean, flexible WordPress framework. This removed plugin bloat and created a faster, more reliable foundation tailored to Blue River’s needs.
Content was reorganized so users can quickly understand the difference between flight training, charter services, and the broader brand story. Whether someone is exploring options or ready to book, the path forward is clear.
Launch Strategy & Engagement
To support the launch and encourage early interaction, Alopex introduced a playful scavenger hunt across the site. Visitors were invited to search for Donna the Llama, Blue River’s Llamacorn mascot, for a chance to win a prize.
This lighthearted approach increased time on site, encouraged visitors to explore multiple pages, and helped jump-start visibility and engagement during the launch phase.
Measurement & Optimization
The site was fully instrumented with conversion tracking using Google Analytics 4 and Google Tag Manager. FareHarbor was integrated to provide insight into booking behavior and performance.
This setup gives Blue River clear visibility into how users interact with the site, where interest turns into action, and where future improvements can be made.
Outcomes
The redesigned website brought Blue River Aviation’s online presence in line with its real-world reputation.
Visitors now encounter a clear, polished experience that communicates trust, professionalism, and a sense of adventure from the first click. Services are easier to understand, navigation is more intuitive, and the path to booking or inquiry is more direct.
Beyond appearance, the platform supports better decision-making for prospective clients while giving Blue River meaningful insight into how the site performs. The launch campaign helped ensure strong early engagement, and the finished site has since become a reference point for the quality of Alopex’s work.
Services: Brand Refinement, UX & Information Architecture, Custom WordPress Development