How Florida Blue FWH Turned Digital Chaos Into a Trusted Brand
- KyAlea Monma
- Apr 4
- 2 min read
When I first met the team at FWH & Associates, their digital presence told a story that no longer reflected who they were.
Their website was more than 20 years old. They had multiple DBAs, several Google Business Profiles, and no clear, unified identity online.
But here’s what was immediately clear:
They were an incredible team — built on heart, strong values, and a deep commitment to serving their community.
The challenge?
Their digital footprint didn’t match their real-world impact. In fact, even Google didn’t quite know who they were… and didn’t trust them because they had multiple versions of themselves online.
What Used to Work... Doesn’t Work Today
There was a time when digital strategy meant being everywhere —Owning every keyword. Buying every version of your domain name. Creating multiple business names to try and “own” the market.
But in today’s digital world, that approach creates confusion. Google — and AI — have evolved. They're not just looking for visibility. They're looking for consistency, credibility, and brands rooted in integrity that provide real value to real people.
Anchored in Truth, Built to Last
The work we did together was transformational — not just visually, but structurally and emotionally. We stripped everything back and rebuilt from a place of truth.
We unified the brand under one strong identity.
We crafted a narrative that captured the soul of who they are and who they’re becoming.
We created a lifestyle storytelling website that brings their values, heart, and people-first mission front and center.
And the results were powerful.
The entire team gained clarity on what makes them truly different — and deeply meaningful to those they serve. Their new brand presence now builds trust with their audience before a single conversation ever happens. And perhaps most meaningful of all: the founder began confidently passing the torch to the next generation of leadership, fully aligned in vision and purpose.
A Surprise Recognition
What happened next caught me completely off guard.
I received an unexpected email from Design Rush, letting me know that the FWH website had been selected as one of the Best Storytelling Website Designs of 2025.
No application. No entry fee. No nomination. Just genuine recognition — and a powerful validation of the work they do.
The truth is, I didn’t make their story great.
I simply helped make it visible.
This Is What I Live For
Helping service-based businesses align their brand with their real power — so they can attract the right people and grow in the direction they were meant to grow.
This project is a perfect reflection of the kind of work we do at HOKU Design Group:
Rooted in purpose.
Built on truth.
Designed for connection.
✨ When your brand reflects the real you, it becomes magnetic.
Curious what that could look like for you?
Book a free clarity call— and let’s find your North Star.
Your story is already powerful. Let’s make it visible.
