Dynasty Stone Art
Stone memorials & masonry · Sydney
WEBSITE REDESIGN · 2026
THE PROBLEM
Their Google Maps pointed
to the London Eye.
23 years of excellence, 190+ project photos, 7 cultural communities served — and a website that actively worked against them. Only 4 of 14 pages indexed by Google. Zero testimonials in an industry built entirely on trust.
THE APPROACH
A comprehensive website audit uncovered critical bugs and structural issues. Deep cultural colour research across 7 communities informed a design direction rooted in black granite — the most popular memorial stone across their core markets — with terracotta and muted gold accents drawn from cross-cultural reverence traditions.
The typography choice — Fraunces, a soft serif — was deliberate: its rounded forms echo hand-dressed stone where the chisel leaves organic marks. No competitor in Sydney's stone industry uses serif headings. Immediate differentiation.
THE RESULT
From scattered chaos to clear hierarchy. A bilingual design system. Dedicated cultural landing pages turning their multicultural positioning from a hidden strength into a visible competitive moat. Positioned not as "a good stonemason" but as Australia's multicultural memorial specialist.