Will Graphic Design & Marketing

Case Study

Case Studies

temp-image1THE CLIENT
The City of Bloomington includes more than 20 departments and programs and employs more than 500 people. City staff are dedicated to providing great service to citizens.

THE PROBLEM

Bloomington’s old web site was built by hand, with each department responsible for publishing individual pages of content. Since it had no overall design or navigation strategy, the site was notoriously difficult to use. Bloomington is a tech-savvy community, and the administration was eager to build an infrastructure that would easily deliver online information and services.

THE SOLUTION
We redesigned the web site to express Bloomington’s progressive culture while meeting federal accessibility guidelines. The consistent, clear design helps visitors find what they need fast, while the professional, streamlined interface reflects the high standards of City staff.

temp-image1THE CLIENT
SEED Corp. is a Bloomington-based non-profit that helps small businesses in a 10-county area. They provide business planning courses, microloans, and counseling to entrepreneurs.

THE PROBLEM
SEED Corp. was born in 1996 as the Bloomington Area Microenterprise Initiative (BAMI), a low-profile non-profit providing business classes and loans. In 2003, they grew into SEED Corp. and began serving a much larger, 10-county area.

With the vast increase in service area, SEED Corp. needed a much higher profile. They also needed to reach very different audiences: bankers and attorneys who might refer clients to them, and entrepreneurs, some of whom may not have finished high school. Over the years, SEED Corp. had developed a patchwork of informational materials that were inconsistent and had no marketing content. They were ready for a complete makeover.

THE SOLUTION
The SEED Corp. brand creates a supportive environment for entrepreneurs and is more emotionally oriented than a strictly financial service would be. We carried that emotion through to the logo to combine professionalism, stability, warmth, and approachability.

To target each market in depth, we created three distinct but interrelated brochures. The Corporate brochure outlines SEED Corp.’s history and sums up their offerings. The Business Planning Course brochure and the Commercial Loan brochure cover each topic in more depth.