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Kelley School of Business

Branding • Video • Design • Photo

The IU Kelley School of Business asked us to redesign their Full-Time MBA Viewbook. The viewbook is used as a recruiting tool in the field by one of the nation’s top-ranked MBA programs. Blueline worked with Kelley to create all new copy, photography, layout and design of the 45 page booklet. We conducted interviews with students and alumni to capture their individual stories as to create a high-end design with heart, that prospective MBA students could relate to both visually and through storytelling.

The concept “Space” concentrated on the idea that coming to Bloomington, Indiana provided a sense of an immersive retreat away from the noise and distractions of larger cities. Coming to Kelley allows for greater personal and professional transformation by providing a nurturing environment not found in other competitor’s MBA programs. Photography used space as a visual component to support the concept. Allowing for negative space in photography created a less busy, less distracting experience. Design elements followed providing padding and breathing room in the content layout, reinforcing the fluidity of the “Space” concept.

About Us
We are proud to call Bloomington, Indiana our home. Located right off the B-Line Trail in the heart of downtown, we are accessible by car, bus, bike, foot, rollerblades, the internet, and phone. We like to talk, we like to type, we like shaking hands - so call, email, or drop in anytime!



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Bloomington Office
213 S. Rogers St.
Bloomington, IN 47404

Durham Office
400 W Main St
Suite 415
Durham, NC 27701