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Upland Brewing Co.

Web • Video • Design • Photo

You can’t talk about beer in Bloomington without mentioning Upland. We at Blueline have always been proud supporters of Upland Brewing Co. and when they approached us to redesign their website – we ain’t gonna lie – we did some happy dances and began our “research” right away.

Upland Brewing Co. has been making craft beer in Bloomington since the 1990’s. Their brand presence is notably strong and their beer is award-winning, deservedly so. Blueline was tasked with weaving a visual narrative throughout Upland’s online presence that would reinforce their identity as an undisputed leader in the midwestern craft beer scene.

For this project, we started with a clean slate: We reviewed a large scope of data to determine why people go to Upland’s website and asked the folks at Upland about a bazillion questions (sorry!). Next, we began with pure structure and wire framing to create a cohesive site map. Throughout this time, our team also coordinated photo shoots to create and capture lifestyle imagery as well as photographing nearly all of their existing bottles, cans, and six packs in our studio. Our goal was to design an online experience that complemented their brand story and Upland’s acclaimed beer and restaurant experiences.

We are very pleased with the end result and are proud to have supported a local favorite of Bloomington. Thanks, Upland!

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