Business Resource Center

Website

brand identity, web and UX/UI design, illustration, copywriting, project management

USLI, an insurance provider for small business owners, developed the Business Resource Center (BRC) website to offer valuable resources and services. These free and discounted offerings are designed to save time and money, while educating users on how to protect their businesses.

The client recognized that the BRC's brand felt outdated, lacked energy, and faced limitations due to its rigid site structure. The redesign needed to address two main challenges: users struggled to find relevant resources, and site managers had difficulty handling the growing library of content. Since the site serves a diverse audience across various industries, I focused on presenting key topics through multiple perspectives to allow users to quickly navigate resources that align with their interests.

In collaboration with a front-end developer and a communication specialist, our small but effective team successfully brought my design vision to life. We achieved the following:

• Enhanced user navigation by implementing a mega-menu, search bar, and sections for exploring by topic or industry on the homepage.

• Crafted industry guide pages to showcase industry-specific and essential business operational resources on one page.

• Introduced blog functionality to convert static PDFs into dynamic articles, improving distribution through email and social media, while enabling the capture of valuable analytics.

• Revitalized the brand by refining the logo, expanding the color palette with richer, more vibrant tones, and incorporating multiply styles of illustrations and imagery to showcase the 100+ resources in a more engaging way.