Indystructible Designs Case Study
User Experience, Branding & Digital Marketing Strategy
Overview
Indystructible Designs is a web and graphic design studio based in Indianapolis, Indiana, founded by James Lewis. The company specializes in branding, digital campaigns, website development, and marketing materials for small businesses across food service, beauty, logistics, and lifestyle industries. Since inception, the business has served 25+ clients. The studio blends intuitive UX, visual storytelling, and business insight to drive growth and recognition for underrepresented brands.
Problem Statement
Many of Indystructible Designs’ clients are small business owners with powerful ideas but limited access to design strategy or consistent branding. These clients often need everything from logos and websites to brochures and ad campaigns — all while balancing modest budgets. The challenge is to deliver agency-level work that elevates their businesses, builds trust, and drives real-world results.
Users & Audience
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Solo entrepreneurs, small teams, and first-time business owners
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Industries: Restaurants, logistics, beauty, financial services, retail
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Locations: Primarily Indianapolis and surrounding areas
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Client goals: Build brand identity, grow audience, drive sales
Roles & Responsibilities
As Founder, Creative Director, and Lead UX Designer, I:
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Conduct client discovery sessions and define project goals
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Build user personas and competitor analyses for strategic design
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Develop responsive websites using WordPress, Webflow, and Shopify
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Create digital and print marketing materials (menus, brochures, billboards, ads)
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Guide brand identity creation: logo design, color theory, typography
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Present concepts, iterate based on feedback, and oversee asset delivery
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Manage timelines, estimates, and design-to-print production
Process & What I Did
Indystructible Designs Process
User & Business Discovery
Conducted intake sessions to understand each client's mission, audience, and goals. Developed mini personas and visual moodboards to establish creative direction.
Brand Strategy
Created custom logos, brand kits, and social media templates. Defined consistent color palettes, brand voice, and design rules to create unified, scalable visuals.
Website Design & UX
Designed and developed websites from wireframe to launch. Focused on clear calls to action, optimized layout, and mobile responsiveness. Tools: WordPress, Figma, Webflow.
Marketing & Print Collateral
Produced menus, banners, brochures, social media ads, business cards, and more. Managed vendor relationships and supervised printing to ensure color accuracy and quality.
Growth & Results
Collaborated with clients to increase local visibility, attract new customers, and boost revenue. Supported clients with ongoing design updates and campaign refreshes.
Featured Projects & Results
Duckett's Seafood
For this project I built full website, designed logos, menus, digital menus, brochures and signage for this seafood restaurant brand. This increased foot traffic and boosted online ordering.
Huge Impact (Indiana & Kentucky
This project was very insightful. I worked closely with the business owners to assure that the vision became a reality. I designed paper/digital menus and branded elements, enabling the team to scale to two locations and franchise operations.
Indy Game Nation
For this project we delivered vibrant, user-friendly web experience for this mobile game truck business, resulting in more bookings through better site navigation and intuitive user experience.
Taylor Beauty & Model Brand
One of my favorite projects today. I designed and created a website site for selling beauty merch and booking services. I also, designed billboards, brochures, and digital ads for brand launch and continuous growth.
BSM Logistics
For this business, I led full branding + web design for this trucking startup. With that, I crafted a modern logo, branded the site, and assisted in securing early business clients.
Outcomes & Lessons
Indystructible Designs taught me how to blend UX principles with the needs of everyday entrepreneurs. Many clients didn't just need design — they needed guidance. I learned to lead with empathy, communicate clearly, and design with both beauty and business in mind.
By delivering holistic creative solutions, I built long-term partnerships and created space for small businesses to compete with big brands — while staying rooted in community.