WSS Develops New Campaign with Innovation Connector

December 8, 2020

Whitinger Strategic Services has worked with the Innovation Connector for more than ten years assisting them and their clients with strategic branding projects. Most Muncie residents know the Innovation Connector as a place for entrepreneurs to make connections with business professionals and resources that can help them start and grow their businesses. WSS worked with the IC team to develop a new campaign to make the community aware of yet another important component of the Innovation Connector’s existence – Biz Starts Here.

“Biz Starts Here is an intentional outreach campaign to inform the greater Muncie community that the Innovation Connector is the ‘go-to’ place to pursue business dreams, start a business and to grow a business,” stated IC Executive Director Ted Baker. “We are focused on results! The Innovation Connector is the starting point to gain the needed resources and connections for the success of your business or organization.”

After consultation with Ted and his team, WSS developed the Biz Starts Here campaign mark. Because the graphic utilizes bold color and text, it embodies confidence and enthusiasm, allowing it to be just as distinct on social media as it would be on a wall decal. The colors also make this campaign easily identifiable. Yellow is associated with optimism, energy, and warmth, while black is powerful, bold, and ambitious. This logo depicts a brand that is dedicated to its cause and ready to empower those who learn more about it.

On top of creating the Biz Starts Here mark, WSS also designed social media graphics, a website landing page (, and banners and window graphics that can be found on the exterior of the Innovation Connector’s building.

“Our team loves the opportunity to create unique, bold campaigns that allow the client to go beyond their standard brand. Biz Starts Here represents the kind of positivity and energy that you can find at the IC,” stated WSS Account Manager Sheena Peters. “We are honored to work with Ted and his team on this campaign, and we believe this will be a great success in helping them assist entrepreneurs to build their dream business.”