35 Years of Bedel Magazine
Our Story, Your Success
Overview of Case Study
Bedel Financial, a fee-only wealth management firm, was founded by Elaine Bedel, an Executive on Loan to Indiana Destination Development Corp. (IDDC) and a former President of Indiana Economic Development Corp. (IEDDC). The firm emphasizes financial transparency and security, offering personalized advisory services tailored to each client’s goals. Their experienced team provides expert guidance to help clients confidently navigate complex financial decisions.
Industry
Finance
Location
Indianapolis, IN
Founded
1989
Duration
10 Weeks
Role
Design Intern
Creative Director
Chris Wakefield
Tools
InDesign, Illustrator, Photoshop
Responsibilities
Editorial Design, Data Analysis, Storyboarding, Design Strategy, Archival Research
Problem
Tasked with conceptualizing and executing a high-impact, client-centric 20+ page magazine for Bedel Financial and harmonizing sophisticated financial content with a vibrant, kinetic visual identity while navigating strict compliance, delayed copy, and archival asset integration.
Solution
Elevated client engagement by streamlining content integration with a modular layout, refined typographic hierarchies, and kinetic elements. Revitalized imagery, optimized QR code interactivity, a crafted arrow timeline that invites readers to continue the journey, while iterative stakeholder feedback synchronized heritage with modern minimalism.
Research Highlights
Audience Overview
An intelligent, sophisticated audience of affluent individuals and families ages 25–65+, ranging from young affluent professionals and wealth accumulators to individuals approaching retirement, retirees, business owners, wealthy families, and older affluent executives. These readers are financially savvy and value strategic insight, long-term planning, and personalized service.
Project Goals
Highlight Bedel’s value through clear, trust-driven messaging that simplifies financial services without sales pressure, paired with a vibrant, engaging visual design.
Competitor Landscape
Bedel stands apart from traditional financial advisors and other comprehensive firms by focusing on independence, transparency, and deeply personal client relationships.
Themes & Tone
The magazine focuses on community, support, purpose, impact, and growth while conveying Bedel’s long-term value in a warm and empowering tone.
Why It Matters
This research sets the tone for a magazine that reflects Bedel’s legacy, celebrates their values, and delivers trust-driven insights. Beautifully and intentionally.
Preliminary Moodboard
Storyboard Process
The storyboard process for the magazine involved strategically mapping content flow, visual hierarchy, and narrative pacing across each spread to ensure a cohesive and engaging reader experience. This method enabled precise editorial planning, aligning design elements with the firm’s brand voice and client journey.
Style Guide
Arrow Timeline
The arrow timeline visually guides readers through Bedel’s key milestones, showcasing the firm’s growth and legacy.
Magazine Pages
Note: The body copy on the "Letter from Elaine" spread was later changed with copy from the CEO.
Let’s discuss how I can move your next project forward.
Let’s discuss how I can move your next project forward.
Industry
Finance
Founded
1989
Duration
10 Weeks
Role
Design Intern
Creative Director
Chris Wakefield
Tools
InDesign, Illustrator, Photoshop
Responsibilities
Editorial Design, Data Analysis, Storyboarding, Design Strategy, Archival Research
Location
Indianapolis, IN
35 Years of Bedel Magazine
Our Story, Your Success
Problem
Tasked with conceptualizing and executing a high-impact, client-centric 20+ page magazine for Bedel Financial and harmonizing sophisticated financial content with a vibrant, kinetic visual identity while navigating strict compliance, delayed copy, and archival asset integration.
Overview of Case Study
Bedel Financial, a fee-only wealth management firm, was founded by Elaine Bedel, an Executive on Loan to Indiana Destination Development Corp. (IDDC) and a former President of Indiana Economic Development Corp. (IEDDC). The firm emphasizes financial transparency and security, offering personalized advisory services tailored to each client’s goals. Their experienced team provides expert guidance to help clients confidently navigate complex financial decisions.
Solution
Elevated client engagement by streamlining content integration with a modular layout, refined typographic hierarchies, and dynamic kinetic elements. Revitalized imagery, optimized QR code interactivity, a crafted arrow timeline that invites readers to continue the journey, while iterative stakeholder feedback synchronized heritage with modern minimalism.
Research Highlights
Audience Overview
Project Goals
Highlight Bedel’s value through clear, trust-driven messaging that simplifies financial services without sales pressure, paired with a vibrant, engaging visual design.
Competitor Landscape
Themes & Tone
The magazine focuses on community, support, purpose, impact, and growth while conveying Bedel’s long-term value in a warm and empowering tone.
Why It Matters
This research sets the tone for a magazine that reflects Bedel’s legacy, celebrates their values, and delivers trust-driven insights. Beautifully and intentionally.