Brand Identity
Client: Drucker Institute

Bendable is a digital platform aiming to make high-quality learning content radically accessible in order that the working-age population in South Bend can obtain and retain better jobs. First conceived of in April 2018, the Bendable platform is an initiative by the Drucker Institute in partnership with the Office of South Bend Mayor Pete Buttigieg, the St. Joseph County Public Library,, and Walmart with the aim to turn South Bend, Indiana into ‘The City of Lifelong Learning’. The Bendable platform is the result of over 2,000+ resident interviews undertaken by teams from Drucker and human-centered design firm IDEO.

In May 2019, Jacob and I were brought on by IDEO for two weeks of intensive work to create the platform’s initial brand identity and photography direction.

The final outcome of our work is inspired by the Bendix Corporation, a company whose legacy is marked with adaptation and resilience in the face of a changing economy. The Bendable brand represents the characteristics of a city and people who are bendable, who are capable of growth and adaptation without compromising integrity.