The Business Journal has a good reputation in its community, but its look had remained basically the same for over a decade. The challenge on this project was to update their look while keeping the professional image of quality that the community knew already. The solution was to completely redesign the WBJ’s logo, to give their sales materials a new look, but to just slightly alter the look of the paper itself. Sections headers, pullquotes, and the body copy in the publication was freshened. In the end the readers responded well to the new cohesive look, and the Business Journal was provided with a modern identity that remained true to their past while helping them push ahead into the future.