The Illinois Retail Merchants Association embarked on a project aiming to show the diversity and range of retailers within the state of Illinois. From the beginning, the project was designed to be media-heavy, with numerous photos and a video telling the story of each retailer, the owners, and their team.

I designed a site to put this media content front and center. Additionally, the site was designed using a WordPress templating system that IRMA staff was already familiar with, allowing them to make updates without the need to learn a new backend. The stories are arranged in geographical regions, and a global search function allows users to quickly find what they’re looking for. A blog was recently added, which features wisdom and insight into the retail industry from the people who know it best. The site has seen a tremendous response since launch, with various businesses driving traffic through organic social sharing and local pride.