February Small Business Preview: INgrid Design of Louisville
When she was in eighth grade, Ingrid Hernandez won a poster contest for her school’s performance of “Fiddler on the Roof.” It was a pivotal moment, and the accomplishment inspired her to improve her artistic skills, take more art classes, and build a portfolio that would have earned her a place at a prestigious art school.
His hard work paid off.
Hernandez was accepted into the famed Rhode Island School of Design (RISD), one of the nation’s premier art and design schools. She obtained two bachelor’s degrees at RISD and then worked as a graphic designer for several companies.
In April 2002, Hernandez launched his own company, INgrid Design, which has grown over the past 20 years to employ 15 team members who solve marketing and communications problems for a variety of clients, including UofL Health, Girl Scouts, Macy’s, Yum! Brands, Boeing, Darden Restaurants and many other well-known brands.
In 2020, INgrid Design received the Small Business of the Year award from the Greater Louisville Inc. (GLI) Inc.credible Awards. He also received the Emerging Minority Business Award 2011 from the GLI.
The Lane Report: How did you get started?
Ingrid Hernandez: I never wanted to have my own business despite the fact that my father, himself an entrepreneur, always encouraged me to do so. Life events led me to start my business and it was the best thing I ever did.
TLR: What services do you offer?
HI: We work with clients of all sizes and types and perform nearly every marketing service imaginable, from branding, logo design and all brand materials, to marketing strategy, creative writing, advertising and B2B (business-to-business) campaigns. Plus, all the digital support a business could need with social media, websites, videos, animations, interactive PDFs and dynamic presentations.
TLR: Tell us about a recent project that you are proud of.
HI: We launched a fully integrated marketing campaign that sparked pride and excitement among UdeL’s newly expanded workforce and reinforced its reputation as a leading healthcare provider in the region. Our ‘Power of U’ line was the solution to boosting morale and generating excitement about being part of the UofL. It became the anchor of a very successful internal campaign which led to a strong external awareness campaign.
TLR: What was your biggest challenge as a company and how did you overcome it?
HI: The impact of COVID-19 hit us hardest in the third quarter of 2021 due to the secondary effect of our largest customer’s declining sales in the prior year. We have focused on diversifying our client list over the past year, so we have already added 12 new clients and increased other existing businesses. Fortunately, we continue to be referred to new business by existing customers who have moved on to other companies. This is a huge testament to the quality of our work.
TLR: What’s the best thing about running a small business?
HI: We can provide personalized attention to our clients and work as an extension of their marketing teams. We get to know them and their brand inside and out. We get to understand their services and business model, which is key to understanding and engaging their audience.
As a small business, we can also offer unique benefits to our employees as a retention strategy. We are committed to cultivating lasting relationships with our employees, customers and supplier partners.
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