Why Downtown?
Downtown is the source of local identity. What does a city prioritize? What is it known for? How is it different from the town next door? Those questions are best answered by visiting Downtown. At their best, Downtowns are vibrant and alive, full of diverse people and viewpoints. And given that Downtowns are usually the oldest part of a city, they offer a mix of tradition and experimentation, a bustling blend of familiar classics and new culture.

When JoshuaOneNine decided to expand beyond the home-office, several options were on the table. There’s plenty of available commercial property in Bloomington-Normal, including on the ever-expanding east side of town. We toured offices over there. They’re certainly nice. And comfortable. And might even have made us sound impressive to new clients if we had “an office on the east side.”

But we’re not really about comfort here. We’re about strength and courage.

More importantly, we love local. And it’s our firm belief that whatever positive impact Bloomington is still yet to make upon the stage, it will be rooted in Downtown. And if it doesn’t start in Downtown, it’ll eventually run through it. It always has. Business. History. Arts. Government. Music. Religion. Journalism. Architecture. Food. Charity. Education. Everything this town is known for either started (or still is) in Downtown, either in Downtown proper or within a few blocks any direction of it. Much as this town may want to keep pushing its centerpoint eastward, the gravitational force of Downtown remains inescapable.

Nevertheless, among some locals, a popular pasttime continues to be complaining about the current state of Downtown, lamenting its past decisions, and entertaining no suggestions about revisiting its future. Many in Bloomington-Normal have emotionally abandoned it, seeing it as a lost cause. We’ve tried to make Downtown happen, they say. It didn’t work. Let’s not throw good money after bad. Cut our losses. Let’s just focus East. That’s where the people are. That’s where the money is. It’s sad, but ours is just another crumbling Downtown in an America increasingly full of them...

Respectfully, that’s nonsense.

Strengthen your core, and the rest of the body follows. Deepen the roots and there’s no need to fear the wind. Or as someone famously said, “I am the vine. You are the branches.” Likewise, a truly healthy Bloomington won’t happen without a healthy Downtown. You can’t ignore half a city and pretend it’s thriving.

Maybe we’re more tuned into this truth because we’re marketing people who understand that the flashiest ad campaign in the world isn’t going to generate sustainable success if your core business is flawed. Also as advertising people, we know the power of symbolism. And if we’re serious about loving local (we are), the best way to walk-that-walk is to plant ourselves Downtown. Right in the thick of it. It felt disconnected to claim to be for BloNo without committing to its heart. Plenty of complainers are part of the problem. We’re here to be part of the solution. And in our own small way, whether by bringing a handful of jobs, increased activity, or simply by being a vocal champion, JoshuaOneNine wants to be part of Downtown’s future, and in so doing, be part of Bloomington’s future.

Why the Illinois House Building?
Once the decision was made to locate Downtown, the next question was...where? As an advertising and marketing agency, we do a lot of brainstorming. A lot of thinking. A lot of scribbling and idea generating. And it’s our opinion that creative work doesn’t happen very well in a basement. Or even in a mid-level suite where your window view is a bunch of traffic, the solid gray wall of the neighboring building, or the parking lot of an industrial park.

Instead, to capture the creative, inspirational environment that contributes to our daily work, we decided to prioritize height and light, and look for a space that offered both. Height in the sense that we were up in the air (preferably on the top floor with a nice view), and also a place that, if possible, had high ceilings (so we didn’t feel suffocated). And light in the sense that there were plenty of windows (for natural light) combined with an open floor plan (so you could see across the office and not have to spend time in dark rooms or dim, confined spaces). We didn’t know if this combination existed in a building downtown (and if it did, whether it would be available), but, like with our clients, we start with the “why” and build around it.

After exploring a few places, Jessica found the Illinois House Building during a search one day, and we took a tour with Terry, the on-site maintenance professional. While the ‘feel’ of the building is somewhat similar throughout (lots of browns and golds), we noticed that each level was different in its own way, adding some interesting design diversity from floor to floor. The historic elevator is cozy, but great for chats, and adds another element of charm to the experience. Mostly though, building owner Darrell Hartweg proved to be kind, responsive, and shared a passion for Downtown Bloomington just like us. As an added bonus, Jack Lewis Jewelers (one of our clients) started in this building back in 1927, and the original jewelry safe is still in the basement because it was too heavy to move!

Through a stroke of luck, a small office was available on the top floor, giving us an incredible view from high atop Downtown, looking north. And through an even more fortuitous dash of destiny, adjacent to that small office was a larger space that had sat undeveloped and empty for over 20 years. No power, no plumbing, no electrical. Just a sprinkler system and the best view in the city, as its multiple windows offer views as far West and North as the eye can see. It even has 13-foot ceilings. It’s the historic, penthouse gem of Downtown, and very few seemed to know about it. It was almost like it was waiting for us to develop it...

With a trustworthy local management team and a space that seemed tailor-made for height and light in the heart of historic Downtown Bloomington, all the boxes were checked. We pulled the trigger.

Current Home
In January 2022, JoshuaOneNine completed our buildout expansion into Suite 605. In partnership with fellow Downtown businesses Scharnett Architects and Catalyst Construction, the new JoshuaOneNine features a 300 sqft photo & video recording studio with 13' ceilings and multiple motorized backdrops (including a 24' green screen), as well as a Vocal Booth for audio narrations. There's also a spacious Kitchenette & Common Area, complete with multiple bar height tables and a built-in kegerator. The large glass Conference Room is perched in the northwest corner, and is the crown jewel spot for the best indoor sunset and fireworks views in the City.

After 6 years working in Peoria/Bloomington radio (on-air as Whiplash on Rock 106, then later in sales), Joshua Shull stepped out in faith at age 26 and launched JoshuaOneNine Marketing House on January 1, 2007, which operated as a one-man show from Josh’s home-office for the next 12 years. As a believer and Jesus-follower, Josh wanted the business to be rooted in biblical values from its inception, and knew naming the company after a Bible verse would reinforce that foundation. “My name was Joshua, so I turned to that book and started reading,” he says. “It only took 9 verses before something grabbed me.”

“Have I not commanded you? Be strong and courageous. Do not be frightened, and do not be dismayed, for the Lord your God is with you wherever you go.” - Joshua 1:9

With the Christian roots in place, the next 12 years would prove that verse to be somewhat prophetic, as time-and-again, Josh learned just how relevant strength and courage are to brand-building and local business marketing. The initial wave of local Bloomington-Normal clients included Heartland Community College, Adrian’s Shoes & Repair, DaVinci Floorcovering & Design, and the Orthopedic & Sports Medicine Center (OSMC). But a significant transition would happen beginning in 2011, when Jack Lewis Jewelers, Flingers Pizza Pub, and Bloomington-Normal Audiology joined the roster. After four years of learning the ropes, Josh, then 30, was hitting his professional marketing stride just as leading local business owners like John Carter, Pat Fruin, and Natalie McKee were hitting theirs. The timing was perfect, solidifying brands and relationships that continue to this day.

The years between 2012 – 2018 were exciting and fulfilling. Working exclusively for only a small number of clients, Josh could continue to be a one-man show, work from the home-office, travel the world with his wife, and have time to pour himself into leadership activities at his church. He rarely talked about work. Despite doing marketing, JoshuaOneNine didn’t have a website and didn’t post anything to its social media pages. He didn’t attend Chamber events or network with other business owners. He had no idea how many other ad agencies were in-town because “competition” wasn’t even on his radar. He wasn’t looking to grow, and declined multiple opportunities to work with new clients because he didn’t want the additional capacity. Like in his radio days, he was the man behind the curtain, heard but not seen, in the shadows, out of the spotlight, producing content the whole town had seen, but never knew who created it. And for the better part of a decade, this ‘anonymous influencer’ role suited him just fine. Life was amazing, and Josh was able to spend most of his 30’s in relaxed, stress-free comfort. Sounds great, right?

Problem is… we’re not made for relaxed, stress-free comfort.

In early 2018, Josh became increasingly, naggingly, continually pestered by this question: what are you doing that requires any faith? It’s one of the more convicting questions a Christian confronts, and God bless you if it ever invades your brain, because it opens the floodgates... Is contentment and comfort all there is? Is that the goal: have fun and be happy? Where is your fruit? What are you multiplying? Are you maximizing the gifts you’ve been given toward what really matters? Or are you being a delinquent steward?

Those gut-level, purpose-driven questions coincided with the stark professional reality that, by 2018, Josh, then 37, had hit his ceiling. He’d gone as far as he could on his own. Not to mention, the world of marketing was ever-expanding in its platforms and complexity, and it’s more than a one-man-show working from a home-office can competently handle, especially for local brands that were rapidly growing. The truth is, things can never stay the same forever. Acknowledging this is easy. The hard part is acting on it before it’s too late. And you know what that takes?

Strength and courage.

The turning point came during a pivotal 48-hour stretch between June 30 – July 1, 2018, which detonated an awakening that catalyzed the JoshuaOneNine expansion once and for all. But that’s a long story for another time…

Suffice it to say, it was an earthquake that demanded a decision. Then there was no turning back. After 12 years, JoshuaOneNine was expanding. For business reasons, yes, but mostly from a soul-rattling desire to fully steward whatever gifts had been given instead of burying them in the ground. You weren’t made to relax in comfort from the sidelines. You were made to live, to image, to be fruitful and multiply, to be in the arena, impacting, influencing, shaping, and taking public steps of faith that put you in the position to be used as the voice through whom the Gospel can impact those around you.

In late 2018 and early 2019, Josh began looking for an actual office headquarters and eventually settled on the top floor of the historic Illinois House Building in downtown Bloomington. The brand distinctives were updated with a new logo (for stylistic reasons, Josh decided to spell-out the name of the business and smush it altogether with no spaces, making it JoshuaOneNine instead of Joshua 1:9), icon (the colon commonly found in Bible verses), color scheme (bread and wine), fonts (Roboto), and slogan (strong and courageous content).

In September 2019, PK and creative production Swiss army knife Nick Fetty joined the team from Joliet as JoshuaOneNine’s first employee. Little did we know that a worldwide pandemic would hit just 7 months later. Nevertheless, the growth continued, as Illinois Wesleyan #1 draft pick Caleb Green joined the team in June 2020 to handle Google and digital marketing, followed by perennial management and operational all-star Jessica Shull leaving an 18-year career at State Farm to anchor the team in July 2020.

Gingerbread House Toys, Vrooman Mansion, and Scharnett Architects were added to the roster in 2020 and 2021. And as this is being written in 2022, JoshuaOneNine is about to bring a handful of new local brands into the fold while settling into our new headquarters on the top floor of the Illinois House Building. And now, since you’re reading this, our website is rocking too.

The future is bright. There’s impact to make. There’s lives to influence. For the community’s good. For the Gospel. You weren’t made for comfort. You were made for clout.

Be strong and courageous. The Lord God is with you wherever you go. So let’s go.