The Northern Lakes Economic Alliance (NLEA) plays a pivotal role in supporting economic development across Northern Michigan. With a renewed mission and a fresh visual identity, NLEA recognized the need to elevate its online presence to match its evolving role as a regional connector and advocate. The goal was to create a website that would clearly communicate its value, highlight regional success, and better serve entrepreneurs, local governments, and business partners.
Following a comprehensive rebrand, NLEA needed a website that aligned with its updated identity and strategic direction. The existing site was outdated, difficult to navigate, and no longer reflected the dynamic, forward-thinking nature of the organization. Key information—such as funding resources, economic data, and program details—was hard to find, limiting NLEA’s ability to effectively engage its diverse audience. The organization sought a digital platform that was clear, modern, and purpose-driven, capable of showcasing its impact and providing a seamless experience across all devices.
We partnered with NLEA to build a streamlined, visually compelling website that embodies its revitalized brand. The new site emphasizes clarity, accessibility, and strategic storytelling. It features an intuitive navigation structure, organized content, and mobile-optimized design to support users on any device. By prioritizing user experience and aligning the site’s functionality with NLEA’s mission, we delivered a digital platform that empowers the organization to better serve communities and drive economic development across the region.
From the outset, our design approach was guided by NLEA’s core objective: to communicate their role as a regional leader in economic development. We developed a clean, modern visual layout that reflects their refreshed brand identity while ensuring ease of use for a broad range of users. Key sections of the site were restructured to promote visibility of critical programs, services, and data. We also integrated interactive elements and streamlined navigation paths to enhance engagement and usability.
To ensure that the new website served as an effective resource hub, we focused on content strategy and user-centric functionality. We collaborated with NLEA to rewrite and reorganize key content, making it easier for users to discover relevant information quickly. The site now highlights success stories, funding opportunities, community profiles, and regional statistics in a way that is digestible and action-oriented. By optimizing for mobile responsiveness and accessibility, we created a platform that supports NLEA’s mission of empowering economic vitality across Northern Michigan.
