Creating a new website is full of possibilities, but the devil is always in the details. It’s often design by committee, and the work of updating content—drafting, getting feedback, securing approvals—is always more than you imagine. But few feelings are more satisfying than going live with a new site that better reflects the mission, identity, and work of an organization. Here are a few of the website redesigns I’ve spearheaded:
MICHIGAN HEALTH ENDOWMENT FUND
Click any image to enlarge or visit the live site.
The Michigan Health Endowment Fund started with a clean website, but it was a template and didn’t reflect its professional new brand. Working with Zoyes Creative Group on the design and Boxcar Studio for the buildout, I managed the creation of a custom WordPress site that balanced a smorgasbord of competing interests: information for grantseekers, the launch of a $120 million subsidy for Medigap policyholders, and a set of priority issues as set by the Michigan Legislature.
In addition to the redesign, I wrote all new content for the site. This often meant creating the first official program descriptions and coming up with defining language for how we talk about key issues. It also meant I had to gather feedback and edits from other leaders on staff, and translate the chorus of expert voices into accessible content for outsiders.
Since the original site was unveiled, we’ve added an interactive map on the homepage to highlight stories from around the state and a Learning section that will house various formats of reports and evaluation products.
MICHIGAN SUBURBS ALLIANCE/METRO MATTERS
Click any image to enlarge.
The old Suburbs Alliance website was created on a proprietary CMS that made editing a pain and lacked sufficient features for modern content and SEO. Working with Skidmore Studio, I led the redesign process from discovery through publication, and beyond. I also leveraged the process to create an updated look for the organization, including a refreshed logo that better embodied the organization’s creativity and energy. This look was applied to stationary, business cards, and other collateral at a fraction of the cost of a full rebrand.
The new site was built on WordPress, integrated with social media and internal marketing tools, and loaded with features to enhance discoverability and utility. Since we knew the organization would eventually undergo a name change and new logo, I steered us toward a product that could be adapted rather than discarded a few years later—again saving time and money down the road. Click any image to enlarge, and poke around the live site to see it in action.
SOUTHEAST MICHIGAN REGIONAL ENERGY OFFICE
Click any image to enlarge.
The original Energy Office website was built by volunteers who had only a weekend to complete it. (Nonprofit life!) But as the organization prepared to launch a federally funded residential energy program, they knew they’d need a much more comprehensive and interactive site. On this project, I provided creative oversight, ensuring this fledgling organization was adhering to its founding partners’ high standards for communications and functionality.
This was another instance in which the design process was leveraged to create a new brand—the original logo was also created by volunteers. The elegant color palette lent an establishment feel to the quasi-governmental Energy Office, while the imagery and subtle design features made for a welcoming entry point for new audiences.
Hayley Roberts 