A Brand Redesign and a Statewide Plan People Can Use

The Challenge

Michigan Moves Coalition is a statewide network of 100+ members from 60+ organizations working to make Michigan the most physically active state in the nation.

The coalition’s website needed a brand redesign to match how it presents itself today. It also needed a dedicated page for its centerpiece initiative, the Michigan Physical Activity Plan. The plan covers 10 sectors, from business and schools to parks and healthcare, and as a long planning document it was hard for coalition partners, policymakers, and the public to find the part that applied to them.

What I Built

A brand redesign of the coalition’s website, plus a new initiative page for the plan:

• Headline stats up front: 30.2% of residents meet CDC guidelines, and inactivity costs $192B a year nationally.
• “How to use this plan” guides for individuals, organizations, policymakers, and sector partners.
• Clickable sectors that open each one’s strategies and suggested tactics.
• A one-click download of the full plan.

The Result

One public home for the plan that partners can point to and act on.