The Michigan Economic Center came to us after 10 years spent researching the economic impact of water-based activity in the Great Lakes region. With a 120-page draft report, “Michigan’s Blue Economy,” the center geared up for a statewide water-based economic awareness initiative.
The report, written in consumable pieces, begged to be digital. It also required a new distinct identity, careful engineering and a multidisciplinary approach to segment it in a way to naturally lead users to discover the rich and immersive content.
Inspired by breathtaking imagery from Detroit photographer Cybelle Codish, we developed an identity that speaks to the content of the report with a nature-inspired color palette and wordmark.
The interface allows for quick navigation through elements of interest using expandable content sections, anchored links and content overlays. From the homepage, the user enters an understated yet identifiable environment integrating visual metaphors to seamlessly define the flow and site hierarchy.
We focused on creating an optimal user experience across all devices by offering meaningful navigation complementary to screen size and device limitations. The result is a fully responsive site design that is as adaptable as it is striking.
Elements of the design called for a more traditional artistic approach, including a series of interactive maps highlighting areas around the state as well as handmade renderings of certain points of interest.