The League of Michigan Bicyclists wished to refresh their current brand while retaining equity. The website overhaul included reconfiguring a complex set of data in a way that LMB's audience could find, understand, and use. The final product allowed LMB to better reach both tiers of their audience: Mature, retired cyclers who make up a majority of their tour-goers and donors, and those revisiting the cycling community: younger commuters, families, and educators. 
Project created for Lake Effect Digital.
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