case study: State of Michigan
Relationship | Strategy | Results
Meet The State of Michigan.
Michigan offers a unique mix of bustling urban centers, critical infrastructure, freshwater coastlines, rural agricultural communities, and four distinct seasons. Residents and businesses alike benefit from a wide network of state programs and departments that work together to support education, safety, health, economic stability, and overall quality of life.
Relationship
Since 2000, LKF has worked with the State of Michigan and its various governmental departments. Our longest-standing relationship has been with the Michigan Department of Agriculture and Rural Development (MDARD), where we served as agency of record from 2000 to 2021 and continue to support divisions and programs as a pre-approved Creative Marketing and Advertising Services provider.
We partner with multiple State of Michigan departments, including the Michigan Department of Education (MDE), Michigan Bureau of Elections (BOE), MDARD, and the Michigan Department of Treasury. Our work spans video campaigns, print materials, websites, infographics, toolkits, and outreach campaigns, all tailored to the audience and channel. Every partnership begins with listening and discovery to address the real questions, barriers, and needs of residents and stakeholders.
From specialty crop brochures that travel the world to election security toolkits designed to build public trust, our team is known as a long-term, strategic partner who understands state government, compliance requirements, and the realities of internal review and approval. We thrive on complex assignments, accessibility and ADA standards, and multi-audience communication that has to be both accurate and easy to understand.
Services Provided
Marketing plans, brand support, logo design, brand messaging, style guide, signage & banners, public relations, media planning & placement, signage, printed collateral, ad design, copywriting, direct mail, billboards, radio, Spotify, digital marketing
Strategy
Michigan Department of Education
MICHIGAN DEPARTMENT OF EDUCATION
Career & Technical Education Videos
The Office of Career and Technical Education (OCTE) needed a way to reach more students from special population groups and show how CTE programs can change the trajectory of their lives. We produced a series of testimonial videos featuring secondary and postsecondary students speaking in their own words about how CTE helped them find a path, gain confidence, and move toward their career goals.
Working closely with MDE-OCTE, we captured on-site footage that reflects the diversity of CTE programs and students, handling everything from planning and production to editing, captioning, and formatting for use on YouTube, Instagram, and other public platforms.
Each video is ADA compliant, includes closed captioning, and points viewers to the appropriate CTE web pages for next steps. The result is a flexible library of full-length testimonies and social media clips that can be shared by CTE programs, showcased at conferences, and repurposed for future campaigns.
Michigan Bureau of Elections
MICHIGAN BUREAU OF ELECTIONS
Election Artifact Posters
To help demystify Michigan’s election process and increase public understanding, the BOE needed tools that could clearly explain complex procedures in accessible, visual ways. LKF partnered with the team to create a suite of election step posters and pocket guides that break down each phase of the election lifecycle.
These materials translate detailed processes into easy-to-follow visuals and plain-language explanations, allowing clerks and election officials to walk residents through what happens before, during, and after Election Day. Designed for use at Michigan Secure Election Experience events, trainings, and community outreach, the pieces support both in-depth education and quick reference.
By turning dense information into approachable, trustworthy tools, the step posters and pocket guides help residents understand the safeguards built into Michigan elections and reinforce confidence in the system.
MICHIGAN BUREAU OF ELECTIONS
Journey of a Vote Poster
To complement its deeper training tools and guides, the BOE needed a single, at-a-glance piece that could show the entire election process in a way that any resident could follow. LKF answered with the Journey of a Vote poster, a large-format visual map that walks viewers through what happens from voter registration to casting a ballot and tracing results through final certification.
Our design team organized people, technology, tools, and cross-checks into a straightforward, high-level pathway. Each stage aligns with the more detailed explanation from the complementary step posters, so clerks can easily move between the simplified overview and deeper explanations.
The finished poster helps audiences understand that their vote moves through a series of checks and balances, not a single handoff. It reinforces the integrity of the election system and supports BOE’s mission to enhance transparency and public confidence.
Michigan Department of Agriculture and Rural Development
MICHIGAN DEPARTMENT OF AGRICULTURE AND RURAL DEVELOPMENT
Farmland Preservation Program Materials
MDARD’s Farmland and Open Space Preservation program is essential for protecting Michigan’s agricultural land, but the processes behind it can be confusing. Landowners, realtors, accountants, and township officials often faced long, text-heavy documents and complex forms when trying to enroll, transfer, split, or terminate agreements.
LKF partnered with MDARD to simplify that complexity and create a clearer experience, including infographics and presentation materials that explain the program, outline key steps, and show how different entities are involved. At the same time, we worked with the team to update core forms and applications so they are more user-friendly, visually consistent, and accessible.
The result is a toolkit that helps stakeholders understand what to do and when, reduces common errors, and decreases staff time spent chasing corrections. As the program evolves, LKF continues to help MDARD refine content, improve web resources, and develop supporting outreach such as webinars, email templates, and content marketing recommendations.
MICHIGAN DEPARTMENT OF AGRICULTURE AND RURAL DEVELOPMENT
Michigan Craft Beverage Council Brand and Website
The Michigan Craft Beverage Council (MCBC) needed a brand and website that would reflect a vibrant, growing craft beverage industry and position the council as a trusted resource for producers and partners. Building on MDARD’s earlier work with the Michigan Grape and Wine Council, LKF was brought in to lead the branding effort and bring the new council identity to life.
Our team developed a logo inspired by a classic barrel form and supported it with a warm palette of brown, red, and white that suggests both the earth and finished craft beverages. From there, we created stationery, rack cards, banners, and other collateral that gave the council a cohesive, recognizable presence.
On the web, we designed and built a mobile-responsive site that organizes research, grower resources, grant information, marketplace, and events into an intuitive structure. Users can quickly find what they need, while staff can easily update content behind the scenes. LKF continues to support the Michigan Craft Beverage Council as its brand and program offerings grow.
MICHIGAN DEPARTMENT OF AGRICULTURE AND RURAL DEVELOPMENT
Michigan Agriculture Facts & Figures Brochure
Michigan’s agriculture industry is a multi-billion-dollar economic engine that deserves to be recognized and understood at a glance. MDARD partnered with LKF to create a visually engaging Facts & Figures brochure that would speak to domestic and international stakeholders, policymakers, and everyday consumers.
Each section of the piece highlights specialty crops and other key sectors using vibrant photography, clear icons, and concise explanations of economic impact. The design balances data points, charts, and narrative copy so that the brochure can support both quick overviews and deeper discussions in meetings, trade events, and educational settings.
Because agricultural statistics change, LKF built the piece to be updated over time, ensuring the information stays current while the overall visual framework remains consistent. The brochure has become a foundational tool for MDARD’s outreach and is regularly refreshed as new numbers become available.
Michigan Department of Treasury
MICHIGAN DEPARTMENT OF TREASURY
Recruitment Videos
Looking to shift perceptions about what it is like to work within the Michigan Department of Treasury (Treasury), the department sought help attracting candidates who value meaningful work, a supportive culture, and work-life balance. LKF developed and produced a series of recruitment videos to showcase Treasury as a modern, people-centered employer, with special emphasis on roles in the Tax Compliance Bureau.
We started by digging into audience perceptions and identifying the beliefs that kept potential applicants from seeing themselves at the department. From there, we crafted storylines that featured real employees, genuine workplace interactions, and messages about growth, flexibility, mentorship, and impact. Our team handled scripting support, location planning, directing, filming, and post-production.
The final videos are optimized for digital channels, events, and the Treasury careers site, complete with ADA-compliant captioning and on-brand graphics. Together, they give job seekers a more accurate picture of life at Treasury and encourage qualified candidates to take the next step and apply.
On the web, we designed and built a mobile-responsive site that organizes research, grower resources, grant information, marketplace, and events into an intuitive structure. Users can quickly find what they need, while staff can easily update content behind the scenes. LKF continues to support the Michigan Craft Beverage Council as its brand and program offerings grow.
Results
CLICK-THROUGH RATE
Achieved on an enrollment campaign via Google Ads
TARGETED
online impressions in 2025, expanding enrollment visibility
TOTAL MEDIA IMPRESSIONS
900+ ad placements, and approximately $10,000 in added value, maximizing paid media investment
Testimonial
“Do we have a testimonial we can use here? Or comments from our RFP presentation?
If your public-sector organization needs a partner who understands public service, compliance, and communication across diverse audiences, LKF is ready to help. We collaborate with state, regional, local, city, and county governments, as well as public agencies and authorities. From early strategy through final delivery, we bring the same mix of smart thinking, creative execution, and long-term partnership that has defined our work since 1989 and garnered success for public entities across Michigan since 2000.
Someone, State of Michigan
Partner with Us!
If your public-sector organization needs a partner who understands public service, compliance, and communication across diverse audiences, LKF is ready to help.