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School of Kinesiology

A Case Study

Even though the School of Kinesiology (SoK) has been established and successful for more than 10 years, they were finding there was an overall lack of awareness and understanding of what kinesiology is, why it’s important and how it makes a difference in the world. The school went through a major rebranding effort and partnered with Michigan Creative to translate this work into all of their materials including their website.

Bringing the U-M Kinesiology brand to life

SoK’s director of marketing and communications worked closely with Michigan Creative to implement a complete website overhaul and redesign to represent the school’s recent rebranding and help them reach their goals. The redesign included an emphasis on usability, accessibility and maintenance best practices.


To articulate the school’s unique differentiators, strengths and values, and increase awareness, reputation, and advocacy for the school.


Pages viewed per session increased by 27% Average session duration increased by 9% The bounce rate (the rate users only visit one page on the site before leaving) decreased by 15% Traffic to the Academics landing page increased by 15% SEO improved significantly and has resulted in first-page rankings for key searches

Project Goals

Promote recruitment, advance reputation, and inspire advocacy
Show value, strengthen image, and bolster legitimacy
Increase campus awareness/knowledge of the field of kinesiology
Integrate story-driven content to satisfy cross-audience objectives
"Responsive/mobile-compatible Drupal 8 theme "
Comply with WCAG 2.0 AA accessibility guidelines
Google Analytics integration, including tags manager and event tracking
Move faculty and staff internal content to intranet to reduce clutter
Recommend and integrate CRM (Mailchimp, Hubspot)

Our new website is a key tool in our rebranding campaign. We know that prospective students, faculty and staff go there first to learn more about who we are and what we do before they reach out to us directly. The new site is dynamic, welcoming and easy to navigate, and will help differentiate and elevate our school in an increasingly competitive climate.

— Dean U-M School of Kinesiology

Our community is so proud of all our new branding and collateral, and it couldn't have happened without you. Thanks for your hard work, collaboration, and excellent design, writing, UX, programming, production, and project management. It has truly been a pleasure working with you on this major and multifaceted project.

— Director of Marketing & Communications, U-M School of Kinesiology