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), for which we served as the 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 Michigan Department of Education (MDE), Michigan Bureau of Elections (BOE), MDARD, and Michigan Department of Treasury (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, event planning & support, social media management, ADA compliance support
Strategy
MICHIGAN DEPARTMENT OF EDUCATION
Career & Technical Education Videos
Within the MDE, 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 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
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
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 Agriculture Facts & Figures Brochure
Michigan’s agriculture industry is a multi-billion-dollar economic engine that deserves to be recognized and understood even 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 AGRICULTURE AND RURAL DEVELOPMENT
Great American State Fair Booth
In celebration of America’s 250th Independence Day, the Great American State Fair brought all 56 U.S. states and territories to the National Mall from June 25 to July 10, 2026. Spanning from the U.S. Capitol to the Washington Monument, this once-in-a-generation event invited hundreds of thousands of visitors to experience what makes each state and territory unique.
LKF supported the Michigan Department of Agriculture and Rural Development with aesthetics, procurement, and logistics for Michigan’s leading presence at the fair. LKF assisted with the design of an interactive, Pure Michigan-themed state pavilion highlighting the state’s four-season economy, $125 billion food and agricultural sector, automotive industry, and Michigan-made products.
From producing large-scale pavilion graphics to coordinating hundreds of thousands of food products, custom giveaways, donor relationships, and event a 200-pound milkable cow statue, LKF’s attention to detail helped bring Michigan’s story to life.
Michigan’s pavilion consistently drew high traffic, with visitors waiting in some of the longest lines at the fair. Attendees praised the balance of information, interaction, and hometown flavor. MDARD celebrated a successful showing with LKF’s help from planning through pack up, including onsite assistance in Washington D.C.
Results
Career and Technical Education Videos
VIEWS
of five videos produced in 2025 – fourteen more released summer 2026
Great American State Fair Pavilion
PEOPLE PER DAY
Gave away over 250,000 food items and more than 150,000 custom stickers designed by LKF and produced locally
Facts and Figures Brochure
COPIES DISTRIBUTED
ACROSS THE STATE AND BEYOND, DESIGNED IN 2010 – UPDATED AND REPRINTED OVER EIGHT TIMES
Testimonial
“The team at LKF did a great job, they took time to understand the work that we do…”
“…the challenges we were facing, and asked engaging and thoughtful questions during the discovery session.”
Anonymous, State of Michigan Employee
“Overall very satisfied with the discovery session with LKF. They were enthusiastic in helping us to create a plan for gathering feedback from the team prior to the meeting, did a fantastic job engaging with the team and asking productive questions, and provided timely follow-up after the meeting.”
Anonymous, State of Michigan Employee
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.
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.