Beginning with a discovery and working through Persona Development, Content Auditing, and Benchmarking, Digital Surgeons laid the groundwork and developed a strategy to build a high-performance, intuitive, and engaging new presence for CBIA. This new existence was bolstered by a full rebranding, featuring a refreshed visual identity, new logo, brand style guide, and voice & tone that would help CBIA appeal to businesses, leaders, and communities of all ages.

Becoming a singular voice of business and economic development required that the Digital Surgeons team integrate CBIA’s varied sites, including news, B2B insurance, legislative resources, and workplace HR services, into a singular fully-responsive, mobile-first website with updated user experience, content organization, and look & feel. This development helped the brand offer a unified experience for championing change, shaping debate around economic competitiveness, and fighting for a better future for all.

Using best-in-class User Experience Design tied with the qualitative and quantitative learnings gathered in the discovery phase, the website was optimized to provide visitors with ease of access, and clear paths to the content that mattered most to them, regardless of their device. With multiple personas and use-cases all catered to, the intuitive redesign paired with a refreshed brand and style guide made for a memorable website experience that resonated with members of the community, businesses, government stakeholders, and more.

Like any content hub, the new CBIA website not only required an intuitive user experience and groundbreaking SEO dashboard, but also the ability to encourage and inspire sharing. With social integrations embedded into key sections of the site, pinned share buttons, and a comment section on article pages, the new and improved CBIA.com facilitated engagement, conversation, and sharing for all members of the growing community.