Overview
Michigan Tech Week needed to evolve. After a successful 2023 event, the brand felt immature for what the conference represented. We rebuilt the entire website, managed operations support under pressure, and delivered 1,500+ attendees and $109k in ticket sales. Then in 2025, we repositioned MTW as Michigan's tech hub and supercharged the brand with a Midwest GRIT refresh for what's set to be their biggest year yet in 2026.
- Strategy
- Brand Direction
- Copywriting
- Web Design
- Web Development
- UI/UX
- Video
The Challenge
Michigan Tech Week had a solid event, but the brand didn't match their ambition. The visual direction felt too playful for a serious conference, and the website couldn't support what they needed. In 2024, they had months of work to complete in weeks: website, app integration, ticketing, and partner coordination all had to happen simultaneously. Then in 2025, they needed to stand out as the centerpiece of Michigan's tech event landscape while refreshing their entire brand identity.
The Solution
We audited their current brand and studied how top-tier events worked, then designed 15+ pages with a CMS backend their team could manage. As new requirements emerged, we kept building and integrated their app, ticketing, and email software. When the event scheduling system broke 72 hours before launch, we rebuilt it entirely on Webflow overnight. For 2025, we positioned MTW as the hub connecting all of Michigan's tech events through a dynamic regional map, then created 15+ brand mood boards capturing Midwest GRIT and redesigned the entire site. We launched it just before the announcement went out.
The Hot Dish
Ticket Sales
Attendees
Pages Built & Integrated
Dynamic event schedule rebuilt 72 hours before launch
Regions map positioning MTW as Michigan's tech hub
Brand revamp capturing Midwest GRIT identity
Decision Made.
