National Grocers Association
New Target led a full website redesign for the National Grocers Association, modernizing the digital experience to better serve its members, strengthen brand presence, and support long-term growth.
The Challenge
The National Grocers Association (NGA) was looking for a refreshed website that more clearly reflected the organization’s mission, community, and impact. While the existing site contained valuable content, the backend had become difficult to manage, making content updates feel overwhelming for the internal team.
NGA also wanted to move beyond a static experience and create a site that felt more dynamic, authentic, and human, one that showcased real people, recognizable industry brands, and the strength of its member community. At the same time, the website needed to guide users more clearly to key information. Navigation and content pathways required simplification, so members, partners, and visitors could quickly find what they were looking for without friction.
Before
After
The Solution
New Target partnered with NGA to deliver a full website redesign that balanced modern design with long-term usability. Building on our existing relationship and deep understanding of NGA’s organizational structure and member needs, we implemented a WordPress-based solution using Elementor to give the NGA team greater control over their content.
The new site was designed to be visually engaging while remaining intuitive and easy to manage. By streamlining the backend and establishing a clearer content framework, the redesign empowers NGA to keep the site fresh and up to date without added complexity.
Website Design
The design process began with strategic planning and sitemap development to clarify content hierarchy and improve overall navigation. This foundation ensured the experience reflected real audience needs. Our team then developed style tiles to define the visual direction, including color palettes, typography, iconography, and supporting design elements. With alignment on the visual language, we moved into full page designs that emphasized clarity, approachability, and engagement.
The redesigned pages feature dynamic elements such as video, impactful statistics, and prominent content highlights to immediately communicate NGA’s value and bring a human element to the experience. Throughout the design, we focused on creating a friendly and welcoming first impression while maintaining a clean, structured layout that guides users naturally to relevant content.
Development
Following design approval, our development team built the site in WordPress using Elementor, translating the designs into a flexible and scalable digital experience. The site was constructed with modular components that allow the NGA team to easily update pages, add new content, and adapt layouts as their needs evolve. To ensure quality and performance, our QA team conducted thorough testing across major browsers and device types. This process helped confirm that all functionality, layouts, and interactive elements performed consistently for users regardless of how they accessed the site.
Collaboration
Close collaboration between the New Target and NGA teams was a key factor in the project’s success. Our prior experience supporting NGA’s website allowed us to move efficiently while making informed recommendations throughout the redesign process. Before launching, we led a hands-on training session to ensure the NGA team felt confident managing the new site. This training reinforced best practices for content updates and gave the team the tools they needed to fully leverage the flexibility of Elementor.
Results & Impact
The newly launched NGA website delivers a modern, engaging experience that reflects the organization’s people, purpose, and impact. With a cleaner backend, clearer navigation, and dynamic visual elements, the site is easier to manage and more compelling for users.
The redesign positions NGA with a flexible digital platform that supports ongoing content growth, strengthens member engagement, and reinforces the organization’s role as a leader within the independent grocery industry.
How we did it.
The cornerstone of your identity is an authentic brand story. We work with you to establish a clearly defined brand strategy for your goals – a strategy complementary to your brand’s visual voice.
The creative we design is heavily influenced by the framework for innovation. We design media not just to please our clients, but to engage and delight their customers, members, or constituents. We put people first.
We’ll help you select the right technology, and code it right. Our development team is passionate about using the right mix of open source, off-the-shelf, and hosted solutions to solve complex problems.
We understand clients have a choice of website hosting providers. Our service goes beyond stability, up time, and more to a personalized approach that meets you where you are today, and prepares you for your tomorrow
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