OUR CLIENT
Strong Roots.
Global Reach.
ENGAGEMENT | WEBSITE DESIGN AND DEVELOPMENT
Delivering improved digital experiences to NHLA members.
OVERVIEW
Founded in 1898 by a group of visionary lumbermen in Chicago, the National Hardwood Lumber Association (NHLA) has spent over 125 years shaping the hardwood lumber industry. As the foremost authority in representing the entire hardwood industry, NHLA plays a critical role in maintaining standards, supporting member businesses, and promoting the broader hardwood supply chain. While their roots run deep in North American hardwood, NHLA's reach is global—uniting sawmills, distributors, manufacturers, and educators under a common mission of integrity, advocacy, and education.
To better serve their members and connect with future students of the National Hardwood Academy, NHLA partnered with Heartwood Brands to design and develop a completely new website from the ground up. This collaborative effort was focused on creating a visually stunning, user-friendly platform that clearly communicates the value of NHLA membership and provides easy access to the wealth of resources the association offers. At the heart of the design strategy was a commitment to intuitive navigation, powerful site search, and seamless backend management. From streamlining the user experience with a mega menu and responsive layouts to building out a suite of dashboard tools for the NHLA team, the new website reflects both the deep heritage and forward momentum of this historic organization.
SERVICES PROVIDED
UI/UX DESIGN
WEB DEVELOPMENT
The Challenge
NHLA’s previous website was falling short in two key areas: visual impact and user experience. The NHLA team felt that the site’s design lacked the polish and professionalism expected from a leading trade association—and more importantly, that it was difficult for users to find the information they needed. Navigation was cumbersome, site search was limited, and important content was buried under confusing page structures.
With multiple member types to serve, growing interest in the National Hardwood Academy, and a need to attract new members and corporate partners, NHLA needed a website that could do much more than just look good—it had to work hard for a diverse audience. Internally, staff members found it difficult to manage site content and respond efficiently to submissions. Our challenge was to solve both the front-end and back-end usability issues while creating a visually bold and strategically organized website that reflects NHLA’s long-standing authority in the hardwood lumber industry.
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