A new brand and digital home for people navigating severe mental illness
Treatment Advocacy Center’s rebuild paired a refreshed identity with something that didn’t exist before: a comprehensive, state-by-state resource hub for families in crisis.
The story
The Challenge
TAC’s audiences arrive with radically different needs: a mother searching for a lawyer in her state, a journalist verifying a statistic, a policymaker looking for model legislation, a person in crisis. The old site couldn’t serve them all, and TAC’s most requested need, meaningful resources for families navigating the legal and health systems around severe mental illness, barely existed on it. TAC set out to build an entirely new resource hub for families and advocates, communicate clearly who they are and what they do, and establish national thought leadership, all on a platform their own team could update daily without technical help.
Our Approach
We began with a brand refresh to sharpen TAC’s identity, then designed a 12-template site architected around audience needs rather than org charts. The centerpiece: a new resource center for families and advocates, pairing educational content with four searchable directories and a state-by-state resource map, so a family in any state can find local providers, attorneys, and laws that apply to them. Around it we built the infrastructure of a national voice: a document archive for research, a forum for community, an audio player for their podcast, an online store, and a custom-skinned DonorPerfect giving experience, plus an SEO consultation to make TAC’s expertise findable. Throughout, the build prioritized a back end TAC’s own writers could run, because their content is their power.
Why It Worked
The site succeeds because it’s organized the way a desperate search is organized: by my state, my situation, right now. Building the information architecture around that moment — then wrapping a credible national brand around it — served every audience at once.
The Results
A new brand and website launched as one coherent identity
The family resource hub: from nearly nothing to the most comprehensive family-facing resource in TAC’s history, navigable by state
A platform where TAC’s team publishes daily without a developer
Analytics in place from launch to track what matters
“I found the process to be much smoother than I expected.”
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