Found by the people who need to find it.

A nonprofit this size has a site that has to do several jobs at once: get someone in a bad week to the right care fast, hold the detail a county partner or a referring clinician needs, and keep hiring, donating and events going alongside. Most sites like it try to show all of that at once, and the person who needs it most gives up first.

We built it around the first job. Who you are, a child, an adolescent, an adult, a family, and what you need come first; the programs, specialties and locations sit behind them; request an appointment and find a provider stay within reach on every page. The site has carried six years of new programs, new staff and news on the same bones.

Mental health sites run on stock photography, and stock photography of people pretending to be in therapy looks like exactly that. For a place whose whole promise is that you will be treated as a person, a fake person on every page is the wrong first impression.

So we drew a cast instead. A parent with a child on their shoulders, a woman with her coffee, a cyclist in a long coat, an archer, a man at the gym: ordinary people in the brand's plum and a single gray, with the faces left open so anyone can stand in them. They go on the pages, the events, the flyers, and they have not aged.

A site is only a front door if people can reach it. Search for mental health care in the Twin Cities and the answers are hospital systems, national directories and brand names with budgets no regional nonprofit has. Canvas Health has to earn its place on every one of its programs and every one of its towns, and then keep it.

So the work is unglamorous and it does not stop: a page for each program and each clinic kept accurate and complete, the technical housekeeping that keeps Google trusting the site, and the measurement that shows what a visit turned into. Visits from search have risen every year the analytics go back, which is a thing almost nothing in marketing does. The bars are Google Analytics, year by year.