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The client
Togetherall is a clinically safe, anonymous online mental health community - giving people a place to share how they're feeling and support each other 24/7. Universities, employers and health organisations pay to provide access to their students, staff and communities. Bravand built Togetherall's first website and have worked together on various projects since.
The challenge
After a rebrand and significant investment, Togetherall needed a complete overhaul of their marketing site. Two things had to change.
Audience separation: Togetherall serves two very different groups - end users (people accessing mental health support) and buyers (universities, employers and health organisations paying for access). The previous site didn't distinguish between them clearly enough.
People-focused narrative: The platform had grown significantly in the US and Canada, and the multi-site components needed updating to reflect local market demands. More importantly, visitors wanted to understand the culture and people behind Togetherall - not just the product.
Our approach
We started with intensive user research - 1:1 interviews with both potential users and buyers, with training in place to handle any sensitive discussions carefully. We needed to understand what people thought of the existing site, how it compared to competitors, and how they responded to our initial proposals.
The findings confirmed the brief: audiences needed clear funnelling to their correct destination, with the right educational content in front of them from the moment they arrived. But they also wanted to see real people, real stories, and a genuine sense of the Togetherall team's culture and values.
What we delivered
With people-focused design at the centre, we built a site that serves both audiences without forcing either to wade through content meant for the other. Clear visual and content cues steer users and buyers to the right journeys from the moment they arrive. Shared content areas handle common ground between audiences. A fully fleshed-out team page puts real people and real stories front and centre. Distinct colour sets and tones of voice per audience keep the experience coherent for each group. New branding runs throughout, and updated multi-site components serve the US and Canada markets.
The outcome
The new platform is widely agreed to be light years ahead of the previous design - and genuinely reflects the ethos of Togetherall: real people, with great tech, supporting real people.
"Togetherall is much more able to learn about our audiences and adapt the site quickly to serve new content to them. The new site has been a huge step forward for us as a business."
Phillip Nicholls, Head of Content Marketing, Togetherall
Redesigning a platform that serves very different audiences?
Getting the audience separation right is the difference between a site that converts and one that confuses. Talk to the Bravand team about how we approach it. Get in touch with the Bravand team.
