Burrell Behavioral Health

Better access to care and a stigma-busting rebrand

Research UX UI IA Strategy Branding

Burrell is on a mission to expand access to mental healthcare and lead the way for Missouri in whole-person, integrated care models. An aspirational rebrand and website kicked off the organization’s new approach to care.

Visit the Site

As a regional community health organization, Burrell provides some of the most critical care to individuals and families in Missouri and Arkansas. An innovating organization, Burrell’s new leadership team had secured CCBHC status and funding, and was leaning in hard on infusing the organization with new energy, progressive practices and care models, and was looking to shake things up in all the right ways. 

The organization’s website, logo, signage—all of the most public-facing aspects were dated, tired, and somber. Burrell’s leadership team looked to Mostly Serious to lead a research-driven rebrand and custom website to help redefine the brand, lead conversations around mental health, and guide their outreach efforts for those seeking the most critical care.

The resulting work would usher in a new era for Burrell, and position its communications team to be ready to respond to a year that would bring unprecedented challenges and opportunities wrought by COVID-19's immeasurable impact on community health.

Contributing Roles
  • User Experience: Structural decisions, information architecture, siteflow and wireframe design
  • User Interface: Look and feel, design for all screens and modules
  • Research: Delivered site audit and peer audit portions, global analysis on research suite
  • Strategy: Partnered with account strategist to define and present brand positioning, new direction, and objectives
  • Creative Direction: review, direction, and refinement on logo marks from design team
Burrell collage
Burrell Mobile Trio
Burrell Screen Copy 12

Burrell's website project wasn't just a redesign—it was also the north star for the organization's new brand and repositioning as a leading provider of integrated care. Burrell's mission to reframe the conversation around mental health, breaking the associated stigma that prevents patients from engaging care came to live in the brand positioning exercises, the new logo and brand guidelines, the website's visual design components, and content strategy.

Burrell collateral

Supporting the launch of a new brand, meant more agency support than just website and logo design. Design support for the new brand also extended to letterhead and business cards, appointment cards, signage updates, and more patient touchpoint throughout the extensive organization.


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