The Client


The Mental Health Association of the Southern Tier (MHAST) is an organization providing mental health services and programs. They’ve been around since 1927. That’s a nearly 100-year legacy of care and successful adaptation. They came to Idea Kraft for help with their latest evolution: a refreshed visual identity and website.

What We Provided

Website Design / Development

Since MHAST is a peer-run organization, they needed ease of use, a sustainable website framework, and a visual identity that embodies hope and collective progress.

Project Goals

  • Boost visibility
  • Improve awareness of services
  • Reflect their modern approach to mental health care
  • Reduce stigma around mental health
  • Offer welcoming space to support community-driven feel

The Original Logo & Its History

Like many mental health organizations, MHAST’s original logo depicted a bell.

The bell was a common symbol of hope and empowerment in the early days of mental health advocacy. But – in its original usage – the bell also represented the fight to free patients from inhumane psychiatric institutions.

With this complicated history in tow, MHAST had some big questions to answer when it came to redesigning their logo: Did the bell recall a dark time better left in the past? Was it time to move on and find a new symbol?

The Rebrand

Aside from the history of the bell, MHAST’s original logo relied heavily on the standards of the Mental Health Association. Its color palette also felt a bit harsh, which added to an overall dated feeling.

MHAST was open to new directions, both with the bell and without it. They did request that the new logo feel simple, fresh, and classic. So we tried different fonts, color palettes, and iterations of the bell until we arrived at a few options that felt authentic to MHAST.

The final redesigned logo reflects a sense of hope and connection by juxtaposing the outline of a bell against rays of sun in the background. It radiates positivity, putting a fresh spin on the dark history of the original bell symbol.

A simple and humanistic font also works to reduce the stigma of seeking mental health treatment. Now, when clients go to MHAST’s website, they’re greeted with visuals that embrace the bright side of getting mental health support.






Approach to Web Design & Development

MHAST originally planned to revamp their old website first. However, we suggested doing a rebrand before web development – a change MHAST was graciously on board with. Once a visual direction was nailed down, our web team was able to dive in with a clear vision.

Visually, MHAST’s main priority was a much cleaner, more organized, and modern look. They also wanted to add a few new elements: a donation CTA (call to action), contact form, comprehensive client referral form, easily accessible resources, and a Board Member Portal for meeting minutes.

They wanted these upgrades to give their clients a better experience and 
get the word out about their services while better representing their mission, vision, and history.

Revamping The Website

The Idea Kraft web team delivered on MHAST’s requests, but we didn’t stop there. The site needed an information architecture overhaul to decrease bounce rate and improve accessibility.

We reorganized the main navigation menu to be more intuitive for community members, providers, and supporters of those in need. On the homepage, MHAST’s new brand guidelines welcome visitors while UI (user interface) design prevents them from getting overwhelmed with new information.

Ease of navigation was maintained throughout the website with internal linking and visually appealing subpage layouts. Keeping layouts consistent was another big priority, especially with the variety of content – including annual reports, meeting minutes, videos, and mental health resources.

We also integrated third party services like Google calendar and HubSpot to work seamlessly for their staff members.

Inclusivity & Accessibility

Our web team redesigned the site with sensitivity to clients’ personal identities and abilities.

We used inclusive and welcoming visuals to avoid any imagery that felt invasive of client privacy. The entire website follows best practices for accessibility, which is standard for all of our web development projects.

Contact information is easy to access throughout the site, and there are buttons with “Need support?” and “Need someone to talk to?” CTAs featured prominently. No matter where a visitor is on the site, access to MHAST’s peer support line and mobile crisis services is never far away.

The End Result

MHAST’s new website is intuitive, friendly, and easy for clients and providers alike to navigate. Visitors who come to MHAST for mental health support find a platform that celebrates their journey and ensures help is never more than a click away.

If you are in need of support, our peer support warm line is available 24/7 by calling (607) 240-7291. If you are in need of support, our peer support warm line is available 24/7 by calling (607) 240-7291.If you are in need of support, our peer support warm line is available 24/7 by calling (607) 240-7291. If you are in need of support, our peer support warm line is available 24/7 by calling (607) 240-7291.

“Idea Kraft demonstrated a level of commitment ahead of starting the project, by researching and crafting a thoughtful campaign proposal.

We enjoyed working with the team at Idea Kraft; they put effort into catering their designs and recommendations based on our requests.

We are excited to have a fresh look for our agency; one that is more modern and engaging with our audience. We are so happy with the results and appreciate the work that Idea Kraft did to update our brand. We highly recommend them to others who are considering using their services!”

Megan Crowe, Executive Director of MHAST