Partnership for a Healthier America had a website that felt institutional and fragmented — stakeholders described it as journal-like, hard to navigate, and misaligned with the organization's actual energy and mission. Before a single wireframe was drawn, we needed to understand not just what PHA does, but why it exists and who it's truly trying to reach. Discovery started with a Golden Circle exercise — working with the PHA team to move from a list of programs and activities to a genuine articulation of purpose. From there we ran brand attribute workshops to define how the organization should feel to the people who encounter it: impactful, solution-oriented, empowering. We then developed four distinct audience personas — Justice Seekers, Donors and Supporters, Corporate Partners, and Community Partners — each with different goals, different questions, and different paths through the site. That persona work drove a full sitemap restructure, consolidating a fragmented navigation into a cleaner architecture with explicit partnership pathways and a streamlined Take Action section. Two homepage wireframe iterations were pressure-tested before any visual design began.