To build upon the brand we developed for AIDS Foundation of Chicago, Substance did a complete design and development of their website. The previous site had too much undifferentiated content, making it difficult for users to access critical information. It was also lacking a clear taxonomy and information architecture.

We simplified the site structure, taking a pyramid approach to content so users could readily find the content most applicable to their needs. In addition, we focused on the ones individuals who contribute to and benefit from AFC. These first person testimonials populate the site, putting a face to the statistics, and establishing an emotional connection to the brand.