Case study
IHI is the nation’s first provider of LGBTQ+-affirming psychotherapy.
50 years after it’s founding, that history matters more than ever.
As part of a complete brand refresh, Antonym translated IHI’s legacy, and the bravery behind it, into a clear, human experience for a new generation of clients and clinicians.
We reflected the practice’s warmth, acuity, and affirmative care across the site, while also making IHI easier for search engines and AI platforms to discover and elevate.
In life, in therapy, and in the digital realm, trust is everything.
Building Trust: We strategically brought forward IHI’s leadership in LGBTQ+-affirming care, backed by proof of its experience, expertise, and accessibility.
Reducing Friction: We used human, inclusive language and clear offerings to help people find the right therapist fit.
Increasing Authority: We structured services, FAQs, and proof points around real human questions and answers, strengthening visibility across search, AEO, and GEO.
The website is a digital intake area, where clients need to feel affirmed in the language.
We restructured IHI’s story around the questions that matter to someone seeking care:
What is IHI?
Will I feel understood here?
Can I trust you?
What do your therapists specialize in?
Can I afford your services?
How do I get started?
We replaced institutional language with greater humanity and inclusivity, helping clients understand what makes IHI different and take the next step.
Brand positioning
Homepage architecture
Service messaging
History & authority
FAQ strategy
AEO/GEO optimization
Ongoing content strategy
Deliverables
The Antonym Effect
“Antonym’s excellent, empathetic work helped strengthen our online presence and our ability to connect individuals with affirming mental health services.”
Tara Lombardo
Executive Director