We started with stakeholder engagement to gain the perspective of The Lab’s leadership; then conducted sector research to better understand the key issues and peer organizations working on them. With a solid understanding of the ecosystem in which The Drug Pricing Lab exists, we led a collaborative, integrated strategy process that defined the core pillars of the brand and a user experience that clearly communicates their mission, advances their work, and engages audiences in the effort. Our digital strategy combined human-centered content strategy and “Jobs to be Done” theory to create a website that meets the specific needs of industry experts, policymakers, the media, and more. We then articulated the vision for the future with a 4 Foundations Framework detailing the brand, content, design, and technology priorities for The Drug Pricing Lab’s new branding and website.