Circle Care is a national ABA agency providing therapy and full-spectrum support for children with autism and the families and caregivers around them. They partnered with Mann Sales on a genuinely stunning rebrand. A bold new visual identity, a mascot named Howie, and the brilliant "How can we help you?" positioning that reframed Circle Care's story: it isn't just therapy for the child, it's care for everyone in the circle. With the brand at that level, the website had to match. Mann Sales tapped Motif to build the digital experience that would carry the new Circle Care into a competitive national market.
Translating "How can we help you?" into every click.
ABA is competitive, regulated, and emotionally loaded. We built the site's structure around the brand's central promise: that Circle Care supports the child, the family, and the caregivers, not just one of them. Every section of the site, from the homepage to the service pages to the navigation itself, answers some version of "how can we help you?"
Words that meet parents where they are.
Mann Sales gave us brilliant messaging to build from, and we expanded it into 25+ unique pages of website copy. The voice is warm, direct, and unflinching — it names what parents are actually going through ("screaming-endlessly-from-2-PM-to-6-PM”) instead of softening it into healthcare-speak. The copy carries Howie's spirit throughout: empathetic, capable, never condescending. Every service page, every location page, every FAQ was written to feel like a real conversation with someone who's been there.
Showing the full scope of what Circle Care offers.
One of the biggest strategic priorities was communicating Circle Care's expanded service offering. They've always done more than core ABA therapy — OT and speech support, IEP advocacy, parent training, sensory-friendly events, a parent helpline — but the old site buried it. We built the ABA+ page to lay it all out clearly, and we wove the same story through the homepage, every service page, and the navigation. By the time a visitor finishes browsing, they understand that Circle Care isn't just an ABA agency — it's a 360° support system.
Circle Care was on WordPress and outgrowing it. We migrated the entire site to HubSpot CMS without a hitch. HubSpot gives their team a far more user-friendly platform to work in, with templates that scale across nearly 10,000 URLs (every location and service combination has its own dedicated page). We partnered with Widelab on development, and Motif managed the entire build alongside QA and client support.
The new Circle Care site landed exactly the way a national rebrand should — and then some. Internal and external feedback was immediate: people noticed. The brand felt elevated, the experience felt cohesive, and the site finally matched the quality of care Circle Care was already delivering. The most striking outcome was on recruitment. Therapist hiring is the single hardest problem in ABA, and Circle Care had struggled with it for years. After the new site launched, qualified therapists started inquiring about jobs in a steady stream — something that had never happened before. The new brand and site didn't just attract more families. It attracted the people who make the work possible.
Branding & Creative Direction: Mann Sales
Development: Widelab
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