How do you go about assisting an industry's effort to overhaul its perception, while striking a balance between setting the right tone and making sure target audiences can get all of the information they are looking for? For the Council for Responsible Nutrition (CRN), they started by working with Balance Interactive to research, plan, design and build a new digital baseline. The Council for Responsible Nutrition (CRN), founded in 1973 and based in Washington, D.C., is the leading trade association representing dietary supplement and functional food manufacturers and ingredient suppliers. CRN companies produce a large portion of the dietary supplements marketed in the United States and globally. CRN represents more than 150 companies that manufacture dietary ingredients and/or dietary supplements, or supply services to those suppliers and manufacturers.