Our Approach
We kicked things off with a strategic framework. The aim? To position FCAS as the parent brand, with Stand Up as the campaign engine – not the other way around. This clarified the brand hierarchy and ensured all future campaigns would roll up under one cohesive identity.
A modular hub-based architecture was introduce, each focussing on a core pillar:
- News Center – editorial updates, thought leadership
- Campaigns – visual storytelling and impact metrics
- Command Center – live data and research reports
- Partners, About, Get Involved – supporting user journeys for donors, press, and collaborators
Grid Layout Variations
The bento-style UX, inspired by social feeds and optimised for mobile, became central to the experience.
Why?
- Speed: Campaign pages could be built and adjusted rapidly
- Simplicity: Content blocks made it easier for users to engage
- Scalability: New pages, stories, and data drops could be slotted in easily
- Familiarity: It mirrored the way Gen Z and digital-native users already consume media
This visual approach, first proven in the Timeout campaign, helped streamline user journeys without sacrificing storytelling impact – a key reason the Kraft family responded so positively.
Command Center
FCAS’s Command Center is the brain behind every campaign. We gave it a central role in the site — a dedicated hub that surfaces research insights, charts, and newsletter-style updates.
To enable live stat updates without developer input, we designed a lightweight publishing system:
- Google Docs as data source
- CDN-rendered branded charts auto-published to the site
Filterable content feed for press, partners, and researchers
Homepage Takeovers
We introduced a takeover system that lets FCAS transform the homepage for:
- Major campaigns like No Reason to Hate
- Breaking research reports
- New donation drives
This allows maximum visibility and relevance, without needing to rebuild from scratch every time.
