FCAS Website
Project Overview:
SECTOR: NON-FOR-PROFIT
Reframing the fight against hate through unified UX and data-led storytelling
The Foundation to Combat Antisemitism (FCAS) had two separate online presences: the official foundation site (fcas.org) and the campaign-led standuptojewishhate.org. While both served their purposes, the separation diluted brand clarity, fragmented SEO value, and created friction in content updates. Following the success of the Timeout Super Bowl campaign – a mobile-first, bento-style landing page – FCAS tasked us with a full-scale redesign and strategic consolidation of their digital ecosystem.
The Challenge
- Merge two platforms into one unified, high-impact experience
- Create a system that could flex across campaigns, data, and donation needs
- Launch a new Super Bowl campaign (No Reason to Hate) alongside the site rebuild
- Deliver it all in under 10 weeks, ahead of the February 9 deadline
Our Approach
We started with a strategic framework 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.
We introduced a modular hub-based architecture, each focused 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
Initial Wireframes:
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.
Developed Wireframes:
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.
More like this …
Fastnet Brand Refresh
Fastnet needed a digital presence to match. We reeled in a strategy-led brand refresh and website to showcase their scale, sustainability and quality.
Harry’s Roly Poly
There was nothing jammy about the success of GoDaddy’s t’riffic Harry’s Roly Poly campaign. Check out the ingredients.