👋

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 …

    CRM Setup & Rollout: Detectamet

    CRM Setup & Rollout: Detectamet

    CRM Setup & Rollout: How We Helped Detectamet Transform Sales and Marketing with HubSpotProject Overview:Sometimes, the tools are there, but the systems don’t talk. Detectamet, a global manufacturer in the food and pharma supply chain, had chosen HubSpot as its...

    read more