Mirko Brisotto
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Fides

A new brand identity and website for a no-profit organization that put the guest at the center, always

Project overview

As part of my Web Design & Dynamic Identity course, I was asked to create a new brand identity and design a new website for a social cooperative called Aclicoop, located near Mestre, Italy. They offer support and assistance to disabled people through various services and activities that distinguish them from their competitors.

This project is divided into two sections: the first one is about the new logo and brand identity of the social cooperative, while the second one is about the website redesign, with an explanation of the design process and the final result.

Goals

• Create a new brand identity with dynamic variants for representing their unique activities while standing out in a sector that feels static and outdated.

• Complete redesign of their website with a focus on the promotion of their services and an e-commerce section.

Services

Creative Direction, Design Development, Brand Design, Strategy, Visual Design, UX/UI Design, UX Research

Industry

No-profit organization

Team

Mirko Brisotto

Brand Identity

Website Design

Problems definition

The request was about redesign the entire website, optimizing the UX and UI, and create an efficient customer journey for every service.

Starting from there, I analyzed every aspect of the website in order to identify the main problems.
• Poor UX and accessibility issues, especially on the mobile version. The UI feels outdated, without a design system.

• There isn’t a clear customer journey for the business goals and user's needs

• The e-commerce section does not display the types of products that could be bought. It also lacks the possibility to buy the products directly from the website

The solution

The outcome is a website with a new architecture, UI and UX.

There are specific customer journeys based on the type of service and business goal. 
• A new website architecture and UX

• A new UI, based on the Brand Identity

• A specific section for the e-commerce with a clear customer journey.

↓ Dive deeper into the project ↓

Design process

Understand 

At the beginning of the project, I did a deep analysis to understand how the current website was structured, the type of contents and user journeys.
• Mapping of the website architecture

• Mapping of the user journeys

• Analysis of how the responsiviness worked across multiple devices

Research

After the discovery of the problems, I conducted some researches to identify the potential user personas, with a focus on understanding their motivations and expectations to solve their needs and eventual problems of usability.

I also analyized the type of services of the cooperatives, in order to understand their business goals and how to improve their objectives.
• User research

• Understand of the business goals

Analysis

I created 4 user personas based on the type of services of the cooperative and user needs, understanding how to align the needs with the cooperative services and goals. 
• Creation of the user personas

• Analysis of user behaviors and expectations

• Understand of the business goals

Personas “The donator” 

Name: Maria Bordoni

Age: 67

Gender: female

Status: widow with two children, Marco and Sofia.
Marco is disabled due to a brain injury sustained in a road accident.
Sofia works in the marketing sector.

Location: Brescia, Italy

Occupation: She’s retired. She worked for many years as a primary school teacher.

Motivations: Maria knows firsthand the challenges faced by people with disabilities and their families. Caring full-time for her son has deepened her empathy and awareness of the daily and financial difficulties they face, inspiring her to support social cooperatives that provide assistance and services to them.

Personas “Company manager” 

Name: Marco Rossi

Age: 45

Gender: male

Status: married, without children

Location: Vicenza, Italy

Occupation: Chief Operating Officer with significant experience in production management and supply chain planning.

Motivations: Marco’s motivations for working with a no-profit cooperative include a desire to support social initiatives and promote corporate social responsibility, as well as seeing the cooperative as a reliable partner for outsourcing specific stages of the production process in a sustainable and ethical manner.

His objectives in the collaboration are to improve the company’s image through ethical and socially responsible practices and to contribute to the well-being of the community by creating job opportunities for people with disabilities.

Personas “Parent” 

Name: Chiara Zanelli

Age: 48

Gender: women

Status: married, with 1 children

Location: Verona, Italy

Occupation: receptionist

Motivations: Chiara, mother of Luca, a 15-year-old disabled boy, works full-time in a hotel and loves gardening and family walks. She is looking for a cooperative that offers educational and recreational programs for her son, allowing her to work with peace of mind.

She also wants a welcoming environment where she can find emotional support and share experiences with other parents, offering Luca a place where he can feel at home and make friends.

Personas “Buyer” 

Name: Veronica Danzi

Age: 39

Gender: women

Status: married, without children

Location: Padova, Italy

Occupation: Buyer manager at GHI Retail S.p.A. with 10 years of experience.

Motivations:
Veronica wants to collaborate with a social cooperative because she values ethical purchasing and supports social inclusion through products made by people with disabilities. She considers these products valuable for both their quality and positive impact.

Veronica also aims to expand her company’s offer with high-quality, socially impactful items, strengthen its reputation through responsible practices, and support the cooperative’s mission by fostering economic sustainability and employment inclusion.

Website architecture

Starting from the analysis of their current website and the user personas, I conducted research to understand the type of users of the website and their behaviors, needs, and goals in order to define a customer journey that combines their expectations with the cooperative’s goals.

After that, I designed a new website architecture, prioritizing the most relevant information for the users and grouping all services into a single section, accessible through a dropdown menu.

Some sections were reorganized, and I moved to the footer and contact areas, emphasizing the information most relevant to the cooperative’s users.