Fides
A new brand identity and website for a non-profit organization that puts 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 and design the 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
The result is a new brand identity and market positioning with an optimized website, making the cooperative stand out in a sector that feels static and outdated
Goal
Create a new brand identity with dynamic variants and redesign the website
Team
Mirko Brisotto
Design role
Creative Direction, Design Development, Strategy, Brand Design, Visual Design, UX/UI Design, UX Research
Industry
Non-profit organization
Duration
10 weeks
Brand Identity
↓ Website Design ↓
Problem statement
The website showed structural and usability issues that negatively affected the user experience
Without a design system and clear customer journeys, the website is difficult to navigate, making difficult for users to explore the services and complete key actions, resulting in fragmented journeys and missed conversion opportunities
The solution
Specific customer journeys and an optimized UX, prioritizing the most relevant information for the users
The website was completely redesigned, with contents and services that were reorganized through a clear information architecture and defined user journeys, improving navigation and usability
The interface was redesigned using a consistent design system aligned with the brand identity, and a dedicated e-commerce section was introduced to support direct product exploration and purchase
↓ Design process ↓
Design process
Context and objectives
As a solo designer, I had limited time to study, design and deliver the prototype, so I worked on an agile way in order to prioritize the most relevant contents for delivering the prototype
Understand
I approached the project analyzing the existing website, identifying objectives, usability issues, navigation patterns, and the structure of the information architecture
Sections and journeys
Three main sections: the services, the e-commerce and the foundraising sections
Overall usability
The website structure was fragmented and difficult to navigate, especially on mobile
Competitive analysis
By analyzing direct and indirect competitors, I evaluated strengths and weaknesses in terms of usability and content clarity, identifying opportunities to differentiate and improve the overall user experience
Methodology
Online analysis: website, branding, USP, market positioning
Benchmarking
Comparisioning of competior's positioning and communication compared to Aclicoop
Lega del filo d'oro
Lega del Filo d’Oro is a non-profit organization providing care, education, and rehabilitation services for people with deafblindness and multiple disabilities.
Pros
Clear, consistent, and highly credible website with a solid structure.
Cons
The experience is text-heavy and emotionally distant, with some navigation flows feeling slow and not fully intuitive.
Pantarei
Pantarei is a social cooperative focused on inclusion and work integration, supporting people with mental disabilities through employment and rehabilitation programs.
Pros
Visually distinctive and coherent website, with a lively layout that reflects the brand identity.
Cons
Lacks of basic usability and navigation support.
Coordown
Coordown is a non-profit organization supporting people with Down syndrome through inclusion, education, advocacy, and social participation.
Pros
Clear, intuitive, and consistent website with a strong visual identity and readable content structure.
Cons
Basic experience, with a communication that is more institutional than service-oriented.
L'archè
L’Arche is an international organization creating inclusive communities where people with and without intellectual disabilities live and work together.
Pros
Well-structured website with a clear navigation, strong brand identity and good readability across desktop and mobile.
Cons
Content-heavy and institutional experience, with few service-oriented or advanced navigation features.
User research
I created four core user personas representing the cooperative’s potential main audiences
It helped in align user needs, behaviors and expectations with the cooperative’s services
Digital ethnography
Analysis of user needs, behaviors and recurring patterns across digital touchpoints. With the lack of acutal users to interview, I maintly researched online informations and created the personas based on ipotetical high-fidelity scenarios
Heuristic observation
Identification of usability issues, fragmented navigation and content hierarchy problems in their current website through direct user testing (sorry mum and dad!)
Donator
Biography
Maria Bordon, 67, widow with two children, one of who is disabled due to a brain injury sustained in a road accident.
Goal
Supporting social cooperatives that help people with disabilities and their families by seeking reliable services.
Key insights
Individuals caring for people with disabilities need clear and trustworthy support, not just information.
Company manager
Biography
Marco Rossi, 45, married without children, is a Chief Operating Officer with strong experience in production management and supply chain optimization.
Goal
Outsource part of the production to a reliable non-profit cooperative while reinforcing corporate image and social responsibility.
Key insights
Companies collaborate with social cooperatives that deliver operational value alongside measurable social impact.
Parent
Biography
Chiara Zanelli, 48, married, with 1 disabled boy, works as receptionist
Goal
Find a trustworthy cooperative that offers educational and recreational programs for her son providing him a safe, welcoming place to grow and build friendships.
Key insights
Caregiver parents value cooperatives that combine reliable programs with a supportive, human environment, enabling both practical peace of mind and emotional connection.
Buyer
Biography
Veronica Danzi, 39, married, without children, works as a buyer manager at GHI Retail S.p.A. with 10 years of experience.
Goal
Partner with a social cooperative to offer high-quality, ethically produced products that generate social impact.
Key insights
Ethical buyers choose social cooperatives when product quality and social impact are equally clear, credible, and aligned with their brand values.
Website architecture
I redesigned the website architecture based on the personas and their needs, defining dedicated journeys for every type of service, prioritizing the most relevant informations for each category and simplifying the access to the services
Sketch and wireframes
I created low-to mid-fidelity wireframes to define the layout, content hierarchy, and key UX patterns before moving to visual design
Wireframe of the home, about and service sections
Final Design
After defining the information architecture, I designed the website’s design system and final UI, translating the strategy into a cohesive visual and functional experience