Describing the NGO

through Digital Experience

A new voice for the rights of those in the Southern hemisphere. Alongside those who fight to imagine a better tomorrow.

ActionAid came to Caffeina offering a series of challenges for a new website, one that requires the involvement of a cross-functional team to rethink and design a new user experience.

  • Project New Website
  • What Design, Development
  • Release Febbraio 2015



ActionAid Italia involved us as partners on a long journey to redesign their communications. Illustrating their commitment, honing their tone of voice, improving the relationship between storytelling and donations, repositioning and taking advantage of the possibilities offered by the digital world: these are the principal objectives the NGO asked us to work on.

The Challenge

Rethinking and designing a new user experience that is not only easy to use, but also involves the reader in its content and company initiatives.

Creating a narrative interface that enhances and illustrates ActionAid’s mission through the harmonious organization of photos, text and interactive elements.

Execution and Results

In order to respond to these challenges, we started with the need to personalize the interface of content administration.

We used Wordpress so we could personalize the interface according to the client’s needs. The main objective was clear: supply the ActionAid Italia Digital Team the ability to manage every single page of the new website in complete autonomy.

To do this, they needed a simple interface, one suitable to enhance the presentations and the reports of multiple active projects.

The Brand

Rights, sustainable development, fight against injustices. Active since the 70s, ActionAid has been present in Italy for more than 25 years, and can count on the support of more than 65,000 activists and 142,000 donators. In 2014 they created 208 projects in Africa, Asia and Latin America, as well as 25 in Italy.

ActionAid lines up for those who suffer and live and poverty, those constrained to affront discrimination and injustices every day, those without power to access the most elementary rights.

ActionAid is responsible overall for the right of food and the rights of women, and respond quickly in case of emergencies and natural disasters.


PHP /piː·eɪtʃ·piː/

PHP is a widely-used open source general-purpose scripting language that is especially suited for web development and can be embedded into HTML.

HTML5 /eɪtʃtiːɛmˈɛl//fʌɪv/

HTML5 is a markup language used for structuring and presenting Web content.

JavaScript /ˈdʒævəˌskrɪpt/

JavaScript is a dynamic, untyped, and interpreted programming language. In 2015, JS has been standardized in the ECMAScript language specification (ECMA-262 Edition 6).

WordPress /wəːd·prɛs/

Wordpress is a content management system (CMS) and "personal publishing" software platform.

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