ATM
UX and web design for a UK-based non-profit tackling tribalism and inequality
Year
2020
Duration
6 months
Responsibilities
UX & information architecture
Design language & interaction design
Web design & advanced UI patterns
01 / Brief
The Anti-Tribalism Movement is a UK-based non-profit committed to tackling tribalism and promoting fairer, more equitable societies. Led by members of the Somali community, the organisation brings lived experience to complex issues of identity and division. I joined the project on a contract basis after several previous website attempts failed to meet expectations. The goal was clear: create a digital presence closer to a large institutional foundation, not a conventional NGO website.
02 / Research & Approach
The site was approached as a platform for ideas and dialogue, not a promotional surface. Key decisions included:
- creating a new, confident design language inspired by large foundations
- structuring complex content (events, news, case studies, downloads, calendar) through clear UX
- introducing subtle 3D geometric interactions responding to cursor movement
- redesigning donations as an interactive moment, using large typography and an editable, animated input
Interaction and motion were used deliberately to reinforce meaning, not decoration.
03 / Results
The final website delivers a strong, contemporary institutional presence that reflects both the seriousness of ATM’s mission and the lived experience behind it.
The platform supports:
- clear communication of ideas and values
- structured access to events, publications, and resources
- a more engaging and intentional donation experience
- a scalable UX foundation for future growth
By combining a new design language with expressive interaction and solid information architecture, the site moves beyond a traditional NGO model — positioning ATM as a confident, authoritative voice in conversations around tribalism, identity, and equity.
Impact
Elevated the organisation’s digital presence to an institutional, foundation-level standard.
Increased engagement through expressive interaction and a high-impact donation flow.
Delivered a scalable UX system supporting content, events, and long-term growth.
ATM
UX and web design for a UK-based non-profit tackling tribalism and inequality
Year
2020
Duration
6 months
Responsibilities
UX & information architecture
Design language & interaction design
Web design & advanced UI patterns
01 / Brief
The Anti-Tribalism Movement is a UK-based non-profit committed to tackling tribalism and promoting fairer, more equitable societies. Led by members of the Somali community, the organisation brings lived experience to complex issues of identity and division. I joined the project on a contract basis after several previous website attempts failed to meet expectations. The goal was clear: create a digital presence closer to a large institutional foundation, not a conventional NGO website.
02 / Research & Approach
The site was approached as a platform for ideas and dialogue, not a promotional surface. Key decisions included:
- creating a new, confident design language inspired by large foundations
- structuring complex content (events, news, case studies, downloads, calendar) through clear UX
- introducing subtle 3D geometric interactions responding to cursor movement
- redesigning donations as an interactive moment, using large typography and an editable, animated input
Interaction and motion were used deliberately to reinforce meaning, not decoration.
03 / Results
The final website delivers a strong, contemporary institutional presence that reflects both the seriousness of ATM’s mission and the lived experience behind it.
The platform supports:
- clear communication of ideas and values
- structured access to events, publications, and resources
- a more engaging and intentional donation experience
- a scalable UX foundation for future growth
By combining a new design language with expressive interaction and solid information architecture, the site moves beyond a traditional NGO model — positioning ATM as a confident, authoritative voice in conversations around tribalism, identity, and equity.
Impact
Elevated the organisation’s digital presence to an institutional, foundation-level standard.
Increased engagement through expressive interaction and a high-impact donation flow.
Delivered a scalable UX system supporting content, events, and long-term growth.
ATM
UX and web design for a UK-based non-profit tackling tribalism and inequality
Year
2020
Duration
6 months
Responsibilities
UX & information architecture
Design language & interaction design
Web design & advanced UI patterns
01 / Brief
The Anti-Tribalism Movement is a UK-based non-profit committed to tackling tribalism and promoting fairer, more equitable societies. Led by members of the Somali community, the organisation brings lived experience to complex issues of identity and division. I joined the project on a contract basis after several previous website attempts failed to meet expectations. The goal was clear: create a digital presence closer to a large institutional foundation, not a conventional NGO website.
02 / Research & Approach
The site was approached as a platform for ideas and dialogue, not a promotional surface. Key decisions included:
- creating a new, confident design language inspired by large foundations
- structuring complex content (events, news, case studies, downloads, calendar) through clear UX
- introducing subtle 3D geometric interactions responding to cursor movement
- redesigning donations as an interactive moment, using large typography and an editable, animated input
Interaction and motion were used deliberately to reinforce meaning, not decoration.
03 / Results
The final website delivers a strong, contemporary institutional presence that reflects both the seriousness of ATM’s mission and the lived experience behind it.
The platform supports:
- clear communication of ideas and values
- structured access to events, publications, and resources
- a more engaging and intentional donation experience
- a scalable UX foundation for future growth
By combining a new design language with expressive interaction and solid information architecture, the site moves beyond a traditional NGO model — positioning ATM as a confident, authoritative voice in conversations around tribalism, identity, and equity.
Impact
Elevated the organisation’s digital presence to an institutional, foundation-level standard.
Increased engagement through expressive interaction and a high-impact donation flow.
Delivered a scalable UX system supporting content, events, and long-term growth.
ATM
UX and web design for a UK-based non-profit tackling tribalism and inequality
Year
2020
Duration
6 months
Responsibilities
UX & information architecture
Design language & interaction design
Web design & advanced UI patterns
01 / Brief
The Anti-Tribalism Movement is a UK-based non-profit committed to tackling tribalism and promoting fairer, more equitable societies. Led by members of the Somali community, the organisation brings lived experience to complex issues of identity and division. I joined the project on a contract basis after several previous website attempts failed to meet expectations. The goal was clear: create a digital presence closer to a large institutional foundation, not a conventional NGO website.
02 / Research & Approach
The site was approached as a platform for ideas and dialogue, not a promotional surface. Key decisions included:
- creating a new, confident design language inspired by large foundations
- structuring complex content (events, news, case studies, downloads, calendar) through clear UX
- introducing subtle 3D geometric interactions responding to cursor movement
- redesigning donations as an interactive moment, using large typography and an editable, animated input
Interaction and motion were used deliberately to reinforce meaning, not decoration.
03 / Results
The final website delivers a strong, contemporary institutional presence that reflects both the seriousness of ATM’s mission and the lived experience behind it.
The platform supports:
- clear communication of ideas and values
- structured access to events, publications, and resources
- a more engaging and intentional donation experience
- a scalable UX foundation for future growth
By combining a new design language with expressive interaction and solid information architecture, the site moves beyond a traditional NGO model — positioning ATM as a confident, authoritative voice in conversations around tribalism, identity, and equity.
Impact
Elevated the organisation’s digital presence to an institutional, foundation-level standard.
Increased engagement through expressive interaction and a high-impact donation flow.
Delivered a scalable UX system supporting content, events, and long-term growth.