THE Client
The New Foundation for Cinema and Television (NGO) is a non-profit organization established in 1993 with the aim of supporting Israeli film productions and promoting Israeli cinema and its creators.
The MISSION
Redesign the foundation’s website to improve user experience, simplify access to information, and present complex content in a clear and intuitive way, while creating a modern and up-to-date visual language.
The new fund for film and TV
The Offical Website and film catalog
Responsibilities : web redesign | brand identity | uX | UI
THE MARKET RESEARCH
What can be learned from others?
I conducted design research within the film industry, focusing on five Israeli competitors and two international organizations. I analyzed their websites to identify strengths, weaknesses, and successful design elements, as well as areas for improvement. The insights gained from this research informed the design process and guided key design decisions.
THE target audience
Meet the Users
The main target audience
Experienced filmmakers who seek to promote their work and receive support from the foundation, including access to funding, professional resources, and international collaborations for production, distribution, and marketing to diverse audiences in Israel and worldwide.
Secondary target audience
Cultural and documentary film audiences who enjoy high-quality Israeli cinema and use the website to stay up to date with new Israeli films and upcoming screening events.
The Information Architecture
Building the roots
Taking into account the association members’ needs and preferences,
I created a clear and well-structured information architecture that covered all essential website pages.
Unnecessary pages were removed, and throughout the process I focused on creating a user-friendly experience aligned with the defined information architecture.
The Wireframing
Let the planning begin
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Reducing the number of pages to only relevant content, with a focus on a smooth and comfortable user experience
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Designing an attractive homepage
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Creating a clear and intuitive navigation menu
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Redesigning filter bars to match relevant pages
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Organizing categories into tabs
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Reducing unnecessary information and improving text hierarchy
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Providing easy access to application processes
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Ensuring clear access to financial support opportunities
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Designing the footer
The UI
New. modern. interactive
Choosing a new design language for the client, I aimed to move away from the overwhelming use of yellow that dominated the site. I refined the brand’s signature yellow by warming it slightly and introduced two complementary colors to add balance, depth, and vitality to the overall visual experience.