Project (No CMS) | Human+Machine - Webflow HTML website template

Role on the project

Content Strategist

UX/UI Designer

Agency

Briteweb

Tools

Figma

Wordpress

My contribution

Content Strategy

Peer Landscape Research

Sitemap

Wireframes

UI Design

Year

2025

Website

caribou.global

Caribou aims to strengthen livelihoods and shared prosperity, promote inclusive business models, and enable climate resilience. They offer consulting for large clients such as the European Space Agency and the UN.

The Ask

Caribou Global approached the agency Briteweb with a clear goal: to turn their website into a true reflection of the quality and ambition of their work. I was contracted to take on the strategy, UX and UI portion of the project.

Their previous site was dated and didn’t communicate how they operate. Their identity didn't come through, and the design system did not support their in-depth output in the vein of academic publications.

They needed a site that could do more than inform. It needed to build trust with global decision-makers and policy experts, showcase the depth of their work, and bring structure to their content.

The Approach

Clarity & Content Hierarchy

Clarified the intersecting aspects of their work (Projects, Programs, Reports, Services, Areas of Expertise, etc.) and created a visual system to reinforce the distinction

Improved content discoverability. Introduced taxonomies, related content blocks, and thematic groupings to help users explore by topic and relationship

Visual Storytelling

Introduced authentic, high-impact photography to put people and communities at the heart of the narrative

Used typography hierarchy (pull quotes, sidebars, visuals interwoven with text) to bring research and insights to life

Design System

Created a cohesive, scalable design system that could support growth, flexibility, and content-heavy pages without sacrificing clarity.

Built modular components such as project cards, insight highlights, and publication previews to be reused across different pages while adapting to context.

The Output

The client was ecstatic and expressed that the project was treated with care, thoughtfulness and profound collaboration.

The website now

Clearly explains their offering and how it relates to their expertise, output and partners

Highlights their global impact through stories, research, and case studies

Feels professional, credible, yet human

Houses pathways for audiences to explore work in their preferred dimension, be it topic or method

Motivates stakeholders to send clients and partners to the site with confidence

Provides internal teams a content framework to guide marketing materials and communications

Reflects the quality of their work and supports future growth

Performance metrics at launch. Post-launch analytics monitoring are beyond my purview for this project.