The Atalef Association is the alumni organization of Shayetet 13 (Israel’s naval commando). It sustains an active, supportive community; empowers veterans and reservists especially those injured in body or mind; embraces bereaved families; and channels the unit’s core values of camaraderie, responsibility, excellence, and service into positive civic impact across Israeli society.
About the Association
The current site opens with combat imagery and hard language that can trigger anxiety for part of our audience (PTSD). Navigation is fragmented, content is duplicated, and key actions (seek help, join, donate) are not discoverable fast enough.
Goal: build a calm, human, accessible experience that preserves prestige while replacing combat cues with belonging, hope, and clarity.
Old sitemap: scattered categories, duplicated items, unclear “help” path.
New sitemap: two narrative pillars Who We Are & What We Do plus action routes (Get Help / Join / Donate / Events), The structure reduces cognitive load, shortens path to support, and groups community programs under a single “What we do” hub.
The design combines Accessibility, Transparency, Calmness, and Community to create an inclusive and trustworthy experience.
Soft sea tones and real human imagery replace military intensity, while clear entry points like Get Help, Join, Donate, and Events make navigation transparent and simple.
Generous spacing, readable typography, and balanced composition convey calmness and a genuine sense of belonging.
Problem statement
Sitemap from old to new
Design strategy
Calmness
Accessibility
Transparency
Community
From triggering
to calming
העטלף
הבית שממשיך אחרי המדים
עמותת
מי אנחנו?
ראשי
מה אנחנו עושים?
פנייה לעזרה
איך זה עזר לי?
אירועים
לתרומה
להצטרפות
1.0
Homepage
Events
6.0
7.0
Donate
8.0
Join
5.0
Stories
4.0
Support
3.0
What We Do
2.0
Who we are
Simple, no subpages.
From a triggering military tone
to a warm, supportive home for Shayetet 13 veterans and families.
Atalef Association
Website Redesign
Context: A former combat soldier coping with service related trauma, He avoids aggressive visuals and seeks a calm, private, and clear environment that offers reassurance before reaching out.
Needs: A gentle entry, anonymous contact options, visible trust signals, and simple, mobile first communication.
Design responses: Soft, human visuals; empathetic tone, a quick “Talk to us now” option, clear next steps; and the ability to reach out anonymously all to build trust and comfort.
Shayetet 13 veteran, married + 2
Amir Cohen
Primary persona
The new design is built around five clear principles that shaped both the look and feel of the site. It combines prestige with warmth, keeping a calm, human tone throughout.
Each page avoids combat imagery and focuses on clarity, empathy, and trust. Simple forms, clean spacing, and consistent typography create a smooth, accessible experience that reflects care and belonging.
Designing the wireframes was an ongoing process of exploration and refinement.
Throughout the journey, I revisited early ideas several times to find the right balance between clarity and empathy. Each iteration brought the design closer to a calm, welcoming, and trigger free experience that truly reflects the supportive spirit of the Atalef Association.
prototyped desktop & mobile in parallel, stress testing
Design principles
Wireframes
, 40
The homepage was redesigned to create a warm, inclusive, and calm atmosphere welcoming anyone who wishes to explore and connect.
The new design focuses on real stories, gentle visuals, and clear actions that convey empathy and openness.
Home
Page system
what each page does ?
Who we are
Who We Are page was completely redesigned to create a cleaner and more intuitive user experience.
The new layout highlights the human stories, team members, and core values in a clear visual hierarchy reducing clutter, improving readability, and making navigation effortless across the page.
The What We Do page was redesigned to present the association’s activities in a clear, modern, and emotionally engaging way.
The new structure simplifies the hierarchy, unites all projects under one coherent flow, and creates a calm, inviting atmosphere that reflects purpose and impact.
What we do
The Get Help / Consultation page doesn’t exist on the current site I identified the gap and created it as a personal story that mirrors visitors’ struggles.
With empathetic storytelling and a calm tone, it builds belonging and support, helping users take the next step in their journey.
Get help / Consultation
The How It Helped Me page doesn’t exist on the current site I created it as a blog style section featuring real stories, podcasts, and videos from former unit members.
The goal is to inspire visitors through shared experiences, create a sense of empathy and belonging, and encourage them to join the community.
How it helped me?
The Events page also does not exist on the current site I identified the need and created it to centralize all of the association’s volunteer activities, gatherings, and community events.
The design conveys transparency, sincerity, and inclusion, allowing members and visitors to stay informed and connected.
Events
The Donate page was redesigned to create a more emotional and action driven experience.
While the current site focuses mainly on technical payment options, the new design adds a personal, visual connection showing real people, warmth, and purpose behind every contribution.
The donation flow is simplified, engaging, and motivates users to take part.
Donate
Join the Association
The Join the Association page was redesigned to make the registration process clearer, warmer, and more motivating.
While the current site focuses mainly on technical details, the new design emphasizes accessibility, visual harmony, and a welcoming tone that encourages users to take action and feel part of something meaningful.
The visual system reflects calm and trust. Images of the sea and community replace combat scenes, while deep navy and teal colors create a balanced, confident tone. Soft, minimal icons and generous spacing keep the design clean and easy to read.
Visual system
#285F74
#009AA8
#D9D9D9
#FFFFFF
Reduced time to help (clear primary CTA above the fold).
Lower trigger risk and higher completion of contact forms.
Better comprehension through simplified IA.
Stronger community perception: “a home after the uniform.”
The design builds confidence through clarity and care. Strong contrast, readable text, and large tap areas ensure comfort for every user.
Right to left support and transparent privacy messages create an inclusive, trustworthy experience.
Results
Accessibility & trust
Prototype
Game
Home
About