Simple and relevant
The research and organization of U.S. ATLAS are complex enough as it is. The website should offset this complexity through simplicity in look and feel, navigation, content, and site maintenance for both site visitors and administrators.
Welcoming and inclusive
Through the accessibility of its design, content, and media (photos/videos) the website and, by extension, U.S. ATLAS should communicate to visitors of all backgrounds and roles that they belong there.
Integrated
U.S. ATLAS as both an organization and a website is part of a larger ecosystem of funding agencies, research institutions, collaborations, etc. The website should communicate its positioning in that ecosystem, centralize access to information, and interface with complementary resources (other websites, Indico, etc.) to streamline tasks and avoid duplication of content and effort.