Personal exercise. Above the fold design for "The Mountains" brand page.
Challenge: Design the visual experience for a mountain travel brand, following established brand guidelines. The goal was not only to apply the visual system correctly, but also to ensure that a first-time visitor to the site could quickly find what they needed without feeling overwhelmed by the variety of options.
Approach: Mountain travel involves decisions with a certain level of uncertainty (weather, logistics, physical exertion). The design had to anticipate those doubts and resolve them before the user even formulated them. That meant thinking about the hierarchy of information not just as visual composition, but as a flow of trust: What does someone who isn’t yet convinced need to see first? What makes them feel they’re in good hands?
Design decisions: The structure of the sections was organized to guide the user from the emotional to the rational. First inspire, then inform, then facilitate action. Each block answers an implicit question the user might have before they even have to ask it.
The result: Following a brand system is not a limitation, it is a design constraint that forces you to solve problems thoughtfully. The freedom lay in how to structure the experience so that it was clear, direct, and built trust at the moment of decision.
Design decisions: The structure of the sections was organized to guide the user from the emotional to the rational. First inspire, then inform, then facilitate action. Each block answers an implicit question the user might have before they even have to ask it.
The result: Following a brand system is not a limitation, it is a design constraint that forces you to solve problems thoughtfully. The freedom lay in how to structure the experience so that it was clear, direct, and built trust at the moment of decision.
Ejercicio personal. Diseño de above the fold para la página de la marca "The Mountains".
El reto: diseñar la experiencia visual de una marca de viajes de montaña, siguiendo lineamientos de marca establecidos. El objetivo no era solo aplicar el sistema visual correctamente, era asegurarse de que un usuario que llega al sitio por primera vez encontrara lo que necesita rápido y no se sintiera abrumado por la variedad de opciones.
El enfoque: viajar a la montaña implica decisiones con cierto nivel de incertidumbre (clima, logística, experiencia física). El diseño tenía que anticipar esas dudas y resolverlas antes de que el usuario las formulara. Eso significaba pensar en la jerarquía de la información no solo como composición visual, sino como flujo de confianza: ¿qué necesita ver primero alguien que aún no está convencido?, ¿qué lo hace sentir que está en buenas manos?
Decisiones de diseño: la estructura de las secciones se organizó para guiar al usuario de lo emocional a lo racional. Primero inspirar, luego informar, luego facilitar la acción. Cada bloque responde a una pregunta implícita del usuario antes de que tenga que hacerla.
El resultado: seguir un sistema de marca no es una limitación, es una restricción de diseño que obliga a resolver problemas con criterio. La libertad estaba en cómo estructurar la experiencia para que fuera clara, directa y generara confianza en el momento de decisión.
