The problem
Anyone selling positioning needs to be positioned. It is the most expensive contradiction in the marketing business: the professional who promises to make a client's brand memorable, whose own address online is a social media profile.
The consultancy sells visual identity, video production, paid traffic and positioning, with a high-ticket programme at the top of the offer. A high-ticket programme does not sell over direct messages: it requires the buyer to arrive at the conversation already convinced they are talking to someone worth the price.
With no page of her own, every sale started from zero, with the consultant building in conversation the perception the brand should have built beforehand.
The constraints
The decisions
Two accents only, and absence for the rest
The palette has a near-black base and exactly two working colours: a magenta carrying action and the brand mark, and a champagne carrying the luxury, in italic accent words, button outlines and hover glow. No other hue gets in.
Restraint is what produces the premium read. A wide palette communicates variety, and variety is the opposite of curation, which is precisely what this consultancy sells.
A broader supporting palette, with extra neutrals to give the layout room. Rejected: every additional colour dilutes the pair carrying the identity, and room comes from white space, which costs nothing.
Sharp corners, with one exception that means something
Buttons and fields carry a two-pixel radius, cards three. Editorial, almost printed. The only round shape in the system is the pill, reserved for the high-ticket markers.
Rounding stops being decoration and becomes a signal: where the shape is round, the premium offer is present.
The generous rounding that became the default of digital product design. Rejected: it is everyone's look, and a positioning that sells itself as distinct cannot look like any other platform.
Serif for display, sans for body, italic as the signature
A fine-stroked serif carries the headlines on tight leading, and a geometric sans handles body, buttons and labels. The brand signature is the highlighted word set in champagne italic inside the serif headline.
That gives the editorial register the brand wants without costing legibility in the blocks that actually have to be read.
Serif throughout, body and interface included. Rejected: handsome in a headline, tiring in a paragraph and poor in a form, which is exactly where conversion happens.
The tokens stay in Portuguese
Variable names keep the brand's own vocabulary: obsidiana, champanhe, névoa, marfim. They were not translated into English.
That is the vocabulary the consultant uses about her own work. Keeping the names puts whoever writes the copy and whoever writes the code in the same language, and any conversation about the brand uses one word rather than two.
English names, the default across most systems. Rejected: it introduces a translation layer between the brand and the implementation, and that layer is where intent gets lost.
The result
What was delivered is the identity, the system holding it up, and the landing built on top of it: tokens, components and specimen cards on one side; on the other, the full page in React, with a live switcher for palette, typography and layout that made it possible to test directions without rewriting code.
Alongside it came a complete course-platform flow, thirteen linked screens from catalogue to certificate, passing through payment, student area, player, community and producer dashboard. That is enough scope to become a case of its own.
The concrete change is that the consultancy now has a place that does the convincing before the conversation, instead of starting each sale from zero. The fonts are the brand's real ones, not substitutes, which means the system carries no typographic debt.
There is no number here because there is no authorised measurement. The indicator that would matter is the share of enquiries arriving already knowing what they intend to buy.
tech sheet
- stack
- React · Tailwind CSS · TypeScript
- role
- Visual identity, design system and front-end