At the end of 2020, Francisco Mendes was working as CMO at Yerbo, an Argentinian startup focused on monitoring the well-being of tech teams and preventing burnout episodes. As the company grew its platform and user base, it collected more and more data related to the subject. Francisco saw an opportunity to use this data in an engaging way as part of a marketing campaign.

I was brought into the project to help with both the conception of the campaign's narrative and the implementation of the campaign's webpage. During the creative ideation process, we decided to use Pac-Man as a central visual theme to productize the report in a friendly way that would resonate with our target audience of tech developers.

We then defined the page structure in a narrative-driven way, expanding the visual universe of Pac-Man while aligning it with the theme of the report and the data we wanted to showcase. This narrative structure was always designed with motion in mind, exploring different ways sections could transition seamlessly between each other, telling the story in a fluid, evolving way.

The website was featured on Product Hunt, and although the campaign's conversions didn't quite meet our high expectations, we received great feedback from users who organically engaged with the campaign for weeks, leading to many valuable connections.

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In 2019, Fábio Santos was rethinking his design and business consulting solo practice and developing the idea for THEREFORTH.

Fábio reached out to me to help him with THEREFORTH's web presence. Fábio would bring his pixel-perfect design vision to the table, and it was my role to bring it to life with flawless execution and backend support. I designed a modular approach to the design system that could support the website's growth and maintenance effortlessly, without the need for coding skills, leveraging WordPress' CMS. Additionally, I ensured a perfect rendition of the designs across every single screen size.

Another big focus of my involvement in the project—and something we discussed early on—was the creation of a motion identity for the brand. We wanted every interaction and transition to add a sense of life and flow to the webpages in a sleek and subdued way that perfectly suited the brand.

In the end, we created a website that made us both proud and has been Fabio's online greeting card ever since.

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