BRAND IDENTITY • FUNNEL OPTIMIZATION • UX/UI DESIGN
Energy That Adapts. Redefining Clean Energy in Latin America.
A future-ready visual identity, messaging hierarchy, and digital ecosystem built to transform how Colombia perceives and adopts solar technology.
Role
Lead Brand & Digital Product Designer
Client
Welflare Energy Ecosystems (Colombian solar tech startup)
Deliverables
Brand Strategy, Identity System, Funnel UX/UI, Wix Studio Web Platform, Social Media System
A flexible brand identity and modular design system inspired by the physical flexibility of IBC solar technology and regional diversity.
Tailored messaging hierarchies and landing flows designed to educate and convert farmers, architects, fleet managers, and investors.
A responsive, mobile-first web platform combining editorial storytelling with clean component architecture to eliminate design friction.
The Challenge
Overcoming Low Market Differentiation & Adoption Barriers
Solar energy across Latin America has long suffered from poor public perception, complex technical jargon, and cold, generic visual branding. Welflare needed to transcend conventional one-dimensional solar utility messaging and build immediate trust across diverse sectors—from agriculture and architecture to fleet management and investment.
Market & UX Friction
Low Trust & Perception Barriers: Solar technology in Colombia was widely perceived as high-cost, fragile, and aesthetically unappealing, creating friction in early-stage B2B sales cycles.
Audience Fragmentation: A single product had to sell to four drastically different personas: Agri-tech buyers (farmers), fleet/mobility managers, architects, and institutional investors. Traditional one-size-fits-all landing pages resulted in low retention and high bounce rates.
Execution Bottlenecks: Non-design teams lacked a unified toolkit to produce localized marketing and sales assets quickly, slowing down campaign execution.
Design Rationale & Core Concept: "Energy That Adapts"
"Great craft products thrive on story and craft—but traditional digital marketing breaks that connection."
Rather than treating solar as static hardware, the concept "Energy That Adapts" translates the physical flexibility of IBC panels into a dynamic, component-based design system.
Adaptability as a UI System: Designed modular layouts and fluid visual tokens that easily pivot between editorial storytelling for enterprise investors and functional, high-readability dashboards for field engineers.
Low Cognitive Load: Complex clean-tech specifications were restructured into interactive visual modules, reducing visual noise and prioritizing white space, clear iconography, and clear visual hierarchy.
System Execution & Deliverables
A. Scalable Brand & Design System
Visual Identity & Color Palette: Designed a high-contrast palette and flexible logo mark that works clearly on dark-mode screens, printed collateral, and physical solar hardware.
Component-Based UI Architecture: Built a modular system of reusable UI components, interaction patterns, and responsive type scales to keep the web experience consistent across desktop and mobile.
Team Asset Toolkit: Created a modular social media and pitch deck kit in Figma, allowing non-designers on the marketing team to quickly ship localized assets without creating design bottlenecks.
B. Sector-Specific Funnel UX & Digital Platform
Targeted User Journeys: Built dedicated landing pages for Agriculture, Mobility, Architecture, and Enterprise Finance, matching key value propositions to each specific audience.
Interactive Product Demos: Designed interactive modules that break down complex specs—like energy output, durability, and projected ROI—making technical data easy to digest before requesting a quote.
Webflow & Wix Studio Build: Developed a lightweight, fast-loading site focused on quick load times, accessible design standards, and smooth mobile browsing.
Impact & Results
"A narrative-led digital experience built around sensory design and seamless interaction."
Faster Production Velocity: Internal marketing and sales teams can launch localized assets and landing pages in minutes using the component toolkit instead of waiting on design support.
Higher Qualified Leads: Sector-specific landing pages give buyers in agriculture, fleet management, architecture, and finance immediate clarity on ROI, reducing drop-offs in early sales stages.
Lower Cognitive Friction: Complex clean-tech engineering specs were simplified into clear, bite-sized UI modules, making technical information accessible across device sizes.
Future-Proof Scale: The component architecture allows Welflare to roll out new hardware offerings or enter new regional markets without needing to redesign the web platform.
My mission is to
From high-level vision to production reality.
Open for remote product design leadership worldwide