Farmasi Director
Personal brand with CMS and leads
A business that ran entirely on WhatsApp needed its own presence. The design challenge: serve two audiences with opposite intents — product customers and business prospects — without either feeling like they're in the wrong place. I solved it with architecture, not copy: each audience gets its own route, its own funnel, its own message.
Problem
María Luisa Nieto, Farmasi Director, depended entirely on WhatsApp and social media: no digital asset of her own, no way to capture interested people outside business hours, and two audiences that can't receive the same message — the customer who wants to buy cosmetics leaves if she feels recruited; the prospect evaluating the business opportunity needs substantive information a catalog can't give. I also set a tone constraint from day one: zero MLM language, zero income promises, zero artificial urgency.
Solution
- Segmentation by architecture: the home serves the customer; /oportunidad and /equipo are dedicated routes for anyone who's already shown business intent. Every touchpoint opens WhatsApp with a pre-loaded contextual message — seven typed contexts where a nonexistent context doesn't even compile.
- A form that can't fail: every lead is saved to the CMS, triggers an email, and opens WhatsApp — three isolated channels where one failing doesn't block the others. Even with the backend down, the WhatsApp conversation still happens.
- Client autonomy as a requirement: Sanity Studio embedded on her own domain; the owner publishes posts and checks her lead inbox without depending on me.
- Product before code: a discovery questionnaire, copy locked before layout, and a documented design system of its own.
Architecture
The client had no brief, no visual identity, no assets. I designed the process to extract requirements — a questionnaire, a shot list per section, an intake brief — before writing a single line of code. That ability to generate requirements when the client can't provide them is what makes it viable to work with real businesses, not just with perfect briefs.
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