Turning Purpose Into Transformation
Designing a website for Eleva, a personal development brand, to translate its powerful brand identity into an engaging and effective digital experience
Timeline: December/24 - February/25 - 03 months
My role: UX/UI Designer
Website Developer: Karen Banci
What I worked on:
User experience architecture
Visual and interaction design
Creation of reusable components
Internal user testing and iteration
Overview
Eleva is a personal development program founded by Babi Santos, offering a holistic and personalized approach to help individuals, particularly successful women aged 30-50, achieve more intentional and balanced lives. The core of the business is a 12-week program that guides participants through four key pillars: health, relationships, career, and finances.
The goal of this project was to design a website that would serve as the primary digital touchpoint for the brand, effectively communicating its unique methodology, building trust with its audience, and creating a welcoming space for personal transformation.
Challenges
The primary challenge was to translate the deeply personal and transformative nature of the Eleva program into a cohesive and compelling website. The site needed to resonate with a sophisticated audience of busy individuals and guide them on a clear journey from initial curiosity to becoming a client.
The key web-design challenges were:
Translating Brand Values Online: The website design had to embody Eleva's core values—empathy, professionalism, authenticity, and balance—in its layout, interactions, and user flow.
Creating an Intuitive User Journey: The site architecture needed to simplify a holistic concept, presenting information in a digestible way that would not overwhelm visitors.
Driving Conversion: The design had to effectively guide users toward key actions, such as getting in touch for more information or signing up as a client, without feeling overly commercial.
Showcasing Authenticity: It was crucial to build trust by highlighting the founder's story, the program's methodology, and real-world client testimonial
My Approach
Establishing the Foundation
The process began by using the newly created brand identity as the strategic and visual cornerstone. The core challenge was to translate its values of empathy, professionalism, and authenticity into a digital experience that felt both premium and deeply personal.
Structuring the User Journey
I designed the site architecture from the ground up to create an intuitive user journey. Information was structured to guide visitors logically, from learning about the "Eleva Method" and its four pillars to connecting with the founder's story. Everything was built to support clarity and guide the user from initial interest to taking the next step.
Crafting a Sophisticated
Look and Feel Working from the established brand guide, I implemented a clean, professional visual system. The color palette of deep greens and warm earth tones, combined with elegant typography (Noto Serif, Work Sans, and Lato) and emotive imagery, was used to create a sophisticated and serene atmosphere that reflects confidence and expertise.
Designing with purpose
Designing for Trust and Action Every detail was designed with purpose. I created a clear user flow with compelling calls-to-action ("Get in Touch," "Start as a Client") to guide conversions. To build credibility, I incorporated key trust signals, including client testimonials and a detailed FAQ section. A mobile-first approach was central to ensure the experience was seamless and accessible across all devices.
Outcomes
The final result is a powerful, user-centric website that serves as a warm and welcoming front door to the Eleva brand. Key Results:
An Engaging Digital Experience: The website effectively communicates Eleva's unique value proposition, forging an immediate emotional connection with its target audience through a sophisticated and serene design.
Clear and Compelling Communication: The synergy between the strategic layout, professional copy, and emotive visuals provides a clear, inspiring, and easy-to-navigate experience that guides potential clients on their path to personal growth.
A Strong Foundation for Growth: The website successfully translates the brand's essence into a functional and beautiful digital platform, providing Eleva with a strong foundation to attract new clients, grow its community, and empower more individuals to transform their lives.
