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Working in collaboration with Paddle Creative, the project focused on designing a series of new marketing pages for Algrano's existing website. With the core platform already established, the objective was to expand the website experience while maintaining consistency with the existing brand, design system, and user experience patterns already in place. A total of 13 new pages were designed to support different areas of the customer journey. With content targeting both coffee growers and roasters, the challenge was creating page experiences that communicated the right information to the right audience while remaining visually consistent with the wider platform. The result was a scalable collection of marketing pages that extended the existing website without compromising usability or brand consistency.
Unlike a traditional website design project, the challenge here was not creating a new visual direction but successfully extending an existing one. Working within Algrano's established design system, each page needed to feel like a natural continuation of the platform while introducing new content structures and user journeys. Careful consideration was given to layout patterns, component usage, and visual hierarchy to ensure every page felt cohesive within the wider website.
A key consideration throughout the project was the need to communicate effectively with two distinct audiences: coffee growers and coffee roasters. Each page was structured around the needs, motivations, and questions of its intended audience, helping users quickly understand relevant information and take the next step. By combining clear information architecture with consistent design execution, the new pages strengthened the platform's ability to support marketing, education, and conversion objectives across multiple user groups.
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