Web copy and redesign for Pueblo a Pueblo
The problem
Pueblo a Pueblo leads grassroots initiatives to improve indigenous futures in Guatemala, but struggled to communicate the importance of their work. Lack of clarity and poor visual structure made it difficult for website visitors to understand the organization’s work and convert viewers to supporters.
The solution
Working alongside the indigenous leadership, I asked about the organization’s values, the work they perform, and their history to better understand their goals and what makes Pueblo a Pueblo unique.
Using clear, compelling language and visual hierarchy, I translated their vision into a layout and language that is easier to comprehend at a glance, bringing important pages to the forefront and leaving visitors with a better understanding of the organization’s impact.
Web copy and design for Hilomaya
The Problem
Hilomaya is a fairtrade e-commerce store aiming to bring living wages to indigenous artisans while preserving their traditions. However, the time-intensive production process means that a high sale price is required in order to enable living wages. It’s essential to communicate the products’ true value and market to audiences willing to pay a premium.
The Solution
I photographed and edited product images that highlight the intricate details of each work, and combined these with elegant but emotive messaging to create a premium feel. A large photo banner immerses the viewer in the details of the craft, and is then followed by a brief description of the historic importance of this work. This makes a case for high value, and shows visitors why their purchase matters.
As a result, Hilomaya was able to sell products at up to four times the price that artisans normally earn for their work.