Tequendama Hotels necesitaba rediseñar su ecosistema digital para gestionar múltiples hoteles, destinos y tipologías de producto dentro de una misma plataforma.

El proyecto implicaba:

• +14 hoteles en diferentes ciudades
• gran volumen de contenido (planes, experiencias, eventos…)
• múltiples landings con estructuras similares

 No era una web puntual, sino un sistema digital complejo y escalable.

Diseñé un sistema de experiencia basado en:

• Arquitectura clara → navegación por destinos + estructura modular
• Jerarquía enfocada a conversión → buscador protagonista + CTAs estratégicos
• Sistema visual consistente → componentes reutilizables (cards, bloques, carruseles)

Esto permitió:

• facilitar la exploración y la toma de decisiones
• reducir la fricción en el proceso de reserva
• escalar el diseño a múltiples hoteles sin perder coherencia

El resultado es una experiencia que combina inspiración y conversión, adaptándose tanto a usuarios exploratorios como a usuarios con intención directa de reserva.

The Soludable project was conceived as a digital platform focused on health and wellbeing in Marbella, bringing together informative content, services, and a lifestyle-driven value proposition within a single experience.

The challenge involved:

• Integrating multiple types of content, including health information, services, editorial content, and brand storytelling.
• Communicating a hybrid proposition that balanced clinical expertise with a wellness-oriented approach.
• Structuring diverse sections with different goals while maintaining a cohesive user experience.

Rather than creating a simple informational website, the objective was to design a digital experience capable of bringing together content, services, and brand identity within a unified ecosystem.

A user experience was designed to structure and clarify the offering through:

• Structured architecture → organizing content into clearly defined thematic blocks
• Visual hierarchy → differentiating between informational content, services, and value proposition
• Progressive narrative → creating a journey that guides users from understanding to action
• Coherent visual system → consistent use of components to ensure clarity and rhythm

As a result:

• improved understanding of the proposition from the first interaction
• easier navigation across content of different types and purposes
• clearer guidance towards conversion points
• better balance between editorial content and functional objectives

The result is a more structured and understandable experience, where users can quickly grasp the value proposition and navigate it without friction.

Beneste Hoteles is a hotel group that previously operated under individual brand names, with the goal of unifying its offering under a new corporate identity.

The project involved:

• grouping different hotels under a single unified brand
• translating a new brand identity into a digital environment
• preserving the unique personality of each hotel within a shared system

In addition, the brand had a very distinctive positioning, rooted in local culture, authenticity, and experiential value.

The challenge was not only to unify, but to do so without losing identity.

The experience was designed around a flexible system that combines consistency with visual expression:

• Modular system → enabling reusable structures while maintaining consistency
• Refined visual identity → use of imagery, composition, and rhythm to reinforce brand personality
• Clear hierarchy → organizing content without losing visual richness
• Brand–product balance → combining inspiration with functionality

As a result:

• unification of the brand without losing the essence of each hotel
• a distinctive and emotionally engaging experience
• consistent expression across the entire ecosystem
• easier navigation within rich and diverse content

The result is a visually distinctive, cohesive experience aligned with the new brand positioning.

As a freelancer, I have worked with clients from different countries, including Colombia, Germany, and the United States.

I specialize in branding, web design, and occasional illustration projects.

If you would like to explore my portfolio, I invite you to access it through the following link.