Promundial

Promundial has been doing performance transformation work since 1997, across roughly twenty countries, for clients like Banco Pichincha, PepsiCo, Telefónica, and Accenture. Its reputation was built long before its website mattered, and that was the problem. A legacy brand people already recognize cannot be redesigned freely. Everything I changed had to be worth more than the recognition it cost.

I led brand, web design, content strategy, and project coordination, working alongside a developer who built the site.

That constraint set the approach: modernize without replacing. I rebuilt the logo rather than starting over, so someone who had known Promundial for two decades would register the new mark as the same company, just sharper. A new color palette and typographic system followed, calibrated for who the firm actually sells to, which is enterprise decision makers evaluating a consulting partner. The identity needed to signal rigor and permanence.

Before any design, I mapped what the site needed to say and in what order. A firm with seven capability areas and two methodological approaches can very easily produce a website that lists everything and communicates nothing. I set the content hierarchy, shaped the messaging, and structured the architecture so a visitor moves from what Promundial does to how they do it, all of it built to hold in both English and Spanish.

From there I built the design system: every component, state, and responsive behavior, plus the documentation for how the pieces fit together. Handoff was clean, and development, QA, and launch ran without surprises. Social graphics and presentation templates rounded out the work so the identity carried into the places the brand lives day to day.

Creative training and operational experience have mostly lived in separate parts of my career. This project put them on the same build, end to end, and made the case for keeping them together.