Silvia Carreño
Product Designer & Creative Director — Latina Líder Global
Overview
Editorial-style coaching landing page for a Latina entrepreneur
Silvia Carreño is a Colombian-born coach and entrepreneur based in the Netherlands. She needed a warm, professional digital presence that would resonate with Latina women in Europe—conveying trust, empowerment, and editorial sophistication for her coaching and FarmaSi business.
The Challenge
Designing trust & empowerment for a cross-cultural audience
The core challenge was creating a landing page that would feel warm and approachable while projecting the professionalism of a serious coaching business. Every design decision needed to bridge cultural contexts—speaking authentically to Latina women navigating life and careers in Europe.
The page needed to present coaching, FarmaSi entrepreneurship, and community—each clearly, without diluting the brand. And every interaction needed to guide visitors naturally toward Calendly bookings and WhatsApp community joins.
Design Philosophy
Editorial magazine meets personal brand
I drew inspiration from editorial magazine layouts—think Vogue Latina meets a modern wellness brand. The design needed to feel like opening a beautifully curated magazine, where each section tells a part of Silvia's story.
Editorial Layout
Magazine-inspired sections with generous whitespace, asymmetric grids, and intentional visual hierarchy create a page-turning experience.
Warm Palette
Rose and cream tones chosen for psychological warmth—trust, femininity, and approachability without being childish or cliché.
Serif Typography
Newsreader for elegance and authority, Work Sans for utility—a deliberate tension between classic editorial and contemporary design.
Visual Showcase
Color palette & typography system
A warm, editorial-inspired system built on rose tones and serif typography that conveys professionalism with approachability.
Color & Typography
Warm rose meets editorial serif
The palette is anchored by a warm rose that conveys trust and femininity, balanced with cream backgrounds that feel like quality paper stock. Serif typography adds editorial gravitas.
Color Palette
Rose
#835152
Cream
#fff7e9
Pink
#fdbcbc
Light Pink
#ffecec
Brown
#635852
Typography
Headlines — Newsreader
De Latina a Líder Global
Serif · Elegant · Editorial authority
Labels — Work Sans
Empieza tu camino
Sans-serif · Uppercase · Functional
Accents — Libre Baskerville
"El éxito no es solo lo que logras…"
Serif italic · Quotes & navigation
Sections Designed
Seven sections, one cohesive narrative
Each section was designed as a chapter in Silvia's story, guiding visitors from inspiration to action.
Hero
Full-width hero with photo card (48px radius, soft shadow), editorial headline "De Latina a Líder Global", and dual pill-shaped CTAs.
✦ Photo Card LayoutQuote Break
Full-bleed gradient section (cream → soft pink) with centered italic Newsreader quote for an editorial page-turn moment.
✦ Gradient DividerAbout / Bio
Two-column layout with narrative bio text, credential cards (Education, Certifications), and a 2×2 photo/content grid with Purpose & Hobbies cards.
✦ Credential CardsWhy I Started
Centered story card with heart icon, personal narrative about burnout recovery, and an italic pull-quote for emotional resonance.
✦ Story CardFarmaSi
Split layout — pink content card with feature icons (Apoyo Mutuo, Escalabilidad, Libertad) alongside product image with floating gradient badge showing global ranking.
✦ Feature BadgeCoaching 1:1
Three-column card grid with icon circles, checklist features, and hover-lift animations — each card presenting a coaching tier.
✦ Service CardsCommunity & Footer
Dark card (#6d645a) with large typographic tags ("Comunidad", "Latinas", "Europa"), WhatsApp CTA button, community image, and a warm rose footer with brand mark and legal links.
✦ WhatsApp CTAKey Design Decisions
Why every detail matters
Editorial Serif Typography
Newsreader for headlines creates gravitas; Work Sans labels add modern structure; Libre Baskerville italics add a luxury-magazine feel.
Warm Color Psychology
Rose (#835152) conveys trust and femininity. Cream (#fff7e9) backgrounds feel like quality paper stock. Pink accents add softness without undermining professionalism.
Pill-Shaped CTAs
All call-to-action buttons use 9999px radius with hover-lift transforms for tactile feedback and visual consistency across the page.
48px Border Radius
Consistent large radius across cards, images, and containers creates a unified visual language—friendly and modern.
Fade-in Scroll Animations
Subtle 30px vertical fade-ins with 0.8s easing reveal content progressively, reinforcing the editorial page-turning experience.
Responsive Mobile-First
Mobile-first design with two breakpoints ensures the editorial experience translates seamlessly from desktop to phone.
Results
What was delivered
7
Sections Designed
3
Pages (+ Privacy & Terms)
100%
Responsive
FarmaSi
Ranking Badge Integrated
Workflow
Human creativity, amplified by AI
AI-Enhanced Design Process
This project leveraged AI tools to accelerate ideation, generate copy variations, and iterate on design decisions faster—while maintaining full creative control over the final output. AI assisted in generating initial layout concepts and refining color psychology, but every visual decision was made by a human designer.