Landing Page · Brand & Commerce · 2025 · Handed off to the client
Product Designer & Art Director
ZAVA Viagens.
travel with intention.
ZAVA Viagens curates premium digital travel guides out of São Paulo. One page had to carry the brand, the catalogue and the checkout — and make a R$97 file feel like the trip had already started.
¶ Snapshot
Client
ZAVA Viagens
Year
2025
Role
Product Designer & Art Director
Duration
One-off engagement · 2025
Team
Solo — design & build
Platform
Web · responsive landing + cart
Status
Handed off to the client
Scope
Landing Page · Art Direction · Conversion Design
My contribution
Solo, end to end: I turned ZAVA's positioning into a copy architecture, defined the page's information architecture and the order of its sections, and built the visual system — display serif, neutral sans, uppercase mono for eyebrows and CTAs, sand and taupe surfaces, one motion curve. I designed the guide catalogue and its product cards, the cart that lives inside the page and the handover to the Kiwify checkout, then built the responsive page in Figma Make and handed it to the client.
¶ Problem
What was broken
Context
ZAVA sells four digital guides — Milan, Rome, Orlando Premium for Adults and Complete Italy. The product is a file: everything that justifies the price has to happen before the download.
Baseline
No owned page · brand, catalogue and payment in three separate places · price answered on request
If we did nothing
Without one surface where desire and proof sit together, a curated guide reads like a free PDF with a price tag attached.
¶ Constraints
- 01The transaction happens elsewhere: Kiwify owns the checkout, so the page owns the decision and has to hand the visitor over without breaking tone.
- 02Photography is the only imagery — no illustration, no coloured icons. The identity had to come from type, light and space.
- 03A young brand with one testimonial and no wall of reviews: trust had to be built by craft, not by volume.
¶ Process
How we worked
Research
I started from the product, not the layout: four guides, their prices, and what each one actually promises. That set the voice — short sentences, verbs of experience, second person — and it set the order of the page. Every band earned its place by answering one of the questions someone asks before paying R$97 for a file; the ones that answered nothing were cut.
Hypotheses
- H1If craft arrives before the number does, the price stops being the first objection.
- H2If the page looks like the product, the promise of curation proves itself — nobody argues with a page that already feels calm.
- H3If the cart lives inside the page, nobody has to leave in order to decide.
¶ Decisions
Each choice listed beside the alternative we deliberately rejected — and why.
D01
We chose
Make the display serif the identity — no oversized logo, no promotional banner.
Over
A large logo lock-up in the header plus a launch banner above the fold.
Because
The brand's whole argument is restraint. A 108px serif headline carries the premium a bigger logo never would, and it leaves the photograph as the loudest thing on screen.
D02
We chose
One scrolling page with anchors (Guides / Destinations / About).
Over
A multi-page site with a separate page per destination.
Because
A four-item catalogue does not sustain a site. A continuous scroll keeps the narrative intact and the cart one tap away from every section.
D03
We chose
Put the price on the card, on the same baseline as the Add button.
Over
A “learn more” link opening a long sales page where the price appears at the end.
Because
At this ticket, hiding the price reads as a negotiation. Showing it early filters the right reader in and lets decision and action happen in one gesture.
D04
We chose
One rotating testimonial, set large, in the page's own typography.
Over
A wall of screenshotted messages and social proof badges.
Because
Set as editorial type it reads as a considered quote; as screenshots it would read as a young brand borrowing credibility — and it would break the system on the one page that has to prove taste.
¶ Craft
¶ The page — navigable
The published landing running live inside this case — scroll it, browse the guides, drop one in the cart. Every decision described below can be checked against the real thing.
¶ The objections a R$97 file has to answer
Nobody says these out loud. The page answers them anyway, in this order.
“Is it just a PDF?” — the price is only fair once the reader can feel the editing behind it.
“Is this for me?” — Milan for architecture and Orlando for adults do not speak to the same person.
“Can I trust a new brand?” — the page itself is the evidence: if it feels curated, the guide probably is.
“It felt like someone had read my mind. Every place, every restaurant… it all made sense for me.”
— ZAVA customer · Rome
¶ The three promises the brand makes
ZAVA's own words, turned into the first band after the hero — one line each, so the reader can place themselves in seconds.
- 01Explore — the essential of each destination, in fluid and elegant itineraries.
- 02Feel — culture, food and sensory experiences, recommended rather than listed.
- 03Live — Orlando for adults: parks and city with calm, taste and presence.
¶ Anatomy of the page
Nine bands, each with one job — in the order a visitor meets them, with the call behind each one.
A full-bleed photograph and one promise: “The destination is incredible. What's missing is knowing how to live it.”
Headline on the left third, over the calmest part of the image, on a gradient — one CTA, nothing else.
The brand in three words, so the reader can place themselves before seeing a price.
Hairline monochrome icons, one sentence each — nothing competes with the photograph above.
Why a guide costs what it costs, closed by four trust marks.
The first dark band: a chapter break that makes the marks read as a seal, not a feature list.
“The right trip starts inside you.” — the promise restated at mid-scroll.
For whoever arrived from a shared link and skipped the top; the frosted card keeps the photograph present instead of covering it.
Four cards — image, destination, one line of promise, price, Add.
Price and Add on the same baseline: decision and action in one gesture, with the price written whole and without cents.
An editorial row that widens the world beyond what is on sale today.
After the catalogue on purpose — it answers “what else is coming” without competing with the buyable cards.
In minutes, in days, in weeks — what changes after you buy.
Value stated as time instead of as features: the only band that talks about the after.
One customer quote at a time, at headline size, with the destination tagged beside the name.
Arrows and dots, no autoplay — a quote that moves on its own steals the reading.
Navigation, contact, one social account, and the brand's line: “Viaje com intenção.”
It ends on the signature, not on one more call to action — whoever did not buy leaves with the sentence.
¶ The decision, step by step
What the page is actually built around — and the loop it leaves open for whoever is not ready.
Arrives
Recognises themselves
Understands the price
Picks a destination
Adds without leaving
↳ Not ready
Sees what changes after the trip
Reads someone who already went
Comes back, one anchor away
¶ The visual system
Four decisions, made once, applied everywhere. This is what keeps nine very different bands reading as one page.
Typography
- Display serif on every headline — light weight, negative tracking, set large enough to be the identity itself
- Neutral sans for body copy, on a short measure, so no paragraph looks like terms and conditions
- Uppercase mono with wide tracking for eyebrows, labels and buttons — the only raised voice on the page, and the reason the CTA is findable without a bright colour
Colour & surface
- Warm sand as the base surface; nothing is pure white except type sitting on photography
- Dark taupe reserved for the manifesto bands — it marks chapters instead of decorating
- Translucent sticky header with blur: the chrome follows the scroll without ever hiding the photograph beneath it
- No saturated accent anywhere: every colour in the page comes from the photographs
Space
- Generous vertical rhythm between bands, so each section is met alone rather than as part of a wall
- Short reading measure on manifesto copy; wide grid on the catalogue, where scanning beats reading
- Cards sit on the grid without shadows — separation comes from space and hairlines
Motion
- A short loading screen holds the first frame — the page is never seen half-assembled
- Everything enters by fading up a few pixels; nothing slides, spins or bounces
- Reveals fire on scroll and are staggered, so a row of cards arrives in reading order
- Long durations on a soft curve — the movement should only be noticed if you look for it
¶ Outcome
04
Guides in an owned shop-front
R$97 – R$160
on the card
Price
Kiwify
Checkout
the cart lives inside the page
Qualitative signal
The page reads the way the product promises to feel: unhurried, edited, warm. No banner, no countdown and no discount badge anywhere in the scroll.
Business impact
A surface of ZAVA's own, outside the feed — and one the catalogue can grow into without the page having to be rebuilt.
¶ Reflection
What I'd do differently
The hard part of a landing page is not adding — it is stopping. If I went back to it, I would add exactly one thing: a sample spread from a guide, so the visitor sees the product and not only the promise around it.
Next case · 01 / 04
Open ↗Claro
digital cancellation.
