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Holaluz Rebranding:
Modular Design for Efficiency and Cohesion

Resume

The Holaluz rebranding project presented two key challenges: redefining the brand’s digital identity and transitioning to a new tool for creating landing pages, which initially limited the design team’s autonomy. My solution was to develop a modular system with adaptable structures and variables, ensuring design consistency across the website and landing pages while empowering the design team to work independently. This approach improved efficiency, reduced implementation times from one week to three days, and established a scalable, cohesive design framework.

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Participating in Holaluz’s rebranding was a multifaceted challenge, as it coincided with another technical hurdle: transitioning to a new tool for creating landing pages.

This shift limited the design team’s autonomy by requiring additional programming to implement new structures, which slowed down creative and iterative processes.

To tackle both challenges comprehensively, I proposed and implemented a modular system with adaptable structures and variables.

This system not only ensured cohesive design between the main website and landing pages but also restored the design team’s autonomy to iterate quickly without technological barriers.

The development team played a key role in the initial implementation, creating flexible modules with predefined variables. This enabled the design team to experiment and customize pages without requiring further technical adjustments.

Phase One: Creation of Base Structures

I designed 10 initial structures to validate their functionality and effectiveness through A/B testing. These tests provided valuable data to refine and optimize both the design and the module variables.

Evolution and Scalability

In subsequent stages, I increased the number of variables and modules to over 110 structures. This approach covered more use cases and devices, ensuring the system remained scalable and adaptable to Holaluz’s evolving needs.

Exemple

I created a library of modules and variables in Figma, seamlessly linked to the Design System. This integration allowed for cohesive work and included detailed explanations of each module’s variables to ensure ease of use and understanding.

This example showcases five header versions adapted for both desktop and mobile:

Later, I developed new header design proposals. We hypothesized that increasing the contrast between the text color and the background would improve conversion rates. The results validated this hypothesis:

The variant known as «the box» achieved an impressive +52.47% improvement in conversion compared to the original header.

Design Cohesion

The unified modules guaranteed visual consistency across the main website and landing pages, reinforcing the brand identity across all digital touchpoints.

Design Team Autonomy

By reducing dependency on the development team, the design team gained flexibility and speed in creating and iterating on pages, fostering creativity and efficiency.

Optimized Performance

Thanks to the modular design and device-specific planning, implementation times dropped from one week to just three days, significantly improving team productivity.

The project not only addressed and resolved the initial challenges but also laid the foundation for a robust and scalable design methodology at Holaluz. By implementing a modular approach, we were able to streamline processes, ensuring consistency and adaptability across various touchpoints. This strategy not only improved operational efficiency but also elevated the overall quality of the design output, fostering a seamless user experience.

Moreover, this methodology empowered the team to collaborate more effectively, reducing redundancies and encouraging innovation. It provided a clear framework that could evolve with the company’s needs, making it a sustainable solution for long-term growth. The success of this project highlighted the profound impact that thoughtful, strategic design can have on both business outcomes and user satisfaction.

As a user experience designer, I take great pride in this achievement, as it exemplifies the power of combining creativity, strategy, and collaboration to drive meaningful change. It stands out as a milestone in my career, showcasing my ability to tackle complex challenges and deliver solutions that resonate both operationally and experientially.