Design and development of a high-conversion website for Alyssa Coleman’s signature program, Back of House. The goal was to translate her bold, no-fluff positioning into a digital experience that feels both editorial and strategic, where personality drives structure, and every section serves conversion.

The project focused on creating a clear narrative flow: guiding the user from curiosity to decision through punchy messaging, layered storytelling, and strong visual hierarchy. Inspired by the culinary metaphor behind the brand, the interface plays with menu-like structures, structured sections, and unexpected interactions to keep the experience engaging without overwhelming. Particular attention was given to rhythm and pacing: how elements appear, how content is revealed, and how users move through the page.

The project was developed in collaboration with Lara Gonzalez, who defined the brand direction (logo, tone of voice, brandbook). The website design and overall digital experience were then fully translated and crafted into a functional interface. The result is a website that balances personality and precision, expressive, but controlled, designed to convert while reinforcing a strong, recognizable brand voice.