Alyssa Coleman — Back of House

Alyssa Coleman came to me with an existing Showit site that had grown organically over the years — and it showed. Pages felt disconnected, the visual hierarchy unclear, the layout lacking the intentional structure a personal brand at her level deserved. Meanwhile, Alyssa was pivoting entirely: new positioning, new audience, new energy — slow marketing and soft systems for creative entrepreneurs. The brand direction and visual identity were handled by Lara González. My job was to take that new brand and build a site that finally matched where she was going — from scratch, pushing Showit well beyond its defaults.

Translating a brand into a site — Lara's branding set the tone: cozy, intentional, soft. My role was to make the site feel exactly that way: every layout decision, spacing choice, and interaction designed to match the energy of the new positioning, not just apply the colors.

A new content architecture — the pivot came with a new core offer: Back of House. I redesigned the entire site structure around it: new page hierarchy, new navigation logic, new user journey from first visit to conversion.

Showit, pushed further — Showit has limits. I worked around them: customizing functionality, building interactions, and personalizing features well beyond what the platform offers out of the box.

Scattered starting point

A small sample of the previous site mood: uneven pacing, unclear hierarchy, and a visual language that no longer matched Alyssa's direction.

Softened visual system

A matching edit of final screens showing the new tone: warmer, clearer, softer, and built around the Back of House experience.