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.

Showit full redesign - Content architecture - Page hierarchy & navigation - Custom functionality & interactions - Collaboration with brand designer Lara González - Launch

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.

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