01
Balancing Story and Authority
Elena's background spans international business, executive search and grassroots nonprofit work. The site needed to present all three as one coherent, credible practice.
Elena Ramirez
Projects /Elena Ramirez
Selected Case Study
ELENA
RAMÍREZ.
A warm, editorial website for a Spain-based executive & transpersonal coach — designed to turn a personal story of reinvention into a trusted digital presence for ambitious professionals.
Project 04
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Digital Experience
Project Information
01 / Digital Experience
ELENA RAMÍREZ
elenaramirez.es
E
Coaching Ejecutivo & Transpersonal
Diseña una vida con propósito.
A personal brand website built for a Barcelona-based coach helping ambitious professionals reconnect with purpose and redesign their careers with clarity.
Overview
A story, made visible.
Executive & Transpersonal Coaching, Barcelona
Elena spent over a decade building an international business career before stepping back to ask a harder question — whether the success she'd built was still the success she wanted. That question led her toward coaching, a nonprofit project abroad, and eventually a practice that blends corporate strategy with human development.
The existing digital presence didn't reflect that story or the credibility of her practice. The objective was to build a site that could carry her journey honestly while giving individual clients and companies exploring executive search a clear way to work with her.
The result is a warm, editorial site that introduces her philosophy, her programs, her signature method, and a natural path toward booking a call.
The Challenge
A journey, made credible.
Personal-brand coaching sites often lean too far into either sentimentality or corporate polish. This one needed to hold both — a real story and real business credibility — without either one undercutting the other.
02
Serving Two Audiences
Individual clients looking for personal coaching and companies looking for executive search needed distinct, clear paths through the same site.
03
A Warm, Not Corporate, Tone
The design needed to feel personal and considered — closer to an editorial magazine than a typical consulting website.
Design Strategy
Warm, editorial, human.
We began by understanding Elena's story and the two very different audiences her site needed to serve — individual clients seeking clarity, and companies exploring executive search.
The direction was built around a warm, editorial language — considered typography, candid photography and a calm, repeated invitation to take the next step.
01
Editorial Serif Headlines
Large serif type with an italic accent word gives the copy a personal, handwritten warmth without losing polish.
02
Warm, Candid Photography
Natural portraits replace stock-photo polish, reinforcing that this is a real person, not a faceless brand.
03
Icon-Led Value Props
Simple line icons introduce the four pillars of her approach — clarity, strategy, confidence, impact — at a glance.
04
Gentle, Repeated Conversion
Calls-to-action appear naturally throughout the journey rather than relying on one aggressive conversion point.
04 / Design
A visual system built around warmth.
The full experience — layouts, components, typography and responsive behaviour — was designed in Figma first, built around a modular structure that keeps the brand consistent across the site.
The homepage introduces Elena's philosophy and story, while program pages give visitors a clear, comparable view of how to work with her.
05 / Development
Built as a custom WordPress experience.
The approved Figma design was translated into a custom WordPress site, preserving the visual precision of the original while making it easy for Elena to update programs, resources and testimonials herself.
Development focused on responsive layouts, reusable components, lead-capture forms, and a lightweight, performance-conscious frontend.
Results
A site that finally sounds like her.
The finished website gives Elena a digital home that matches the practice she has actually built — warm, credible, and easy to act on.
01
A Coherent Story
Her business background, nonprofit work and coaching practice now read as one credible path.
02
Two Clear Audiences
Individual clients and companies exploring executive search each have a distinct route through the site.
<3s
Load Performance
Maintained fast, sub-three-second load times despite rich editorial layout.
01
Scalable WordPress System
New programs, guides and testimonials can be added without touching the design.
My Role
From Figma concept to launch.
As Figma Designer & WordPress Developer, Ilmora Soft Labs managed the project from early concept through to final delivery.
UX Planning
Mapped the two audiences and structured a journey that could serve individual clients and companies alike.
Figma UI/UX Design
Designed the full site in Figma — layouts, components, typography and responsive states.
Visual Design
Developed the warm, editorial visual direction around serif type and candid photography.
Custom WordPress Development
Built the approved design as a flexible, self-editable WordPress site.
Responsive Development
Adapted every section across desktop, tablet and mobile without losing its editorial feel.
Project Delivery
Managed the project end-to-end, from Figma concept through WordPress build and handover.
Key Learnings
What this project reinforced.
Designing a personal-brand coaching site sharpened a few ideas worth carrying into future projects.
01
A real story is the strongest asset — the site works because it tells the truth about a career pivot, not a polished fiction.
02
Two audiences need two clear doors — trying to serve everyone with one path only confuses both.
03
Warmth and credibility aren't opposites — soft tone and candid photography sit comfortably next to serious results.
04
A simple method needs a simple explanation — the more personal the methodology, the plainer the language should be.
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