I designed a professional, simple, yet bold website and brand system for Jose Perla.
Problem & Goals
The client needed a portfolio website and personal brand for potential employers. His previous website collapsed, and some work was lost due to device issues, leaving him without an online presence. He wanted a solution quickly, one that was professional and simple, but still bold and personal.
Objectives:
→ Deliver a functional website quickly that the client could present to employers
→ Balance boldness with professionalism
→ Develop a brand system flexible enough to be reused across the site and assets
→ Ensure clear hierarchy and flow, so navigation feels simple and direct
Research & Insight
I studied competitor portfolio websites and modern design systems to understand current best practices. I noted that many used 3D avatars and ultra-minimal layouts, but the client preferred something different. He wanted a personal character and a richer identity.
Constraints
Short timeline due to urgent need for a functioning website, and the need to create a minimalist design that was still distinct from others.
Opportunities
Keep the site structure simple and clean so employers could quickly find his work, use illustration as a distinctive way to inject personality without relying on trendy 3D models, and create a new brand identity directly from his name, tied to his personal story.
Solution
I built a professional, minimalist structure using two typefaces, clear hierarchy, and a limited color palette (blue accents for buttons and active pages), emphasizing clarity.
I designed a bold, square logotype of his full name. The form suggests both fluidity and structured pixels. I created a semi-transparent pattern from the logo, used subtly in the background to add depth without distraction. Additionally, I designed vector illustrations of the client in simple dark grey with bold shadows. Their transparent style allowed background colors to interact, reinforcing fluidity and visual interest.
The result was a website that felt simple and professional, thanks to its structure, but bold and personal, thanks to its custom logo, subtle patterns, and illustration system.
