Beatriz da Paixão
A full project from brand strategy to live website for a cacao medicine facilitator, ceremony guide, and ritual dance teacher based in Portugal.
The work started with a positioning exercise: who is Beatriz, who are her people, and how should the site feel before a single word is read.
From there came moodboards, wireframes, copy support, logo creation, and a full Webflow build with e-commerce, CMS, and a level of technical complexity that sits well behind the spiritual aesthetic it serves.
The work started with a positioning exercise: who is Beatriz, who are her people, and how should the site feel before a single word is read.
From there came moodboards, wireframes, copy support, logo creation, and a full Webflow build with e-commerce, CMS, and a level of technical complexity that sits well behind the spiritual aesthetic it serves.
LIVE WEBSITE
LIVE WEBSITE
The problem
Beatriz's work was alive and real. But it lived scattered across WhatsApp audio messages, Instagram posts, and Canva images with no central home.
People interested in her retreats and ceremonies had no clear place to understand what was being offered, how to sign up, or how to pay.
Every enquiry required a manual conversation. Every registration happened through back-and-forth messages. The same questions were answered over and over.
There was no visual identity beyond what she'd assembled informally. No structure that reflected the depth and ancestral energy of her practice.
And no way for someone landing on her name for the first time to feel the medicine before they committed to anything.
The spiritual essence was there. The digital infrastructure wasn't.
People interested in her retreats and ceremonies had no clear place to understand what was being offered, how to sign up, or how to pay.
Every enquiry required a manual conversation. Every registration happened through back-and-forth messages. The same questions were answered over and over.
There was no visual identity beyond what she'd assembled informally. No structure that reflected the depth and ancestral energy of her practice.
And no way for someone landing on her name for the first time to feel the medicine before they committed to anything.
The spiritual essence was there. The digital infrastructure wasn't.
Strategy & Reasoning
Communicating with a client who speaks in frequencies, not briefs.
This project required a different kind of listening. Beatriz communicates in an abstract, deeply spiritual register.
Understanding what she actually wanted, visually and structurally, meant using AI to synthesise and propose solutions faster, iterating through layouts, images, and copy until something resonated.
Patience and clarity were the real tools here. Each consensus was earned gradually.
The brand strategy phase (purpose, mission, vision, user persona, competitive positioning) gave the project a structured foundation before anything visual was touched, making it possible to translate her abstract energy into concrete design decisions.
This project required a different kind of listening. Beatriz communicates in an abstract, deeply spiritual register.
Understanding what she actually wanted, visually and structurally, meant using AI to synthesise and propose solutions faster, iterating through layouts, images, and copy until something resonated.
Patience and clarity were the real tools here. Each consensus was earned gradually.
The brand strategy phase (purpose, mission, vision, user persona, competitive positioning) gave the project a structured foundation before anything visual was touched, making it possible to translate her abstract energy into concrete design decisions.
1 CMS, 3 content types, infinite combinations.
The strategic backbone of the site is a single CMS with 17 fields and 25 items, built to handle 3 distinct content types: retreats, ceremonies, and pilgrimages.
Each has its own sections, and visibility conditions control which appear based on what Beatriz fills in the CMS.
If a field is populated, the section exists. If not, it doesn't.
This meant building a system flexible enough to handle radically different events without requiring separate templates or developer involvement.
Every field has help text, written in plain, non-technical language, so Beatriz could become fully independent from day one.
The strategic backbone of the site is a single CMS with 17 fields and 25 items, built to handle 3 distinct content types: retreats, ceremonies, and pilgrimages.
Each has its own sections, and visibility conditions control which appear based on what Beatriz fills in the CMS.
If a field is populated, the section exists. If not, it doesn't.
This meant building a system flexible enough to handle radically different events without requiring separate templates or developer involvement.
Every field has help text, written in plain, non-technical language, so Beatriz could become fully independent from day one.
A sacred geometry aesthetic with serious technical depth behind it.
The visual direction emerged from moodboarding: sacred geometry, shamanic art, chakra colours, golden tones, the energy of the forest.
The logo was created using Ideogram. Background imagery was generated with Canva AI.
But behind that soft, golden aesthetic sits a technically demanding build: Howler.js for ambient background audio that pauses when a video plays and resumes when it closes, GSAP MorphSVG for the morphing play/pause button, magnetic hover effects on CTAs, a full-screen mobile navigation, Masonry Grid layouts, WhatsApp modal with QR code, and custom code throughout.
Weglot was integrated for bilingual support, with a Portuguese-first build ready to switch to English.
E-commerce was built with 3 price variants per event and payment options for Brazilian users.
The visual direction emerged from moodboarding: sacred geometry, shamanic art, chakra colours, golden tones, the energy of the forest.
The logo was created using Ideogram. Background imagery was generated with Canva AI.
But behind that soft, golden aesthetic sits a technically demanding build: Howler.js for ambient background audio that pauses when a video plays and resumes when it closes, GSAP MorphSVG for the morphing play/pause button, magnetic hover effects on CTAs, a full-screen mobile navigation, Masonry Grid layouts, WhatsApp modal with QR code, and custom code throughout.
Weglot was integrated for bilingual support, with a Portuguese-first build ready to switch to English.
E-commerce was built with 3 price variants per event and payment options for Brazilian users.
Solution
A sensory portal, not just a website.
From the first click, the site plays ambient background music sourced from Pixabay via Howler.js.
The hero section features a video of Beatriz edited in CapCut, playing silently in the background.
When a video is opened with sound, the background audio pauses automatically and resumes on close.
The hero section uses GSAP animations from Webflow's native panel. Navigation on mobile opens full-screen.
CTAs use magnetic hover effects. A morphing play/pause button (GSAP MorphSVG) controls video interactions.
The Osmo.supply library was used extensively: Bold Full Screen Navigation, Swiper Slider, Sticky Features, Masonry Grid, WhatsApp Modal, Accordion CSS Animation, Magnetic Hover Effect, Morphing Play/Pause, and Underline Link Animation.
Every interaction was chosen to reinforce the atmosphere, not distract from it.
From the first click, the site plays ambient background music sourced from Pixabay via Howler.js.
The hero section features a video of Beatriz edited in CapCut, playing silently in the background.
When a video is opened with sound, the background audio pauses automatically and resumes on close.
The hero section uses GSAP animations from Webflow's native panel. Navigation on mobile opens full-screen.
CTAs use magnetic hover effects. A morphing play/pause button (GSAP MorphSVG) controls video interactions.
The Osmo.supply library was used extensively: Bold Full Screen Navigation, Swiper Slider, Sticky Features, Masonry Grid, WhatsApp Modal, Accordion CSS Animation, Magnetic Hover Effect, Morphing Play/Pause, and Underline Link Animation.
Every interaction was chosen to reinforce the atmosphere, not distract from it.
A CMS that Beatriz runs herself. No calls needed.
2 main CMS collections (Initiations and Ceremonies), extended to also handle pilgrimages via visibility conditions.
17 fields per item, covering programme details, testimonials, FAQs, accommodation, location, event status, home page display, and e-commerce product associations.
Each field has help text written in plain language. A training video was recorded in simple, non-technical Portuguese walking Beatriz through the full CMS management process, including how to connect new events to e-commerce products herself.
Each retreat, ceremony, and pilgrimage also has its own dedicated FAQ section, reducing the volume of repetitive enquiries and supporting SEO simultaneously.
2 main CMS collections (Initiations and Ceremonies), extended to also handle pilgrimages via visibility conditions.
17 fields per item, covering programme details, testimonials, FAQs, accommodation, location, event status, home page display, and e-commerce product associations.
Each field has help text written in plain language. A training video was recorded in simple, non-technical Portuguese walking Beatriz through the full CMS management process, including how to connect new events to e-commerce products herself.
Each retreat, ceremony, and pilgrimage also has its own dedicated FAQ section, reducing the volume of repetitive enquiries and supporting SEO simultaneously.
E-commerce, WhatsApp, and a business set up to scale legally.
The site was built with full e-commerce functionality: 3 price variants per event, global payment options, and specific options for the Brazilian market.
A permanent magnetic WhatsApp button gives users direct access to Beatriz at any point.
The site was also built bilingually via Weglot, currently in Portuguese and ready to switch to English.
Two additional service pages (Music Medicine and Ritual Dance) follow the same golden, sacred geometry visual language.
Beatriz was advised to formalise her business registration to enable legal e-commerce operation, a step that protects her and her clients as the practice grows internationally.
The site was built with full e-commerce functionality: 3 price variants per event, global payment options, and specific options for the Brazilian market.
A permanent magnetic WhatsApp button gives users direct access to Beatriz at any point.
The site was also built bilingually via Weglot, currently in Portuguese and ready to switch to English.
Two additional service pages (Music Medicine and Ritual Dance) follow the same golden, sacred geometry visual language.
Beatriz was advised to formalise her business registration to enable legal e-commerce operation, a step that protects her and her clients as the practice grows internationally.
Tools used
Tools
Purpose
Figma + Relume
Design & wireframing
Webflow
Build & CMS
GSAP (+ MorphSVG)
Animations & morphing play button
Ideogram
Logo creation
Canva AI
Background & geometric imagery
Osmo.supply
UI interactions & components
Weglot
Bilingual (PT/EN) translation
Google Search Console
Analytics & SEO tracking
CapCut
Hero section video editing
Pixabay
Background audio source
Results
Next Project
Let's make it happen
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