Craft Meets Sophistication Through UX and Brand Strategy

Moisés de Crochê is a handcrafted product designed for newborns, a category that requires a high level of trust, emotional sensitivity, and attention to detail. Beyond aesthetics, the project demanded a brand and digital experience capable of communicating safety, care, and refinement.

The challenge was to elevate an artisanal product to a premium positioning, targeting a middle-to-upper-class audience with strong aesthetic awareness and high expectations regarding quality, consistency, and brand narrative.

The project was developed entirely from scratch, including brand identity, visual language, tone of voice, and digital experience.

Challenge

Overcoming the perception of “informal” or “amateur” craftsmanship
Translating emotional value and safety into visual and experiential language
Creating sophistication without losing authenticity
Communicating value to an audience with a high visual and cultural repertoire
Structuring a clear, calm, and trustworthy user experience

Achievements

Positioned the website as a trusted reference within its niche through a cohesive brand experience and well-structured content architecture.
Achieved first-place organic ranking on Google Brazil for the keyword “moisés de crochê” within one year, despite the brand and online presence being built entirely from scratch.
Aligned UX, content strategy, and SEO best practices to drive organic visibility without compromising brand sophistication or user experience.
Established a strong digital foundation that supports long-term brand growth and scalability.

Project goals

Brand Goals

Build a refined, timeless visual identity
Position the product as a premium handcrafted brand
Ensure consistency between brand narrative, aesthetics, and experience

UX Goals

Create a smooth, welcoming, and trustworthy experience
Reduce uncertainty and cognitive friction for expectant parents
Clearly communicate product value and differentiation
Guide users naturally through the brand story

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UX Research & Strategy

Persona & Target Audience Study

A persona study was conducted focusing on middle-to-upper-class women, mothers or expectant mothers, with strong aesthetic sensitivity and a high level of concern regarding safety, materials, and craftsmanship.

Key behavioral insights:

Appreciation for refined, minimal aesthetics
High expectations for product finish and visual coherence
Preference for calm, informative, and well-structured content
Strong emotional connection to brands that convey care and credibility

Brand Concept

The Moisés de Crochê brand was designed to balance delicacy, comfort, and sophistication. The visual system combines the warmth of handcrafted work with a clean, contemporary, and elegant aesthetic.

Brand Elements Developed

Logo design
Color palette
Typography system
Visual guidelines
Brand ambiance
Tone of voice and messaging

Visual Direction

Soft yet refined color palette
Editorial-style typography with high readability
Intentional use of white space to convey elegance
Photography focused on texture, natural light, and detail

Brand Language & UX Writing

The brand language was carefully crafted to address a discerning audience, emphasizing clarity, empathy, and reassurance. UX writing avoids excessive emotional appeal and focuses on balance, credibility, and care.

Brand Identity & Experience Design

Scale and Contrast Study

Information Architecture

Clear and intuitive navigation
Well-defined content hierarchy
Natural reading flow
Reduced cognitive load

Interface Design

The interface was designed to support the product, not compete with it. The goal was to create a serene, cohesive, and refined digital experience that reinforces brand value and trust.

Key UI principles:

Clean layouts
Emphasis on readability and content scanning
Visual rhythm and balance
Product-focused imagery

Implementation

The website was implemented on the Wix platform, leveraging its flexibility for customization, responsiveness, and SEO best practices, while maintaining consistency with the brand’s visual and experiential guidelines.

UX/UI Design

Key Learnings & Professional Growth

This project reinforced the importance of treating UX as a cross-disciplinary practice, connecting branding, content, and interface design.

Moisés de Crochê represents my approach as a senior UX/UI professional: leading projects holistically, aligning emotional design with strategic thinking, and delivering experiences that elevate both product and brand perception.