Desafio 21 Dias

The challenge

The 21-Day Challenge helps people who freeze when it is time to record a video and show up online. The page had to speak to shame and the fear of being judged in a light way, and turn that into sign-ups.

The solution

The logo uses the red record button in place of the "D", and that red guides the whole page: stage light in the hero, ribbons with the challenge name and the call-to-action button. The pain questions appear as checkboxes ("tick here") so people recognise themselves before seeing the offer.