Mulher Real

The challenge

Mulher Real is an 8-week mentoring program for women who handle everything and still feel lost. The page had to welcome before selling and talk about identity and balance without falling into self-help clichés.

The solution

I used olive green, linen and gold, with leaves and paper textures that recall a journal. Headlines in Cormorant italic sound like a conversation ("You are not tired. You are misaligned.") and the pain comes before the offer, in short blocks, so the reader recognises herself before reaching the button.