Woop Comunicação is a full-service integrated marketing agency with 50+ professionals in Brazil.
Over 15 years they've partnered with billion-dollar companies across logistics, consumer goods, construction, and tech. In 2024, after a full rebrand, they needed a website that matched who they'd become.
Woop's hardest problem wasn't visual.
It was translation.
The agency had a genuinely differentiated methodology, multi-layered and abstract: integrated intelligence, innovation, strategic thinking. Internally, everyone understood it. Externally, it was invisible. Prospective clients couldn't tell what Woop actually did, how they worked, or why any of it justified the price. The methodology that won contracts in person disappeared on the website.
There was also no about page, no careers section to attract talent, and no service architecture. A new brand had been defined; it needed a structure that could carry its weight.
I came in as the sole designer, owning UX and visual design from scratch.
The copy came from Woop's team; my job was to structure it, prioritize it, and make complex ideas land simply without losing their depth.
The methodology section was the core of the work. Abstract pillars usually die in one of two ways: buried in bullet points, or flattened into generic icons. I set a hard constraint to avoid both: no icon could literally represent its concept. No pen-and-paper for "research". No lightbulb for "innovation". Instead I designed an orbital iconography system from the visual language of the new brand, where every icon worked metaphorically but stayed immediately readable. A system with rules, not a set of illustrations.
The client expected conventional and pushed back at first. Every questioned element got explained with reasoning, and the system held through two clean rounds of revision. Seven-plus pages shipped: about, case studies, careers, and a services architecture the agency had never had.
Three decisions held this system together.
The constraint came first. Abstract pillars die as bullet points or as generic icons, so I set the rule before drawing anything: no icon could literally represent its concept. No lightbulb for innovation, no magnifying glass for research. The trade-off: every icon got harder to design and harder to sell. What it produced: an orbital system where each icon works as a metaphor and still reads at a glance.
Structure the client's copy instead of rewriting it. The voice was theirs; the hierarchy was the problem. On the table: rewrite the methodology in plainer words, or keep their words and redesign how they land. I kept their words. The trade-off: I gave up the easy clarity a rewrite would buy. What it produced: a site that still sounds like Woop and finally reads like a sales argument.
Hold the system through pushback. The client expected conventional and questioned the icons early. I could soften the system or explain it. I explained it, element by element, with the reasoning behind each choice. The trade-off: slower rounds and harder conversations. What it produced: two clean revision rounds and a site still live largely as designed.
The site launched in 2024 and remains live largely as designed.
No hard metrics were disclosed, but multiple clients reported it raised their perception of Woop's credibility and professionalism, which is the entire job of a website pitching to billion-dollar companies: making the invisible methodology legible before the first meeting.
