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.
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.
