UX/UI Design · 2023

Vertikal, a System Built to Grow

The real problem

I started working with Vertikal when the whole operation fit in the living room of their founders' house. Years later they came back to me, now with a presence in El Salvador, the United States, and the Netherlands. Their website still spoke like the earlier version of the company. It didn't reflect the scale they had already reached.

They trusted me to rebuild the project from the ground up, not just the site, the entire visual identity.

The strategic decision

I didn't use AI on this project. In 2023 it wasn't the tool it is today. The direction came from researching companies with similar characteristics and looking at global tech references, not just local competitors. From there I defined the criteria: simple, powerful, and built to project the kind of trust that helps close leads.

I carried that same criteria into the new logo, the full brand ecosystem, and part of the portal where Vertikal manages their clients' projects.

The system

I delivered a Figma file with the complete design system: visual identity, full website (home, solutions, case studies), and the screens the Vertikal team needed to build it with full autonomy. It wasn't an isolated piece. It was the foundation the company could keep building its digital presence on.

The result

The feedback was direct: CEO Pablo Donan confirmed the brand and the site finally reflected the scale the company had already reached.

Closing note

Watching a company grow from a living room to three countries, and being trusted to finally make its brand look that big, doesn't happen often.