Alejandro Gonzalvez

Chosen, not collected.

Each one is a business problem, the thinking behind it, and what shipped. Confidential engagements for Stripe, Samsung, and Amnesty International live on the experience page.

01

Turning an abandoned website into a fundraising platform

Nonprofit, digital fundraising

Decades of community trust, and a site that could not take a donation. Strategy, leadership alignment, and a rebuilt giving experience.

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  • The original donate page on a desktop: a row of eight share icons above a banner image, then paragraphs of text.

    Before

  • Eight ways to share it

    The donate page opened with a share row.

  • The original donate page on a phone: navigation, a phone number, five social icons and a search, then eight share icons, before any content.

    Before, on a phone

  • Nineteen taps first

    Controls between the top of the screen and the first sentence.

  • The rebuilt donate page on a phone, headlined Make a Difference Today above Donate Now and Make a Tribute.

    After

  • Two buttons

    Donate now, or make a tribute.

  • The rebuilt giving page on a desktop display, headlined Empower Your Cause above two buttons.

    After, on desktop

  • The original Ways to Give page on a phone: a banner, a heading, and body copy with no call to action in view.

    Ways to give, before

  • The rebuilt Ways to Give page on a phone, headlined Make a Lasting Impact With Your Generosity above a single donation button.

    Ways to give, after

  • +34% online giving

    And mobile use up 27% over the year.

02

Making a concierge's website act like a concierge

Luxury travel, strategy to design

A luxury concierge whose beautiful site never asked. Audit, strategy, copy, and design, solo and shipped.

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  • The original site on a laptop: centred paragraphs, no call to action.

    Before

  • 01 Audit

    Page by page, desktop and mobile.

  • The redesigned Memento Rome homepage on a desktop: Your private key to the Eternal City over the Colosseum at night.

    The redesign, desktop

  • 02 Strategy and copy

    Your private key to the Eternal City.

  • The redesign on two phones: the dark hero, and the locals section.

    On a phone

  • 03 Design

    A warm editorial system, handed to the client's developer.

  • Two tablets showing the experiences grid.

    The experiences grid

  • Style guide page showing the main palette.

    From the style guide

03

Launching a clinical-grade oral care brand in Gen Z's language

Consumer, brand and e-commerce

A dentist's idea built from zero at 154 Agency: identity, packaging, store, and launch campaigns.

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  • Built from zero

    No brand, no products, no store. Just credibility.

  • A spread from the Doctor Gabe brand book.

    The brand

  • Doctor Gabe packaging: mouthwash, toothpaste and a brush beside a printed mailer box.

    The packaging

  • The Doctor Gabe store on a desktop display, headlined Free Shipping On All Orders beside the mouthwash, brush and toothpaste.

    The store

  • The Glow Up Essentials product page: the three-item kit with its price, quantity stepper and Shop Now button.

    The product page

  • The store on two phones: a free shipping banner over the products, and the three-step essentials.

    On a phone

  • Identity, packaging, store

    And the campaigns that launched it.

  • The Essentials page explaining the toothpaste, toothbrush and mouthwash in three numbered steps.

    Three steps

  • The founder's own network

    Direct lines to some of Gen Z's biggest creator audiences.

  • The Glow Up Squad page: polaroid photographs of creators holding the Doctor Gabe box.

    The Glow Up Squad

  • The Doctor Gabe Instagram grid on a phone: product, ingredient and lifestyle posts in the brand's mint and cyan.

    Social

04

Making a promising cancer therapy feel human

Biotech, brand and digital

A cold clinical brand made warm ahead of Phase 3 trials: 2.8M monthly impressions at a $2.08 CPM.

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  • The RenovoRx homepage on a laptop: the line Delivering Therapy Where it Matters over warm family imagery.

    The site

  • Warming a clinical brand

    Eight months, ahead of Phase 3 trials.

  • The RenovoRx wordmark: RENOVO beside RX, divided by a rule.

    The mark

  • The redesigned RenovoRx site: warm family imagery over the line Delivering Therapy Where it Matters.

    Clinical pages, made warm

  • Every word cleared

    Through a regulatory review board.

  • The RenovoRx social feed on a phone: trial updates and webcast invitations over the brand's deep blue.

    Social presence

  • The investor deck on a tablet, headlined Delivering therapy where it matters.

    Investor materials

  • From awareness to advocacy

    2.8M average monthly impressions at a $2.08 CPM.

05

Turning a neighborhood restaurant into a destination

Case study in production

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