Strategic Web Designer & Art Director for B2B and Tech companies.
Argentina
Joined February 2023
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Played with an editorial layout for a skate culture feature, no rules, just fun. The sliced photo effect and the heavy, all-caps headline were the starting point, and everything else came out of that.
Let me know which one is your favourite
There is talk that the value that human beings are going to bring, now that we delegate intelligence to AI, is going to be intuition and emotional intelligence. I think it's right, an AI can't have emotions or feel, at least for now.
I think that a brand that doesn't connect on an emotional level with your audience will not be different from the rest.
That is why creativity and the creation of concepts with purpose is going to be worth more, it is what will make a brand unique.
Going back to the basics and maintaining them as principles of creation is going to be the way to go and the great differential.
What do you think?
Are you ready for branding that truly reflects the level of your business? Let’s connect: cal.com/ivan-willenberg-vdlf…
Creativity goes from chaos to order, not the other way around.
You have to give chaos time to tidy up, a large part of the creative process is knowing how to manage that time and give the necessary space for each piece to take its place.
Don't be afraid of chaos, trust it, it will be organized as you work consistently.
Don't give up on chaos
Website design for Atelier Monolit, an architecture visualization studio.
Editorial design exploration
I totally agree with this!
Sure, a client could vibe design and code their own site, or any addition to it, but I still go to the barber and I'm happy to pay a good price for it.
Could I cut my own hair? Yes.
Would I look like shit? Also yes.
DIY has always been around. AI just made it easy to apply to the digital world. But DIY is always going to look like DIY.
Serious brands get this. They know their site is often the first impression people have of them, and they'd rather pay someone who does this every day than ship something that looks homemade. Those are the clients I work with, and they're not going anywhere.
SUGA is building cutting-edge technology for the fintech ecosystem. Their logo didn’t say that.
It didn’t represent the product or the team.
A rebrand closes the distance between what you build and what people think you build.
If your value proposition sounds like everyone else’s, prospects will only compare you on price.
Too many Fractional CFO websites use the same generic headline:
“Fractional CFO Services for Growing Businesses”
Why this hurts conversions
1- Zero differentiation: It describes the category, not the outcome.
2- Vague targeting: "Growing businesses" applies to a local bakery or a $10M SaaS.
3- No authority: It positions you as a commodity, not an executive partner.
The Solution: Precision Positioning
For Crestview Advisory, I turned vague copy into a high-converting hero section.
Headline: The Strategic CFO Partner for $1M–$10M B2B Companies.
Great B2B web design isn't just about sharp visuals, it’s about message architecture and positioning clarity.
Does your hero headline describe what you do, or the exact outcome you deliver?
My own website went 3 years without an update. It showed my work, but never explained who I work for.
So I redesigned it: one headline, one main action above the fold, and a shorter page.
Less to read. More reasons to act.
Take a look! ivanwillenberg.com/?v=2
A few weeks ago I published REVAI as a landing page concept.
Today it's a real template you can use for your product.
An animated, fully responsive landing page template for AI and SaaS products, built in Framer.
Animated headlines, scroll reveals, a contact page and a Design System guide included.
Grab the template here: framer.com/marketplace/templ…
We are in days where the tool matters more than the designer. I wonder what the tool would be without the designer..