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The network for creativity
Join 1.25M professional creatives like you
Connect with clients, get discovered, and run your business 100% commission-free
Creatives on Contra have earned over $150M and we are just getting started
Related posts
This is a dope Halloween video 👏
Your website looks good. So why isn’t anyone getting in touch?
Most websites are built to impress. Not to move people forward.
There’s a difference. And it starts with the brief.
Most founders brief their designer on aesthetics. Colours, fonts, feeling. Nobody briefs on the journey. What should someone feel in the first three seconds? What’s the one action you want them to take?
If those questions aren’t answered before design starts, the website will look right and work wrong.
I’ve spent years studying how people behave on websites before I started designing them. The biggest thing I learned: conversion isn’t a feature you add at the end. It’s what the design is for from the beginning.
Does your website move visitors forward or just describe what you do?
The Weight of a Small Thing: A Saffron Brand Story for Pinterest
An independent creative concept for a six-generation saffron farm in La Mancha (Azafranes Manchegos). Not commissioned by the brand.
Saffron is not just an expensive spice you take out for special occasions. It is a tiny amount of product with its own territory, a long path from flower to thread, and the power to change the character of a dish.
Strategy: make saffron less of a special occasion, and more of a thing people know what to do with.
Problem → Insight → Idea:
Problem: saffron is admired but rarely used. The jar waits in the cupboard for a special day.
Insight: the brand already has everything to answer "how?": threads and ground saffron, dosage and cooking advice, recipes, and the KARKOM line with DOP Azafrán de La Mancha.
Idea: a Pinterest story in two acts. Act one, origin: the field, the flower, three threads. Act two, use: an ordinary day, the jar on the shelf, the family recipe, how much you actually need, the good plates on the table.
This is a strategic direction, not a repositioning. A full brand decision would need the brand's commercial goals and audience data.
8 pins, one mood, one story. I create story-led Pinterest series for small natural and food brands.
