Espai Feilen: Social Media, Branding, Web & Content System

Dojo Feilen Meishukan is a martial arts school in El Clot, Barcelona, run by Michelle Feilen, Shihan 6th Dan Aikikai: aikido, children's judo, Brazilian jiu-jitsu, karate, Katori Shinto-ryu and yoga. Thirty years of history, a kanji seal and a loyal community, but every poster, post and page looked different and new students arrived by word of mouth only. One pack, three phases: the identity, the Instagram, web and booking funnel, and the content system that keeps it alive.

Kanji seal as avatar, a bio that names every discipline in one line, a raspberry button straight to the booking funnel, highlight covers with one kanji per discipline. The grid is planned one week per row: one day, one discipline, Monday aikido, Tuesday children's judo, Wednesday BJJ, Thursday karate, and so on, each in its own color so a parent scanning the feed knows which class a post is about without reading. A story in the morning, a post in the afternoon.

Four story templates and seven post templates cover everything the dojo needs to say: class reminder, technique of the week, teacher quote, student milestone, event, schedule change, trial class invitation. Each is a Figma component with locked type and color and free slots for photo and text. Story templates have a Jitter version: the ink stroke draws itself, petals fall, the kanji seal stamps in.

A palette built around Frambuesa, a deep raspberry, with Sakura pink, Papel and Niebla as the quiet neutrals and Tinta, a warm near black, for text. Lora for titles, Source Sans for everything else. Three motifs: a single ink stroke, falling petals and the Meishukan kanji seal. Three values written down, Sencillo, Respetuoso, Acogedor, and a yes and no list for the tone of voice: plain Spanish, no martial cliches, always an invitation to come and try.

The site rebuilt around one action, Clase de prueba: menu by discipline, schedule, the teacher page, same palette and type as the identity. A three step funnel, what do you want to try, when can you come, confirmation, reachable from any story, post or the web button. The confirmation screen gives a WhatsApp link, add to calendar and directions. Static front end, no CMS; the form posts to an n8n workflow that writes the booking to a sheet, sends the WhatsApp confirmation and a reminder the day before, and tells the teacher who is coming.

An n8n workflow reads the weekly calendar, drafts each caption with the tone rules from the style guide, picks the right template and sends a preview to the teacher on WhatsApp for a yes or a tweak. New disciplines, seasonal campaigns, event posters and a monthly review of what worked: this part never finishes.

Figma for identity and templates, Jitter for motion, hand-coded web and funnel, n8n and Python for the automation, Claude Design for concept boards.