Gustavo Vázquez has spent twenty years studying how cultural shifts show up later in what people buy. He did it inside companies like Firmenich, Cargill and Cadbury Adams, and today he works under his own method, Coolture Codex. Food and consumer brands across Mexico and Latin America bring him in to understand where their categories are heading, through keynotes, written Visions and programs he runs with their teams.

Before this project Gustavo didn't have a website. Clients knew him from his talks, but there was no single place where someone could understand the method, read the Visions and ask him to speak. For someone whose job is seeing things before everyone else, being hard to find online was an odd position to be in.

I designed and built the site in Framer in two weeks, working on my own. It's written in Spanish, for executives and innovation teams across Latin America.

The real challenge was structure. Coolture Codex has four forces of change, nine areas it keeps an eye on and a path that takes a single observation all the way to a finished Vision. I gave each layer its own section, so the page moves from the big forces down to the details in the same order Gustavo works through them.

#SeñalesVivas, his observatory of video essays, runs on the CMS. Each essay is tagged with the area it belongs to, and Gustavo publishes new ones himself.

Keynote requests and sign-ups for upcoming Visions go straight into HubSpot. A new contact ends up where he already follows up, instead of sitting in an inbox waiting to be copied over.

A first website, and one he runs on his own. He publishes new signals and launches new Visions without waiting on anyone, and the next one, Barrio Trendy, is already announced on the homepage.