Daniel Esquivel
LUCTA
(the question)
How do you launch a new brand to the people who have to live it before anyone else sees it?
(the idea)
Reveal it from the inside. A one-page manifesto for the team, where the brand’s dots come alive, the purpose speaks in three languages, and every idea can be liked, so the company sees what lands.
(services)
Web design · UX/UI · Art direction · Interaction & motion
(client)
Lucta
(role)
Lead designer, web
(year)
2025
01 · INSIDE FIRST
Lucta had a new identity and a new purpose, and a workforce spread across Europe, the Americas and Asia that had to believe it before customers ever heard it. The brief was a temporary page with no reference and no previous version. It had one job: make the purpose felt, not just read.
02 · FROM MARK TO MOVEMENT
The new identity is built on dots. On screen they became particles that gather, split and settle as you scroll, so the page behaves the way the brand is drawn.
03 · READ IT, HEAR IT, LIKE IT
Purpose, manifesto, guiding principles and values, in English, Spanish and Chinese. The manifesto comes with a voiced film; every principle can be liked, a simple signal of which ideas the team stands behind. A QR code printed in the employee notebook brings people from paper to the page.
(the result)
From blank page to live in about a month, in three languages, ready for the internal campaign launch.
