PRANA

Concept

When someone searches for "advertising agency Paraguay", what they find decides whether they call or not. That is this site's job: turning a reputation built over 25 years into something a marketing manager can review in five minutes on their phone, on a Thursday night, before sending the email that opens a pitch.

And it does that by showing, not telling. Work is a grid of real cases with client and category in plain sight. Clients is the shortest and strongest argument an agency has: 60 brands sorted by sector, where a visitor sees at a glance that PRANA works in the sector they come from. Blog is the agency talking about its own craft. Every case, client and post is loaded from the back end, so the team publishes a project the same day it goes live: an agency site that keeps updating says "we are working"; a frozen one says the opposite.

White, black and an electric purple as the only brand colour, with monospaced type for headings and navigation so that the colour comes from the work. The case pages invert the scheme: a full-bleed cover with the campaign's own aesthetic, so the site takes on the tone of each campaign instead of imposing its own. It is the public face of the area I lead, and the piece that links the rest of the in-house ecosystem: Retina, with its own site, and Desk, where that same team manages the work later shown here.