A Spanish-First Website for RIOwell
Turned a new wellness club's public Instagram material into a bilingual website concept with one clear path to WhatsApp.
From Instagram fragments to a working pitch
RIOwell was preparing to open a neighborhood recovery and wellness club in Núñez. The business had a new Instagram account full of useful material, but no website that brought its offer together.
I treated the website as the pitch. I researched the public source material, shaped the product story, designed the experience, and shipped a responsive Spanish-first preview before contacting the business.
A neighborhood club needed one clear story
The club combined small-group movement classes, sauna, cryotherapy, massage, recovery equipment, memberships, and a social patio. On Instagram, those ideas were spread across posts, highlight slides, and a narrated facility tour.
A prospective member still needed clear answers: what is this place, which experience fits me, and how do I start?
The public source material set the boundaries
Build from the real business, not a generic wellness template.
I captured and reviewed 50 public media files, preserved the club’s Spanish copy, and organized the service catalog, membership structure, location details, brand language, and gaps in the available information.
Treat missing information as a product constraint.
Prices and class schedules were not public. Instead of filling the page with estimates, the final concept explains the offer and routes those questions to WhatsApp.
Use stronger imagery without inventing business claims.
The existing social photography was not strong enough to carry a premium web experience. I developed a calm editorial image direction while keeping every statement about services, memberships, and the space tied to the public source material.
A calm visual system for a premium offer
The final direction is warm, restrained, and softly premium. Large editorial typography and generous space create calm. The hero gives visitors one clear promise and one action.
The page follows how a member decides
Organize the story around move, recover, and belong.
The page introduces three paths before expanding into movement classes, recovery services, the club experience, memberships, and the visit section. That structure follows the founder’s description of the space.
Keep one primary conversion path.
Early versions repeated WhatsApp controls too often. The final pass reduced them to deliberate points in the header, hero, memberships, and closing section.
Make the neighborhood location tangible.
The visit section includes the real address, opening hours, transport context, and a lazy-loaded Google Maps embed so the site answers practical questions before the conversation starts.
Movement feels guided, not performance-heavy
Movement needed to feel approachable rather than performance-heavy. The section uses the club’s five activity types, small-group positioning, and close-guidance promise within a quiet editorial layout.
Recovery shifts the atmosphere, not the system
Recovery shifts into a cooler sage field and warmer, lower-light imagery. The change in atmosphere separates restoration from training while keeping both parts of one coherent brand system.
A working Spanish-first preview
The result is a working website concept, not a static mockup: two language routes, responsive navigation, measured motion, WhatsApp handoff, and location details deployed on Cloudflare Pages.
Fifty public assets became one usable content system.
Posts, highlights, captions, comments, and a founder walk-through were captured, reviewed, and mapped to the page before design began.
One shared site supports Spanish and English.
The Spanish-first route and English route use the same Astro component and a typed copy layer instead of duplicating the page.
WhatsApp stayed the single primary action.
The site answers the questions supported by public information, then routes availability and pricing conversations to the club's existing channel.
The experience was designed for a phone-first audience.
A full-screen menu, icon-only mobile action, deliberate image crops, and responsive spacing keep the long-form story usable on smaller screens.
The pitch stays calm on mobile
The phone layout uses a compact wordmark, a three-line menu, an icon-only WhatsApp action, and crop-specific imagery. The long page remains calm and readable without reproducing the desktop navigation at a smaller size.
A credible pitch, without invented results
The project turned an Instagram presence into a complete public website preview and gave the pitch a tangible artifact instead of a promise about what I could build.
It was an independent cold-pitch project and was not adopted by the business, so I do not claim customer, conversion, or revenue results. The evidence is the research discipline, the product decisions, and the working responsive site.
Have a product priority that needs an owner?
I join B2B SaaS teams on contract to ship the features, internal tools, and integrations already on your roadmap.