löwna

löwna is a creative studio that builds landing pages, sites, reels and social kits for brands that want a real presence online. Our promise is that all of it comes from one visual system, so the studio had to prove that on itself first. With no client to answer to, we ran it like one: a written strategy, a brand manual, a production site, an internal CRM and a repeatable content pipeline, all in a single year.

The identity turns on one heavy, unmistakable wordmark and a gradient of deep blue and signal red. Everything else is held back on purpose: Manrope for all text, 1px lines, corner marks, square edges, and a red that never exceeds five percent of a piece. The guidelines go past the logo and into voice, text hierarchy, components and motion, with contrast tested for each colour pairing, so a new reel or post doesn't need a design review to stay on brand.

A studio's site can't just describe good work. The hero goes straight to the wordmark at full width, a live reel of projects plays in its corner, and the service list works as navigation. The page alternates between dark and light as you move from statement to work, using the same rhythm the brand manual prescribes for posts. It's fully in production at lowna.com.br, designed and built by us, with no template underneath.

Prospecting local businesses from a spreadsheet stopped working once more than one person was involved, so I designed and built a CRM around how we actually sell. The pipeline has a stage most tools don't: Pré-design, where a rough version of a lead's new site is made before the first message and saved on the lead, so outreach starts with proof. Deliverables, follow-ups and activity live on a single panel, with keyboard shortcuts and bulk actions for the repetitive parts. Being my own client meant every rough edge reached me the next morning.

Consistency on social is an operations problem. Carousels are built from a coded template system that reads the brand's tokens directly, and reels are composed in Remotion, so a change to the brand reaches everything at once. Every approval and rejection goes into a shared taste log that becomes rules for the next batch, which means the system gets better at sounding like us over time.

Holding brand, product and production in the same hands removes the translation step between them. The brand tokens that style a post are the same decisions that style the site and the CRM. löwna taught me to write a system down before scaling it, and that an internal tool deserves real product thinking, because your own team is the most honest user you'll ever have.