Designing a welcoming digital experience for a family-run Italian agriturismo.
Freelance (2025)
Signage
La Campagna di San Francesco is an agriturismo in Umbria, Italy, that opened in 2024. It occupies an 18th century casale — a rural farmhouse — and sits at a geographic center point that makes it a natural base for exploring the region and the country. What distinguishes it from comparable properties isn't a luxury price point or a curated aesthetic. It's the quality of the human interaction: guests are treated less like customers and more like locals who happen to be staying over.
Role: brand identity, UX, web design and build, print and email communications
Tools: Adobe Creative Suite, Figma, Framer
⚡ Interactive prototype. Try it out!
THE PROBLEM
When the property opened, it had no digital presence of any kind — no website, no visual identity, no booking infrastructure. For a new hospitality business entering a market where guests research and decide almost entirely online, this wasn't just a gap in marketing. It was a structural barrier to being discovered, understood, and trusted before arrival. The challenge wasn't just building something. It was building something that could communicate warmth, character, and a sense of place to someone who had never been to Umbria.
THE APPROACH
I came in at the strategy level, not just the execution level. Before any visual decisions were made, I worked on understanding what the business actually needed to communicate and to whom — a mixed audience of Italian and international travelers looking for comfort and countryside without the detachment of a luxury property. From there I shaped the brand identity, the content structure, and the information architecture of the website simultaneously, treating them as one problem rather than three separate deliverables. The site was built in Framer, which allowed me to design and implement in the same environment and iterate quickly against real content.
Logo
Touchpoints
Signage
THE RESULT
The result was a complete digital and physical communication system built from scratch: a visual identity, a Framer-built website with a booking flow designed to support decision-making rather than just facilitate transactions, email communications, and on-site print materials. Every touchpoint was designed to extend the same feeling — the warmth of being treated like a local — into contexts where no staff member is present to deliver it.
CONCLUSION
The business launched with a coherent presence across all guest-facing surfaces. The website serves as the primary discovery and conversion tool for both domestic and international guests, and the on-site materials maintain continuity from the moment of arrival through the stay.
