How I unified Baruel, Baruel Baby and Tenys Pé into a single Digital Hub, with +400% growth in unique users.
Product Design
UX Design
Brand Consolidation
Digital consolidation project for the three brands of the Baruel group (Tenys Pé, Baruel Baby and Baruel Repelentes) into a single Digital Hub focused on foot care education. I worked as a Product Designer, in direct partnership with Renata Deos (Head of Digital and Project Lead at Baruel) and Infomedia (the agency responsible for development and content).
Problem
Baruel operated two domains competing with each other for audience and media investment, and one of them was
Solution
To accommodate the visual diversity of the three brands under one umbrella, I respected the branding guidelines already defined for each one (intense blue for Baruel, pastel light blues for Baby, orange for Repelentes), using this color identity as the common thread of each channel within the hub. This gave each brand its own visual voice while keeping the site cohesive as a whole.
Process
I structured the information architecture around consumer goals (sweat and odor, dryness, sore feet), which let users reach the right solution regardless of which brand provided it. Each brand kept its own content structure, organized around the treatments and symptoms its products address, the existing product lines and the educational content specific to that universe. I also designed the structure of the blog, created to build organic authority with daily content about foot health, well-being and mobility, including partnerships with specialists, with a hierarchy designed to support the SEO strategy based on the main pain points and search terms identified with consumers and specialists.
Result
Consolidation of three brands and two fragmented domains into a single cohesive Digital Hub, with one website for all brands. The impact was significant: +400% growth in unique users comparing 2024 and 2025.
