PESLAC

Dairy brand · Boyacá, Colombia
Project type: Digital transformation & brand presence
Role: Digital Designer & Visual Strategist
Timeline: Long-term collaboration

Digital Presence, Website & Growth-Focused Visual Strategy

Peslac was one of ten dairy companies selected as part of a project led by the Secretary of Industry, Commerce and Tourism, aimed at strengthening the digital presence of local dairy brands in Boyacá. I was hired to design and develop websites for all ten companies. During this process, Peslac stood out due to the quality of its products and brand potential, despite having very low brand recognition and an unprofessional digital presence.

Website As a Foundation

The first stage of the project focused on designing Peslac’s website as a central digital asset. The goal was not only to present the brand, but to create a professional commercial platform that could support future marketing and sales efforts.

After the website launch, Peslac decided to continue working with me to further develop their digital marketing and overall brand presence.

The Problem

At the beginning of the collaboration, Peslac’s digital presence was fragmented and inconsistent.
Key challenges included:
– No professional product photography or visual archive
– Lack of a clear digital catalog for sales and distribution
– Minimal brand recognition beyond the local market

Image provided by the client at the beginning of the project.

Digital & Visual Strategy

The strategy went beyond aesthetic improvement. The focus was to build a professional digital ecosystem that could support both brand positioning and commercial growth.
Key strategic decisions included:
– Improving and retouching existing product images to reach an acceptable professional standard
– Creating a consistent visual language for social media and digital materials
– Developing a digital product catalog to support sales conversations
– Designing campaigns not only to promote products, but to attract distributors, points of sale, and franchise opportunities

Social media & campaigns

Social media content was designed to balance brand storytelling and commercial objectives.
Seasonal campaigns (such as Halloween and Christmas) helped increase visibility and engagement, while other campaigns focused on positioning Peslac as a reliable supplier for smaller retailers and franchise partners.

Improved digital presence and targeted campaigns:

– Peslac strengthened its brand perception at a national level
– The website became the company’s main commercial presentation tool
– Social media campaigns supported the sale of multiple franchise opportunities
– The brand expanded its network of points of sale and smaller commercial partners

This project reinforced the importance of digital assets as a growth driver for emerging brands. While image editing allowed the project to move forward, the experience highlighted how professional product photography could further enhance credibility and conversion. The project evolved from a simple website delivery into a long-term digital growth strategy.