a click
shouldn't
be a leap
of faith
shouldn't
be a leap
of faith
Make it clear.
Make it easy to choose.
Make it easy to choose.
a click
shouldn't
be a leap
of faith
Make it clear.
Make it easy to choose.
Make it easy to choose.
Something’s
limping.
limping.
Meet the limping pigeon.
It’s not me.
It's your
customer
.
It's your
customer
.
It’s not me.
Meet the limping pigeon.
Something’s
limping.
limping.
Not because they
don’t want to buy.
Because something
made them hesitate.
Not because they
don’t want to buy.
Because something
made them hesitate.
that hesitation?
That’s friction.
that hesitation?
That’s friction.
Too much to read.
Too much to choose.
Too much to figure out.
Too much to remember.
Too much to think about.
Your customer
shouldn’t have to
shouldn’t have to
work this hard.
Too much to read.
Too much to choose.
Too much to figure out.
Too much to remember.
Too much to think about.
Your customer
shouldn’t have to
shouldn’t have to
work this hard.
out.
friction
the
I design
Clearer message.
Easier choices.
Less hesitation.
I work where people hesitate.
01 / BRAND
When people don’t get it, they don’t choose it.
Positioning, identity and messaging that make the choice feel obvious.
02 / WEBSITE
When people have to figure out what to do next, they leave.
Websites that make the next step clear, easy and worth taking.
03 / EXPERIENCE
When it feels like work, people stop.
Less friction, fewer dead ends and an experience that feels easy from start to finish.
I work where people hesitate.
01 / BRAND
When people don’t get it, they don’t choose it.
Positioning, identity and messaging that make the choice feel obvious.
02 / WEBSITE
When people have to figure out what to do next, they leave.
Websites that make the next step clear, easy and worth taking.
03 / EXPERIENCE
When it feels like work, people stop.
Less friction, fewer dead ends and an experience that feels easy from start to finish.
Less theory. More proof.
01 / ANCORA HOTEL · FINISTERRE
From dated to unmistakably Finisterre.
THE WORK
Brand identity. Brand voice. Website. Digital guest journey.
One clear identity across the website, booking platforms and social channels – creating a digital experience as distinctive as the place itself.
THE SHIFT
From fragmented touchpoints to one recognisable experience.
Website, booking platforms and social channels brought into one consistent visual and verbal language.
02 / BUY THE END OF THE WORLD · FINISTERRE
How do you sell the End of the World?
THE WORK
Campaign concept. Storytelling. Multilingual digital experience.
A property sale turned into a story worth stopping for – built around the mythology of Finisterre and designed to work across three languages.
THE SHIFT
From property listing to a story people want to enter.
Instead of selling square metres, the campaign sells possibility – a rare chance to shape what comes next at the End of the World.
03 / ALBERGUE DE SONIA · FINISTERRE
THE WORK
THE SHIFT
Small place. Proper presence.
Brand refresh. Website.
Digital presence.
Digital presence.
From simply being there to being worth remembering.
A refreshed identity, colour palette and website – giving a small local albergue a clear, welcoming and consistent digital presence.
A more distinctive identity and clearer website make the albergue easier to recognise, trust and choose before guests ever reach Finisterre.
THE HUMAN BEHIND THE PIGEON
Hi, I’m Kai.
I design clarity into brands, websites and digital experiences.
Using behavioural science to find where people hesitate, what creates friction and what makes the next step feel obvious.
Based in Finisterre, Galicia, Spain. Working wherever clarity is needed.
Make it easier to
say
yes.
Your customer is already trying.
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