Luca DS

Building a coaching brand with a partner, ready to move from Instagram to an owned digital and commercial proposition.

AI-assisted art direction and editing using authorized material

The starting point

Context before interface.

The proposition needed to speak to people who already train but remain stuck, structure a 1:1 offer and future entry product, and retain Luca’s direct voice without magical promises.

What I built

The response I built.

I developed positioning, offer architecture, copy, the Instagram journey and an editorial art direction from authorized material.

Key decisions

Decisions that explain the solution.

These are not attributed outcomes; they are verifiable choices in the process and implementation.

01
Speak to a specific audience
The proposition focuses on people who already train but do not see their effort reflected, rather than anyone who wants to get fit.
02
Separate two levels of offer
The 1:1 coaching and future protocol serve different levels of need and commitment.
03
Keep Instagram as the initial close
The first version uses Luca’s current channel and avoids adding a CRM, form or scheduler before operations are defined.

Evidence of the work

Screens and authorized material.

Authorized photograph from the real progress case supported by Luca — Authorized 62 kg → 71 kg case · period and context not yet documented

Verified scope

What exists in this version.

Single-page landing
Method, story and objection handling
1:1 offer and upcoming entry product
Fit filter and FAQs
Instagram calls to action

Current status and limits

What I do not present as finished.

The landing has not launched commercially.
There is no analytics, CRM, scheduling, payments or digital product delivery.
The 62 kg → 71 kg case is real and authorized, but its full period and context are not documented.

Verified outcome

Current state, without rewriting it as a final success.

01
A commercial and visual system agreed by both partners.
02
A public prototype prepared to evolve before launch.
03
There are no attributable traffic, inquiry or sales metrics.

Next project · 06

Creative portfolio · Editorial directionLourdes Mirada

Portfolio approved · Activation pending

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