Empedril is a Paraguayan family company founded on 28 March 1971, part of the J3 group — agriculture, livestock, real estate, and commercial and financial activity.
Four business lines and two audiences that barely overlap: agricultural and livestock buyers on one side, real estate and investment on the other. Presented as an org chart it reads as a conglomerate with no centre. It needed to read as one family that has been doing this since 1971.
The structure was agreed at wireframe stage, before a single photograph existed — flat blocks, grey placeholders, and the Nosotros sub-navigation already resolved into Misión-Visión, Valores, Establecimientos and Objetivos 2026.
Settling the architecture first is what let the photography be commissioned to fit it, rather than the layout being bent around whatever images turned up.
Three decisions
1. I led with the family, not the portfolio. "Una familia dedicada al crecimiento del país" is the hero, ahead of any service list — because against newer, better-capitalised agro operations, five decades of continuity is the one thing Empedril has that a competitor can't raise money to buy.
2. I put the founding date and the 52-year figure in display type. A specific date does credibility work that "trusted" and "leading" cannot.
3. I gave each business line its own section with its own evidence — Estancia Carla María's 15,400 hectares, Estancia Búfalo's 55,000 — rather than one combined overview. Buyers in each line only care about their own numbers.
Desktop and mobile were designed as a pair rather than adapted afterwards — every section at both breakpoints. On mobile the content reorders rather than simply stacking: the estancia cards move above the footer and the intro collapses behind "Leer más."
No stock. The site runs on original photography of Empedril's own land — soy fields, cattle at Búfalo and Don Chacho, the haras, drone aerials — sorted by business line and by estancia. For a company whose whole argument is this is ours, and has been since 1971, borrowed images would have undone the copy.
Build. Designed in Figma, built and shipped in Framer. Live at empedril.com.py.
Sole designer: art direction, information architecture, desktop and mobile UI, photo direction and selection, and the Framer build.
