Nine vehicle brands, three audiences, and a site built for none of them.

Automotor is Paraguay’s multi-brand vehicle group. Its site was a full-screen brand carousel with no menu: no route to book a service, no way to find a branch. I mapped who actually arrives (buyers, owners and authorized workshops), took two structural questions back to the client, then designed the site in Figma and built it in Framer myself.

The decision I’d defend: navigation named by intent, not by department (“¡Quiero el mío!”, “Soy cliente”, “Talleres”), with the two logins kept separate so nobody has to identify themselves before the site can help them. I still maintain the site, and the group has since given me Carmotor, Empedril and BOGA.