A family agro group that read like four companies.

Empedril has farmed the same Paraguayan land since 1971, across agriculture, livestock, real estate and finance. Four business lines and two audiences made it read like a conglomerate with no center. It needed to read as one family.

The decision I’d defend: real photographs of the company’s own fields, no generated images, because the site’s whole argument is “this land is ours.” When the developer left the day before launch, I rebuilt the site myself in Framer in 24 hours and launched on schedule.