Tutory: brand and website

The 2025 site opened with a comparison table, an orange "see the plans" button and the promise of being "the best platform on the market for coaches". It ran on WordPress with Elementor, over PHP 7.4, and carried a 404 menu item, a draft page exposed in the navigation, hard-coded UTMs and spam injected on the server.

Before designing, I mapped the old site page by page and transcribed real sales calls. The contrast became the third slide of the brand deck: the problem was never the product. Tutory had grown beyond what the brand could convey.

I started with personality. Tutory is The Ruler, the one who sets the market standard, with a streak of The Magician, the one who turns what exists into something that did not. The first proposal, on March 27, took that to the extreme: a supernova instead of the brain, an ocean palette, system typography. It was beautiful. And it was another company.

Four days later came the right answer: keep the brain everyone already recognized and rebuild it as architecture, two hexagonal halves in straight strokes, every angle calculated. Around it, electric blue as the color of intellectual clarity, gold reserved for unique moments, Gilroy for headlines and Manrope for body. The voice changed with it: from "the best platform for coaches!" to "Brazil’s best mentors have already chosen".

Instead of a PDF, the brand was presented in an interactive deck in plain HTML: 37 slides, 21 of them visible and the rest kept as variations, arrow, wheel and touch navigation, a vertical version for phones and a direct link to every slide. The same presentation became the guidelines: palette, type, voice and a downloads slide with the kit, vector logos and fonts.

So the brand would not degrade in daily use, the same folder got two Three.js utilities: a refractive glass generator for symbol renders and a 3D medal generator packaged as a web component. Backstage tools for the people who produce assets every day without going through the designer.

The Hub needed a recognition program for the educators who sell on the platform. The thesis became a line in the deck: "The market measures you by how much you bill. We celebrate who you transform." There are six levels by revenue milestone, from Spark (R$ 100 thousand) to Legacy (R$ 25 million), and each one comes with a physical trophy: a golden neural network that gains nodes and connections at every level, on the same black base. Tutory was born from a brain, and the award tells that story.

The trophies are 100% procedural in Three.js. Each network grows from a fixed seed, so the same piece always comes out identical, a fabrication requirement: plated brass spheres and rods, a medal in steel, onyx, sapphire, gold or emerald, and the Spark crystal sphere with real dispersion. The same code produces the technical sheet of every piece (six views, measurements, estimated weight and a CSV of nodes and rods for the workshop), STLs for 3D printing with a Blender remesh, real-scale A4 sheets for plates and medals, 2D and 3D icons, and a 30-slide deck with the pieces spinning live. A four-day sprint in August, 50 commits.

With the brand approved, the site started on April 16 and went live on June 18: 63 days, 14 pages, an Astro monorepo with React islands only where things move. The home tells the ecosystem story in sequence: a hero with a 3D ring of cards over the couple’s photo, a sentence that reveals word by word as you scroll, the numbers, the growth chart and three product blocks that switch like curtains.

Underneath, the invisible work: a 301 for every WordPress URL, Consent Mode v2 with everything denied by default (LGPD), tag manager only on the production domain, CTAs wired to the Typebot that feeds the CRM and a scheduling modal with ten triggers. No forms of its own: the sales team already lived on WhatsApp and the CRM, and the site respects that.

Performance was treated as a feature: images from 159 MB to 28 MB, 50 photos converted to WebP, the noise texture from 2.2 MB to 60 KB, width and height on every image to kill layout shift, and 55 of the home’s 57 islands no longer hydrating on load. Accessibility went from 84 to 100 on Lighthouse, with 100 on SEO and best practices too.

And since more and more people ask an AI which platform to use, the site was prepared to be read and cited by assistants: robots.txt allowing GPTBot, ClaudeBot, PerplexityBot and Google-Extended, llms.txt and llms-full.txt generated at runtime, a .md version of every guide, IndexNow for Bing and structured data on every page. In 30 days, OAI-SearchBot came by 938 times and ClaudeBot 864. The "AI assistants" channel went from 2 to 20 sessions and the key-event rate per session rose from 0.68% to 1.22%.

The blog, the cases and the guides needed a workflow the marketing team could run alone. I tried three. A Sveltia CMS fork translated to pt-BR lasted a week. A custom CMS on Astro SSR with Postgres, an editor, a media library and automatic deploys lasted two months. The third was the simplest: content as markdown in the repository, published through pull requests.

The simplest one won because it was the one the team actually used. Once the real pace turned out to be one article a week, written with AI help and reviewed in a PR, the CMS layer became cost without return: database, uploads, login, quotas. I switched it off in September. Today there are 19 articles, 6 cases and 4 guides, each guide with a markdown version made for AIs.

In three months, Tutory went from a rounded brain on a WordPress site to an identity that signs stages, product, internal dashboards, badges and the six gamification trophies, and to a website that tells the ecosystem story the way the sales team always told it.

Brand v2 already lives beyond the site: Tutory OS, the Lead Airport and the internal dashboards were born in it. And the site keeps evolving in production, 247 commits through October, with new articles, a teacher area and hero tweaks, without ever going down.