I build the work you sell. Sites, product experiences, and brand systems for design agencies — produced end to end, and every piece ships with its reasoning written down.

Reasoned Web is the independent studio practice of Carlos Marruffo.

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01 · Featured engagement

LG Sound Suite

Entry screen of the LG Sound Suite interactive demonstration: 'Hear what spatial sound really means' on a dark stage.

An interactive demonstration developed with Next Latam for presentation to LG Electronics Canada — a five-chapter spatial-audio experience, built end to end:

  • 3D derived from manufacturer CAD data
  • Binaural audio — headphones stand in for five speakers
  • Interactive build, embeddable and published
  • Bilingual: English and Canadian French
  • Installation and user manuals
  • WCAG 2.1 AA accessibility review

Read the case study

Independent demonstration — not affiliated with or endorsed by LG Electronics
02 · Reasoned redesigns

Four businesses, re-argued

Each began by measuring what existed — contrast, hierarchy, weight, story — and ended in a full redesign where every decision carries its why. Each case below publishes that reasoning in full.

Ulric de Varens US storefront concept: 'Made in France. Inspired by icons.' over dark perfume photography.

Ulric de Varens — US storefront

No color chosen where one can be sampled: a full storefront argued from the house's own bottles. Read the case study

Client engagement — Ulric de Varens USA
Smoothies skincare concept: 'Embrace the Smooth Life' with the five product cartons.

Smoothies — DTC skincare

The product is the shelf: five cartons set the palette and the layout follows them. Read the case study

Unsolicited concept. Not affiliated with, or commissioned by, Smoothies.
Nanntu site draft: Lake Titicaca landscape under 'Conscious, respectful, responsible journeys.'

Nanntu — conscious travel, Peru

The founder's geography becomes the architecture; colors sampled from her logo and the signature she emails from. Read the case study

Design draft — gifted to Patricia Deza, not commissioned
The Woods & Co PR firm concept: dark editorial hero reading 'A recognized leader in beauty, health and wellness.'

The Woods & Co — bicoastal PR

Placements as proof, claims that survive being checked — for a firm whose profession is checking claims. Read the case study

Unsolicited concept. Not affiliated with, or commissioned by, The Woods & Co.
03 · How I work

A production partner, on retainer

Agencies bring me the work they've sold; I produce it — design and build — under your flag or mine. Monthly retainer, remote, US-aligned hours.

  1. Diagnose. Measure the current state — numbers, not impressions.
  2. Propose. The concept arrives with its written argument.
  3. Build. Hand-authored, no framework bloat.
  4. Verify. Accessibility measured, 320 px proven, weight counted.
04 · Contact

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Tell me what you ship and when you need it. I answer within one business day.