I build the pitch that wins the work: interactive decks and live demos for beauty, wellness and experience brands. Every piece arrives finished, with the reasoning behind each decision written down.
Reasoned Web is the independent studio practice of Carlos Marruffo.
The deck is the product. Each one below opens in a browser and moves — built to be presented live, then sent on to everyone who has to approve it. Most of my work is beauty and fragrance; the rest shows the range.
Fourteen scenes for a room of brand founders and creative directors. One recurring talent and one fragrance that never existed walk the same idea through five cities, get cut for every format, and speak three languages. The film moves; the sound is yours to turn on. Open the deck
Made for my own production studio's pitch. The talent and the fragrance are original creations; no brand is named or implied.
Sixty ingredients drop into a vessel and settle. A formula mixed for one face becomes something you watch assemble, instead of something you read about. Open the deck
Unsolicited concept. Not affiliated with, or commissioned by, L'Oréal.
The deck behaves like the stand it argues for. A wall assembles itself from thirty-six panels, then you walk through a house room by room, the lights and screens answering ahead of you. Open the deck
Unsolicited concept. Not affiliated with, or commissioned by, Samsung.
The part of the race nobody films, argued as an activation. The shoe comes apart layer by layer, thirty colorways drop in one pass, and you scrub through the finish metre by metre. Open the deck
Unsolicited concept. Not affiliated with, or commissioned by, Nike.
A fragrance page told as scenes. The bottle gathers itself out of ink, walks the scent's own story — desert light, bergamot, pepper — and ends standing on your table.
The six molecules that make the scent, drawn from the public chemical registry so any chemist can check them. Plus a paper Paris that stands on the shopper's table in augmented reality. Open the experience
Concept proposal — Ulric de Varens USA. Prepared on my own initiative, not commissioned.
One hundred and one seconds for a French door refrigerator. The doors open, cold air moves through the cabinet, water pours into a glass. No camera, no studio, and no sample shipped across the world.
An interactive demonstration built for a presentation to LG Electronics Canada — five chapters that let you hear what spatial sound actually does. Made start to finish here:
You bring the work you've sold; I produce it — design and build — under your flag or mine. Inside your team: your channels, your standups, your deadlines — remote, on US-aligned hours.
Handoffs arrive complete — design, build, and the written reasoning — so nothing needs a second meeting to be understood.
This site is held to the same standard as the
work.
It loads fast on a phone, works for screen readers
and holds together at any size — and every one of those claims was
measured, not assumed. The numbers are in the note.
Tell me the product and the idea. Inside two working days you get something running in a browser on your own phone — a working piece, not a flat mockup. It is the fastest way to find out whether we should work together.
Not a promise without a precedent: the five-chapter LG Sound Suite experience went from first working build to feature-complete and walkable in eight days. Check availability
Each one started by measuring what was already there — colour, hierarchy, weight, story — and ended in a full redesign where every choice can be explained. Each case below publishes that reasoning in full.
The commercial catalogue as one continuous piece: thirty-three boards, from “French Fragrance. Global Success” to the Miami office — every market and number from the client's own materials. Open the catalogue
Client engagement — Ulric de Varens USA
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
Visual direction for the house's men's line: bathroom and vanity, page by page — cold water, glazed blue, the routine in hand. Open the lookbook
Client engagement — Ulric de Varens USA
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.
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.
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 commissionedMade-up businesses, one per industry — each one complete, and each opening live:
Shell Belt Oyster House, Iron Island Barbell, Kalamath Body & Paint, Valdez Air, Asher & Crowe, Botelho & Chhim, FLUENCE, Sound & Hollow.
And the production system behind them, designed and documented end to end: read the case study.
I'm Carlos Marruffo — systems engineer and this studio's one member. I've spent two decades shipping software: I founded three companies and built one of them into an immersive-tech studio whose work served Hewlett-Packard, Cisco and RSA — until it was acquired in 2022.
Since then I've worked inside a Chicago SaaS as project manager and then product designer — running a distributed team, owning research, design and the full 2026 product roadmap end to end. That is the shape of work I do best: one product, one team, everything from the diagnosis to the shipped build.
I work in English and Spanish, from Lima, on US-aligned hours. This site is the method in practice: every decision on it is measured, and every reason is written down.
The work I take on: interactive decks and demos for beauty, wellness and experience brands — and for the agencies that pitch them. The piece you have sold, designed and built. Contract or full-time, US hours.
Straight to me; I answer within one business day, from hello@reasonedweb.com.