Javier Sáez Castán, winner of Spain’s National Illustration Award and author of several bestselling illustrated albums, wanted to turn his studio into a real school: workshops, mentorships and bookings from students all over the country. His voice, shaped by physical media, now needed a digital home.
A school for the illustrated book, built around learning rather than teaching
My role
I helped turn Javier’s idea into a working school, then gave it a brand and a website: architecture, UX, booking flow and the technical backbone.
From idea to school
Javier had the vision and the artists. I helped work out how a workshop runs: what students need before they arrive (dietary needs, practical information), how they book and pay, and how every step is communicated. The calendar, the forms, the payment gateway and the corporate email came out of that, before any graphic decision.
A site dressed in artists’ work
The site carries work by the artists behind the school: stop motion by Nicolai Troshinsky and Irene Novoa, ideas and illustrations by Manuel Marsol, who also recommended the typeface, and Javier Sáez’s creative direction. My job was to give that work room.
From Wunderkammer to interface
Javier’s world is a Wunderkammer with a Victorian revival feel. I turned it into an interface led by the green of his book La merienda del señor verde, flexible enough to be dressed for each guest illustrator, such as Manuel Marsol (Bologna Illustration Prize) or Jesús Cisneros (National Illustration Award 2026).
A clear path to booking
The path from “what is El Merendero?” to booking had to be short and clear. Javier first considered another payment method; I pushed for Stripe, because someone booking a weekend in a village they have never heard of must trust the payment screen from the first click.
Javier’s voice, everywhere
The tone is Javier’s, imaginative and literary, even for practical details such as when a workshop closes. I kept it consistent across forms, posts and emails, and on workshop days I helped with the projector, the photos and the videos for Pablo to post.
From launch to system
The first workshops ran in July, a few months after we started. Once the first one was done I built templates and protocols, so each edition repeats the same steps: update the guest illustrator’s section and images in Webflow, create the Stripe product and payment link, build the Instagram carousels, send the newsletter, and prepare the student form and information email. By the third edition, a launch was an operation anyone could run.
Result
Three workshops in the first season (Memoria, Artefacto, Accidente), warmly received by attendees, and six more in preparation for spring 2027.
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Client and creative direction
Javier Sáez Castán -
UI/UX, build, brand identity and strategy
Carlos Heyd -
Stop motion
Nicolai Troshinsky & Irene Novoa -
Social media and videoPablo Sáez
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PhotographyAlejandro Antoraz, Pablo Sáez, Carlos Heyd