suzano s.a.
Report's landing page
Led copy, funnel & UI/prototype · dual funnel (consumers + resellers) · client thrilled
Project context
I signed the copy and design of the corporate landing page of Report, Suzano paper brand, the world largest pulp producer and one of the largest paper producers in Latin America, with US$9.0 billion in revenue in 2025. The page serves two sides: consumers and end users (offices, schools, home office, niches such as legal and architecture) and commercial partners interested in reselling the brand. It does not transact: it educates, qualifies and hands traffic over to the Suzano owned e-commerce, which coexists with the SupriJá marketplace and with the other paper brands of the company.
I took the brand strategy inputs and converted them into copy, funnel architecture, UI kit and a Figma prototype, with stakeholder management throughout the project. The Webflow implementation stayed with the development team, built from the UI kit and the prototype I delivered. Team and period to confirm. The Webflow project assets date from March to June 2026.
Client
Suzano S.A., Report brand
Segment
Pulp and paper. Suzano is the world largest pulp producer and one of the largest paper producers in Latin America, with US$9.0 billion in revenue in 2025 and shares listed on B3 (SUZB3) and NYSE (SUZ)
Stage
Publicly traded company, over 100 years old, about 37,000 employees
Business model
Paper sold through physical retail, marketplace and an owned e-commerce. The landing page does not transact: it educates, qualifies and hands traffic over to loja.suzano.com.br
Target audience
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Consumer and end user: offices, schools, home office, students, professionals in specific fields (legal, architecture, design, crafts)
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Commercial partner: stationery shops and resellers that want to distribute the brand
Ecosystem
Loja Suzano (e-commerce), SupriJá (B2B marketplace for neighborhood stationery shops, around 70 sellers by the end of 2025), Report and Papel Pólen brands
Role
Web Design Consultant
Period
2025
Challenge
Copy paper is a commodity: buyers decide on price and shelf availability, not on brand. The Report line has nine variations that, to a layperson, are the same white sheet, and end consumers and resellers arrive through the same door with incompatible intents and sales cycles. The brand strategy existed, but it had to become a page: corporate discourse does not move someone deciding which ream to buy. At the same time, conversion happens on a domain the page does not control, which leaves the client unable to attribute sales to the investment. Suzano pays, the users are an audience split across nine use occasions, and the conversion risk sits with the e-commerce and the reseller network, both outside the page.
Key actions
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Page copy from the brand strategy: I translated the positioning into page text, connecting the sustainability discourse to the Suzano corporate purpose instead of creating a parallel narrative, and writing with SEO in mind in the heading hierarchy, the category search terms and the metadata.
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Content architecture by use occasion: I rewrote the nine products from who the user is and in which situation they print, with four standardized benefits per SKU to allow side by side comparison, and a FAQ covering the real objections about brand, performance and certification.
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Acquisition funnel across the page: I designed the descent from education to choice and from choice to exit, separating buying from reselling into their own routes, with fields that qualify volume and origin on the B2B side and data collection consent inside the flow itself.
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Exit routing and measurability: I specified each product CTA to a store listing already filtered by grammage, format and family, with source parameters individualized per SKU, so the client can attribute traffic and orders to the page.
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Responsive UI kit for Webflow: I architected the component and style kit around the build constraints of the platform, so the development team could assemble the page without reinterpreting visual decisions block by block.
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Prototype and stakeholder management: I delivered the complete prototype in Figma and ran the alignment with brand and business stakeholders throughout the project, which held the content and funnel decisions up to publication.
Impact
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Submissions separated by funnel in the Webflow dashboard in the version with the two routes
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Client thrilled with result
