Design with vision behind it.
Beautiful design gets attention. Strategic design gives that attention somewhere to go. By Susana brings web design, branding, SEO, graphic design and creative direction together to create distinctive digital experiences built around the business behind the brand.
Creativity is personal. Strategy makes it powerful.
I’m Susana Lucia, founder and creative director of By Susana. For more than 20 years, I’ve worked at the intersection of design, websites, branding, search visibility and creative strategy.
I have always believed that a business deserves more than a website assembled from predictable pieces. It deserves a presence that feels intentional — something that reflects the personality, value and ambition behind the company.
That means looking beyond colors and layouts. I want to understand what makes the business different, who it needs to reach, what people should remember and what should happen after someone lands on the site. The visual direction comes from that understanding.
My work ranges from clean and understated to bold, dimensional, glamorous and highly expressive. The style changes with the brand. The goal does not: create something memorable that gives the business a stronger presence.
Real-World Experience
More than two decades of hands-on creative work provide perspective that goes beyond software, trends and templates. Strategy, usability, branding and presentation all matter.
Distinctive by Design
A business should not disappear into a sea of websites that all feel interchangeable. Creative direction is shaped around the individual brand, audience and goal.
Premium Without Pretension
Sophisticated custom design should not automatically require premium-agency overhead. By Susana focuses on delivering beautiful, professional work with sensible options for growing businesses.
More than a website. A complete point of view.
The strongest digital presence comes from connecting creative decisions to business decisions. That is why websites, branding, graphics, content direction and search visibility are considered together rather than as unrelated pieces.
Strategy Before Decoration
Design begins with understanding the company, audience, positioning and desired result. The page should not simply look attractive; it should help visitors understand why the business deserves their attention.
Websites Built for the Real World
Modern websites must work beautifully across desktop, tablet and mobile. Responsive design, WordPress flexibility, clear navigation, strong calls to action and search-friendly structure are part of the creative process rather than afterthoughts.
Branding That Extends Beyond the Screen
A memorable identity should carry naturally from the website into business cards, social media, presentations, advertising, capability statements, marketing materials and other branded touchpoints.
Search Visibility with Design Sensibility
A visually striking site is far more valuable when the right people can discover it. SEO and local search considerations can be incorporated into page structure, messaging and content without sacrificing the design.
Collaboration, Not Assembly-Line Design
Every business brings different priorities, personality and challenges. The process is built around listening, interpreting the vision and shaping a presence that feels specific to the company rather than pulled from a generic formula.
Creative communication that can cross languages and cultures.
By Susana works in both English and Spanish, allowing bilingual businesses and brands to communicate more naturally with English-speaking and Spanish-speaking audiences when a project calls for it.
A creative eye shaped by design, publishing & digital media.
My perspective on web design has never existed in a vacuum. Publishing, visual storytelling, graphic design and digital media all influence the way I approach composition, hierarchy, typography, imagery and brand presentation.
That editorial sensibility is one reason By Susana websites are designed to feel like complete visual experiences rather than collections of disconnected sections. Every page should have rhythm. Every image should have a reason to be there. Every detail should support the overall impression.
The goal isn’t to make your business look like everyone else — only prettier. The goal is to give it a presence people recognize, remember and want to know more about.
Let’s Create Something Distinctively Yours.
Whether you’re launching something new, rebuilding an outdated website or giving an established business a stronger identity, let’s create a presence that reflects where your business is going.