Project Deliverables
The design concept developed by Mutatio for Inicio embraced boldness, vibrancy, and friendliness—perfectly aligned with the company’s mission to appeal to a younger, more dynamic demographic. Unlike traditional sites in their field, Inicio wanted to break away from formality and instead deliver an experience that felt warm, approachable, and genuinely fun.
We created a layout that bursts with energy, using expressive colour gradients, oversized typography, and playful visual cues to keep users engaged. The site was purposefully designed to stand out from competitors, offering a refreshing and comforting experience for a younger audience often underserved in this sector.
By avoiding conventional design tropes and leaning into a more expressive visual language, the Inicio website positions itself as both unique and welcoming. Striking the right tone is essential for a brand built on connection, creativity, and youth-centric values.
Visual Identity & Art Direction
The visual identity and art direction for Inicio were crafted to feel vibrant, inviting, and full of life. We used a bold combination of multi-toned gradients, cheerful colour palettes, and oversized text elements to give the site a fresh, youthful personality.
Colour wasn’t just decoration—it was central to the brand expression. Rich gradients add depth and movement, creating a sense of fun without sacrificing clarity. Typography was intentionally bold and readable, serving as both a stylistic feature and a usability anchor.
Rather than follow the often corporate, overly polished design norms of their industry, Inicio’s site leads with personality. Each visual decision—from the playful layout to the colour-rich components—was intended to create a strong, approachable presence that feels tailored to younger users.
From the outset, Inicio’s website was designed to foster joy and ease. The experience was built around fun and clarity—removing any intimidating or overly technical tones common in their sector.
Navigation was kept intuitive and visually driven, helping younger users explore effortlessly without feeling overwhelmed. Playful visual flourishes—like soft transitions, vibrant accents, and engaging calls-to-action—guide visitors through the site with energy and warmth.
The use of bold text and bright colour gradients throughout the interface ensures that information is never lost or hidden. Everything is easy to find, easy to read, and enjoyable to engage with.
The tone of the site remains friendly, welcoming, and full of character—allowing users to feel at home while still being impressed by the professionalism behind the brand. This approach helps build trust with a younger audience, while showcasing Inicio as a forward-thinking, people-first company.
The website developed for Inicio breaks industry convention with a bold, colourful, and joyful user experience. Designed to resonate with younger audiences, it offers a refreshing alternative to the cold, impersonal design often seen in the field.
By combining vibrant gradients, expressive typography, and a tone of playful confidence, the site not only grabs attention—it keeps it. The user journey is fun, friendly, and stress-free, with every element supporting the brand’s commitment to comfort, creativity, and youthful energy.
Ultimately, Inicio’s website stands as a bold digital statement: a space where serious services meet seriously good vibes—making a lasting impression on the next generation of users.
We commissioned a project from Mutatio to develop our associations website, which was to include a member log in area. The timeline was swift, expectations clear, and communication was really good. We liked the partnership so much we have commissioned two additional projects from them for other business include a full website build and a web based app. Would highly recommend.
David Thompson Nasap Chair
Inicio
Manchester
82 King Street
