AMG (Aconcagua Mountain Guides) is a conceptual redesign of an existing site, created to modernize the digital presence of one of the most respected guiding companies in the world. The goal was to elevate the brand while making it easier for climbers—whether beginners or seasoned alpinists—to find the right expedition, understand what to expect, and feel confident booking. The redesign streamlines content, adds clarity to the booking flow, and introduces stronger visual storytelling through bold typography, high-contrast layouts, and immersive imagery. This project reimagines how an elite guiding service could present itself online—credible, clean, and user-friendly without losing its sense of adventure. The focus was on improving usability without overwhelming the user, making essential information accessible and digestible. From mobile responsiveness to content hierarchy, every element was built to support trust, exploration, and action