AI tools are genuinely good. We use them — Lovable, Cursor, Claude, and others — and they're part of how we work. They generate fast, iterate faster, and remove a lot of the friction that used to slow projects down.
about boni studio
Design that AI can't finish.
On AI and what it gets wrong.
But AI fails at context. It doesn't know your buyer. It doesn't know what makes your market skeptical. It doesn't know that the headline that sounds great in isolation will confuse the exact person you're trying to convert. It generates from patterns — and B2B buying decisions don't follow patterns, they follow trust.
Boni is a B2B web design studio that combines the speed of modern tooling with the judgment that only comes from experience.
The founders who come to Boni have usually already shipped something with AI. It got them to MVP. It did its job. Now they need something that understands the human side — the buyer psychology, the market positioning, the gap between what the product does and what the customer needs to hear before they say yes.
Our process is data informed. We use the tools. We read the data. And then we make judgment calls that no model can make for us.
creative director
Who's behind Boni.
Juan Pablo López. Designer with 12+ years building brands and websites for B2B tech companies — from early-stage startups to complex organizations across Latin America and the U.S. Previously Creative Director at FutureBrand, a top global brand consultancy. Former Creative Lead and Head of Design at NoBoringDesign, a remote studio serving B2B SaaS startups. Boni is the independent practice where I take on the projects that need full end-to-end attention — strategy, design, and build under one roof.
Not sure where to start?
Book a call or reach out on WhatsApp. No pitch, just an honest conversation.
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