Comprehensive visual identity and digital presence for a dynamic Amazon agency

Research and Strategic Positioning

With no previous website, the project began with a full analysis of Blankspace’s positioning, target audience, and user needs. Mapping the user journey clarified what information clients seek first, how they assess credibility, and what drives them to initiate contact.

These insights informed both the branding and the website architecture, ensuring that every design decision—layout, content hierarchy, and visual language—supports clarity, trust, and engagement.

Logo Design and Visual Concept

The logo embodies “space and possibilities.” Its distinctive upper arc of the letter “S” forms an arrow, symbolizing progress, dynamism, and forward-thinking—qualities central to the agency’s identity.

Sketches and iterative refinement documented the design evolution. The final logo balances simplicity with conceptual depth, providing a strong visual anchor for all brand communications.

Corporate Design System

The corporate design system balances marketplace relevance with consulting professionalism. Dark blue, white, and grey form a calm, trustworthy foundation, while orange is used as a controlled accent to reference Amazon as the primary marketplace Blankspace supports—creating contextual familiarity without copying Amazon’s visual language.

Commissioner was chosen as the core typeface for its modern, neutral character and high readability, supporting clear hierarchy across digital and editorial content.

The overall visual style is airy, clean, and modern. Generous spacing and reduced visual noise ensure clarity and consistency across the website, blog, and stationery, providing a scalable system suitable for content-heavy communication.

Website Structure and UX Design

The website was built from scratch in Webflow, in close collaboration with an SEO agency. Key challenges included:

• Designing a visually cohesive website while adhering to SEO requirements
• Structuring content to guide users logically through the agency’s services
• Enabling the client team to independently manage content via CMS

Wireframes and modular content blocks were used to structure the user journey: positioning → services → case studies → contact. This approach balances aesthetics, usability, and search engine visibility.

Blog Design and Content Presentation

The blog was designed to maintain a consistent visual language across all posts, ensuring recognition on the website and LinkedIn. Cover graphics and structured layouts support readability, clarity, and brand coherence.

Results and Reflections

The project established Blankspace’s brand and digital presence from the ground up. The resulting system provides a coherent visual identity, a structured and SEO-optimized website, and a clear user journey that supports understanding, trust, and engagement.

Looking back from today’s perspective, there are several aspects I would refine further:

• Button design: I would replace gradient buttons with solid color buttons to improve clarity, accessibility, and long-term visual consistency—especially in a system intended to scale across many pages and content types.
• Key visual consistency: I would define a clearer, more unified style for the website’s key visuals and align them more closely with the blog post cover style. This would strengthen visual coherence across content-heavy sections and improve recognition across channels.
• Spacing and layout balance: I would place even more emphasis on balanced spacing and rhythm throughout the interface, creating a calmer, more confident layout that supports readability and reinforces a sense of structure and professionalism.

These reflections underline an important learning: when building a digital presence from scratch, especially in combination with SEO and functional constraints, long-term clarity and system consistency become increasingly critical. Strong visual identities benefit not only from expressive ideas, but from restraint, spacing, and clearly defined rules that hold up as a product grows.