Working with Space

How negative space shapes premium web experiences.

One of the biggest misconceptions in web design is that every inch of a page needs to be filled.

In reality, space is one of the most powerful design tools. It creates hierarchy, guides attention, and gives content room to breathe. When used intentionally, negative space makes a website feel calm, premium, and effortless to navigate.

This approach is especially effective for brands that sell an experience rather than just a product – interior design studios, architects, luxury real estate, wellness brands, photographers, and high-end coaches.

And yes, this kind of editorial, spacious layout is absolutely possible in Kajabi. While many people associate Kajabi with standard course websites, its flexibility allows you to create sophisticated, magazine-inspired layouts for the right niche. With thoughtful structure and custom design, a Kajabi website can feel just as premium as a fully custom-built site.

space is underrated tbh

Tool Finder Branding 🔎 Tool Finder helps users make informed buying decisions through honest software reviews, comparisons and educational content. I reimagined the brand across YouTube and the web, developing a cohesive identity that strengthens recognition, reflects its authority and creates a consistent presence across every digital touchpoint. When Francesco first reached out, Tool Finder had never established a true brand identity. The goal was to create a scalable brand system that could evolve alongside the business as it continued to grow its YouTube channel, website and future ventures. The identity needed to feel like a modern media brand rather than another software company. It had to balance playfulness and approachability with professionalism, while remaining distinctive in an increasingly competitive market. The result is a flexible identity system centred around the new 'Finder' mascot. Designed to adapt across content, digital products and marketing, the brand gives Tool Finder the foundations to grow with confidence and establish itself as the go-to destination for discovering, comparing and exploring better software.

Great Work