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

I've been working on an amazing self-initiated project with @Sanjana Sharma. We created to explore a more editorial, story-led approach to tourism websites.

Blue Ridge County - fictional place, complete creative freedom, and one of our favorite design explorations so far.

Blue Ridge County has such a specific mood, more magazine spread than typical tourism site. Curious whether the editorial direction came first and the fictional place got built around it, or the place came first and you found the voice to match?