W
ebsite redesign
for fulfilment
The task
To create a clear, confident one-page website from scratch that communicates how company works and feels aligned with their brand.
The client came without source text, photos, or references. Only logo. They had previously built their own website, but it didn't reflect their approach and didn’t feel right visually.
The client came without source text, photos, or references. Only logo. They had previously built their own website, but it didn't reflect their approach and didn’t feel right visually.
About client
Moscow based fulfilment company. They help marketplace sellers to store, pack and ship their goods to stores of marketplaces
Before redesign
In addition to its outdated design, the website had many of the typical flaws of a DIY site: the content was visually unappealing, the copy failed to address the target audience’s pain points and needs, and the pricing section was so long that it seemed to scroll endlessly. These were the issues we wanted to tackle first and foremost.
What was done
- Interview withthe client
- Studied the target audience and competitors
- Developed the structure
- Copywriting
- Design concept and design of the entire page
- Website development with animations and adaptives
Target audience analysis
The project’s target audience includes marketplace sellers and product manufacturers that either do not want to or are unable to manage packaging and day-to-day operations themselves. For them, using a fulfillment service is more convenient, as it allows them to focus their time and resources on promoting their products.
They expect a fulfillment provider to deliver reliable service, remain responsive, communicate transparently, and show a genuine interest in helping their clients succeed. They also value high-quality packaging, efficient handling of defective products, and timely logistics—all of which can contribute to the growth of their business.
I make sure that the website copy clearly reflects the needs, concerns, and pain points of potential clients.
They expect a fulfillment provider to deliver reliable service, remain responsive, communicate transparently, and show a genuine interest in helping their clients succeed. They also value high-quality packaging, efficient handling of defective products, and timely logistics—all of which can contribute to the growth of their business.
I make sure that the website copy clearly reflects the needs, concerns, and pain points of potential clients.
Structure and copywriting
Since the website was intended to present the fulfillment business as a whole, a single-page landing page was the most suitable format. Its purpose was to clearly explain how the company works, what services it provides, and what approach it takes, so that potential clients would have no unanswered questions after visiting the website.
We identified the following key sections: who the company works with, fulfillment services, competitive advantages, the workflow, urgent order handling, pricing, the warehouses and marketplaces it delivers to, information about its own warehouse, customer reviews, a contact form, and contact details.
Based on the approved structure, I created the wireframe and wrote all the website copy.
We identified the following key sections: who the company works with, fulfillment services, competitive advantages, the workflow, urgent order handling, pricing, the warehouses and marketplaces it delivers to, information about its own warehouse, customer reviews, a contact form, and contact details.
Based on the approved structure, I created the wireframe and wrote all the website copy.
Design concepts
As part of the website design process, we decided to develop three visual concepts with distinct moods, giving the client the opportunity to choose the direction that best reflected the character and values of the business.
Boxes, delivery trucks, and warehouse staff are the most common visual symbols associated with fulfillment services. We wanted to preserve this idea without using these elements too literally, as nearly every competitor had already relied on the same imagery.
Together with the client, we decided to use 3D cubes or their 2D equivalents—squares—since a box is essentially a cube. Just as different structures can be built from building blocks, the website could use these shapes to create a variety of compositions. This became a metaphor for how fulfillment services help clients build and grow their businesses.
The concept was also a natural extension of the client’s existing visual identity, as cube-like shapes were already featured in the company logo.
Boxes, delivery trucks, and warehouse staff are the most common visual symbols associated with fulfillment services. We wanted to preserve this idea without using these elements too literally, as nearly every competitor had already relied on the same imagery.
Together with the client, we decided to use 3D cubes or their 2D equivalents—squares—since a box is essentially a cube. Just as different structures can be built from building blocks, the website could use these shapes to create a variety of compositions. This became a metaphor for how fulfillment services help clients build and grow their businesses.
The concept was also a natural extension of the client’s existing visual identity, as cube-like shapes were already featured in the company logo.
1st concept
The client requested a more dynamic, textured background, so I incorporated gradients into the design. I also wanted to convey the company’s transparent working practices and approachable nature, which led me to use rounded typography, glass-like shapes, and translucent panels.
We ultimately decided not to pursue this concept, as some aspects of the design already felt slightly dated, while the remaining visual elements were likely to fall out of fashion relatively quickly.
We ultimately decided not to pursue this concept, as some aspects of the design already felt slightly dated, while the remaining visual elements were likely to fall out of fashion relatively quickly.
2nd concept
I made greater use of 2D cubes and grid-based layouts to communicate the precision and well-organized processes behind the fulfillment service. I also created pixel-style icons built from small square elements, reinforcing the same visual concept.
However, the final design felt too rigid and formal, so we decided not to pursue this direction either.
However, the final design felt too rigid and formal, so we decided not to pursue this direction either.
3d concept
I used a tall, bold typeface as the foundation of the design, since the nature of the client’s business offered limited opportunities for imagery. The concept therefore relied primarily on dynamic typography and expressive compositions.
Combined with the vivid purple color palette, the condensed typeface created associations with graffiti and graphic T-shirt prints—exactly the bold, youthful feel the client wanted to achieve. This was the concept they ultimately selected as the main design direction.
Combined with the vivid purple color palette, the condensed typeface created associations with graffiti and graphic T-shirt prints—exactly the bold, youthful feel the client wanted to achieve. This was the concept they ultimately selected as the main design direction.
Design
Based on the third concept, I designed the entire landing page. The client’s only request was to make the background less creamy and give it a more neutral tone.
“
Thank you so much for your work! I’m quite particular and usually pay close attention to every detail, but I have absolutely no complaints about your work. Everything is simply amazing!
What did you particularly like about working with me?
“
I really liked your ideas for the website, and overall, everything turned out very well.
How do you like the project?
