Blank Chapter
Wedding website marketplace
Overview
With my own wedding approaching, I found myself searching for personal website and invitation options. While platforms like Canva and Zola offered plenty of templates, many felt generic, were branded and didn't feel they lived up to the standard of a wedding day.
Using Framer, I saw an opportunity to build a collection of thoughtfully designed wedding website templates that captured unique themes that couples could customise to tell their own story.
This led to the creation of Blank Chapter, a marketplace for wedding and event websites. This project was an opportunity to challenge myself in building a business, experimenting with new tools, exploring different communities, and optimising workflows with new emerging technology.
Deliverables
Brand identity development
01
Building in Framer
02
Product mockups
03
Marketing and promotions
04
01
Problem
Existing wedding website templates often felt generic, had little customisation, or came with the high price tag for a bespoke build. For my own wedding, I wanted something that felt unique and could be made my own.
Platforms like Canva and Zola were popular for their low cost, but their templates felt either too static or limited in terms of design and customisation.
Framer offered a visual, no-code editor making templates easy to customise, while offering the design and animation capabilities to create something that would otherwise cost thousands as a custom build.
02
Design decisions
Brand identity development
Creating a brand for yourself as a designer is always a challenge, so I treated it like any other brief. It needed to feel personal with a story of its own. This led me to an old typewriter repair shop in NYC, where I tried out typewriters dating back to 1954, typing the words "Blank Chapter", capturing the raw imperfections of the machine, uneven spacing, inconsistent ink application and bleed. The lettering was then digitised into a logo and signet, carrying the character and personality I wanted the brand to have.
Building in Framer
Working in Framer, I built five new wedding website templates, exploring different themes and content while A/B testing their performance and sales to make any updates. With the introduction of new AI tools in Framer, I also experimented with interactive elements and scroll animations to create truly unique website experiences.
Product mockups
I explored new AI workflows in Figma Weave to create a series of unique product mockups for my templates, for use on socials. I developed prompts and repeatable workflows to create consistent generations, which were then converted into live Photoshop templates.
Marketing and promotions
Understanding my key audience and the channels they used, I began marketing my templates to drive more traffic to my website and product listings, improving sales and marketplace rankings. Pinterest was a key channel for wedding planning and inspiration, with wide reach and a long shelf life. I created a content strategy and template system in Figma, growing to 35k monthly views within the first two months.
03
Outcome
Blank Chapter reached the number one position in Framer Marketplace's Wedding category, with sales continuing to rise.
While the business is still growing, the experience has been as much about learning as the end product. Balancing design and business mindsets has often meant finding a middle ground between time spent on designing vs marketing.
As it grows, I continue to experiment with new tools and workflows. With Framer introducing Agents and Skills, I'm exploring ways to speed up development through design systems, as well as using MCP integrations to connect Figma templates with social platforms and streamline my workflow. TBC…
