BLANKSY

Identity, guidelines and a live Shopify storefront for an Indian everyday-apparel label, from the aperture symbol to the product page.

1 master mark

5responsive logo assets

Role: Brand strategy, identity, guidelines and Shopify storefront. Freelance.
Deliverables: Symbol and wordmark, five responsive assets, colour and contrast system, type, grid, application, 24-spread guidelines, live theme.
Stack: Figma, Illustrator · Shopify Online Store 2.0, Liquid, Theme Check, axe
Live: blanksy.in (opens in a new tab)

At a glance

BLANKSY is an Indian everyday-apparel label selling oversized tees, everyday tees and hoodies at blanksy.in. As a freelance designer in 2026, I led the brand strategy and concept, the identity (symbol, wordmark and five responsive logo assets), the colour, type and grid system, a 24-spread guideline, art direction, and the responsive storefront design. I directed the Shopify implementation using AI-assisted development workflows and reviewed the live build through QA. Product imagery on the store is concept imagery, and sample reviews are labelled as samples.

Strategy & concept: Audit of the store and 20 competing sites; the “Personal Aperture” concept
Art direction: Editorial and product direction, shown as labelled concept imagery
Visual system: Symbol, wordmark, 5 logo assets, colour and contrast, type, grid, guidelines
Responsive design: Homepage, collection and product pages, desktop and mobile
Implementation & QA: Directed with AI-assisted development on Shopify; reviewed with Theme Check and axe

Related services:Brand Identity Design Brand & Web Design

01 Problem

A good name with nothing holding it up.

BLANKSY had a name and a line — “Fill the Blank.” — and a storefront that undercut both. An audit of the existing store and twenty competing sites, ten Indian and ten international, found the gaps.

Catalogue: Fifteen product records describing four garments: duplicates, no tags, no product types, no colour options.
Voice: Product copy that read as machine-written, in a category where trust is the product.
Navigation: Gendered menus for garments that are cut for everyone.
Category: Indian essentials brands compete on “minimal”. Almost none publish the numbers a buyer needs.

02 Role

From identity to the live store.

I led the visual direction, brand application and storefront experience for BLANKSY, from identity and art direction through responsive e-commerce design.

I also directed the implementation using AI-assisted development workflows, defining the design system, interaction behaviour, responsive requirements and visual quality while continuously reviewing and refining the live build.

The current storefront includes concept product imagery and clearly labelled sample reviews. Those demonstrate the design experience; they are not customer evidence or sales results.

03 Thinking

A blank is not an empty thing.

“Blanks” is the apparel trade’s word for undecorated garments. The opening was to stop competing on minimalism and compete on specification: publish the weight, the measurements, the construction — every number, on every product.

Market audit slide: competing brands mapped by dominant cue, risk and opportunity — Fig. 01 Market audit. Own the space between streetwear noise and anonymous minimalism.

Blank space becomes the active part of the mark.
Identity concept

Personal Aperture: two authored fields holding an open channel between them — **Fig. 02**Personal Aperture. Two fields and the opening between them — the space where the wearer changes the meaning.

Fig. 03Four behaviours, one standard: open, assured, adaptable, human.

04 System

Change the asset, never the geometry.

One master symbol, drawn once, with five responsive assets cut from it for every size from a 16px favicon to a storefront header. The aperture is never bridged, closed or redrawn.

The current primary lockup, supplied as a standalone brand asset.

The aperture symbol, used independently at small sizes.

Fig. 04One identity, five responsive assets.

Responsive scale: minimum sizes for digital, print and embroidery — **Fig. 05**Minimum sizes for screen, print and embroidery.

Fig. 06A custom wordmark: readable first, distinctive by detail.

Colour system: Ink, Canvas, Signal Clay and two seasonal colours with a usage ratio — **Fig. 07**Monochrome first; Signal Clay for action; seasonal colours stay out of structure.

Contrast matrix: every approved colour pairing with its ratio and permitted use — **Fig. 08**Every colour pair has a measured ratio and an approved job.

Typography system and type scale — **Fig. 09**The wordmark leads; type stays useful.

Layout grid with the aperture kept active — **Fig. 10**A grid that keeps the opening active.

05 Application

On the garment, in the box, on the screen.

Concept application of the mark on t-shirts, hoodie, cap and tote — **Fig. 11**Garment placement rules.

Concept packaging system: kraft box, tissue, mailer and swing tag — **Fig. 12**Packaging: low-complexity materials, high identity discipline.

Digital application across storefront, mobile and social — **Fig. 13**Recognition across every threshold.

Application spreads use concept imagery and mockups for visualisation. Product facts on the live store come only from verified data.

Two models in BLANKSY everyday tees and hoodie, seated against a warm wall — Editorial direction: warm neutral grounds, relaxed poses, garments doing the talking.

06 Storefront

The live store: start blank, make it yours.

The current blanksy.in leads with the line “Start blank. Make it yours.” and routes straight into three categories: oversized tees, everyday tees and hoodies. The mark, heavy grotesque headlines and a single yellow action colour carry the identity into commerce.

BLANKSY homepage: Start blank. Make it yours., with editorial photo collage and category switcher — **Fig. 14**Homepage, desktop. Captured from the live site, 30 September 2026.

Full BLANKSY homepage from hero to footer

Oversized Tees collection page with filter, sort and product grid

Oversized Tee product page with gallery, price, fabric details and colour options

BLANKSY Shop all page on mobile, two-column product grid

BLANKSY product page on mobile with sticky Choose options button

Category-first: Oversized, everyday and hoodies are the three routes in, from the hero switcher to the menu.
Mobile as its own layout: Stacked collage, a two-up product grid and a sticky purchase bar, not a shrunken desktop.
Honest by design: Concept products and sample reviews are labelled as such on the store itself.

07 Outcome

A brand that can say what it is.

1master symbolDrawn once. Never redrawn.
5responsive logo assetsFavicon to storefront header.
24guideline spreadsFoundation, identity, visual system, application, governance.
3apparel categoriesEveryday, oversized and hoodies.

Governance spread: release the system only when it holds up — **Fig. 16**Governance: the system is released only when it holds up.

Still open

Replace illustrative product imagery with the next commissioned shoot, and replace the labelled sample reviews with genuine customer feedback as it becomes available.

Website guide

A little clarity.
Your next move.

Good work starts
with a conversation.