Brand identity and website for an independent design practice. The site is both the deliverable and the demonstration, the surface that has to sell the services it represents without leaning on a logo wall.
Role
Brand Identity + Web Design
Visual Systems · UI Design · Development
Timeline
5 Weeks
Brand strategy through launch
Scope
Full brand + website
Identity · Design · Build
Tools
Figma
HTML · CSS · JavaScript
The Challenge
Oblivium sells conversion focused web design to Serbian businesses, but their own digital presence didn't reflect it. They needed a brand and website that didn't just describe what they do, but demonstrated it at every scroll.
The Gap
Digital agencies pitching conversion expertise with poor websites undermine their own pitch every time a prospect visits. The trust gap is immediate: if they can't convert their own site, why would they convert mine? Oblivium had the skills. The brand and site needed to prove it silently.
The Brief
Build a complete visual identity and conversion-optimized website that functions as proof of concept, demonstrating the agency's capability before a single proposal is written. The site itself is the case study.
Research & Discovery
I audited the Serbian digital agency landscape and adjacent web design markets to map how agencies position themselves and where the gap between claimed expertise and demonstrated quality consistently appears.
Local Template Agencies
WordPress theme shops rebranded as agencies. Their own sites use the same templates they sell. The positioning gap is visible in under 10 seconds: if they won't invest in their own brand, why would a client trust them with theirs?
Freelance Designers
Portfolio sites that show visual skill but rarely demonstrate business outcomes. Strong on craft, weak on conversion narrative. Clients who buy on business ROI rather than aesthetics aren't well served by the typical freelancer pitch.
Belgrade Design Studios
More polished than local freelancers but still generic in positioning. Strong visual output but the conversion-focused framing, the kind that speaks to revenue, leads, and business outcomes, is absent. Good design presented as an end in itself.
EU-Focused Web Agencies
International positioning but often over-engineered for the Serbian SMB market: complex discovery processes, extended timelines, and pricing that excludes growth-stage businesses who need strategic design now, not in six months.
| Criteria | Template Agency | Freelance Designer | EU Web Agency | Oblivium |
|---|---|---|---|---|
| Site proves capability | No | Partial | Yes | Yes |
| Conversion-focused framing | No | No | Partial | Primary |
| Original brand identity | No | Partial | Yes | Yes |
Brand Identity
Brand Colors
#5F43B2
Brand Purple
#111827
Charcoal
#F1F5F9
Light Gray
#FFFFFF
White
Typography
Heading Font
Aa
Unbounded
Bold · ExtraBold · Black
Geometric, authoritative; communicates precision and permanence.
Body Font
We help businesses stand out through smart design and strategy. Our goal is to turn your website into your best salesperson.
Geist
Regular · Medium · SemiBold
Clean, neutral; gets out of the way and lets the message land.
Web Design
Three Service Tiers
Fast Sales System, Professional Digital Presentation, and Advanced Sales Ecosystems, each positioned as a standalone business outcome, not a feature list.
Free Analysis Funnel
The primary acquisition mechanism: a low-friction entry point offering a website audit before any paid conversation begins. Reduces hesitation, builds trust.
Team as Trust Signal
Named specialists with LinkedIn profiles and 19 years of combined experience, the human layer that moves a cold visitor toward a warm lead.
Process
01
Defining what makes Oblivium distinct in a saturated agency market. The answer, conversion as a first principle, not a feature, shaped every creative decision that followed.
02
A restrained purple accent on a near-monochrome base. Unbounded for authority, Geist for clarity. A palette that signals precision without loudness, built to earn trust at first glance.
03
Page structure and user flow mapped around a single goal: turning a visitor into a lead. Service tiers, a free audit funnel, and social proof placed with surgical intent.
04
High fidelity design followed by full front end development. Mobile first, fast loading, and built to extend as the agency grows. The site now lives at oblivium.agency.
Results
3
Service tiers, each structured as a standalone conversion page
19 yrs
Combined team experience surfaced and communicated as a trust signal
Live
Fully launched, mobile-first, and performing at oblivium.agency
Oblivium now has a digital presence that validates their expertise before a single conversation starts. The brand communicates credibility, the structure moves visitors toward action, exactly the outcome the agency promises every client it takes on.