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A Blank Wall

NB9324AB

Conversion up 93%. Average order value up 73%.

A Blank Wall brings a family photographic archive to a new audience through storytelling and limited-edition prints. NewBuild developed the original website around the project’s distinctive position: a personal connection to a lifetime of photography, with a commercial offering that supports its continued discovery.

The initial work centred on understanding the client, the archive and the relationship between them. The website needed to communicate the significance of the photographs while giving visitors a clear way to explore the project and purchase prints.

Our approach balanced the character of the archive with the practical requirements of an online store. We created an experience that gave the photography room to speak, supported its stories and established a foundation the project could develop over time.

In early 2026, we returned to introduce a map feature and improve usability across the site. The map added a geographical route into the collection, connecting photographs to the places they were taken and offering visitors another way to discover the work.

Following the upgrade, A Blank Wall reported a 93% increase in conversion and a 73% increase in average order value. The improvements brought richer exploration and a clearer shopping journey together, supporting both the project’s storytelling and its commercial growth.