Identity created for online vintage furniture seller based in Australia. What began as a way to source unique, affordable alternatives to mass-produced furniture has grown into a thriving Instagram-led business. The brand identity reflects Goodspace’s values of accessibility, sustainability and individuality, balancing a warm, approachable tone with a refined aesthetic that honors the uniqueness of each piece. The overall system was designed to support the founder's growing business and her commitment to flexible, founder-led work.