Eva had been a successful artist for many years, but her Squarespace website wasn’t up to par. The design was boring, the content was disorganized, and it was difficult for her to manage the ecommerce features. Plus, she needed a brand identity that would clearly articulate who she was and evoke the same sensations as her art.
Discovery and Strategy
We started with a discovery workshop to better understand Eva’s sales and marketing goals, her brand personality, and her ideal ecommerce setup. Next, we defined her website audiences: companies and interior designers interested in partnering, individual collectors and galleries wanting to sell her art, and consumers looking to purchase her art. With this information, we were able to create a site blueprint that aligned business and user goals.
Using this information, we put together a Brand Book for Eva that included both visual brand guidelines (logo, colors, and fonts) and messaging guidelines (voice and tone, values, audiences, mission and vision). The visual brand we created for Eva was inspired by the organic, natural feeling of her work. We aimed to celebrate these qualities while maintaining a neutral background against which her work could shine.
Next we wrote website copy for each page. Our goal was to contextualize Eva’s artwork, allow people to get to know her, and impress customers with her unique experience (for example, her collaborations with Nike and Anthropologie, and her book authorship).
To bring the site to life, we knew we would need to include photos of Eva. We organized a photoshoot in her studio to capture her style, her artistic process, and her work space.
Design and Development
We designed and developed Eva’s new ecommerce store in Shopify, with a focus on creating clean, elegant designs that would complement, but not overshadow, her artwork. We used a natural color palette and lightly outlined geometric shapes (many of which we custom illustrated) to give a sense of lightness and airiness while providing clarity and structure.