Fans of the artist Elise Lerner's work could only purchase artwork at in-person events or via email communication and check.
A re-imagined online space serving as a canvas for an array of diverse art pieces to be viewed, sold, and enjoyed.
A seasoned artist, Elise Lerner aspired to make her website to more than a simple Artist's statement. She has experience working with ceramics, textiles, letter-making, book-making, and fashion and wanted to better showcase her wide range as an artist and creator.
Elise's artwork is colorful and spans many mediums. Because of that we wanted to balance the pieces with an elegant, timeless brand identity that would carry through her many phases as an ever-changing artist. In this first phase, we explored 3 unique artistic directions in regards to branding, photo style, colors, and typography. In the end she went with Option 01, The Elevated Intellectual.
Elise went with Option 01, The Elevated Intellectual. as she thought it was the best balance of structure and blank canvas to best compliment her vivid and dynamic artwork. We then worked through several rounds to land on the final branding assets.
Collaboration was a key to this project, specifically on getting the right photo assets for the website and social media. We strategized as a team to book an appropriate studio, ensure we were getting a healthy mix of vertical and horizontal images, and a balance of clean e-commerce product shots as well as busier, lifestyle shots of Elise working with the materials.
Armed with the updated branding styles, we moved onto high fidelity wireframes where we laid out the key pages and their sections. As there was no copywriter on the project, I ended up writing some of the headers and guiding paragraph copy which gave me a newfound respect for writers on design projects.
We went through 3 rounds of revisions, the images shown from the first, and a big change was moving away from the grey buttons and picking the magenta brand color instead to better draw users eyes.
While this is an e-commerce site it's also a content-heavy site with a blog for an artist sharing their story.
For these reasons we used a no-code web builder for the base and integrated Shopify Buy Button feature to run all product sales. This allowed the client, who was weary of lots of tech obstacles, to feel empowered to run her own Shop and make content updates on her new site moving forward. Your client is also a user and we need to consider their wants and needs too.