Art director/brand strategist

PROJECT OVERVIEW

I was commissioned to design a digital presence for Trademark Design Co., the interior design business of a well-known HGTV Design Star competitor and abstract artist. The objective was to establish a refined online platform that could showcase interior design work, elevate brand credibility, and support direct sales of original artwork.

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SOLE CREATIVE / BRAND EXPERIENCE DESIGN

At project start, the business had only a logo and no established brand guidelines or digital strategy. The opportunity involved shaping a cohesive visual direction that would position the firm as sophisticated, modern, and exclusive within the residential design market.

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ROLE

Led the visual direction and UX design of the site from concept through launch, defining typography, color usage, layout hierarchy, and overall brand tone. The design focused on creating a high-end, gallery-inspired digital experience that balanced editorial storytelling with e-commerce functionality.

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KEY CONSIDERATIONS INCLUDED:

• Designing an intuitive portfolio structure to showcase diverse interior and fine art projects

• Creating a clean, modern visual language that reinforced exclusivity and artistic credibility

• Integrating an online shop experience that felt cohesive with the brand rather than transactional

• Developing layout systems that allowed visual work to remain the focal point

• Collaborated directly with the client’s personal assistant to manage timeline  expectations and content coordination, working within a tight delivery window.

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OUTCOME

The site successfully launched as the client’s primary digital platform for brand visibility and artwork sales. The client expressed strong satisfaction with the final result and later re-engaged me for technical support updates. The project also generated referral opportunities within his professional network.