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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CREATIVE APPROACH

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.