WEBSITE DESIGN FOR ARTISTS
Website design for an independent artist
Gemma Grao is a modern, independent artist celebrated for her vibrant murals and travel-inspired artwork. Known as The Travelling Artist, her world is one of colour, connection and creative freedom.
Gemma approached me to create a free-spirited, high-impact online home that would not only capture her unique aesthetic but also work strategically behind the scenes - showcasing her art, attracting new clients and driving passive income through her growing print and product collections.
✽ E-Commerce Website Design
✽ E-Commerce Website Design
The challenge.
Gemma’s art is instantly recognisable - bold and full of movement - yet her previous website didn’t reflect that same sense of freedom or professionalism. She needed an online presence that could express her creative energy while serving as a serious business tool: one that could manage an expanding product range, support commissions and mural enquiries and tell her story in an engaging, authentic way.
The challenge was to balance beauty and strategy - creating a site that feels like stepping into her colourful, travel-infused world, while also being built to perform through strong SEO foundations, seamless e-commerce and a structure designed to convert curiosity into connection and sales.
The Pretty Powerful transformation
The Powerful
strategy & foundation
The strategy focused on bringing together her dual identities - the artist and the traveller - into one cohesive narrative. Working with the wonderful copywriter Lisa from Can I Have a Word? meant we started the project with clear positioning, tone of voice and of course, SEO-optimised, conversion-led words!
From there, we mapped a website journey that clearly presents her offerings: from large-scale murals and bespoke commissions to print sales and wearable art.
Behind the scenes, the site was built to drive organic traffic through SEO-friendly content and a blog strategy that supports discoverability - helping Gemma grow her visibility and generate ongoing passive income through print sales.
The Pretty
visual identity & experience
The design captures Gemma’s signature style: vibrant, feminine and full of wanderlust! Inspired by her murals and travels, the site features expressive textures, rich, earthy colours and ‘scrapbook’-inspired image styling.
Every page feels alive with creative energy at the same time as being intentionally balanced by clean layouts and clear navigation. Custom galleries highlight her murals and fine art, while the shop experience is crafted to feel personal and inspiring.
Interactive sections like upcoming events, and a regularly updated travel-inspired blog allow Gemma to share her journey and keep the site dynamic, while the backend functionality gives her full control to manage updates and inventory with ease.
The Outcome
The result is a show-stopping online home that perfectly encapsulates Gemma’s world - one where art, travel and entrepreneurship meet in a seamless digital experience.
Her new website not only celebrates her artistic identity but also works hard behind the scenes: driving organic growth, simplifying management and turning her passion into a sustainable business.
It’s a great example of how a thoughtfully designed website can be both a creative expression and a strategic sales tool - one that brings art to life, inspires connection and turns visitors into collectors.
That’s creativity with purpose.
That’s Pretty Powerful.
Ready for your own transformation?
This is what happens when strategy meets soul, and design is led by intention. If you're ready for a brand identity that reflects where you're headed - and helps you get there - I’d love to create something Pretty Powerful for you.