Improving the UX and visual impact of the website within the existing grid. Working with the digital team and external developers to make sure the site aligned with both the strategy and the aesthetic of the brand.

More white space was used to move the brand away from the commercial and towards the contemporary art gallery feel. It was important to curate the works displayed on the B2C site to denote scarcity and therefore luxury and price. Imagery dimensions were made consistent and AI tools were used to help define small and large artworks to convey a sense of scale.