About the Brand

Artist on Art is a Santa Cruz–based digital platform that gives artists space to share personal stories, showcase creative work, and connect with their audience through interactive content. The goal was to foster authenticity, grow visibility, and deepen engagement between creators and fans.

My Role

As UX Designer and Brand Strategist, I led the full creative and technical build—from early concepting through launch.

• Brand messaging, UI/UX design, and information architecture
• Interactive wireframes and design systems in Figma
• Responsive Webflow development
• CMS structure for artist profiles, interviews, and multimedia
• SEO optimization, Google Analytics, and client onboarding workflows
• Collaboration with photographers and editorial contributors

‍

‍

The Challenge

Artist on Art needed a sophisticated yet accessible platform that:

• Showcased diverse artist profiles, interviews, and multimedia content
• Allowed fans to browse by genre, theme, or artist
• Supported storytelling via embedded video, process imagery, and podcast-style interviews
• Was scalable, CMS-powered, and easy to manage without technical expertise
• Improved discoverability through optimized site structure and search-friendly metadata

‍

‍

‍

The Solution

• Brand & UI Concepting - Developed a visual system centered on artistic expression—a custom type system, neutral palette, and clean layout that allowed the art to lead.
• UX Design & Wireframes - Created multi-layered wireframes for homepage flows, artist profiles, and dynamic filters—prioritizing mobile-first interaction and intuitive navigation.‍
• CMS-Powered Webflow Build - Structured the platform with flexible CMS fields for interview content, audio embeds, and high-res artwork galleries. Built a fast-loading, responsive site with scalable architecture.‍
• SEO & Analytics Setup - Implemented structured data for artist pages, integrated Google Analytics and Search Console, and crafted keyword-optimized metadata to support long-term search performance.

‍

‍

‍

‍

‍

‍

‍

The Results

• Launched a polished, professional platform for both artists and their audiences
• Built an easy-to-manage CMS for publishing new artist stories and collections
• Improved content discoverability and boosted organic search reach
• Increased user engagement with interviews, process videos, and artwork—fostering deeper connections between artists and fans

‍

Key Takeaways

This project illustrates how UX-focused design, thoughtful CMS architecture, and SEO strategy can amplify storytelling and foster creative communities. Artist on Art now has a scalable, modern platform to grow its audience and elevate the voices it features.