E-commerce Design For Artists

Case Study: Ellie FP

Established illustrator and artist Ellie FP approached me to refresh and redesign her Shopify store, creating a more contemporary digital experience to showcase and sell her original artworks and limited-edition prints.

Following a comprehensive website audit, I identified the need to upgrade the existing legacy theme to Shopify 2.0. This provided the flexibility to create fully customisable page templates, integrate video and multimedia content, and take advantage of Shopify's latest features.

An Illustrator’s Print Shop

The redesign introduced a refreshed visual identity, combining bold, contemporary typography with a complementary colour palette inspired by Ellie's signature artworks. The result was a more cohesive and engaging online experience, designed to elevate the artist's brand and make discovering her work effortless.

The new website features enhanced brand storytelling, video content and curated collections on the homepage, alongside redesigned product pages that communicate the unique selling points, authenticity and provenance of each piece. A dedicated section for original one-off artworks showcases distinct collections developed during the artist's international residencies.

To support visibility and organic growth, SEO was also implemented throughout the site, with tailored keyword optimisation across key pages to target audiences searching for original artwork and art prints.

Project Overview

- Migration from a legacy Shopify theme.
- Flexible, fully customisable page templates.
- Enhanced video and multimedia capabilities.
- Integration of the latest Shopify features.
- Refreshed visual identity and contemporary aesthetic.
- Bold typography to improve readability and user experience.
- Complementary colour palette inspired by signature artworks.
- Cohesive visual language across the website.
- Redesigned homepage with enhanced brand storytelling.
- Video integration and featured artwork collections.
- Improved navigation and content hierarchy.
- Streamlined browsing and product discovery.
- Custom product page layouts.
- Clear communication of product USPs and authenticity.
- Highlighting artwork provenance and artist background.
- Dedicated section for original one-off artworks.
- Showcasing collections inspired by international residencies.
- Keyword research tailored to prints and original artwork.
- On-page SEO optimisation across key pages.
- Optimised page titles and metadata.
- Improved organic search visibility and discoverability.

Product Page:

E-Commerce Web Design

I help creative businesses build better digital experiences through Shopify e-commerce, digital strategy, UX, and content-led marketing. With 10+ years of experience, I combine creative direction and editorial storytelling with hands-on digital expertise to build creative brands online and drive commercial results.

- A customised Shopify ecommerce store designed around your brand identity
- Home page, About Us, Contact, Blog
- Conversion optimised product page
- Product collection pages
- Navigation design
- Related products for upselling
- Content population of up to 20 products
- SEO-optimised pages
- Email marketing set up
- Google Analytics integration
- Optional integration of apps (eg Reviews, Rewards)
- Designed with your image assets and copy
- Domain name transfer or connect
- Handover guide to manage and update your website and 30-day email support
- Hosting directly with Shopify: plans start at £19 per month
  Additional services available: Branding, copywriting, image sourcing and editing, motion graphics
We offer an ongoing website management service, tailored to the needs of your business. This can include a comprehensive website audit, updating and refining existing content, reviewing the user experience and customer journey, and identifying opportunities to improve engagement and conversion. Contact us to discuss your bespoke digital project.