ELCArtist · Brand and website
Elissa Carroll
A brand as calm as the paintings, and a gallery she keeps herself.
- Sector
- Impressionist painter, Rye, New York
- Project
- Brand and website
- Built on
- Webflow
The challenge
An impressionist painter who paints commissions for collectors, designers and clubs, and whose website had fallen behind the work.
The brief
Let the paintings lead, show them in the rooms they hang in, and give her a site she can keep current herself.
Elissa Carroll is an impressionist oil painter in Rye, New York. She set out to show her paintings the way collectors live with them, on a site she could keep current herself.
01 · Project overview
Light, changing a scene.
Elissa paints the instant light changes the world around you.
She works in oil on gessoed canvas, in five series, from a harbor at sunrise to a marsh at dusk. Much of her work is commissioned by collectors, designers and clubs. She wanted a site that showed the paintings properly and that she could run herself.
02 · The opportunity
It’s all about the color.
Collectors ask her most how she makes these colors.
Her buyers, collectors, designers, architects and stagers, each picture a painting in a room. So the site could not be a grid of thumbnails. It had to show each painting close up and in place. Her words set the tone: perfectly understated.
03 · Visual identity
A logo that is a frame.
She loves circles, and wanted the logo to be a frame.
The monogram does both: an E drawn as a C with a hairline crossbar, then a C, closed by a hairline rectangle. The crossbar reads as a horizon, the crescents as a sun or moon. It runs in her teal, navy, stone and mint.
04 · The website
The paintings come first.
We designed the site in Figma and built it in Webflow, with the paintings in a CMS.
Each of the 47 paintings has its own page, with its series, size, the place that inspired it, an image in a room and a detail. The process is four plain steps: talk, approve, watch, unwrap.
05
Commissions, where they hang.
Talk, approve, watch, unwrap, and the commissioned pieces shown in their rooms.
06 · Hers to run
A gallery she keeps herself.
When she asked to run the site herself, we recorded a walkthrough of the editor.
Now she adds new paintings on her own: she chooses the series, and the painting appears in the right place. The site keeps pace with the studio, without waiting on us.
What changed.
An identity that frames the work, and a site where every painting has its own page.
What we did
- Brand Master and messaging
- Audiences and commission plan
- Brandscript for the new site
- EC monogram and wordmark
- Type and color
- Business cards
- UX and interface design
- Webflow build
- Artworks CMS
- Series and painting pages
- Editor walkthrough
Running a business like Elissa Carroll?
Tell us where you are and where you want to go. It starts with a conversation, then your Flight Plan in writing.
- Like
- Elissa Carroll
- Via
- Any industry
- Class
- Brand identity, Websites
- Gate
- JL
Ages Mortgage
Mortgages should serve people. The site had to prove it.