Visual Living: How strategy, storytelling, and design brought an online gallery to life
When Lindsay, the founder of Visual Living first came to us, she had nothing more than a vision - an idea for a gallery that would champion emerging female artists and invite people to connect with art in a more meaningful way. She imagined a space where every piece told a story, and every customer felt part of a community. What she needed was a brand that could capture that spirit and carry it into the world.
Laying the foundation
Our work began with strategy. We listened closely to her aspirations and distilled them into a brand framework rooted in three values: storytelling, connection, and empowerment. These weren’t abstract ideas; they became the guiding principles for every decision, shaping the tone of voice, the visual identity, and the customer journey. From the outset, our aim was to create a brand that would feel both premium and personal - a place where art lovers could find pieces that resonate deeply.
Crafting the identity
Once the strategy was in place, we began shaping Visual Living’s identity. The visual language was designed to be refined yet inviting: a logo suite with elegance at its core, a carefully chosen colour palette, and typography that felt timeless while still approachable. Together, these elements gave the gallery a recognisable signature that now carries across every touchpoint.
Bringing the gallery online
The Shopify website was where the vision came to life. We wanted the experience to feel like stepping into a beautifully curated gallery - calm, immersive, and seamless. Each artist was given space to tell their story, with dedicated profile pages that highlight their voices as much as their work. Collections were arranged to feel both editorial and shoppable, inviting customers to browse with confidence and curiosity. Every detail, from the homepage design to the product page layouts, was crafted to balance elegance with functionality.
Extending the story
But building a brand is more than creating a beautiful website. To nurture lasting connections, we developed a storytelling-first email strategy - a welcome journey to draw people in, post-purchase notes to deepen relationships, and ongoing artist features to keep the community engaged. Alongside this, we implemented an SEO-led content plan that would help the gallery be discovered organically by those searching for meaningful, story-rich artwork.
The result
Today, Visual Living is no longer just a concept - it is a living brand. The online gallery is a destination where art and emotion meet, and where customers feel part of something bigger than a transaction. The email flows have built genuine loyalty, the SEO foundations have strengthened visibility, and the website itself continues to grow with new artists and collections.
What began as a blank slate has become a brand with presence, purpose, and momentum - a space that connects people to art in the way its founder always imagined.