Candour On Canvas

E-Commerce Website Design & Development

20 June 2024

STEP 1

The Problem Statement

Story-led art brands like Candour On Canvas often struggle to translate the depth of their narrative, process and emotional value into a digital format — especially when combined with the functional demands of e-commerce.

The challenge was to create a website that could hold both: a space for storytelling and a platform for selling.

STEP 2

The Design Question

How might we design a website that balances narrative-driven storytelling with a seamless and intuitive e-commerce experience?

STEP 3

Research Insights

Story-led brands rely heavily on emotional connection, which is often lost in overly transactional website structures
E-commerce platforms prioritise speed and clarity, sometimes at the cost of depth and storytelling
Users need quick orientation (what is this, what can I do here) before engaging with longer narratives
Art buyers value context—process, meaning and personal connection significantly influence purchase decisions
Clear pathways (shop, commissions, about) are essential to prevent user drop-off

STEP 4

The Design Solution

A structured website that integrates storytelling with commerce through clear content hierarchy and intentional user journeys.
The platform separates yet connects key sections—shop, commissions, our story and founder intro in the form of a welcome message—allowing users to move fluidly between discovering the story and making a purchase.
Visual layout, typograph, and pacing were designed to reflect the brand’s anecdotal and intimate nature while maintaining clarity and ease of navigation.
Tone of voice and copywriting was kept friendly and in line with the Brand Voice.
Tactile visuals - paper textures, doodles, etc helped to bring in art and materials from the real world onto a digital space.

STEP 5

Outcome

A cohesive digital platform that supports both brand storytelling and business growth.

The website strengthens Candour On Canvas’ identity as an art-led brand while improving accessibility to its products and services, enabling deeper engagement and smoother conversion.