ShopifyBrand Identity & Web Design
The Sunday Sketcher
A Canadian artist working in Ottawa, building a brand and digital home that feels warm, intentional, and professional while letting the artwork lead.
Led brand discovery process, translating client goals and audience insight into a cohesive visual identity
Developed a custom colour palette and typography system; authored both a brand guide and a separate strategic brand essence document
Designed and built an artwork-led Shopify website, balancing minimal design with clear commerce pathways
Directed UX flow for commission-based sales, optimizing pathways for inquiries and print purchases
Wrote and refined all site copy to align with established brand voice
At A GlanceThe Evolution of The Sunday Sketcher
Full Case StudyThe opportunity
The Sunday Sketcher, a Canadian artist based in Ottawa, already had a website and an active presence on Instagram and YouTube, but the focus had always been on sharing work as it was made, not on building a cohesive brand foundation underneath it. The goal wasn't more visibility. It was giving an already-visible artist a digital home that felt as considered as the work itself.
The process
The project started with a discovery call covering audience, tone, commission expectations, and how the artist wanted people to feel encountering his work online. That conversation shaped a mood board with multiple directions, refined collaboratively until the tone landed. From there, a custom colour palette and typography system were built deliberately understated: clean, simple, humble, so the artwork could stay the focal point instead of competing with the site around it. The guiding thesis, documented in a separate brand essence piece alongside the visual guide, was that branding is as much about how something feels to move through as it is about how it looks, which shaped page-by-page decisions as much as the palette did.
The execution
Before the rebuild, commission inquiries lived behind a single generic contact page, meaning interested buyers had to go looking for a path that should have been obvious. On the new Shopify build, that path was surfaced directly and repeatedly, with intentional language making clear both availability and process. It's a small structural fix with real business weight: a commission-based practice loses money every time a buyer can't find the door.
The result
A cohesive brand and digital presence that supports creative expression and business growth in equal measure giving the artist a foundation to sell work, take commissions, and grow an audience without the site ever getting in the way of the art.