Amii Harwood
Artist & Online Educator Squarespace Website
The Before
About The Project
ABOUT Amii
Amii is an award-winning coloured pencil artist, known for her hyper-realistic pencil pet portraits. She came to me because she is pivoting her business to focus more on artist education (creating online courses & resources for artists) and less on her commissions.
Her existing website was DIY-ed and just focused on her portfolio and commissions, so needed something new to reflect her new direction, and that felt high-end to position her as the go-to pencil art eductaor.
PROJECT GOALS
The new website should become an online hub for her courses and artist resources as the primary focus, with commissions as a secondary priority
Amii wanted a website that “screams quality and integrity”, radiating confidence while not being stuffy or intimidating
The new website should appeal to Amii’s audience (typically pre-retirement and onwards, looking for a creative hobby or side-hustle), and therefore feel sophisticated - yet approachable.
The After…
How I applied my signature ‘3S’ Approach’
STRATEGY
The layout of the pages and the navigation have been designed to put Amii’s courses as ‘front and center’ focus, while still making it easy to find her commissions offering and her portfolio. We also did keyword research to ensure her site is optimised for those searching on Google for coloured pencil art courses etc.
STYLE
Amii wanted a website that felt welcoming and calming, whilst feeling sturdy and knowledgable with a sense of quality. I took inspiration from her academic background and love of nature (and her ideal customers’ love of the outdoors and reading!), to use colours, fonts & styling that made the website feel like reading in a cosy book-nook with a cup of tea, or pottering in the garden shed on a Sunday.
SIMPLICITY
Part of a website feeling welcoming is all about creating a space that doesn’t feel overwhelming, and that makes it easy to access what you need quickly, so we’ve kept the content concise and layouts simple - no crazy flashing animations - to match the ‘sturdy, quality’ vibe and keep Amii’s audience in mind.
“Anna - I’m blown away.”
What Amii said:
“This is all coming together beautifully. You've anticipated so much and solved so many issues that I didn't realise were there.”
The project highlights:
Amii can finally focus on creating an exciting suite of online courses for her artist audience, knowing the website is doing the work to promote these properly
With tutorials and guidance, Amii can easily add to her artist resources and online course bank whenever she needs!