Overview
Onground Art Gallery's collection of African art deserved a site that made it as easy to browse and understand as walking the gallery floor. I redesigned it around discovery and storytelling.
The Challenge
The gallery's existing site made it hard to browse the collection: work was difficult to find, and the story behind the artists and the pieces themselves wasn't coming through, even though that context is often what makes a piece resonate with a buyer. A look at neighboring galleries and represented artists online showed the same problem repeated everywhere: generic structures that made every collection feel forgettable.
The Approach
I started by studying how neighboring galleries and individual artists presented their work online, from established galleries to solo artist sites, to see what actually separated a memorable collection from a forgettable one. From there I sketched every page by hand before touching a screen, moved into grayscale mid-fidelity wireframes to lock down structure, and only then built out a small design system, a warm color palette, clear typography, and a reusable component library, so the site stayed consistent across homepage, about, available works, artists, product, exhibitions, and gallery booking pages as it grew past a handful of screens.
The Outcome
A gallery site where the collection is easier to explore and the story behind the art comes through more clearly, closer to the experience of walking the gallery itself.