Web design for floral artist, Chloe Berlin
Chloe Berlin, a multidisciplinary artist, needed a refreshed web presence to complement the latest iteration of her brand. The web design is intended to mirror Chloe’s current state within her career; organic, curious, and thought-provoking. Designing with motion, contrasting colors, and a playful gallery-like display, the visitor is met by an inviting user journey through Chloe’s art.
My Role
I led the UX and UI design for Chloe Berlin Studio’s brand refresh and site redesign, working closely with the founder to align design decisions with evolving business goals. I facilitated early discovery conversations, created moodboards and wireframes, and translated brand strategy into a flexible, scalable design system. My process included rapid prototyping, client feedback sessions, and hands-on implementation in Squarespace.
Design Process
From initial strategy workshops to implementation, I guided decisions on layout, tone, and hierarchy. I collaborated directly with the founder, iterated through moodboards and wireframes, and delivered a clean, intuitive site that reflects the studio’s evolving design sensibility.
Insights
Early research revealed that potential clients were unclear about her offerings and the value she provided. Through interviews and brand workshops, I uncovered the need to communicate her services by positioning them through the lens of client needs, and to introduce a more editorial, story-driven feel. This insight shaped everything from content hierarchy to the site’s minimalist aesthetic.
Outcome
The redesign elevated Chloe Berlin Studio’s brand perception and increased engagement on the site. Page visit duration improved, and the founder reported a noticeable increase in qualified inquiries. The clean design system also made future content updates easier, giving Chloe more autonomy and flexibility in managing her site.