Approach

The central challenge was creating a cohesive brand around a person whose work spans three very different worlds. Rather than forcing them into a single visual mold, I organized the site around three clear pillars and developed a simple visual system that helps visitors quickly understand and navigate between them.

Kristin's paintings became an important part of the identity itself. I kept the typography, logo, and supporting graphic elements intentionally minimal, allowing her artwork to provide much of the site's color and personality. Selected pieces were adapted into backgrounds and subtle visual elements, while custom iconography gives each area of her practice its own recognizable identity without separating it from the larger brand.

I also worked with Kristin on content strategy, creating a blueprint to help shape and organize content for each area of the site. The finished WordPress system was designed for independent maintenance, allowing her to manage services, dance offerings, artwork, and her WooCommerce shop independently.