CASE STUDY

Freddy Paske

About

Website design for Platinum Jubilee Artist in Residence Freddy Paske.

Role

Website Design + UX

freddypaske.com

Challenge

Freddy Paske is a contemporary painter and was the Artist in Residence for Queen Elizabeth II’s Platinum Jubilee. His work spans original paintings, prints and commissions, attracting both private collectors and commercial clients. As his body of work and audience continued to grow, there was an opportunity to create a clearer, more cohesive digital presence that better reflected the quality of his practice.

The challenge was to design a website that presents Freddy’s work in a considered and visually led way, while also making it easy for visitors to explore collections, understand available formats and enquire or purchase with confidence. The site needed to balance artistic expression with clarity and usability.

Solution

The project began with a UX-led review of the existing site to understand user needs, content structure and key journeys. From this, a new site architecture and navigation were developed to create clearer pathways between galleries, product pages and contact points.

A minimal, gallery-inspired visual direction was introduced to place the focus on the artwork itself. Clean layouts, generous spacing and restrained typography allow the work to breathe while creating a refined and professional feel.

Ecommerce functionality and product pages were redesigned to provide clear information around sizing, formats and pricing, supporting informed purchasing decisions. The resulting website presents Freddy Paske’s work with clarity and confidence, creating a digital experience that reflects the quality of his practice and supports both discovery and sales.