Fiona Lascelles / Art Director
Custom Website Design
Case Study
Artistic Approach To Website Design
For this project, the objective was to craft a website that reflected the unique artistic style of Fiona Lascelles, a renowned Art Director in New Zealand. The goal was to create a digital platform that embodied Fiona’s unique creativity whilst providing an intuitive, engaging experience for visitors.
The design process was guided by the desire to blend aesthetics with functionality. Key design elements, such as bold visuals, dynamic layouts, and carefully chosen typography were selected to showcase Fiona’s artwork in a way that was both visually captivating and user-friendly. The website needed to act as a digital portfolio, seamlessly conveying Fiona’s artistic vision and design expertise to her target audience.
Through a balance of form and function, the project highlights how thoughtful design decisions can elevate both the user experience and the artistic expression within a digital space. Each design choice, from interactive features to color palettes, was made to ensure the website not only represented Fiona’s artistic passion but also provided an enjoyable and immersive unique browsing experience.
This case study explores the collaborative approach to achieving a digital presence that mirrors the creative excellence Fiona is known for, combining artistry and web design in a way that truly speaks to her beautiful artistic vision.
Client Questionnaire
It has been great to finally consolidate my creative practice after many years of working and making. The work itself is quite disparate in both form and content so to be able to bring it together to provide a holistic overview of my critical thinking as a creative, rather than positioning myself in a particular box was a win. Achieving this goal would never have happened without making the website.
It made me consider carefully how I defined my creative practice and what was the best work to use that best backed this up but then, also how to present it.
It was an evolutionary process for me as I navigated my way through The How and The What. I really appreciated Rosalie’s input in navigating the job in a way that accommodated this process of reverberation. I’m sure there are others who may have found this frustrating, but I was very grateful for Rosalie’s patience as we nutted it out.
The simplicity and precision of the site stands out for me. Its elegant navigation creates an act of unfolding of the work. The site design and my work combine together quite seamlessly without any jangly bits that distract from its intention.
Overall…. Rosalie is a skilled and professional web designer who is both reliable and easy to work with. She took the time to fully understand my goals and provided good advice, which she then proceeded to thoughtfully integrate into a bespoke website that aligned with my expectations while also improving its overall functionality and aesthetic appeal.
Her collaborative approach and friendly communication style was refreshing. Throughout the entire process, she maintained an open dialogue, making it easy to discuss ideas, revisions, and improvements. Her professionalism was matched by her patience and willingness to refine details until every aspect of the website was right.
Beyond delivering a great result Rosalie spent time ensuring I was confident in managing the site by offering helpful and targeted online training sessions.
Overview Fiona Lascelles / art director
“From communicating the rich food story of Aotearoa in Cuisine magazine to the book design of Through Shaded Glass for Te Papa Press, these projects demonstrate my ability to merge historical, cultural, and artistic perspectives into cohesive design experiences. But it is a self-published limited edition art book project that I am most proud of: Uprooted, a book of levitating flowers and other fashionable nonsense. The elevator pitch goes… What if the internet was soil, what flowers would grow? It recently won a gold award for print at the International Design Awards.From communicating the rich food story of Aotearoa in Cuisine magazine to the book design of Through Shaded Glass for Te Papa Press, these projects demonstrate my ability to merge historical, cultural, and artistic perspectives into cohesive design experiences. But it is a self-published limited edition art book project that I am most proud of: Uprooted, a book of levitating flowers and other fashionable nonsense. The elevator pitch goes… What if the internet was soil, what flowers would grow? It recently won a gold award for print at the International Design Awards.”
Purchase Fiona’s book uprooted here and own a piece of NZ fine art history.