Squarespace Website for Fine Art Photographer, NYC     

Gwen Norton, Photographer

Refined. Minimal. Curated.

Gwen Norton is a fine art photographer based in New York City. Her work explores layered narratives and the subtleties of visual storytelling. She needed a portfolio website that felt modern, professional, and aligned with the way her photography is experienced in gallery spaces — a site that would position her with galleries and collectors while allowing her images to remain the focus.

The Challenge

Gwen’s portfolio carried both depth and breadth, but her digital presence didn’t serve it. The image library was unstructured — files were unorganized, unscaled, and unnamed — making it difficult to manage and limiting the way her work could be presented. At the same time, she needed a way to house multiple sub-galleries within one larger collection without overwhelming the viewer’s experience.

Her previous site felt outdated: the design distracted from the imagery, navigation pulled focus, and minimal copy left her practice underrepresented. She was seeking a website that could translate her vision with precision — a refined, image-led experience aligned with the way her work is encountered in a gallery context.

The Approach

This redesign treated the website less as a container and more as a curatorial tool. Every decision — from typography to navigation to copy flow — was made to support the imagery and create a gallery-like rhythm.

• Copywriting & Messaging
  Starting with only her About page, I expanded her site copy, reshaping it with clarity and tone while refining the text she provided for her galleries. The result is a voice that feels cohesive, precise, and aligned with her practice.

• Visual Identity
  Brand styling was developed from scratch: a restrained palette, typography with quiet strength, and an editorial direction that frames the work without intruding.

• Design & Navigation
  To keep focus on the images, I built a custom header navigation anchored by a burger menu. In one large gallery containing up to seven sub-galleries, custom anchors were integrated for seamless, intuitive movement.

• Content Architecture
  I created an archive page for organizing her wider body of work, alongside a news page where upcoming exhibitions can be shared — building both clarity and future-readiness.

Features & Highlights

• Custom Navigation — burger menu designed to maintain focus on the imagery.

• Gallery Anchors — intuitive sub-navigation within multi-section galleries.

• Expanded Copywriting — clear, refined text to articulate her practice.

• Brand Styling — fonts, colour palette, and design direction shaped for fine art presentation.

• Structured Architecture — dedicated archive and news pages for growth and exhibitions.

The Result

The finished site positions Gwen with clarity and confidence. It is minimal, professional, and curated — allowing her work to speak while offering viewers a refined, navigable experience.

With only one short round of revisions, the site came together seamlessly, a reflection of how closely the design aligned with her vision. Gwen now has a platform that honours her artistry, supports her professional goals, and grows with her practice.