A Stunning Squarespace Website for a Contemporary Artist: Joëlle Blouin’s Story
When Joëlle Blouin, an acclaimed contemporary artist, and her husband Greg came to me, they were at a turning point. Joëlle’s art—bold, textured, and full of life—had gaining significant traction. Her signature style, known as Urban Cubism, had captivated galleries and collectors alike, with pieces selling for up to $30,000.
But as Joëlle’s career soared, her digital presence lagged far behind. This is a common theme among most artists entering their “established artist” era. I talk about this more here.
“My website does not reflect where I am in my career,” she admitted. Despite her success, the online space meant to showcase her art was outdated, underselling her talent and accomplishments. “I’m only selling originals,” she added, recognizing that her website missed opportunities to connect with collectors and expand her offerings.
BEFORE
Here’s a peek at Joëlle’s old website:
Joëlle and Greg knew they needed more than just a refresh.
They needed a website that could reflect Joëlle’s professionalism and artistry, one that could act as a bridge between her current success and the dreams she had yet to build.
But the challenge wasn’t just technical—it was about finding time. “I am too busy creating originals for high demand. No time for much else,” Joëlle shared, a tension that echoed through their entire business. Greg, who manages the day-to-day operations, felt it too. With both of them working in the studio, and parents to two very busy young girls, there was little room to focus on the marketing and digital strategy they needed to reach the next level.
There was another layer of complexity: “One major obstacle is that I need to honor my galleries while also wanting to sell directly from my studio,” Joëlle explained. Balancing her existing gallery relationships with her desire to expand her direct-to-collector sales wasn’t easy, and she was navigating it with care.
When they contacted me, their goal was clear—they didn’t want just another website. They needed a digital home that could truly represent the caliber of Joëlle’s work and help them build the future they envisioned.
This project wasn’t just about aesthetics; it was about creating a platform that would amplify Joëlle’s voice, reflect her standing as a contemporary artist, and give her space to grow into the next phase of her career. Greg said, “We needed someone who specialized in artist websites and understood the art world.”
Turning a Contemporary Artist’s Vision Into a Stunning Squarespace Website
Luckily, I’d worked with experienced artists like Joëlle in creating custom online homes for their art, so I knew exactly what to do. By approaching this project through my beloved service, The Liberated Artist Blueprint, we would have the time and bandwidth to explore and confidently choose the perfect strategy to meet Joëlle where she was and sustain her growth. We embarked on a series of 4 mentorship calls which ultimately culminated in the design, writing, and creation of her new website. Learn more about the LAB here.
The first step in this project was understanding how to bring the bold energy of Joëlle’s art into the online world. Her work is all about texture and color, with urban-inspired elements that make a bold impact. A standard, cookie-cutter website wouldn’t do justice to the complexity and depth of her work. We needed to build something that felt as dynamic and striking as her paintings themselves.
As we dove into the design, Joëlle shared stories about her journey—from studying interior design to embracing her full-time career as a self-taught artist. Her path was anything but ordinary. From selling her first collection at a Quebec brewery to partnering with BMW and securing gallery representation in Laguna Beach and beyond, Joëlle had defied expectations at every turn. The website had to reflect this sense of boldness, creativity, and forward momentum.
Joëlle and Greg had a clear vision for the future, one that wasn’t just about selling art but about creating an experience for their collectors. “I love connecting with my collectors,” Joëlle said. “Nothing is better than knowing how much someone loves their recent acquisition and how it makes them feel.” This connection was central to everything they wanted the new website to represent.
We designed the site with the collector in mind, making it easy to explore Joëlle’s work, learn about her process, and engage with her as an artist. The goal was to create a seamless journey from discovery to connection—so that each visitor felt invited into Joëlle’s world, whether they were a long-time collector or someone discovering her art for the first time.
An Art Marketing Strategy That Balances Gallery Relationships and Direct Sales
One of the most delicate challenges Joëlle faced was maintaining the integrity of her gallery relationships while also stepping into direct sales. With her work already represented by prestigious galleries, it was essential to preserve those partnerships. Yet, she and Greg wanted more autonomy—specifically, the ability to sell directly from their studio without undermining their gallery presence.
To strike this balance, we focused the website on selling fine art prints and commissions directly while originals continued to be offered through gallery partnerships. This approach allowed them to nurture both sides of their business without conflict.
Creating a High-End Art Website That Reflects Joëlle Blouin's Vision
By the time we launched Joëlle’s new website, it was more than just a digital portfolio. It was a reflection of where she stood in her career and where she was going. Every part of the site, from the striking homepage to the curated gallery pages, was designed to support her growth as an artist and connect her more deeply with collectors.
AFTER
The results? “I’m beyond thrilled with the website,” Greg said.
“Mariana is an absolute professional—cooperative, attentive to detail, and highly organized. She’s flexible, honest, and truly dedicated to delivering the best results. Building a website is always a collaborative effort, and having someone like her on your team makes the process smooth and enjoyable. I’m beyond thrilled with my website, and her expertise made the entire journey so much easier. Highly recommend!”
Let us know if you’d like any changes or if this works for you as is. We really appreciate ”
This wasn’t just about building a website; it was about building Joëlle’s future. Her site now serves as a place where collectors can explore her work, read her story, and feel the energy of her art—even before they’ve seen it in person. And for Joëlle and Greg, it’s a foundation for the next chapter of their journey.
As Joëlle continues to create and evolve, her website will evolve with her—a dynamic reflection of the artist, her vision, and the vibrant, bold work she brings into the world.
Ready to Build Your Dream Artist Website?
Joëlle and Greg signed up for my Liberated Artist Blueprint because they needed more than just a website—they needed a partner to help align their artistic vision with their business goals. If you're looking for a way to grow your online presence while staying true to your creative journey, the Liberated Artist Blueprint could be the game-changer you’ve been searching for.
