Anthony Grant Inc. Website Redesign

Problem Statement

"How might we transform a traditional art dealership website into a modern, visually-engaging experience that builds trust with high-net-worth collectors, while creating a digital system to manage and showcase artwork inventory?"

Dual Challenge:

External (Client-Facing):

• Text-heavy legacy site with no visual impact

• Outdated design doesn't reflect premium positioning

• Poor mobile experience

• No clear service differentiation

Internal (Operations):

• No digital inventory management system

• Artwork documentation scattered across files

• Difficult to share available works with clients

• No systematic way to showcase or hide inventory

Research & Discovery

Design Inspiration: Art as Philosophy

The Turning Point:
I asked the client what is his favorite art styles: "Brice Marden and minimalist contemporary American art"

This became the foundation for the entire design approach—creating a website that doesn't just show minimalist art, but embodies minimalist principles.

Key Artists Influencing Design:

Translation: The website became a digital gallery—not just displaying art, but embodying the same aesthetic principles collectors seek.

Legacy Website Audit

Legacy website landing page

New Homepage

Old site Critical Issues: ❌

1. No artwork imagery (ironic for art dealer)

2. 3,000+ words of dense paragraphs

3. No visual hierarchy or sections

4. Poor mobile experience

5. Services buried in biography text

6. No inventory management system

User Journey & Information Architecture

Sitemap Structure

Three User Paths

Path 1 - Quick Validator (30 sec):
Hero → See artwork + "40+ years" → Contact

Path 2 - Due Diligence (3-5 min):
Hero → About (credentials) → Press (validation) → Services → Contact

Path 3 - Researcher (multiple visits):
Hero → About → Services → Art (browse inventory) → Newsletter → eventual contact

Content Transformation

Before → After:

• 3,000 words → 1,200 words (60% reduction)

• 0 images → 6-8 featured images

• 8 paragraphs → 6 clear sections

• Biography-first → Visual impact first

Visual Design System

One reason I chose Framer is that it allows me to store and visually display design system elements directly on the page.

Color Palette (Flavin-inspired):

• Gallery Black: #1a1a1a (primary)

• Museum White: #ffffff (backgrounds)

• Sophisticated grays: #333, #666, #999 (hierarchy)

Typography (Light & refined):

• H1: 48px / weight 300 (elegant)

• Body: 16px / weight 400 (readable)

• System fonts (modern, fast loading)

Spacing (Judd's precision):

• 8px base unit system

• 60-80px section padding (breathing room)

• 12-column responsive grid

Components:

• Service cards (artwork + title + description)

• Press quotes (4px left border, italic text)

• Biography card (portrait + condensed bio)

• CMS-powered artwork cards (dynamic inventory)

Custom CMS Implementation

Why?
The Inventory Challenge

During discovery, I learned the gallery had no digital system for managing artwork inventory. Artworks were documented in spreadsheets, emails, and physical files—making it impossible to:

• Quickly share available works with clients

• Maintain up-to-date inventory records

• Selectively display works on the website

• Track artwork provenance and details

CMS Solution

What I Built: A custom Content Management System within Framer that digitalizes the entire artwork inventory while providing flexibility for display.

Core Features:

1. Digital Artwork Database

• Each artwork as individual CMS entry

• Fields: Artist name, title, year, medium, dimensions, price

• High-resolution image uploads

• Provenance documentation

• Exhibition history

• Availability status

Artwork inventory page mock up

2. Internal Documentation System

• Private inventory management (staff only)

• Searchable and filterable by artist, medium, period, price

• Tag system for categorization

• Notes field for internal reference

• Upload related documents (certificates, appraisals, provenance)

3. Flexible Public Display

4. Client-Friendly Presentation

Before & After Comparison

Hero Section

BEFORE:

AFTER:

Impact:

• Instant visual validation

• Accessibility upgrade

• 5-second vs. 30-second comprehension

• Mobile-optimized from start

Full Page Structure

BEFORE: Single-page text wall, 3,000+ words, 0 images, no sections

AFTER:

1. Hero (artwork + credentials)

2. About (portrait + bio)

3. Services (3 visual cards)

4. Press (external validation)

5. Art/Selection (CMS-powered, optional display)

6. Newsletter (conversion)

Result: 60% content reduction, 500% more images, clear navigation

Key Features

1. Visual Storytelling

Users see expertise through curated artwork imagery before reading credentials.

2. Credibility Layers

• 50+ years badge (experience)

• Sotheby's Vice Chairman (authority)

• Press quotes (external validation)

• Museum relationships (institutional credibility)

3. Progressive Disclosure

• Quick scan (5 sec): Artwork + badge

• Moderate interest (30 sec): About + Services

• Deep research (3 min): Press + Art collection

4. CMS-Powered Inventory

• Digital artwork database

• Internal documentation system

• Flexible public display

• Scalable for growth

5. Mobile-First Sophistication

• Portrait-format artwork (mobile-native)

• Gallery quality on all devices

• 44px+ touch targets

• Same contemplative experience

Results & Impact

Quantitative Improvements (Expected)

Engagement:

• ⬇️ Bounce rate: 65% → 35-40%

• ⬆️ Time on site: 45 sec → 2-3 min

• ⬆️ Pages per session: 1.2 → 2.5-3

Conversion:

• ⬆️ Contact forms: +150-200%

• ⬆️ Newsletter signups: 15-20% of visitors

• ⬆️ Service page views: 40-50%

• ⬆️ Art/inventory views: 25-30%

Lead Quality:

• ⬆️ Qualified leads: +80-100%

• ⬇️ Irrelevant inquiries: -60%

Qualitative Impact

User Experience:

• Immediate visual validation of expertise

• Clear service understanding

• Easy information discovery

• Gallery-quality mobile experience

• Browse available inventory seamlessly

Business Operations:

• Centralized inventory management

• Professional artwork presentation

• Internal documentation system

• Flexible display control

• Scalable for future growth

Market Positioning:

• Competitive with major auction houses

• Modern while honoring tradition

• Appeals to next-generation collectors

• Digital system sets apart from competitors

  
  

Next Steps

Phase 2 Features

1. Enhanced CMS Capabilities

• Client portal for "first look" at new inventory

• Saved favorites and collection building

• Private viewing appointments scheduling

2. Individual Artist Pages

• Market analysis and collecting guidance

• Historical sales data

• Available works auto-populated from CMS

3. Market Intelligence Hub

• Anthony's market commentary

• Exhibition reviews

• Collecting guides

4. Team Expansion

• Thomas McDowell detailed bio page

• Individual team member expertise areas

Metrics to Track

Engagement:

• Time on site, pages per session, scroll depth

• Service page views, art gallery browsing

Conversion:

• Contact forms, newsletter signups

• Artwork inquiries via CMS

Lead Quality:

• Consultation booking rate

• Inquiry relevance

• Close rate by traffic source

CMS Usage:

• Internal: Inventory updates, documentation

• External: Artwork page views, inquiry rate

Conclusion

This redesign successfully transformed Anthony Grant Inc.'s digital presence from a text-heavy legacy site into a modern, visually-driven experience that:

Strategic Impact:
The project demonstrates how thoughtful UX design can modernize established luxury brands while solving operational challenges—creating value for both the business and its high-net-worth clientele.

Design Philosophy:
The website doesn't just show art—it is art. By translating minimalist principles to digital design, the site validates Anthony's expertise before users read a single word.

Design Deliverables

Tools: Figma (design), Framer (implementation + CMS)

This case study demonstrates strategic thinking, user-centered design, operational problem-solving, and the ability to balance business requirements with user needs in a luxury B2B context.