Yorkshire-based multidisciplinary designer
specialising in brand strategy, creative design
and Webflow development.
George Groves
At just 24 years old, George Groves had already established himself as a sought-after portrait artist, painting everyone from Grammy winners to British astronauts, with work exhibited at prestigious venues and featured in Vogue. However, despite his impressive client list and growing reputation, he lacked the professional brand presence needed to match the calibre of work he was creating. The challenge was clear: develop a brand identity for an artist that positioned him as serious and high-end, whilst ensuring his artwork always remained the priority. Starting from scratch, I created a typography-based logo that strikes the perfect balance between sophistication and subtlety. The wordmark is clean, clear, and unmistakably high-end, but deliberately understated so it never competes with the portraits themselves. This formed the foundation of a focused visual identity system, documented in streamlined brand guidelines covering colour palettes and typography that George could reference for consistency across all touchpoints.
Visual Identity Design
Logo + Brand Guidelines
Website + UI Design
Webflow Development
Webflow E-commerce
The centrepiece of the project was designing and building a comprehensive e-commerce website in Webflow – new territory for me, adding native shop functionality to sell prints and original works directly to collectors. The site needed to work as both a professional portfolio showcasing his large-scale oil portraits and a functional online gallery where customers could browse and purchase. The design prioritises the artwork through generous whitespace and minimal interface elements, letting each portrait command attention without distraction. Beyond the digital presence, I developed various print materials and collateral that George uses for exhibitions, studio visits, and client meetings – essential leave-behinds that reinforce his professional standing. We also collaborated on a brand video that incorporated the visual identity, creating cohesive brand storytelling across all platforms. The result is a recognisable imprint that gives George the strong presence he needs both online and in person, without ever overshadowing the extraordinary portraits that built his reputation in the first place.
“Cal is not only an incredibly gifted designer, but he’s someone who can visualise ideas ahead of time. Cal completely re-designed an otherwise dreary and tired website for my work as an artist, and created something beyond beautiful. I now have clients constantly asking me “Who designed your website?!”, and I have no problem whatsoever in recommending them straight to Cal. We’re now working together again on a re-brand for another arm of my business, and I just know it’s going to elevate its presence across all areas. Cal, Thank you”
— George Groves, Artist
