Summer Ray Fine Art
Thirty years of oil painting, sold online without turning the work into a gift shop.
Sector
Art and studio
Engagement
Storefront
Year
2026
Status
In progress
The brief
An Atlanta artist selling original oil paintings, archival prints and commissioned work from a studio in north Georgia. Artist sites usually go one of two ways: a gallery so reverent it forgets to sell anything, or a print shop that makes the paintings look disposable. This one had to do both jobs at once.
Three buyers arrive at the same site with completely different budgets. One wants an original on the wall. One wants a sixty five dollar print. One wants a painting made of their own family. Serve them badly and each of them assumes the site is not for them.
What we did
Led with where the painting ends up rather than with the paint. Art for the home your heart lives in speaks to the room, which is what the buyer is really picturing.
Organised the catalogue as six themed collections, from florals and seascapes through to faith and pet portraits, and framed them as six rooms of one gallery so browsing feels like walking rather than filtering.
Made the entry price plain and unembarrassed. Any painting, in print, from sixty five dollars, in four sizes, which lets someone who cannot buy an original still buy something.
Gave commissions their own route in, opening with a question rather than a price. Somebody commissioning a painting is buying a story, and the form has to ask for the story first.
Put the shipping promise on the page, seven to ten working days, because the real hesitation with buying art online is not the price, it is whether the thing ever turns up.
Built an easel wall for new work, so the site has a reason to be visited again by people who are not ready to buy yet.
Live on the site
“Art for the home your heart lives in.”
Where it landed
In build, and due to go live within the week. The structure, collections and voice are set, with the remaining work on photography of the newest pieces.
6
collections, framed as one gallery
$65
entry price into the work
7 to 10
working days to the door
The whole page
Scroll it here.
The full homepage as it ships, plus the phone layout beside it.
Built mobile first. Most of this traffic arrives on a phone.