Platform:
Squarespace
Agency:
UpSpring PR
Platform:
Squarespace
| Agency:
UpSpring PR
Eaton Fine Art, a longtime PR client of UpSpring, came to us after realizing their website no longer reflected the depth, intention, or boldness of their curatorial approach. Working at the intersection of property development and local art communities, Eaton creates immersive environments that tell the cultural story of a place. The challenge was translating that layered, collaborative process into a digital experience.
I began by working closely with UpSpring and the Eaton team to understand how they articulate value to partners, artists, and developers, as well as how different audiences engage with their work. Research into comparable studios and cultural brands helped identify common patterns and opportunities to differentiate Eaton through narrative and structure, not just visuals.
From there, the design strategy focused on expressing Eaton’s philosophy as clearly online as it does in physical space. The site uses simple forms and primary colors drawn from their identity to create a visual system that feels intentional and grounded. Portfolio pages were structured to highlight not only finished installations, but also the collaborators involved, reinforcing the idea that meaningful, high-end experiences are built through shared vision and trust.
Early research into comparable studios and cultural organizations highlighted a pattern of image-heavy portfolios with little narrative context, which helped shape a strategy focused on clarity, scale, and storytelling.
Eaton’s work is experienced at a full-room scale, so the site needed to convey presence, not just documentation. To support this, I focused on how layout and pacing could help users feel immersed rather than overwhelmed.
Large, full-screen imagery anchors each section, while a two-column grid on the homepage portfolio allows users to take in projects at a near life-sized scale. This structure balances visual impact with navigability, giving users space to explore while maintaining a clear hierarchy. The approach mirrors the physical experience of moving through Eaton’s installations, creating a browsing experience that feels intentional and spatial rather than purely visual.
Eaton’s work is experienced at a full-room scale, so the site needed to convey presence, not just documentation. To support this, I focused on how layout and pacing could help users feel immersed rather than overwhelmed.
Large, full-screen imagery anchors each section, while a two-column grid on the homepage portfolio allows users to take in projects at a near life-sized scale. This structure balances visual impact with navigability, giving users space to explore while maintaining a clear hierarchy. The approach mirrors the physical experience of moving through Eaton’s installations, creating a browsing experience that feels intentional and spatial rather than purely visual.
Following a recent rebrand, I helped translate Eaton’s visual identity into a cohesive digital system. The logo’s foundational shapes, circles, squares, and arches, were incorporated throughout the site as framing, image crops, and background patterns.
These elements were reviewed in collaboration with the client and a feng shui practitioner to ensure balance, flow, and intention across the experience. Used consistently and with restraint, the shapes reinforce Eaton’s core creative principles of form, balance, and color, while giving the site a flexible visual language that supports future growth without losing cohesion.
