SELECTED WORK • 02
FEATURED PROJECT
Arte
Inmortal
PRIMARY GOAL
Create a private B2B platform that allows retail buyers and design teams to discover artists, explore curated collections, evaluate individual works, and review production specifications.
PROJECT SCOPE
UX strategy, information architecture, visual design, artist profiles, collection architecture, content production, responsive design, Squarespace implementation, and artist onboarding.
KEY CONSTRAINTS
→ A growing roster of artists with different types and formats of artwork.
→ Artwork needed to be presented consistently while preserving each artist's individual identity.
→ Buyers needed both creative context and practical production information.
→ Unreleased collections required private access.
→ Artists needed a clear, repeatable process for supplying the required assets and specifications.
ROLE
Lead UX & Digital Designer
Project Management, Artist Onboarding & Content Production
TOOLS
Adobe Photoshop, Squarespace, HTML/CSS, Password-Protected Portal
TEAM
Celia Tejada (Former SVP of Design at Pottery Barn; Former Chief Creative Officer at RH Studio & BR Home)
B2B Curation Platform & Digital Art Gallery
Overview
Arte Inmortal was created as a private B2B platform to introduce curated fine art collections to retail buyers and design teams.
Celia Tejada established the creative and curatorial direction. I translated that vision into the site's information architecture, artist and collection experience, visual system, production workflow, and Squarespace implementation. I also managed artist onboarding, coordinating contracts, content, imagery, collection assets, and production files.
Artists featured on the platform were subsequently selected to sell their work at Restoration Hardware, Banana Republic, and Arhaus.
Artists collection profile on Arte Inmortal
Artist collection at RH
01.
From Curatorial Vision to Digital Platform
Creating a digital system for a complex B2B buying process
Celia had a clear vision for Arte Inmortal: create a curated platform where retail buyers could discover artists and evaluate collections for commercial use.
The challenge was translating that vision into a digital experience that could support the full process, from artist discovery through collection review and production.
Unlike a consumer-facing art gallery, the platform needed to communicate both creative value and practical specifications. Buyers needed to understand the artist, explore collections, review individual works, and determine how pieces could be produced at different sizes and with different framing options.
The experience needed to support
DISCOVER →
Browse all artists and their collections.
EXPLORE →
Understand the artist's work and individual collections.
EVALUATE→
Review individual artwork and collection details.
SPECIFY →
Understand dimensions, printing, and framing options.
SELECT →
Identify artwork suitable for commercial production.
02.
Building the Artist & Collection System
Each artist had their own body of work, photography, file formats, writing style, and approach to presenting their collections. I needed to create a consistent digital framework without flattening the individuality of each artist.
I established a repeatable system for how artist profiles and collections would be supplied and presented across the platform.
This included:
Artist biography and signature
Artist profile and collection structure
Collection descriptions and imagery
Artwork dimensions and specifications
Standardized presentation formats
Required image resolution and file formats
I created Photoshop templates that artists could use to prepare their collections, defining the dimensions, image treatments, and presentation formats needed for the site.
The system gave each artist a consistent digital framework while allowing their individual work, biography, and visual identity to remain distinct.
Artist Collection Lo-Fi Prototype
03.
Artist Onboarding & Content Production
Turning the system into a repeatable production workflow
Once the content system was established, I worked directly with each artist to bring their collections into it.
I coordinated contracts, headshots, biographies, collection imagery, artwork specifications, and final production files. I provided templates and technical requirements, answered questions, clarified requirements, and prepared incoming assets for production.
Because artists had different types of work, file formats, and levels of familiarity with digital production, the process required both project management and hands-on content preparation.
I managed the flow from artist submission → content preparation → digital production, ensuring that each collection met the requirements of the platform before it was published.
04.
Designing the Buyer Experience
From artist discovery to collection evaluation
The platform was designed for buyers who would receive private access and explore the artists independently. I created a consistent profile structure that allowed buyers to move from an artist's story and broader body of work into individual collections and artwork.
Each artist profile included:
Biography and signature
Collection overview
Individual collection pages
Artwork imagery and descriptions
Dimensions and production information
The structure gave buyers enough context to understand the artist while keeping the artwork itself at the center of the experience.
DISCOVER → EXPLORE → EVALUATE → REVIEW SPECIFICATIONS
Artist Profile*
Artist Collection*
Printing and Framing Options*
*The above is just a small snapshot of much larger pages and systems.
05.
Designing for Commercial Production
Helping buyers evaluate artwork beyond the screen
The platform needed to communicate more than what an artwork looked like. Buyers also needed to understand how each piece could become a finished physical product.
I created Photoshop compositions showing artwork at different dimensions and within different framing options, allowing buyers to evaluate scale, presentation, and production possibilities before selecting pieces for commercial use.
This connected the digital artwork experience to the physical products retailers would ultimately produce and sell.
06.
From digital platform to retail placement
A digital platform that connected artists with major retail programs
The Arte Inmortal platform served as the central digital environment for introducing curated artists and collections to retail buyers and design teams.
The website facilitated the buyer discovery, evaluation, and selection process, giving retailers access to artist profiles, collections, individual artwork, and production specifications in one private platform.
Artists featured on the platform were subsequently selected to partner with and sell their work through Restoration Hardware, Banana Republic / BR Home, and Arhaus.