Website Guide

Goal Summary

Art by NGM, Nicolette Gdontakis Maw
Fine artist studio and brand platform

Showcase

Original artwork and commissions, Murals, Paint and Sip events, Prints and merchandise

Services

Original artwork and commissions, Murals, Paint and Sip events, Prints and merchandise

Goals

Increase visibility, improve trust, create clear paths to revenue, support near-term sales and inquiries, build long-term public recognition, authority, and trust, improve performance in original artwork and commissions, murals, Paint and Sip events, and prints and merchandise

Features

Gallery for originals and commissions, mural showcase, event calendar

Tone And Voice

Warm, human, artist-driven, confident, elevated, not overly polished, not corporate, not overly whimsical, not craft-fair generic. Originals and commissions: refined, reflective, emotionally aware, visually rich. Murals: professional, credible, inspiring, premium. Events: welcoming, energetic, clear, fun. About: intimate, grounded, memorable. Contact: simple, warm, low pressure.

Sitemap

Home, About the Artist, Originals and Commissions, Prints, Merchandise, Paint and Sip Events, Private Events, Murals, Shows and Press, Patrons, Press & Community, Contact

Audience

Primary age range: Adults 30-50, Gender: Mixed, Interests: Western art, wildlife art, experiential events, fine art collecting, community events, mural appreciation, outdoor lifestyle, colorful wildlife, local culture

Brand Style

Vivid Blue (#007BFF), Vivid Coral (#FF4C4C), Vivid Emerald (#28A745), Vivid Gold (#FFC107) as primary colors, each with three very light, nearly white variations for backgrounds and UI: Blue (#E6F0FF, #CCE0FF, #B3D1FF), Coral (#FFE6E6, #FFCCCC, #FFB3B3), Emerald (#E6F4EA, #CCEBD4, #B3E1BF), Gold (#FFF8E1, #FFF3B8, #FFF089). Bright colors for CTAs and actions per section; light variations for backgrounds and UI.

Integrations

The Events Calendar Pro, Gravity Forms, outbound links to Fine Art America and Etsy, Instagram, Facebook, Pinterest, X (low priority), social links, super unique oversized footer with lots of options

Competitor List

Amy Ringholz, Fernanda Cortina, Topical Cream, Gabrielle Adam, Nathalie Lété

Competitor Analysis

Amy Ringholz: Art remains the center of gravity, homepage hierarchy prioritizes artwork, strong product ladder, personal and emotional artist voice, strong collector-building, prints treated as collectible art objects. Fernanda Cortina: Editorial presentation, restrained typography, emotional atmosphere, immersive image-first storytelling, hero restraint, clean and elegant typography, full bleed imagery, emotional pacing. Topical Cream: Strong community, authority, and editorial ecosystem, authority accumulation, community perception, editorial structure. Gabrielle Adam: Strong grid systems, editorial flow, modern portfolio hierarchy, navigation clarity, curated feel, case-study project pages, contemporary presentation. Nathalie Lété: Whimsical artistic personality, merchandise integration, playful navigation, handcrafted personality, commerce integration, navigation through artwork, brand consistency.

User Experience

Seamless section transitions with unified background gradients, soft tones, modern grid layout, liquid glass style (like latest Apple OS), large round edges, obtuse radius around thumbnails, no dark sections, visually cohesive aesthetic based on provided colorways and IRL references, inspired by https://onepagelove.com/olivier-carignan, https://safestep.org.uk/, https://www.perplexity.ai/personal-computer, https://www.luffu.com/?ref=onepagelove, https://onepagelove.com/inspiration/page/16.

Hosting

WordPress-based site at artbyngm.com

Plugins

The Events Calendar Pro, Gravity Forms

Site Language

English

Additional Requirements

About the Artist Page wireframe: header, hero section (large image/video, page title), artist story and perspective (two-column: bio/inspiration/themes + portrait/process photos), signature subjects and symbolism section (full-width images with captions), selected recognition and achievements (grid/carousel), call to action (explore/inquire), footer. Originals and Commissions Page wireframe: header, hero section (banner image, page title, subheading), artwork gallery grid (obtuse radius thumbnails, filters, links to detail pages), commission invitation section (text + CTA), footer. Prints Page wireframe: header, branded bridge page explaining prints, highlight bestsellers, links to Fine Art America, footer. Merchandise Page wireframe: header, description of themed collections, showcases product categories, links to Etsy store, footer. Paint and Sip Events Page wireframe: header, hero introducing event experience, explanation section (what to expect), upcoming events calendar/list, featured experience narrative, photo gallery of past events, testimonials, final CTA (event registration/private hosting), footer. Private Events Page wireframe: header, description of private event offerings, customization options, inquiry form for booking, footer. Murals Page wireframe: header, mural project showcase gallery, description of project types and client info, mural inquiry form, footer. Shows and Press Page wireframe: header, upcoming shows list, past shows archive, press mentions and articles, community spotlights and awards, footer. Patrons, Press & Community Page wireframe: header, selected recognition and awards, exhibitions and shows, press and media mentions, public art/charity/community ties, gallery/venue partnerships, patrons/collectors (permissioned), footer. Contact Page wireframe: header, contact introduction, general contact form (name, email, subject, message, submit), other inquiry links (commission, mural, private event), contact details, footer. Portfolio Single Page wireframe: header, main artwork display (large featured image, supplementary gallery thumbnails), artwork information sidebar/section (title, year, medium, dimensions, availability, price/inquiry, subject category, collection), detailed description (storytelling, symbolism, artist’s insight), provenance/exhibitions section (if relevant), call to action (inquire/purchase), footer. Mural Project Single Page wireframe: header, hero image/gallery, project details section (title, client/venue, year, location, type, scope/dimensions), project description, gallery section (detail/process/context images), inquiry CTA, footer. Mural Inquiry Form Page wireframe: header, intro, form fields (name, email, phone, business/org, project type, address/region, dimensions, timeline, budget, description, image upload), submit, footer. Private Event Inquiry Form Page wireframe: header, intro, form fields (name, email, phone, event type, preferred date(s), attendees, venue type, customization preferences, notes), submit, footer.

Sitemap & Structure

Suggested Sitemap

• Home
• Artwork
• Selected Works
• Exhibitions
• About
• Press
• Contact

Homepage

A quiet introduction with a large artwork image, artist name, short statement, featured pieces, recent news, and a contact prompt.

• Hero section with artist name and featured artwork.
• Short introduction or artist statement excerpt.
• Featured artwork grid with links to selected projects.
• Recent exhibitions, press, or updates.
• Newsletter or contact call to action.

Artwork / Portfolio

A browsable archive of work organized by series, year, medium, or collection. Each item should support a title, date, medium, dimensions, and availability.

• Grid layout with generous white space.
• Filtering by medium or series.
• Individual artwork pages with image, details, and enquiry link.
• Optional sold, available, or private collection labels.

Selected Works

A curated editorial page highlighting major works, process images, and short descriptive captions.

About

A biography page with a portrait, artist statement, CV highlights, education, exhibitions, and downloadable press materials.

Exhibitions

A chronological list of solo exhibitions, group exhibitions, fairs, residencies, awards, and events.

Contact

A simple page with enquiry copy, email, social links, and an optional contact form for commissions, purchases, and collaborations.

Site Structure

High-level Sitemap

1. Home
2. About the Artist
3. Originals and Commissions
4. Prints
5. Merchandise
6. Paint and Sip Events
7. Private Events
8. Murals
9. Shows and Press
10. Patrons, Press & Community
11. Contact

Breakdown per page

1. Home
   1. Welcome to Art by NGMA full-width hero section with a captivating background image of a featured artwork. Includes an animated headline and a call to action button, aligned center. This section sets the tone for the website, showcasing the artist’s style and inviting visitors to explore further.
   2. About the ArtistA two-column layout with a portrait image on the left and a text editor on the right with text that wraps around the image. This section provides a brief introduction to the artist, highlighting their journey and artistic philosophy. It aims to build a personal connection with visitors and establish credibility.
   3. Upcoming Events Shows Paint and Sips EventsA two-column section with a list of upcoming events on the left and a featured event image on the right. Includes a countdown and a call to action button. This section aims to engage visitors with interactive experiences and drive event participation.
   4. Western Fine ArtA unique amsonry grid layout featuring a curated selection of Western-themed artworks. Load 21 images with a ajax load more button to view more. Each image will have a small icon on the bottom right which will load an overlay with the painting detail meta when clicked. This section showcases the artist’s unique interpretation of Western art, inviting visitors to explore the depth and diversity of the collection. Text is center-aligned to create a balanced and engaging presentation.
   5. Prints & MerchandiseA two-column layout with the same sematic layout. The title at the top is left aligned in each grid. The text describes the products. The small masonry grid offers a square overall layout showcasing a variety of product thumbnails images only. Below the maonsry grid of product thumbnails in the masonry gallery is a button that says ‘View More’. The left columns is for the Art by NGM Merch. The right column is for fine ar prints.
   6. Murals in the CommunityA two-column section featuring a rich text editor on the left and a gallery of community mural images on the right. The text is left-aligned, providing insights into the impact of murals on local communities. This section aims to highlight the artist’s involvement in community projects, fostering a sense of connection and engagement with the audience. The left column with text will include a button to a modal to request mural information. It will have an inline button to view more mural details.
2. About the Artist
   1. Mini Hero SectionA visually striking section with a large background image of the artist at work, accompanied by the page title ‘About the Artist’. This section sets the tone for the page, capturing the viewer’s attention and providing a warm introduction to the artist’s world. The layout is a single column with centered text alignment, featuring a background image and a heading.
   2. Artist Story and PerspectiveThis two-column section provides a detailed narrative of the artist’s journey, inspirations, and artistic themes. One column features a rich text editor for the biography, while the other showcases a gallery of portrait and process photos. The section aims to create an intimate connection with the audience, highlighting the artist’s unique perspective.
   3. Signature Subjects and SymbolismA full-width image gallery with captions that highlight the artist’s signature subjects and the symbolism behind them. This section uses a carousel to display multiple images, allowing viewers to explore the depth and meaning of the artist’s work. The layout is designed to engage and educate the audience about the artist’s creative focus.
   4. Selected Recognition and AchievementsA grid layout showcasing the artist’s notable recognitions and achievements. This section includes a combination of text and images, such as awards, exhibitions, and press mentions. The purpose is to build credibility and authority, reinforcing the artist’s status in the art community. Text is aligned left for easy readability.
   5. Explore and Inquire CTAA call-to-action section encouraging visitors to explore more of the artist’s work or inquire about commissions. It features a button and a brief text editor, inviting engagement and interaction. The section is designed to guide visitors towards taking action, supporting the website’s goals of increasing visibility and generating inquiries.
3. Originals and Commissions
   1. Hero SectionA full-width banner image with the page title ‘Originals and Commissions’ and a subheading that introduces the theme of the page. This section uses a single column layout with a background image and centered text alignment. It sets the tone for the page, capturing the visitor’s attention and providing a visual introduction to the artist’s work.
   2. Artwork GalleryA grid layout showcasing thumbnails of original artworks and commissions with obtuse radius corners. This section includes filters and links to detailed pages for each piece. It uses a three-column layout with left-aligned text, allowing visitors to explore the artist’s portfolio and find pieces that resonate with them.
   3. Commission InvitationA two-column section with text on one side and a call-to-action button on the other, inviting visitors to commission custom artwork. The text is left-aligned, and the section includes a background color to differentiate it from the gallery. This section encourages engagement and potential sales by highlighting the artist’s availability for commissions.
   4. Testimonial CarouselA carousel featuring testimonials from previous clients, displayed in a single column with centered text. This section includes star ratings and client quotes, enhancing credibility and trust. It serves to reassure potential clients of the quality and satisfaction associated with the artist’s work.
   5. Process OverviewA two-column layout with text and images explaining the artist’s process for creating original works and commissions. The text is left-aligned, and the images provide visual insight into the artist’s techniques. This section educates visitors about the creative process, adding depth to their understanding of the artwork.
   6. Subscribe SectionA single-column section with a subscription form for visitors to sign up for updates on new artworks and events. The form includes fields for name and email, with a submit button. Text is centered, and the section uses a background color to stand out. This section aims to build a community and keep visitors engaged with the artist’s work.
4. Prints
   1. Mini Hero SectionA visually striking introduction to the Prints page, featuring a large background image of a popular print. This section includes a centered animated headline and a brief text editor introduction to the collection. It sets the tone for the page, capturing visitors’ attention and encouraging them to explore further.
   2. Content SectionThis section provides a two-column layout with a rich text editor on the left, explaining the significance of prints in the artist’s portfolio, and an image on the right showcasing a featured print. The text is left-aligned, offering insights into the artist’s inspiration and the printmaking process.
   3. ProductsA three-column grid showcasing the best-selling prints. Each column features a product image, title, and price, with an ‘Add to cart’ button. This section highlights popular choices, making it easy for visitors to make a purchase decision.
   4. CTA SectionA full-width section with a vivid background color, featuring a centered call to action button linking to Fine Art America for more print options. This section encourages visitors to explore additional prints, expanding their purchasing options.
   5. Testimonial SectionA two-column layout with a testimonial carousel on the left and a background image on the right. The carousel features quotes from satisfied customers, enhancing trust and credibility. Text is center-aligned, providing social proof of the quality and appeal of the prints.
   6. Contact InfoA single-column section with a text editor providing contact details for inquiries about prints. This section is left-aligned and includes a call to action for visitors to reach out with questions or custom requests, facilitating communication and potential sales.
5. Merchandise
   1. Mini Hero SectionA vibrant introduction to the merchandise page, featuring a large background image of the latest collection. Includes a bold headline and a brief welcome message. This section sets the tone for the page, capturing visitor interest and encouraging them to explore further. The layout is a single column with centered text alignment, creating a visually appealing entry point.
   2. Product CollectionsShowcases various themed merchandise collections in a two-column layout. Each column features an image and a brief description of the collection, with a ‘Shop Now’ button. This section helps visitors quickly identify and navigate to their preferred merchandise categories, enhancing user experience and driving sales.
   3. Featured ProductsHighlights select merchandise items in a three-column grid. Each product is displayed with an image, title, price, and an ‘Add to Cart’ button. This section aims to draw attention to popular or new items, encouraging purchases by showcasing them prominently on the page.
   4. Customer TestimonialsA two-column section featuring customer reviews and ratings. Includes a carousel of testimonials with star ratings and customer photos. This section builds trust and credibility by showcasing positive feedback from satisfied customers, encouraging new visitors to make purchases.
   5. Call to ActionA full-width section with a vibrant background color, featuring a compelling message and a ‘Visit Our Etsy Store’ button. Positioned towards the end of the page, this section encourages visitors to explore more products on the Etsy platform, expanding the shopping experience beyond the website.
   6. Contact InformationProvides essential contact details in a single-column layout, including email, phone number, and social media links. This section ensures visitors can easily reach out for inquiries or support, enhancing customer service and engagement.
6. Paint and Sip Events
   1. Hero SectionA full-width hero section with a vibrant background image showcasing a lively Paint and Sip event. It includes an animated headline and a call to action button, centrally aligned. This section sets the tone for the page, inviting visitors to explore the fun and creative atmosphere of the events.
   2. Event ExperienceThis section uses a two-column layout with text on the left and an image on the right. It features a rich text editor and an image box, aligned left. It describes what attendees can expect at a Paint and Sip event, enhancing visitor engagement by providing detailed insights.
   3. Upcoming EventsA loop grid layout displaying upcoming events with event titles, dates, and a short description. Each event includes a ‘Register Now’ button. This section helps visitors easily find and register for upcoming events, contributing to increased participation.
   4. Featured ExperienceA single-column section with a large image carousel and a text editor. The text is centered, narrating a memorable past event. This section highlights the unique experiences offered, encouraging visitors to participate in future events.
   5. Photo GalleryA three-column gallery section showcasing images from past events. It includes a basic gallery and a lightbox feature for viewing larger images. This visually engaging section provides social proof and inspires potential attendees by showcasing the fun and creativity of past events.
   6. TestimonialsA two-column layout with a testimonial carousel on the left and a text editor on the right. Text is left-aligned. This section builds trust and credibility by sharing positive experiences from past attendees, encouraging new visitors to join.
   7. Final Call to ActionA single-column section with a bold call to action button and a short description, centrally aligned. It encourages visitors to register for an event or inquire about hosting a private event. This section aims to convert visitors into participants, driving event registrations.
7. Private Events
   1. Mini Hero SectionA visually engaging mini hero section with a background image and a centered animated headline. This section introduces the page with a warm welcome and sets the tone for the private events offerings. It aims to capture the visitor’s attention immediately and provide a quick overview of what to expect.
   2. Event DescriptionThis section uses a two-column layout with rich text and images to describe the variety of private events offered. It includes headings and icons to highlight key features and customization options. The text is aligned left to ensure readability and clarity, helping visitors understand the unique offerings available.
   3. Customization OptionsA three-column layout featuring icon boxes that detail the customization options available for private events. Each column focuses on a different aspect, such as themes, catering, and entertainment. This section helps potential clients visualize their event possibilities and encourages them to consider personalized options.
   4. TestimonialsA testimonial carousel with star ratings and client quotes, aligned center. This section builds trust and credibility by showcasing positive experiences from past clients. It serves to reassure potential clients of the quality and satisfaction they can expect from hosting a private event.
   5. Inquiry FormA single-column layout featuring a form with fields for name, email, phone, event type, and other details. The form includes a submit button and is aligned center. This section is crucial for capturing leads and facilitating easy communication between potential clients and the event organizers.
   6. Frequently Asked QuestionsAn accordion-style FAQ section with left-aligned text. This section addresses common inquiries about private events, providing quick and accessible answers. It helps reduce barriers to booking by preemptively addressing potential concerns or questions.
8. Murals
   1. Mural ShowcaseA visually striking hero section featuring a full-width background image of a mural, with the page title ‘Murals’ overlaid in bold text. This section sets the tone for the page, capturing the viewer’s attention and providing an immediate sense of the artistic style and scale of the murals. Text is centered to create a balanced and inviting introduction.
   2. Mural GalleryA three-column gallery section displaying a collection of mural images. Each image is clickable, leading to a detailed view. The gallery uses a grid layout with obtuse radius thumbnails, allowing visitors to explore the diversity and creativity of the murals. This section aims to showcase the artist’s work and inspire potential clients.
   3. Project TypesA two-column section with text on the left and an image on the right. It describes the various types of mural projects available, such as commercial, residential, and community murals. This section helps potential clients understand the scope of services offered and aligns with the website’s goal of increasing inquiries.
   4. Client InformationA single-column section providing detailed information for potential clients, including the process of commissioning a mural, expected timelines, and pricing guidelines. This section uses a text editor for clear, left-aligned text, ensuring that clients have all necessary information to make informed decisions.
   5. Mural Inquiry FormA form section with fields for name, email, phone, project type, and additional details. The form is designed to be user-friendly, encouraging potential clients to reach out for more information or to start a project. This section supports the website’s goal of generating leads and facilitating communication.
   6. Get InspiredA call-to-action section with a vibrant background color and a centered button encouraging visitors to explore more of the artist’s work or contact for a consultation. This section aims to engage visitors and drive them towards taking action, contributing to the website’s overall goal of increasing visibility and inquiries.
9. Shows and Press
   1. Mini Hero SectionA single-column layout featuring an animated headline and a background image. The text is centered to immediately capture the visitor’s attention. This section sets the tone for the page, introducing the theme of shows and press with a visually engaging element that draws users in.
   2. Upcoming Shows ListA two-column layout with a list of upcoming shows on the left and a featured image on the right. Text is left-aligned for easy readability. This section informs visitors about future events, encouraging them to attend and engage with the artist’s work.
   3. Past Shows ArchiveA three-column grid displaying images and brief descriptions of past shows. Text is centered under each image. This section showcases the artist’s history and experience, building credibility and interest in their work.
   4. Press Mentions and ArticlesA two-column layout with a list of press mentions on the left and article excerpts on the right. Text is left-aligned. This section highlights media coverage, enhancing the artist’s reputation and authority in the art community.
   5. Community Spotlights and AwardsA single-column layout featuring a carousel of community spotlights and awards. Text is centered. This section celebrates the artist’s achievements and community involvement, fostering a sense of connection and pride among visitors.
   6. Call to Action SectionA single-column layout with a bold call to action button and a background color. Text is centered to stand out. This section encourages visitors to take action, such as signing up for newsletters or attending an event, supporting the website’s engagement goals.
10. Patrons, Press & Community
    1. Mini Hero SectionThis section features a captivating background image with a centered animated headline and a call to action button. It sets the tone for the page, drawing visitors in with a visually appealing introduction. The text is aligned center, creating a welcoming and engaging entry point to the content that follows.
    2. Selected Recognition and AwardsA two-column layout showcasing accolades and awards with icons and brief descriptions. This section builds credibility and trust by highlighting the artist’s achievements. Text is left-aligned, providing a structured and professional presentation that enhances the artist’s reputation.
    3. Exhibitions and ShowsA gallery section with a loop grid displaying past and upcoming exhibitions. Each item includes a featured image and short description. This section informs visitors about the artist’s active participation in the art community, fostering engagement and interest.
    4. Press and Media MentionsA single-column layout featuring a list of press articles and media mentions with links. This section enhances the artist’s authority and visibility by showcasing media coverage. Text is left-aligned, providing easy readability and access to external content.
    5. Public Art, Charity, and Community TiesA three-column layout with icons and text highlighting community projects and charity work. This section emphasizes the artist’s commitment to social responsibility and community engagement, aligning with the brand’s values. Text is center-aligned for a balanced presentation.
    6. Gallery and Venue PartnershipsA carousel section displaying logos and brief descriptions of partner galleries and venues. This section builds trust and expands the artist’s network by showcasing collaborations. Text is center-aligned, creating a visually cohesive and professional look.
    7. Patrons and CollectorsA testimonial carousel featuring quotes from patrons and collectors. This section adds a personal touch, highlighting the artist’s impact and fostering a sense of community. Text is center-aligned, enhancing the emotional connection with the audience.
11. Contact
    1. Mini Hero SectionA welcoming introduction to the contact page, featuring a warm background image and a brief text welcoming visitors. This section sets the tone for the page, aligning with the brand’s warm and approachable style. It uses a single column layout with centered text to draw attention to the page’s purpose.
    2. Contact IntroductionThis section provides a brief overview of the contact options available, using a two-column layout with text on the left and an image on the right. It aims to guide visitors on how to reach out for various inquiries, enhancing user experience by offering clear communication paths.
    3. General Contact FormA simple, user-friendly form allowing visitors to send inquiries directly. It includes fields for name, email, subject, and message, with a submit button. This section is crucial for facilitating communication and ensuring visitors can easily reach out with questions or requests.
    4. Other Inquiry LinksThis section provides quick links to specific inquiry forms for commissions, murals, and private events. It uses a three-column layout with buttons for each link, ensuring visitors can easily navigate to the appropriate form for their needs.
    5. Contact DetailsA detailed section listing the studio’s contact information, including phone number, email, and physical address. It uses a single column layout with left-aligned text, ensuring clarity and accessibility for visitors seeking direct contact information.
    6. Trust BadgesThis section displays badges and certifications that enhance credibility and trust. It uses a two-column layout with icons and brief descriptions, reinforcing the brand’s reliability and professionalism to potential clients and partners.

Style guide

Colors

Typography

Heading XL

Heading L

Heading M

Heading S

Body text is set for clear reading with comfortable spacing and a neutral tone.

Small text is used for captions, labels, metadata, artwork details, and secondary information.