Project Overview

Hall Master Paintings specifically requested a browsing experience tailored to mobile devices, for a high class reading experience.

They also had trouble with appearing on search engines, and requested our help with Search Engine Optimization.


To create a site that reads well on a wide range of devices.

To improve search engine relevance.


Planning the purchase of a work of art from the phone.

Flexible layout for an improved experience across devices.

Palette & Typography

Following wishes to make the paintings stand out more against the page background, a dark theme was developed. A warm, welcoming grey was ultimately chosen. To match the centuries old elegance of the paintings, Garamond Premier Pro—based on metal type punches from the 16th century—was chosen as the font family for the site.

Garamond Premier Pro had its genesis in 1988, when Adobe senior type designer Robert Slimbach visited the Plantin-Moretus Museum in Antwerp, Belgium, to study their collection of Claude Garamond’s metal punches and type designs. Garamond, a French punchcutter, produced a refined array of book types in the mid-1500s which combine an unprecedented degree of balance and elegance, and stand as a pinnacle of beauty and practicality in typefounding.


Colour palette and typeface for Hall Master Paintings.

Search Engine Optimization

To be able to optimize the site for search engine crawlers, and—in extension—its human users, we had to establish a content hierarchy. Questions were asked: which artists, time periods, and types of work are most relevant, and what special areas of expertise the gallery has. As focus areas were developed, they informed the design of both the front- and back-end of the design.

We wrote content pieces together, auditing and comparing versions, to develop an understanding for how to write relevant copy. Throughout the process, we learned as much about old master painters as I hope the client learned about SEO. The end result are a much higher percentage of relevant traffic, and the website being favourably listed in Google under the desired topics.