for makers who matter.
Branding & Website Design for Creative Businesses in Knoxville, TN
Strategic identity systems and high-performing WordPress websites for arts organizations, makers, and design-driven brands.
I work with regional arts organizations, independent makers, and creative entrepreneurs who need more than a good-looking website — they need structure, usability, and systems that support real growth.
Whether modernizing a long-standing institution, launching a product-based brand, or replacing an underperforming online store, the focus is the same: build clarity, improve user experience, and create a durable foundation that supports long-term business.
Below are selected projects combining brand identity, visual direction, WordPress development, and WooCommerce implementation for creative businesses in Knoxville and the surrounding region. I also work with restaurants and hospitality brands in Knoxville building clear, launch-ready digital systems.
work:
Brand identity systems, arts organization website redesigns, and WooCommerce-powered eCommerce platforms built for clarity, discovery, and sustainable growth.
Love Life Live Life
SCOPE: Brand identity design, visual direction, hero photography, custom WordPress website, WooCommerce implementation
Love Life Live Life is a maker-driven brand specializing in one-of-a-kind, handmade glass jewelry and is part of the Great Smoky Arts & Crafts Community. The project included a full brand identity system and the development of a self-hosted eCommerce platform.
Previously reliant on Etsy for primary online sales, the goal was to create a cohesive brand presence and move the core business to a WordPress + WooCommerce system, eliminating marketplace dependency, reducing platform fees, and giving the artisan jewelry a dedicated digital home.
View the case study
BRAND FOUNDATION:
- Logo system and visual identity
- Defined color palette and typography hierarchy
- Cohesive product photography direction
- Brand guidelines for consistent application
WEBSITE & ECOMMERCE STRATEGY:
- Custom WordPress build with WooCommerce integration
- Structured product categories for easier browsing
- Optimized checkout experience
- Migration from Etsy to self-hosted platform
BUSINESS IMPACT:
- Reduced reliance on third-party marketplace fees
- Increased brand control and customer ownership
- Scalable eCommerce system built for long-term growth
OUTCOME:
A cohesive brand and high-performing online store supporting sustainable, independent growth.
Love Life Live Life
SCOPE: Brand identity design, visual direction, hero photography, custom WordPress website, WooCommerce implementation
Love Life Live Life is a maker-driven brand specializing in one-of-a-kind, handmade glass jewelry and is part of the Great Smoky Arts & Crafts Community. The project included a full brand identity system and the development of a self-hosted eCommerce platform.
Previously reliant on Etsy for primary online sales, the goal was to create a cohesive brand presence and move the core business to a WordPress + WooCommerce system — eliminating marketplace dependency, reducing platform fees, and giving the artisan jewelry a dedicated digital home.
View the case study
BRAND FOUNDATION:
- Logo system and visual identity
- Defined color palette and typography hierarchy
- Cohesive product photography direction
- Brand guidelines for consistent application
WEBSITE & ECOMMERCE STRATEGY:
- Custom WordPress build with WooCommerce integration
- Structured product categories for easier browsing
- Optimized checkout experience
- Migration from Etsy to self-hosted platform
BUSINESS IMPACT:
- Reduced reliance on third-party marketplace fees
- Increased brand control and customer ownership
- Scalable eCommerce system built for long-term growth
OUTCOME:
A cohesive brand and high-performing online store supporting sustainable, independent growth.
Lorelei Candles
SCOPE: Website redesign, WordPress development, WooCommerce integration, UX restructuring
Lorelei Candles previously operated with an outdated website that lacked structure, clarity, and conversion strategy. The redesign focused on transforming the site into a streamlined, product-focused eCommerce platform.
Built on WordPress and WooCommerce, the new system prioritizes usability, product discovery, and performance — turning the website into a primary sales channel rather than a passive online presence.
View the case study
UX & STRUCTURE:
- Clear product categorization
- Improved navigation and filtering
- Simplified checkout flow
PERFORMANCE FOCUS:
- Mobile-first layout
- Faster load times
- Optimized product pages
ECOMMERCE SYSTEM:
- WooCommerce configuration
- Inventory management structure
- Scalable backend for product growth
OUTCOME:
A high-performing WordPress eCommerce website that actively drives online sales and supports ongoing product expansion.
Lorelei Candles
SCOPE: Website redesign, WordPress development, WooCommerce integration, UX restructuring
Lorelei Candles previously operated with an outdated website that lacked structure, clarity, and conversion strategy. The redesign focused on transforming the site into a streamlined, product-focused eCommerce platform.
Built on WordPress and WooCommerce, the new system prioritizes usability, product discovery, and performance — turning the website into a primary sales channel rather than a passive online presence.
View the case study
UX & STRUCTURE:
- Clear product categorization
- Improved navigation and filtering
- Simplified checkout flow
PERFORMANCE FOCUS:
- Mobile-first layout
- Faster load times
- Optimized product pages
ECOMMERCE SYSTEM:
- WooCommerce configuration
- Inventory management structure
- Scalable backend for product growth
OUTCOME:
A high-performing WordPress eCommerce website that actively drives online sales and supports ongoing product expansion.
Great Smoky Arts & Crafts Community
SCOPE: Website redesign, UX strategy, information architecture, interactive member map, visual direction, photography
The Great Smoky Arts & Crafts Community is an 80+ year-old regional arts organization representing dozens of independent makers in East Tennessee. The existing website struggled with usability, discoverability, and outdated visual presentation.
The redesign focused on modernizing the experience while respecting the organization’s long history and cultural significance — improving navigation, member discovery, and overall visual cohesion without losing authenticity.
View the case study
UX & STRUCTURE IMPROVEMENTS:
- Complete information architecture overhaul
- Introduction of clear member categories and subcategories for easier browsing
- Improved search and filtering functionality
- Streamlined navigation to reduce friction and bounce rate
INTERACTIVE MEMBER MAP:
A custom interactive map allowing visitors to discover artisans geographically — improving wayfinding, tourism engagement, and in-person visitation.
VISUAL DIRECTION:
- Refined color palette honoring the region and heritage
- Updated typography system balancing tradition and clarity
- Cohesive visual hierarchy across pages
- Hero photography emphasizing materials, craft process, and place
MEASURABLE IMPACT:
- Significant reduction in bounce rate (from approximately 85% to ~35%)
- Increased time on site and improved member visibility
- Clearer pathways for visitors discovering artists and planning visits
OUTCOME:
A modern, usable digital platform that strengthens an 80-year-old arts institution without erasing its history.
Great Smoky Arts & Crafts Community
SCOPE: Website redesign, UX strategy, information architecture, interactive member map, visual direction, photography
The Great Smoky Arts & Crafts Community is an 80+ year-old regional arts organization representing dozens of independent makers in East Tennessee. The existing website struggled with usability, discoverability, and outdated visual presentation.
The redesign focused on modernizing the experience while respecting the organization’s long history and cultural significance — improving navigation, member discovery, and overall visual cohesion without losing authenticity.
View the case study
UX & STRUCTURE IMPROVEMENTS:
- Complete information architecture overhaul
- Introduction of clear member categories and subcategories for easier browsing
- Improved search and filtering functionality
- Streamlined navigation to reduce friction and bounce rate
INTERACTIVE MEMBER MAP:
A custom interactive map allowing visitors to discover artisans geographically — improving wayfinding, tourism engagement, and in-person visitation.
VISUAL DIRECTION:
- Refined color palette honoring the region and heritage
- Updated typography system balancing tradition and clarity
- Cohesive visual hierarchy across pages
- Hero photography emphasizing materials, craft process, and place
MEASURABLE IMPACT:
- Significant reduction in bounce rate (from approximately 85% to ~35%)
- Increased time on site and improved member visibility
- Clearer pathways for visitors discovering artists and planning visits
OUTCOME:
A modern, usable digital platform that strengthens an 80-year-old arts institution without erasing its history.
let's be clear:
I help creative businesses, arts organizations, and independent makers move beyond outdated websites and fragmented branding, building structured systems that support visibility, usability, and measurable growth.
The work works best when there is shared respect for craft, clarity, and long-term thinking.
process:
Creative businesses often face one of two challenges: an outdated website that limits growth, or a brand identity that lacks cohesion across digital channels.
Each project prioritizes: Clarity: Simplifying structure so users can discover products, members, or information quickly. System Design: Building scalable WordPress and WooCommerce foundations. Visual Direction: Establishing color, typography, and imagery systems that feel intentional and consistent. Performance: Creating fast, mobile-optimized experiences that support search visibility and conversions.
The result is a durable platform that supports both storytelling and commerce. If you're operating a boutique hotel or short-term rental, explore my hotel branding and booking-ready website design services.
services:
Brand Strategy & Identity
Positioning, logo systems, typography, and visual guidelines for makers and creative brands.
Website Design & Development
Custom WordPress websites built for arts organizations and design-driven businesses.
WooCommerce & eCommerce
Scalable online stores that reduce reliance on marketplace platforms and support direct-to-customer growth.
Ongoing Creative Partnership
Continued refinement, expansion, and digital support as creative businesses evolve.
Not every project requires every service. Each engagement is intentionally scoped around the organization's goals, existing assets, and long-term vision.
Related Services: Boutique Hotel Branding & Website Design | Restaurant Website Design in Knoxville | Commercial Real Estate Brand & Website Design
let's talk:
Ready to modernize your creative brand?
If you operate an arts organization, maker business, or design-driven brand in Knoxville or beyond and need a cohesive identity or a high-performing WordPress eCommerce platform — let’s start the conversation.