All workCase 01Owned ventureLive
OVREL
A contemporary art-print store with 285 works. I designed the brand and the storefront, built the Shopify theme, and curate the collection.
The brief
Art you buy for a wall, not a screen.
Most print shops show a grid and a price. Choosing art for a room is a different job: size, frame, the light, and whether two works belong together. OVREL had to make that decision easy for someone who is not an art buyer, across 285 works, without looking like a template.
01The wall
Storefront capture
The homepage is the catalogue. Every work sits behind one line and one button, out of focus, so the range shows before the store asks for anything.
02Browsing, in real time
Screen recording
One take, no cuts: the wall, Shop all, one work, a size, then a frame. Everything a buyer does before paying happens on three pages.
03285 works, one ground
Collection
Shop all opens the collection on a warm paper ground. Works filter by colour, orientation, room, subject and price, and search finds them by words like cobalt. Every work keeps its own proportions, so nothing is cropped to fit a card.
04Rooms, not categories
Collection
Five rooms sit beside the usual subjects: Low / Warm, Chrome / Color, Quiet / Night, Graphic / Collected and Soft / Bed. Each opens with one line about the light and materials it suits, so a buyer starts from the room they have rather than from a genre.
05Two works, one wall
Curated pairs
Twelve pairs, each with a line on how to hang them. A size and frame is chosen for each work, and the total and the shipping update as you go. The business reason is plain: two prints clear free US shipping, so the pair is the natural basket.
06A few questions, a short list
Find your work
Four questions: the room, how it should feel, the colour, the size. Any can be skipped. The short list comes from fixed rules that match the answers to each work's room, colour and orientation. It is not AI, and nothing about the visitor is stored.
07Choosing a size and a frame
Product page
Three sizes, from $39, $59 and $99, each with the place it suits. Framing is a clear add-on in eight finishes. Every work has a written description and a line saying where it belongs, and shipping is stated plainly: free over $55, made to order, with delivery dates shown.
08At full size
Type and interface detail
One grotesk, Inter Tight, at few sizes. Tight headings, tracked uppercase labels, counts in parentheses, prices in the same weight as the text. The theme was written for OVREL rather than adapted from a template.
09Written for the buyer
Discover
Short guides answer what a first-time buyer actually asks: what 200gsm means, how high to hang a print, how big it should be for the sofa below it. Each one ends in the work.
What you are looking at
Every image on this page is an unedited capture of the live store at ovrel.co, taken on 27 and 29 September 2026, or a real-time screen recording of it; the three crops in chapter 08 are cut from those captures at full size. Nothing is mocked up. As the store says in its own footer, OVREL Originals are made digitally under OVREL art direction with generative and digital tools, and framed images on the site are renders, not photographs.
Credits
- Brand, storefront, Shopify theme, curation, art direction
- Ridge Nelson, for OVREL, his own venture
- Artworks
- OVREL Originals, made digitally under OVREL art direction with generative and digital tools, as the store states
- Framed images
- Renders, not photographs, as the store states
- Printing
- Made to order in the United States by a print partner
- Type
- Inter Tight (SIL Open Font License)
- Code
- Written with AI assistance, directed and checked by Ridge Nelson
- Works
- 285
- Rooms
- 5
- Curated pairs
- 12
- Sizes, frame finishes
- 3 and 8