A New Digital Canvas: The Website Launch for Artist JoAnn Portalupi

There’s something incredibly rewarding about helping an artist share their work with the world in a way that feels just as intentional and personal as the pieces they create. I recently had the honor of designing a new website for JoAnn Portalupi, a talented New Hampshire-based artist whose paintings are filled with rich color, thoughtful composition, and a deep sense of place.

JoAnn’s story is one of creativity rediscovered. After stepping away from a tenured university position and a successful consulting career, she returned to New Hampshire feeling somewhat unmoored and was drawn back to something that had always called to her: painting. What started as a quiet exploration soon became a passionate daily practice, and eventually, a business rooted in artistry, curiosity, and meaning.

The Vision Behind the Website

JoAnn approached me not necessarily looking for a full rebrand, but rather a thoughtful, easy-to-navigate website that would showcase her work with clarity and professionalism. She wasn’t focused on selling online just yet, but wanted a space that could grow with her… a digital home where art lovers, potential galleries, and curious browsers could experience her work and learn more about her story.

My goal was to create a clean, minimal website that let her paintings truly shine. No unnecessary distractions, just a simple and elegant platform where her trees, landscapes, and explorations in oil and mixed media could speak for themselves.

JoAnn wanted something she could manage and update on her own, so I prioritized user-friendly tools, and created a custom library of tutorials to help her feel empowered long after launch.

A Quiet Confidence

JoAnn admits she was initially hesitant about diving into the web design process and unsure whether traditional branding language would align with how she approaches her work. But through intentional conversations, deep listening, and a flexible process, we built something together that felt like her.

As she shared in her testimonial:
“I am so grateful for your willingness to listen to what I wanted and your ability to marry that to what you felt I may have needed… The process has been fulfilling to me. I set a goal to focus more on my art this year and working with you on the site has helped me envision my work in a bigger context.”

And that’s what this project was really about. Creating space for possibility.

Looking Ahead

With her new site live at joannportalupi.com, JoAnn now has a professional online portfolio she can share with galleries, collectors, and future exhibition spaces. It’s a stepping stone toward more visibility, more connections, and ultimately, more art on more walls.

Whether you’re discovering JoAnn’s work for the first time or you’ve admired her paintings in person, her new site invites you into the quiet power and beauty of her artistic world.

Be sure to take a look and if something speaks to you, don’t be shy. As JoAnn says, “It’s a wonderful thing when someone has a relationship to a painting.” You just might find the one that speaks to you!