Redesigned Queen's homepage
Queen's is one of London's most trusted fine art shipping and logistics companies, handling work for Hauser & Wirth, White Cube, David Zwirner, Pace Gallery, Lisson Gallery and the Ashmolean Museum, among others. They had strong brand awareness in the right circles, but a website that didn't reflect the calibre of their client list or the quality of their work.
I was brought in as a consultant to redesign the site from the ground up.
Queen's website before the redesign
The Challenge
The existing site had grown to over fifteen pages and felt more functional than considered. The goal wasn't to explain what Queen's do in more detail — their clients already know. It was to give anyone landing on the site the immediate impression that Queen's are a serious, trustworthy partner.
That meant spending time understanding the business properly before touching anything. I visited Queen's HQ early in the project, meeting the team, seeing their facilities and getting a real sense of how they work. That day shaped everything that followed.
Role
Website design
Art direction
Brand overhaul
Framer build from scratch
I brought in photographer and videographer Reece Straw, someone I knew from previous work in the art world, to handle the film production. Having someone with a genuine understanding of that context made a real difference to the final result. You can view his work here.
Early design exploration
Approach
The first decision was to reduce the site to a single homepage. Fifteen pages down to one. Fewer pages, more confidence. The copy follows the same logic — services described in plain, direct language with no filler. The client list is left to speak for itself.
In the early stages I used Claude Code to quickly prototype different structural approaches, which helped get alignment on direction before committing to high fidelity work.
The hero was the most important surface on the page. I collaborated with photographer and videographer Reece Straw on a full production day at Queen's HQ, shooting a film that captures the precision and care of how the team works. Spending the day there gave us a genuine understanding of the operation, and I think that comes through in the footage. It sets the tone for the whole site the moment you land on it.
Throughout, the design borrows from the visual language of the galleries and institutions Queen's work with. Considered typography, generous space, nothing unnecessary.
Framer was a deliberate choice for the build. Its visual editor means the Queen's team can make copy edits and manage job listings themselves, without needing a developer every time something needs updating.
Shooting at the Queen's warehouse with videographer Reece Straw
Outcome
The redesigned site launched in 2025. The page count went from fifteen to one. Queen's now has a web presence that matches the reputation they have built over decades, trusted by some of the most respected galleries and institutions in the world.
