The word 'artistic' can mean many things: you can't put your finger on anything particular. Naturally, I was clueless. Then suddenly, I remembered a quote from an advertising book: if the world is writing long copy ads, write short one. Well, that did the trick. For once, I knew this website can't be colourful. It had to be black and white. With that I was sure to meet the expectation of my client. I kept it simple, classy and artistic. Result: I was happy and so was the client.