I've watched a few artist friends reorganize their sites around themes or feelings instead of medium or subject, and it's always the ones who made that call after hearing real reactions in person who end up with something that actually pulls people in. You heard "I've been there" enough times to trust it as the organizing idea, which means you're not guessing. That matters more than any framework you could've borrowed.

The mailing-list giveaway tied to the redesign launch makes sense timing-wise, but I'm curious how you're planning to tell people what changed once they're on the list. A lot of site-refresh announcements get opened and then forgotten because the email doesn't give someone a reason to actually go click around. Are you planning to walk them through one of the new collections in the welcome sequence, or just point them at the homepage and hope?

That recognition angle is smart. People want to see themselves in the work, and leaning into "you've been here" as the organizing principle gives your site an instant reason for someone to keep clicking through.

The redesign sounds like it came from actually listening at the show instead of guessing what would work. That's a better starting place than most sites get.

One thing: does the giveaway feel like it fits the tone of the rest of the announcement, or does it pull focus? Just asking because the first three paragraphs are reflective and the contest mechanics shift gears. Might land fine, might not. You'll know better than I will once you see how people respond.

Thanks, Nora. I'm thinking about your reply. I do have a welcome email that tells more and the top of the home page is ALL about my new signature collection. Do you think it would be good to have more than that?

Here's a rewrite:

At a recent show, I noticed people most loved recognizing the places in my paintings: “I’ve been there!” “I love that trail!” “I grew up there!” 
Those comments stayed with me. They’re the feelings I follow when I paint, so I’ve redesigned my website with that idea at the heart: collections instead of categories, stories instead of sales copy. I’d love for you to explore the new collections and tell me what feels familiar to you. I hope you’ll find a place you know - or discover somewhere you’d like to visit. 
If you find a painting that speaks to you, a fine-art print of it could be yours free. Join my mailing list by October 31 (pop-up coupon or look in the site footer). If I draw your name, you’ll know on November 1. Free shipping within the U.S. Winners outside the U.S. pay shipping.
https://evamoonartist.com

Good point, Daren, about the tone. I'll work on that. Thanks so much!