W&P’s goal was to transform their site from its previous brand-based design to an optimized e-commerce experience with brand messaging carefully weaved in. This included the need for a cohesive story that seamlessly weaved together multiple product lines. Many of W&P’s customers shop for personalized items that are sent as gifts to recipients in multiple locations. To streamline this capability and enable multiple shipping locations, clear messaging needed to be created, along with a custom app build-out. One major challenge was that W&P’s previous brand colors lacked a sharp aesthetic when transferred to the web medium. Our design team was tasked with selecting a brand new, web-friendly color palette that still communicated W&P’s brand voice and identity.