Overview:
Once best known for its DIY labels and print-at-home templates, Avery saw an opportunity to evolve its brand into a premium online printing service. With a growing inventory of materials and finishes, Avery needed a modern sales platform that would meet the expectations of today’s small business owners—those looking to elevate their packaging, branding, and customer experience. At the time, Avery’s site was desktop-only, visually dated, and heavily geared toward hobbyists. Meanwhile, competitors like Vistaprint and Moo were gaining ground by offering sleek, mobile-first experiences. Avery needed a bold redesign to reposition itself in the market.
Above: Legacy Website (Before Redesign): The previous site was built for desktop-only experiences, lacked responsive design, and didn’t reflect the visual sophistication or user expectations of today’s premium service brands.
My Role:
As a Visual Designer, I worked alongside an Art Director, Creative Director, the internal Marketing team, Scrum Master, UX specialists, and web developers to bring this vision to life. My primary responsibility was translating UX wireframes into visually compelling layouts that reflected Avery’s premium positioning. I was instrumental in rethinking how products, especially within the WePrint professional printing service, were featured and merchandised on the site.
Given limitations in available photography, I proposed an innovative approach using photorealistic mockups from platforms like Yellow Images. This allowed us to create custom composites using a blend of fictitious brands and real small business customers who ordered from Avery, resulting in a site that looked polished and aspirational while remaining authentic and achievable for our target audience.
Accomplishments:
The new platform enabled Avery to reach an expanded customer base—especially entrepreneurs, designers, and small business owners seeking elevated, professional-quality print solutions. The brand shifted from being seen as a DIY resource to becoming a one-stop custom print shop. WePrint, in particular, became a focal point of that transformation, with clearer navigation, bolder visuals, and a visual identity that reinforced Avery’s credibility and expertise in the space.
Ultimately, this redesign helped Avery compete head-to-head with industry leaders by providing a sophisticated, intuitive, and visually rich e-commerce experience that empowered customers to create packaging and materials they were proud to show off.
Measured Outcomes:
+47% net sales over previous year
+756% average time on site
+312% new visitors to site
+61% increase in page views
