Brand Upgrade & Digital Redesign

Simply to Impress | California



by Wendy Van Ryn

Contracted as the senior lead, I collaborated with the Chief Creative Officer and development team to enhance the shopping experience of the Simply to Impress website.


  • Redesign of all site pages
  • UI/UX improvements to designer app
  • Redesigned email marketing
  • Created sliders / banners
  • Created sitewide icons + graphics
  • Updated copy / messaging


Testing was done throughout the project to ensure optimal success. The results were a 330% increase in revenue over the same quarter the previous year.


Simply to Impress offers custom stationery and art at an affordable price. The company’s philosophy is: “Life’s special occasions are notorious for being expensive… with Simply to Impress, they don’t have to be!”


The primary goal of the project was to increase conversion through upgrading various components:

an updated visual identity
new site styling and graphics
improved shopping experience through added / modified features
integration of photography for context
new styling for email marketing

Each of these goals were not only met, but exceeded company expectations.



From graphics and banners to typography, colors, and rebuilt modules, I revised the design for nearly every page and created new assets (icons, graphics, and images) for each. I used placeholders for professional photography that was being shot during the process, and integrated those as received.

I reworked copy for some of the pages, and provided the messaging for the CTAs (calls to action) and banners I created.


I worked with the team’s developers to implement non-graphic related changes as well. Since the site is made up of proprietary code, I designed mockups and provided CSS styling directly.


Throughout the redesign, multiple changes were suggested and tested.

The main nav was rearranged and populated with images of top-sellers. Removing the side menu was not an option due to high CTR (click-through rates), so I simplified it by removing the bulky icons and reworking the typography, increasing readability. The filter on the product landing page (PLP) was updated, and a new filter indicating search results, results per page, and pagination options were put in place.

Throughout the redesign, I made modifications to landing pages, quickview pop-ups, and product details pages (PDP), to perfect how the information was displayed, while maintaining necessary text for conversion and SEO.

holiday category landing page design
thumbnails product listing page with quickview


The Designer is the online app for customizing a product before adding it to the shopping cart. Streamlining and creating consistency throughout the app was important.

I put the app and cart checkout process through the same upgrade process, by creating all new assets, simplifying the type styling, and evaluating and modifying each page in the customizer.

Maintaing a sense of familiarity for the strong base of repeat customers was important, as well. We kept the general layout but integrated the new design and enhanced visual cues, such as a breadcrumb trail for reference, and option to save the design for later.

This screenshot show some of the mockups I created during the project:



Updating the email templates was imperative. The old styles were heavy and dated, with bulky graphics and shadows. I stripped those out, created flat graphics, and integrated updated product photography, while keeping the focus on the promos and CTAs.


The target date for the site launch was prior to the start of the holiday season, so every email was designed specifically for the holiday campaign, from Black Friday through New Year’s Day.

I created 5 different designs, each layout with the flexibility to be modified for future seasons or campaigns.

Black Friday Email Blast
holiday email blast design
rustic holiday email design
jeweled holiday email blast design
sparkle new year's email blast design


One of the aspects of this project I particularly enjoyed was enhancing the feminine aesthetic of the brand:

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