Client: Premium Gift & Souvenir Company
Role: Concept Development, Art Direction, Visual Design
Category: Branding / Website Design
Role: Concept Development, Art Direction, Visual Design
Category: Branding / Website Design
Background & Challenge
American Gift Corporation is a leading U.S. B2B wholesale gift supplier with an extensive product catalog of over 10,000 SKUs. The company’s previous website, built on Adobe Flash, had become nonfunctional with modern browsers and mobile devices, making it impossible to support their online sales and marketing goals.
I collaborated on the UI/UX design and branding direction for the complete website overhaul — transforming an outdated digital experience into a modern, intuitive, and visually cohesive platform.
The Challenge
The redesign presented a unique creative and strategic challenge. Because American Gift Corporation’s website is a B2B platform restricted to existing account holders, it was not intended for general public browsing. However, the company also needed to introduce new potential buyers to the brand while safeguarding its proprietary product designs.
Due to intellectual property concerns, detailed product imagery of best-selling collections could not be displayed publicly. To address this, we developed a series of custom hero images and thematic visuals that conveyed the brand’s aesthetic, seasonal trends, and product diversity — without revealing specific items.
These visuals became a cornerstone of the redesign, serving dual purposes:
• Acting as marketing and storytelling tools to communicate brand identity and category range to new visitors.
• Protecting the company’s market position and product integrity by avoiding direct product exposure.
Balancing brand storytelling and IP protection became central to the UX and visual strategy, influencing layout, imagery, and messaging decisions throughout the project.
Goals
• Create a modern, responsive interface aligned with brand standards.
• Enhance usability and visual clarity for wholesale buyers managing large orders.
• Refresh and unify the brand’s visual identity for digital environments.
• Support personalized customer experiences based on buying habits and regions.
• Collaborate closely with the development team to ensure design feasibility within the Salesforce-integrated ecosystem.
Hero image example of Beach theme products
Design Approach
1. Research & Discovery
I worked closely with the internal team to understand their target audience — B2B buyers and sales reps — and analyzed user pain points with the previous site.
We identified opportunities to streamline navigation, clarify product presentation, and highlight key categories more effectively.
We identified opportunities to streamline navigation, clarify product presentation, and highlight key categories more effectively.
2. Information Architecture & UX Design
• Simplified the sitemap and reorganized product categories for faster browsing.
• Created wireframes focused on efficiency and clarity for trade buyers.
• Enhanced filtering and search flow for managing extensive product catalogs
3. Visual Design & Branding
• Developed a refreshed, modern design language — clean typography, consistent color palette, and strong visual hierarchy.
• Designed custom hero imagery and visual motifs that captured product themes without exposing proprietary designs.
• Established a scalable design system for future updates and seasonal refreshes.
4. Collaboration & Handoff
Partnered with developers to translate designs into a responsive, accessible website.
Provided detailed UI specifications and design assets, ensuring consistency across the final build integrated with Salesforce.
Provided detailed UI specifications and design assets, ensuring consistency across the final build integrated with Salesforce.
Hero image example of Shark theme products
Hero image example of Flamingo theme products
Results
• Successfully transformed an outdated Flash site into a modern, user-friendly B2B experience.
• Strengthened brand perception through cohesive design and storytelling.
• Balanced marketing goals and intellectual property protection through strategic hero imagery.
• Enhanced usability for clients managing large, multi-destination orders.
Contributed to measurable increases in online engagement and sales efficiency after launch.
Hero image example of Bear theme products
Key Takeaways
This project was an opportunity to merge UX design strategy, visual branding, and business objectives into a cohesive redesign.
By focusing on usability, brand integrity, and visual storytelling, the new website successfully positioned American Gift Corporation as a forward-thinking leader in the B2B wholesale space.
By focusing on usability, brand integrity, and visual storytelling, the new website successfully positioned American Gift Corporation as a forward-thinking leader in the B2B wholesale space.
