Building the digital foundation for a new packaging vertical.
Brandable Box was developed as a customer-facing ecommerce vertical within Pratt Industries, created to test a more accessible way for businesses to order branded packaging online.
Translate manufacturing capability into a clear ecommerce experience.
Pratt Industries had deep manufacturing expertise, but Brandable Box needed to communicate that capability through a simpler, more direct digital buying experience.
The project required a distinct customer-facing identity while still benefiting from the credibility, production knowledge, and operational scale of the parent organization.
- Create a brand that could stand on its own in the market
- Make branded packaging easier to understand and explore online
- Turn complex manufacturing information into clear customer paths
- Build a visual and structural system that developers could implement
- Create an ecommerce model that could test demand before broader investment
Brandable Box operated as a distinct market-facing vertical backed by Pratt Industries. This case study reflects the brand, ecommerce, and UI/UX work completed for that initiative.
The experience had to balance independence with credibility.
The design system positioned Brandable Box as approachable and modern without disconnecting it from the industrial expertise behind the product.
Build a distinct market-facing brand
Establish a visual language, page hierarchy, and tone that made Brandable Box feel like a focused ecommerce business rather than a conventional corporate division.
Simplify a complex product category
Organize packaging information around customer needs, product understanding, and next-step clarity instead of internal manufacturing terminology.
Create a buildable digital system
Document page structure, interface behavior, visual patterns, and motion details so the final experience could move cleanly from design into development.
The design effort covered the full path from discovery to handoff.
| Phase | What it covered |
|---|---|
| Research | Audited business requirements, internal expectations, customer needs, and the information required to support a new ecommerce experience. |
| Architecture | Mapped the structure of the experience before visual styling, with emphasis on navigation, product discovery, and clean information flow. |
| Interface | Created polished layouts, typography systems, component treatments, and responsive visual patterns for the customer-facing site. |
| Testing | Refined page behavior and interface decisions through iterative feedback, updated prototypes, and stakeholder review. |
| Motion | Defined lightweight animation concepts and interface feedback that supported clarity without feeling decorative or heavy. |
| Handoff | Prepared design specifications, component guidance, and implementation notes to reduce ambiguity during front-end production. |
Structure came before visual polish.
The project began by separating function from appearance. Wireframes organized the customer journey, established content priority, and clarified how visitors would move through the experience.
This phase focused on reducing uncertainty: what Brandable Box offered, how the buying process worked, what information customers needed, and where supporting content belonged.
- Clearer navigation and product pathways
- Stronger hierarchy between primary and supporting information
- Scannable layouts for product and corporate content
- Defined interaction patterns before development
A modern ecommerce identity grounded in industrial capability.
The interface needed to feel accessible to small and growing businesses while still reflecting the confidence and precision expected from a large packaging manufacturer.
The visual system used strong spacing, disciplined typography, clear content blocks, and focused interaction cues to make complex information easier to scan.
Four phases moved the concept from ambiguity to implementation.
Research and strategic alignment
Business goals, user expectations, and internal requirements were gathered and organized into a clear foundation for the site.
Wireframes and experience architecture
Page structures and customer paths were mapped before visual styling, helping isolate usability problems early.
High-fidelity design and prototyping
The approved structure was translated into a complete interface system with polished layouts, reusable components, and interaction direction.
Documentation and development handoff
Final assets, component behavior, motion guidance, and implementation details were documented for the development team.
The digital work was only half the job — it had to hold up on the production floor.
Owning print production quality from artwork origination through shipping meant the ecommerce experience couldn't stop at checkout. A stronger digital fabrication review and QA process brought production quality issues down from roughly 30% to about 1%.
- Oversaw print production quality from artwork origination through shipping
- Built a digital fabrication review step ahead of production to catch issues before they reached the floor
- Managed and mentored direct reports across design, digital, and print production
- Collaborated with leadership, production, digital, and customer-facing teams to keep execution speed and quality moving together
Co-led the launch, not just the interface.
The Brandable Box vertical wasn't handed off after design comps were approved. The role carried brand, site, production, and creative operations through launch — projected at $1M in vertical revenue — as a genuine co-leadership effort, not a single-discipline contribution.
A clear digital framework for testing a new ecommerce model.
The final work gave Brandable Box a distinct customer-facing identity, a structured ecommerce experience, and a detailed design foundation for development. It translated Pratt Industries' manufacturing strength into a more approachable digital concept that could be evaluated as its own market-facing vertical.