XL Imprint — E-commerce Website Case Study
Overview
XL Imprint is a print studio in Buffalo, New York. It sells original graphic tees and hoodies, and offers custom DTF printing with no minimum order. The artwork was strong, but the brand and the storefront didn’t reflect the quality of the prints.
We shaped a focused brand system and a two-path WooCommerce store: shop ready-to-wear, or start a custom order. Every screen keeps the product at the centre and the path to checkout short.
Website: www.xlimprint.com
The Challenge
Great prints, an unclear storefront.
Scattered identity → One JPG logo and no rules for colour or type. Each page and post felt like a different shop.
Two businesses, one store → Ready-to-wear apparel and custom DTF orders had to sit side by side without confusing shoppers.
Products lost in noise → Busy layouts buried 40+ original designs instead of letting them lead.
The Solution
A quiet navy & gold system → Two core colours, one typeface and a single stamp that marks the brand everywhere.
A dual-path storefront → “Shop Now” and “Custom Order” sit side by side from the very first screen.
Product-first layouts → Generous space, calm surfaces and clear pricing so every print can speak.
Our Process
Discover → Website and Google Business audit, plus a scan of Buffalo print shops.
Define → Audience, sitemap and the two core journeys: shop and custom order.
Design → Brand system, wireframes and high-fidelity desktop and mobile UI.
Develop → WooCommerce build, product variations, local SEO and speed work.
Launch → Social templates and a Q4 content calendar to keep momentum.
Brand Identity
The client loves its spectrum hexagram logo, so we kept it untouched. A soft cream disc gives the mark a calm, consistent home on every surface, and a new “Printed in Buffalo, NY · 716” stamp works as a secondary mark for tags, packaging and social posts.
The palette is led by Buffalo Navy (#0F172A, 60%), with Ink Gold (#D99A1E, 15%) for actions and Cotton (#F3F0EC, 25%) as the base. The spectrum colours come from the logo and appear only in small accents. Montserrat is the single typeface, clear at every size from headlines to price tags.
Graphic Library
Every one of the 40+ original designs was cleaned and colour-checked for DTF printing, then organised into one library that feeds both the store and social media.
Information Architecture & Wireframes
The sitemap gives shoppers two clear paths from the homepage. Shop leads through T-shirt and hoodie collections to size, colour and quantity, then checkout. Custom Print is a four-step flow: upload artwork, choose garment and colour, set quantity (no minimums) and get a quote. A WhatsApp shortcut makes support one tap away.
We worked out structure before style with low-fidelity wireframes for the homepage, product detail and custom DTF order pages.
Website Design
Shop or create, from the first screen. The homepage hero offers “Shop Now” and “Start a Custom Order” side by side, backed by key facts: $20 graphic tees, 280 GSM hoodies and zero minimum order.
Fewer clicks, clearer choices. Product pages show colour swatches, size buttons and one clear “Add to cart”, while the custom order page walks customers through four simple steps.
Mobile-First Commerce
Every journey was designed at phone size first, with large tap targets, sticky actions and a two-step checkout.
UI Kit & Product Presentation
A small, scalable UI kit covers buttons, badges, size and colour selectors, inputs, product cards and a clear type scale. On the store, calm backgrounds, consistent crops and one clear price per card give each design the attention it deserves.
Social Templates
Feed posts, Stories and Google Business updates share one grid, so the brand looks the same wherever people find it.
