Printo is a 17-year old Bengaluru-based organization that revolutionized the print-on-demand space back when they launched. Over the years, they’ve expanded and pivoted many, many times but their communication has been pretty simple and straightforward. It definitely did not reflect all the interesting categories they’d expanded into.

In January 2023, I got the opportunity to work with their marketing team to refresh their messaging for these lesser-known verticals and train the tiny in-house team to ideate, write, and design better. I had big plans for this project but in May 2023, the entire marketing team was laid off and my engagement came to an abrupt end. Such is life!

Most of the work we’d put in was at a nascent stage and hardly any of it went live. I do want to talk about one of the projects because I think we did have the right ideas.

The goal: Printo had established itself as a go-to place for retail customers (individuals) to take document printouts, print photo books, and create custom gifts. The business team had curated extensive offerings to serve the Corporate Gifting space and wanted to target the vibrant startup ecosystem in Bengaluru. The question was: how could one come up with messaging that resonated with this audience?

What their existing landing page for Corporate Gifting looked like:

As you can see, there was very little storytelling and nothing that differentiated Printo from others in this high-competition, operationally-heavy space. In reality, Printo’s offering was very different and designed to simplify the way gifting is done. Operationally easy for the admin/ops/HR folks on the procurement side, lots of options for them to choose from, and reliable too.

In the revised wireframe I suggested, I tried to bring out all these aspects while also leveraging Printo’s long legacy in Bengaluru. Please note: these are rudimentary Canva pumpkins that didn’t get to be transformed into glass slippers by the magical touch of a professional designer.