HelloPrint Rebranding & Platform Unification

HelloPrint is a fast growing company from the Netherlands ,  its present in more than 10 countries and it helps millions of customers and businesses making their printing needs fulfilled easier and faster.

Fast growth has defined HelloPrint over the past 14 years, over time, the main brand  started to become fragmented and fractured, operating under multiple sub-brands and domains, HelloPrint, Drukzo and then Merch by HelloPrint, each with its own look, structure and siloed teams.

This project was about bringing everything together. Not just visually, but structurally: brand, platform, front end, and teams.

Success meant building a foundation of a single unified brand that could last & scale..A unified brand across markets. A system teams could actually use. A modern, mobile-first experience. Less design dependency for content teams. And a platform that could evolve without fear of breaking everything else.

This project ran while the business continued at full speed.There were tight timelines, weekly progress expectations, and very limited tolerance for risk due to past failed rebranding attempts.

The legacy front end couldn’t be rewritten from scratch, so we had to refactor and improve incrementally.Every decision was a balance between speed, quality, and long-term scalability.

Before this project, the mobile experience was barely usable.We completely rethought layouts, hierarchy, spacing, and navigation from a mobile-first perspective.

The result was a clearer, more usable experience for nearly half of HelloPrint’s users, one of the most impactful improvements of the project.

The platform is more consistent, more modern, and significantly more scalable.

Teams share a common system and language, mobile is usable again, and the foundation is in place for future ecommerce and AI-driven initiatives.

This was a massive project for me personally, I learned the ins and outs of what’s behind a complex e-commerce platform, and what takes to completely change it, there were a lot of ups and downs and the biggest learning for me personally is that,  If I were to do this again, I’d invest more time validating design impact with users during the process, not mainly after.