PERSONAL BRAND • E-COMMERCE • 2025
Krissy's Press
I built Krissy’s Press as a home for my print work — creating the brand, designing the shop, and figuring out how to turn my art practice into something people could actually browse, buy, and come back to.
The Problem
A brand with no home of its own
My print work — linocuts, carved skateboard decks, and everything under Krissy’s Press — lived across Etsy and Instagram, without a dedicated space that reflected the brand the way I wanted it to.
I wanted something that felt entirely mine: a place I could design, build, and shape around the work itself, separate from my professional portfolio and flexible enough to grow with the shop.
So I set out to create a standalone home for Krissy’s Press — one that gave the work a proper front door and gave me more control over how people discovered, explored, and purchased it.
Research & Discovery
The homepage was a detour, not a destination
After launch, I started tracking how people moved through the site and noticed a clear pattern: visitors were reaching the homepage, but far fewer were continuing on to the Store.
From January through October 2025, the homepage received 338 views while the Store received 185 — meaning only about 55% as much traffic was making it to the page where people could actually shop.
Rather than trying to optimize another step in the journey, I removed the homepage entirely and made the Store the site's main entry point.
After the change, the Store became the most-viewed page on the site, with 303 views in November.
The original homepage — welcome message, featured prints, and an Instagram feed, with a "Shop" button pointing to the Store.
Before — Jan–Oct 2025
Store traffic reached about 55% of homepage traffic.
After — Homepage Removed, Nov 2025
The Store became the #1 page on the site.
The decision: I removed the homepage and made the Store the main entry point, eliminating an unnecessary step between discovery and shopping.
Visual Execution
From logo to a fully built brand
I designed the Krissy’s Press logo and expanded it into a full visual system that carried across the storefront, product pages, packaging, and other brand touchpoints.
Early logo explorations for Krissy’s Press & Linocuts
The final store page — now the site's entry point.
A product page, carrying the brand system through the shopping experience.
Outcome
A brand with a real home — and a shop to match
Since launching in January 2025, Krissy’s Press has grown into a dedicated home for the work, with 38 products live and a consistent brand experience across the website and Etsy.
Lessons Learned
Building it taught me as much as designing it
What I'd Do Differently
I started with a traditional homepage because it felt like the expected structure. Once the data showed that visitors were primarily coming to shop, I realized that extra step wasn’t helping. If I were starting again, I’d lead with the Store from the beginning and build the experience around that behavior.
What's Next
Continue expanding the catalog with new work while refining the shop experience as the business grows — improving navigation, product discovery, and the UI around an increasingly larger collection.