2024
Cusgifts
Cusgifts makes every gift feel like it was made for one person. Because it was.
Head of Design
POD E-Commerce
Know More
Cusgifts makes every gift feel like it was made for one person. Because it was.®
A global personalized gift brand, redesigned from the ground up.
Cusgifts is a global personalized gift brand serving customers worldwide. With over 25,000 products across dozens of niches, the challenge was designing a brand and storefront that felt warm, trustworthy, and easy to navigate at any scale. I was brought in to rebuild it from the ground up.
Problem
A thriving store without a coherent identity.
When I joined the project, Cusgifts had already built a loyal customer base and proven its product market fit. But the brand had grown faster than its design. The logo, color palette, and visual language were inconsistent across touchpoints. The storefront, carrying over 25,000 products across wildly different niches, had no clear information architecture. Customers struggled to find what they were looking for, and the experience did not reflect the quality and care that went into each personalized product. The task was not to start from zero, but to identify what was working, sharpen it, and remove everything that was not.
Solution
Refine, restructure, and make it shine.
I rebuilt the brand identity from its foundations, redesigning the logo and wordmark, establishing a consistent color system, and defining the visual tone across every surface. The storefront was restructured with a clear category hierarchy that matched how customers actually browse and search, making 25,000 products feel navigable rather than overwhelming. The personalization experience was elevated with a live preview interface, allowing customers to upload photos, add names, and customize design elements in real time before placing an order. Every decision was grounded in one goal: make the shopping experience feel as personal as the product itself.
Concept
Personal at every touchpoint.
The new Cusgifts is built on the idea that personalization should be felt before the product even arrives. From the moment a customer lands on the store, the design signals warmth, clarity, and care. The brand identity now carries that spirit consistently, whether on a product page, a marketing asset, or a packaging detail. The result is a store that looks as thoughtful as the gifts it sells, and it continues to operate on the same design system today.
More Works
(GQ® — 02)
©2024
FAQ
01
What types of projects do you take on?
02
How does the process work?
03
How long does a project take?
04
Do you work with international clients?
05
What do you need to get started?
06
Can you work with an existing brand?
07
Do you offer revisions?
08
How do we handle feedback?
2024
Cusgifts
Cusgifts makes every gift feel like it was made for one person. Because it was.
Head of Design
POD E-Commerce
Know More
Cusgifts makes every gift feel like it was made for one person. Because it was.®
A global personalized gift brand, redesigned from the ground up.
Cusgifts is a global personalized gift brand serving customers worldwide. With over 25,000 products across dozens of niches, the challenge was designing a brand and storefront that felt warm, trustworthy, and easy to navigate at any scale. I was brought in to rebuild it from the ground up.
Problem
A thriving store without a coherent identity.
When I joined the project, Cusgifts had already built a loyal customer base and proven its product market fit. But the brand had grown faster than its design. The logo, color palette, and visual language were inconsistent across touchpoints. The storefront, carrying over 25,000 products across wildly different niches, had no clear information architecture. Customers struggled to find what they were looking for, and the experience did not reflect the quality and care that went into each personalized product. The task was not to start from zero, but to identify what was working, sharpen it, and remove everything that was not.
Solution
Refine, restructure, and make it shine.
I rebuilt the brand identity from its foundations, redesigning the logo and wordmark, establishing a consistent color system, and defining the visual tone across every surface. The storefront was restructured with a clear category hierarchy that matched how customers actually browse and search, making 25,000 products feel navigable rather than overwhelming. The personalization experience was elevated with a live preview interface, allowing customers to upload photos, add names, and customize design elements in real time before placing an order. Every decision was grounded in one goal: make the shopping experience feel as personal as the product itself.
Concept
Personal at every touchpoint.
The new Cusgifts is built on the idea that personalization should be felt before the product even arrives. From the moment a customer lands on the store, the design signals warmth, clarity, and care. The brand identity now carries that spirit consistently, whether on a product page, a marketing asset, or a packaging detail. The result is a store that looks as thoughtful as the gifts it sells, and it continues to operate on the same design system today.
More Works
(GQ® — 02)
©2024
FAQ
01
What types of projects do you take on?
02
How does the process work?
03
How long does a project take?
04
Do you work with international clients?
05
What do you need to get started?
06
Can you work with an existing brand?
07
Do you offer revisions?
08
How do we handle feedback?
2024
Cusgifts
Cusgifts makes every gift feel like it was made for one person. Because it was.
Head of Design
POD E-Commerce
Know More
Cusgifts makes every gift feel like it was made for one person. Because it was.®
A global personalized gift brand, redesigned from the ground up.
Cusgifts is a global personalized gift brand serving customers worldwide. With over 25,000 products across dozens of niches, the challenge was designing a brand and storefront that felt warm, trustworthy, and easy to navigate at any scale. I was brought in to rebuild it from the ground up.
Problem
A thriving store without a coherent identity.
When I joined the project, Cusgifts had already built a loyal customer base and proven its product market fit. But the brand had grown faster than its design. The logo, color palette, and visual language were inconsistent across touchpoints. The storefront, carrying over 25,000 products across wildly different niches, had no clear information architecture. Customers struggled to find what they were looking for, and the experience did not reflect the quality and care that went into each personalized product. The task was not to start from zero, but to identify what was working, sharpen it, and remove everything that was not.
Solution
Refine, restructure, and make it shine.
I rebuilt the brand identity from its foundations, redesigning the logo and wordmark, establishing a consistent color system, and defining the visual tone across every surface. The storefront was restructured with a clear category hierarchy that matched how customers actually browse and search, making 25,000 products feel navigable rather than overwhelming. The personalization experience was elevated with a live preview interface, allowing customers to upload photos, add names, and customize design elements in real time before placing an order. Every decision was grounded in one goal: make the shopping experience feel as personal as the product itself.
Concept
Personal at every touchpoint.
The new Cusgifts is built on the idea that personalization should be felt before the product even arrives. From the moment a customer lands on the store, the design signals warmth, clarity, and care. The brand identity now carries that spirit consistently, whether on a product page, a marketing asset, or a packaging detail. The result is a store that looks as thoughtful as the gifts it sells, and it continues to operate on the same design system today.
More Works
©2024
FAQ
What types of projects do you take on?
How does the process work?
How long does a project take?
Do you work with international clients?
What do you need to get started?
Can you work with an existing brand?
Do you offer revisions?
How do we handle feedback?