Create a new brand and e-commerce business leveraging the parent company’s printing and fulfillment capabilities. Preservation & Creation (P&C) offers high-end, on-demand artistic printing for custom 5x5” photo prints, journals, books, and canvases. Through a custom online editor, users select their product and personalize it with a range of attributes. A competitive analysis uncovered opportunities across product, technology, branding, and UX/UI, which informed a technical strategy that secured executive buy-in. Site maps, user flows, wireframes, and templates were developed alongside branding and design, with a focus on creating an intuitive app experience. The brand also embedded social impact by donating a percentage of sales to Living Water, a nonprofit installing fresh water wells in underserved communities. Despite a strong creative launch, technical issues with the custom app led to print production errors. With funds diminishing and limited progress, the parent company ultimately retired the project.