Pr Shots

Elevating a Legacy Platform to Match it's Style-Savvy Users

Project overview

PR Shots — a media hub connecting brands with journalists — had not evolved in over a decade. Users were struggling with outdated navigation and new customer acquisition relied heavily on a manual sales process. 

It also lacked a clear onboarding journey and failed to visually reflect the standards of its style-focused user base.



I led the redesign of the platform from the ground up, delivering a modern, responsive, and editorially styled experience that clarified user pathways and supported business growth through a scalable, self-service onboarding flow.

Role:
Lead designer throughout end-to-end process: Sketching, wireframes, prototyping, visual design and developer handover docuentation.

Discovery & Strategy

The goal was to modernise the platform with a seamless self-service onboarding flow, a restructured IA to clearly guide brands and journalists, a high-fashion visual identity that matched user expectations, and a fully responsive design built for scale.

I restructured the platform into three clear zones—public storefront, brand member area, and journalist hub—backed by detailed sitemaps and a sharp content strategy to drive clarity, conversion, and user flow.

Defined three distinct site zones: consumer storefront (public-facing), brand member area, and journalist area.

Medium-fidelity wireframes and motion prototypes were created to validate structure and user flow. Key components were designed for reusability and modularity.

Visual design process

The visual design paired a monochrome palette with bold editorial typography to let brand imagery shine, all structured on a tight grid for clean, consistent layouts across devices.

It was essential that the platform also be scalable for use on smaller screen devices for work on the move.

Developer Handoff

Using waterfall project methodology - a comprehensive design documentation package was delivered. This ensured offshore developers could build to spec and maintain design integrity through future iterations. 

The outcome

The result was a sleek, responsive platform that elevated brand perception, improved user satisfaction, and enabled scalable growth through streamlined, self-serve onboarding—reducing the need for sales team intervention.