Case study
Business Cards That Proof as You Type, and Client Stores Built Around Offices
Parameter built StackFill templates and a live-proof editor into wellsdrew.com, rebuilt the client stores around offices, approvals and one-click reorders, and designed a new storefront for a printer in business since 1855.
- Client
- Wells & Drew
- Platform
- Odoo
- Services
- Odoo
- Since
- wellsdrew.com (opens in a new tab) · 2024
Results
12
Products with StackFill templates
A live proof updates as the customer types
24
Client stores with products
Each firm has its own store, products and prices (October 2026)
218
Offices set up in client stores
Buyers order for an office and see its catalog
146
Store users
Buyers and approvers signed in to client stores (October 2026)
8
Specialty technique pages
Engraving, letterpress, foil stamping and more, on the new storefront
Operational improvements
Customers see a real proof before they pay, and the print file arrives with the order. Buyers order for an office, see its products and recent orders, and reorder in one click, with approvals in the same place. The art department works proofs from one searchable workspace, and documents carry the order details and the PO number.
Business impact
Wells & Drew sells personalized cards with a live proof, gives firms stores that work the way they order, and shows its specialty work on a storefront of its own.
01 · The situation
What was going on before we started.
What was breaking
Personalizing a business card meant opening a designer launched by scripts from another server, and the customer never saw a real proof on the product page. The client-store portal had grown one feature at a time, without a clear way to order for a specific office. The storefront ran on a purchased theme.
What was at risk
Behavior held in outside scripts and in Studio is easy to lose and hard to change, because nobody can review it with the rest of the code. For a printer, a card that reaches the cart with the wrong details becomes a reprint.
The business
Wells & Drew is a family-owned specialty printer in Jacksonville, Florida, in continuous operation since 1855. It prints engraved, letterpress, foil-stamped, embossed and other specialty stationery and packaging, sold on wellsdrew.com and through client stores to the professional firms it prints for. The company is owned by Blake and Ryan Houser.
Existing stack
Odoo on Odoo.sh. Parts came from other vendors: a quotation engine built by a prior vendor, a third-party ShipStation connector, a PitchPrint web-to-print module, and a purchased storefront theme. Card personalization was launched by scripts loaded from another server, and some screens were customized in Odoo Studio, outside the code.
Scale
One Odoo database on Odoo.sh, shared with a second company and its own website. As of October 2026: 12 products with StackFill templates, 24 client stores with products, 218 offices, 146 store users, and about 350 products published on wellsdrew.com.
Constraints
The client stores take orders every working day, so they had to keep every firm's products, prices, offices and approvers through the rebuild. The same database also serves a second company and its website, so every change had to be right for both.
02 · Approach & solution
Bring the design step onto the product page.
Why this approach
Bring the design step onto the product page. StackFill already renders print-ready proofs, so connecting it to the storefront gave customers a real proof as they type and gave production the print file with the order.
Alternatives considered
Keeping the external designer for every product was the smaller change, but it left the proof off the product page and the behavior outside the code. PitchPrint stays where it fits best: the office business cards in the client stores, which now open with the office address filled in.
Tradeoffs
Two designers to maintain instead of one. In return each does what it is best at: StackFill for templates with a live proof, PitchPrint for the office cards the firms already order.
Constraints
The rebuilt client stores had to keep every firm's products, prices, offices and approvers, and checkout had to keep working with each firm's invoice terms.
03 · Workstreams
Five pieces of work, in order.
StackFill templates and a live proof
What was done
Connected StackFill to the storefront. A product can offer ready-made designs in a grid, and the customer types into a form beside the card while the real proof updates, with a slim proof bar on phones. A grouped paper picker tints the preview, a second ink color is available, and character limits, inline errors and overflow warnings stop a stale proof reaching the cart.
Why it mattered
Customers see what will print before they pay, and the details they typed travel with the order. Customers with their own artwork can upload it instead.
What it replaced
A designer launched by scripts from another server
The new client stores
What was done
Rebuilt the client-store portal in its own frame. Buyers choose an office and see its catalog, then recent orders with the PO and a picture of the design, and reorder in one click into an editable cart. Products that need approval go to the firm's approvers, and checkout follows the office: addresses, a PO field, invoice terms and a rush option.
Why it mattered
Firms order by office, and many need an approval before anything prints. The portal now works that way.
What it replaced
The first-generation client-store portal
Office cards
What was done
Office business cards show the office lines in their previews, on StackFill and in PitchPrint. Ninety PitchPrint products open with the office's address already filled in.
Why it mattered
A buyer ordering for an office should not have to retype its address, and should see it on the card before ordering.
A new storefront
What was done
Designed and built a new wellsdrew.com as an Odoo theme module: homepage, shop, product pages, a Capabilities page, pages for eight specialty techniques (engraving, letterpress, foil stamping, embossing and debossing, raised print, die cutting, security printing, private watermark), plus For Teams, Trade and About.
Why it mattered
The site has to show what a specialty printer can do, not just list products.
What it replaced
A purchased storefront theme, since uninstalled
Production documents
What was done
The proof and the print PDF are attached to the order at add-to-cart, and envelopes get their own proof and a downloadable proof PDF. The art department works proofs from one workspace with search and filters, and delivery tickets and work orders carry the order details and the customer's PO number.
Why it mattered
The people printing and shipping an order need the same facts the customer gave, without looking them up.
04 · Execution
The stack and the decisions behind it.
- Odoo on Odoo.sh
- StackFill (Parameter's own product), through stackfill_connector
- wd_theme (storefront theme module)
- wd_user_stores (client stores)
- PitchPrint designer, launched from Odoo
- ShipStation connector (third party)
- Quotation engine (prior vendor)
- Odoo Sales, Inventory, Manufacturing, CRM and Website
Technical decisions
The tools and why they were chosen
StackFill renders the proof, and Odoo keeps the design, the typed details and the print file on the order line. Customizations live in code, as Odoo modules in a repository, not in Studio. The storefront is a theme module. Third-party pieces such as the ShipStation connector and the quotation engine are carried forward as they are.
Turning points
Putting the proof on the product page
Putting the proof on the product page. Once customers could see the real StackFill proof as they typed, a separate designer was no longer the default path for template products.
Unexpected issues
What did not go to plan
Office business cards needed the office lines on the card preview itself, not only in the order, so buyers could check them before ordering. That work had to cover both designers.
The full story
The project start to finish, in one read
Wells & Drew has been printing in Jacksonville since 1855, which makes it older than the light bulb. The work is the hard kind: engraving, letterpress, foil stamping, embossing, die cutting, security printing. Much of it is business cards, letterhead and envelopes, sold on wellsdrew.com and through stores of their own to the professional firms it prints for.
Parameter has run and developed the company’s Odoo platform since 2024. Some parts came from others: a prior vendor built the quotation engine, and the ShipStation connector is a third-party module. In 2026 the card designer, the client stores and the storefront were rebuilt.
The most visible change is on the product page. On the engraved business card, a customer picks one of four ready-made designs, types their details into a form beside the card, and watches the real StackFill proof update as they type. Paper choices tint the preview, and character limits and overflow warnings catch problems before a card with a stale proof can reach the cart.
When the order is placed, the proof and the print PDF go with it, and the order line keeps the design and the typed details. StackFill is Parameter’s own product, and the connector puts it inside the Wells & Drew storefront. Twelve products use it today, and customers who already have artwork can upload their own instead.
The client stores were rebuilt in a frame of their own. A buyer chooses the office they are ordering for and sees that office’s catalog, with business cards already showing the office address. Recent orders sit above the catalog, each with its PO and a picture of the design, and reorder in one click, while products that need approval go to the firm’s approvers.
Checkout follows the office too: its addresses, a PO field, the firm’s invoice terms and a rush option. As of October 2026 there are 24 client stores with products, 218 offices and 146 store users.
The same release moved the platform to a new Odoo version. Here is how we did it.
05 · Takeaways
What carries over to other projects.
Who this applies to
Printers and producers whose customers personalize what they order, and whose business customers are organizations with offices, their own prices and approval rules.
Patterns observed
A live proof on the product page answers the question every stationery customer has: what will the card look like? And client stores get used when they match how the client orders, which here means by office, not by person.
When to consider this
When customers personalize what they buy and need to see it before they pay. When your customers are firms with offices and approvers, not individual shoppers. When key behavior lives in Studio or in scripts on another server instead of in your code.
Next step
Want this kind of clarity on your own stack?
If your site, store, or business system is carrying silent risk, we can map the problem, choose the right approach, and turn it into something steadier.