As the Site Creative Director for Merchandising at Vistaprint, my primary focus was to strengthen our design and align it with marketing strategies. Working closely with other talented creative directors, we collaborated to ensure consistent brand alignment, campaign execution and support photography direction. One of the CMO's vision was to create something unforgettable for our customers, a concept that could be repeated and cherished, like your favorite monthly magazine. Basically content and formats that our audience can get used to and come to expect from us. That's when the REF - Repeatable Editorial Franchise - was born, an idea that paved the way for consistent themed campaigns. Developed by strategy and our creative directors, it became the central focus of our strategic marketing efforts.

The concept behind REF was simple yet incredibly effective: we aimed to create a captivating experience for our customers across various channels. These campaigns extended to our social media platforms, email communications, and a dedicated section on our website. But we didn't stop there; we also synchronized the homepage and deals page with the campaign calendar to provide a cohesive journey for our visitors.

The ultimate goal of REF was to craft a narrative that resonated with our audience in a meaningful way, while showcasing our products in a more compelling light and offering deals when needed. By achieving this connection, we aimed to leave a lasting impression on anyone who engaged with Vistaprint. We accomplished this through three REFs: "Get the Look," "My Marketing Must-haves" (featuring real customers), and "The Three You Need."