Vista Site Refresh

In 2022, Vistaprint aimed to reposition itself as Vista and establish its expertise in design and marketing for small businesses through print, design, and digital solutions. This involved utilizing Vista.com as a significant touchpoint to convey a more extensive Vista narrative. With plans for broadcast to drive to this page, it was in need of a refresh.

Initially, an external agency was hired to work on the project. However, the CMO leadership team decided to bring it in-house for a trial, and the team delivered. As the creative director, my responsibility was to gather designers and facilitate the rapid ideation of concepts, with over ten designers working on the project. We narrowed the concepts down to 13 choices ranging from mild to spicy, from using existing site components and functionality to pie-in-the-sky thinking. It was critical to explore all avenues to win the hearts of the internal leadership team.

The mild to spicy concepts won everyone's approval, leading to a rapid phase of testing and iterations to finalize the layout functionality. Once the layout and image selection were approved, I worked with an outside technology team in partnership with my designer, copywriter and project manager to localize the page for over ten locales and ensure quality assurance.

This project was high-energy, fast-paced, and a lot of fun. I had a powerhouse tiger team, as well as great support from the video and production teams.