Vistaprint made a name for itself literally giving away its flagship product – business cards. Using a strictly direct response approach, Vistaprint created the category and dominated it, reaching $1B in 2012. But while the company enjoyed high scores on brand awareness, they knew that in order to command a larger part of the offline market, they would have to shift the business model. So Vistaprint moved from its transactional roots to a more customer centric model, necessitating a complete repositioning of the company.
Heading into 2014, with Creative Directors Dave Ball and Karen Bedard, we led the monumental task of translating our brand strategy into a new identity for Vistaprint – logo, voice, visual language, the whole shebang. Our goal? To give this brand the soul it has long been searching for.
After researching global identity trends and executing many logo design studies, we determined that a simply designed, dynamic identity would best set us apart in the competitive landscape, enhance our leadership in customization and personalization, and deliver against our brand strategy. And we just thought it looked cool.
As a leader in personalization, it seemed fitting that Vistaprint employees be given the choice of color, business card design, monogrammed collateral and personalized products for the relaunch of our new brand.
Spearheaded by Karen Bedard, the Vistaprint voice played a huge role in our new brand. For our customers to see us as trusted and credible, we needed to engage with them on a human level, speaking to them in a tone of voice that rings true — whatever the context or medium. And by speaking through our four brand personality attributes - good-natured, practical, helpful and empowering.
Through the purposeful use of color, humanizing ourselves with photography and introducing some compelling design elements, we continued to build our own unique visual language.
Overhauling our corporate website - from header to footer, iconography to photography, UI library to shopping cart experience, was the next step. It was a massive part of the rebrand, and there is a lot of credit to go around. But clearly, the web creative team, spearheaded by Dave Ball and Tom Nielsen, deserve the lion's share.
The end result was a new brand image and voice that's simple, clear and direct, leaving our customers feeling informed, inspired and empowered. And maybe even with a smile. These few samples are a good representation of how all of the brand elements came together.