





By 2014 Vistaprint was enjoying high scores on brand awareness but this awareness came at a cost as it was built on a direct response approach and our customer base was saturated. In order to expand the customer base to a larger part of the offline market, we knew we would have to shift the business model and the brand's perception. Vistaprint would transition from its transaction-focused roots to a more customer-centric model, necessitating a complete re-positioning of the company. This led to the monumental task of translating our brand strategy and complimenting that with a new brand identity, channel marketing approach and website customer experience. My team's role was to redesign our website - from header to footer, iconography to photography, UI pattern library to shopping cart experience. In addition, we tackled category and product pages within the site, the design studio and other sections, designing for mobile/touch throughout.