VISTAPRINT REBRAND BACKGROUND 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. Vistaprint took a good hard look at things like transparency, pricing models, manufacturing, design studio, and customer service. Then, it invested in the necessary resources to start shifting both the reality and the perception. 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. LOGO DESIGN 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 it looks wicked cool. CORPORATE IDENTITY 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. BRAND VOICE Spearheaded by Karen Bedard, the Vistaprint voice plays a huge role in our new brand. For our customers to see us as trusted and credible, we need 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. VISUAL LANGUAGE Through the purposeful use of color, humanizing ourselves with photography, highlighting our product quality and introducing compelling design elements, we are building our own unique visual language. WEBSITE Overhauling our corporate website for a September 2014 brand relaunch date wasnt realistic. But redesigning the homepage - from header to footer, iconography to photography, UI library to shopping cart experience, was. We also tackled category and product pages within the site, design studio and a few other sections, designing for touch and mobile throughout. It continues to be 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 lions share. NEW BRAND IMAGE Our overall approach is simple, clear and direct communication that leaves 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 come together to form our new brand image. And its just the beginning of what to expect from Vistaprint in 2015.
Posted on: Fri, 05 Sep 2014 10:45:04 +0000
Trending Topics
Recently Viewed Topics
© 2015