VistaPrint Business Sample Kit

Company

Vista / VistaPrint

Year

2025

Project Type

Printed Sample Kit, Product Page, Marketing Landing Page, Interview

Region / Market

North America

My Role

Creative Strategy, Product Page Copywriter

Project Team

Creative Direction: Annie Chin, Georgia Cowley | Design: Laura Ocampo Cifre | Copy: Jen Conroy, Vickie Carter | Category Management: Silvia Lussana, Gustavo Hernandez | Printing & Fulfillment: Lotte Peeters

Project Summary

In 2025, VistaPrint's European market introduced a new business sample kit to customers in 16 countries.

The kit was intended to:

educate customers about VistaPrint's wide array of products and customization options
build customer confidence in product materials and printing tech
inspire customers with design-forward design examples

The kit itself needed to be regionally inclusive - every customer would receive the same kit, regardless of their country or native language. And when you're trying to print content in 16+ languages on the back of a single business card, things can get challenging.

As site merchandising ACD, I teamed up with the project designer and copywriter to propose a new-to-VistaPrint customer flow. The goal was to include more inspiring, high-energy imagery in the sample kit, while creating a more helpful locale-specific digital experience. Details below.

Part 1: Sample Kit Product Page

Customers requested their free sample kit via a PDP (product detail page).

This PDP could be found via site navigation, organic search, and assets placed on key merchandising pages, and offered a high-level introduction to the kit's contents. We also saw this as a valuable brand-awareness opportunity - a chance to celebrate VistaPrint's reasons to believe and vibrant brand personality.

I wrote all copy on this PDP.

Part 2: Printed Sample Kit

Customers received a collection of 20 pre-printed VistaPrint samples. Every item in the kit, from the mailing envelope to the multi-lingual informational booklet, was a customizable VistaPrint product.

Each sample was printed with a number on it, and customers could match the number to a product list in the booklet. The booklet also included a QR code, inviting the customer to scan the code for additional product details.

Part 3: Sample Landing Page

After scanning the QR code in the booklet with their smartphone, the customer was taken to a landing page. The QR code automatically directed to a pre-localised version of the page, based on where the customer was when they scanned the code. A customer in the UK would go to the UKEN version of the page, while a customer in Germany would automatically go to the DACH version of the page.

Each version of the page included product tiles with additional information, making it easy for a customer to click on the product they're most interested in to begin their order journey.