Vista Homepage & Rebrand

How might we ...

Create the homepage for Vista.com – and introduce a global audience to the go-to print, digital, and design partner for small business owners around the globe?

Context

In 2022, VistaPrint had been well (well, well) established as the custom business card company. But VistaPrint was printing so much more than business cards – and the company was adding to its portfolio with high-quality design options and digital services.

Vista.com would introduce new and existing VistaPrint customers to the full breadth of what Vista could do for them: VistaPrint (for printing), VistaCreate (for social and digital), and 99designs by Vista (for custom design).

Here's how we did it.

VistaPrint's in-house design team explored, refined, and tested more than a dozen concepts for this homepage. I joined the project to bring the finalists to life with copy.

Together with a great colleague (Michael Ebeling), we turned Vista's new tone and voice guidelines into longer- and shorter-form, real-life copy. We introduced each value proposition, explained why it mattered, and did so in a human, conversational, and empowering tone. Vista had an extra bit of swagger to it, and it was fun to tap into that.

The page served as an announcement and an editorial/merchandising hub, with customer success stories, popular products, and more. I brought in our Organic Search partners to ensure that we had the research needed to optimize all content for SEO, and I proposed and developed a FAQ section to address SEO opportunities while explaining the nuances of how Vista and VistaPrint coexisted.

Company

Vista / VistaPrint

Year

2022

Project Type

Homepage, Rebrand

Market / Region

Global

My Role

Copy Lead, Copy Strategy

Project Team

Creative Direction: Julie Halloran, Clifford Skeete, Karen Kukta, Kate Armstrong | Creative Management | Karen Kukta | Copy: Vickie Carter, Michael Ebeling | Design: Carrie Lepore, Miguel Marques | Site Merchandising: Amanda Ingalls

Project results & takeaways

The in-house design team's concept was selected as the winner from a range of concepts developed by in-house and external agencies.
The final creative was localized and launched globally, reaching 10+ markets.
The homepage was the first element of a large, full-funnel initiative produced by our partners in VistaPrint's brand team. Their work included broadcast, social, OOH digital media, and static billboards.
The homepage's copy tone and value propositions became the building blocks of the Vista.com copy guide.

VICKIE CARTER Copy & Creative