How Vistaprint Corporate Carved its Own Niche Without Forgetting its Roots

When Vistaprint, a brand synonymous with small business printing, attempted to serve the enterprise-level market, they encountered an unexpected hurdle. The brand attributes that made them a go-to for small businesses weren't translating well for corporate clients. The solution? Create Vistaprint Corporate, a new, independent company tailored specifically to meet the demands of this distinct market. 

I was enlisted by Vistaprint Corporate to fine-tune this brand dichotomy—creating a seamless identity that could stand alone while also nodding to its well-known predecessor.

The mission was straightforward yet intricate: preserve the brand equity Vistaprint had built, while establishing Vistaprint Corporate as a distinctly different solution geared for large enterprises. Drawing selectively from Vistaprint’s established brand elements, and infusing them with new, sophisticated touches, I crafted an identity that speaks to both heritage and ambition.

Customer research revealed a pivotal insight: enterprise clients found the ordering process for print products bewilderingly complex. This guided our design philosophy to emphasize simplicity across the board. The result? Minimalist product photography, a subdued color palette, and straightforward navigation. I broke this pattern only for calls-to-action; “Request a Demo” buttons pop in a friendly orange, guiding the eye without causing distraction.

The brand voice we adopted is both playful and empathetic, adding a human element to what could be a very sterile, corporate experience. This balances well with the brand’s overall aesthetic, which aims for professional elegance.