Positioning a brand for the future of work
My Contributions
Copywriting
Content Strategy
UX Writing
User Research
Branding
As one of the premier design partners to small businesses around the world, Vistaprint is no stranger to disrupting an industry. When the world shut down in March 2020, VP was one of the first major companies to announce that they would be permanently moving their workforce to a remote-first environment, even after we beat the pandemic.
Though the company moved with agility, its branding and messaging lagged behind. My team and I partnered with them to redesign their careers site from the ground up. We conducted extensive user research to craft a writing strategy, modern design, and a branding update that aligned with Vistaprint’s current state and future goals.
Bringing a meaningful mission to life
Collaborating with designers, developers, project managers, and executive stakeholders, I began the process with a content/design audit of the existing Vistaprint site. One of the priorities that emerged from that audit was connecting the value of joining Vistaprint to its mission: being a partner to small business owners who are pursuing their dreams.
From there, I used VP’s mission as a storytelling device, weaving it throughout almost every piece of content on the site to create a more powerful emotional connection with candidates who were visiting the site in search of a more meaningful career.
I collaborated with illustrators and designers to bring remote-first work to life in vivid color…
…and I wrote copy to add layers of subtlety to the stories of the illustrations.
