At Vistaprint, I was brought in to help a fast-growing technology company solve a brand problem hiding inside a performance marketing success story.

The business was exceptionally good at acquisition. Its ecommerce platform, personalization engine, production systems, localization, and release-driven operating rhythm could turn small business needs into printed and produced marketing tools at global scale. But the marketing had become almost entirely direct response. It could drive transactions, but too often missed the chance to use each interaction to deepen meaning, build trust, and give customers a stronger reason to come back.

My work helped shift the center of gravity from the sale to the customer. We built a more human, more credible Vistaprint through a new identity, authentic customer storytelling, high-performing testimonial campaigns, global brand films, social content, and stronger in-house creative capability.

The work still had to sell. And it did. But it also elevated brand perception, strengthened customer connection, and made a powerful mass customization platform feel personal to the small businesses it served..