Elevated Product Experience

Paper Bags Revamp

Paper Bags is one of Vistaprint's fastest-growing packaging categories, but the visuals weren't keeping up. Customisation options felt hidden, and real-world use cases were nearly impossible to find.

The goal: build a strategic imagery system that helped customers understand what was actually possible.

My role: I led the art direction for an end-to-end visual revamp across category and product pages. We introduced 50+ lifestyle and studio images across the category, contributing to a period of strong growth: +45% new customers and +68% Net Bookings.

ROLE:
Art Director

CLIENT:
Vistaprint

TEAM:
Category Manager, PM, Photographer, Retoucher, Production Artist, Ops.

TIMELINE:
2025

Challenge

In the previous site experience, customers struggled to see the full range of print options and find inspiration, which made decision-making harder. On the creative side, we faced a tight timeline and limited samples for the photoshoot, yet we still needed to produce a large set of images that clearly showcased every printing variation, different use cases, and ensured each option was easy to understand and compare.

CATEGORY PAGE

PRODUCT PAGE

SUBCATEGORY PAGE

Creative Strategy & Execution

The strategy for this project was to create a complete set of images covering all print options, sizes, and touchpoints—from lifestyle to close-ups—so the site felt consistent and inspiring. I started by mapping existing images, spotting gaps, and creating samples across industries and brands to build a versatile visual library. A detailed photo brief guided the remote photographer, and after the shoot, the images were retouched and integrated, giving us a flexible system of visuals that worked across all touchpoints.

🔍 OVERVIEW OF EXISTENCE IMAGES

🎨 DESIGN SAMPLES CREATION

📷 PHOTO BRIEF

Final Experience & Impact

The project delivered 50+ high-quality images across category pages, PDPs, search, email, and social, creating a cohesive and inspiring visual experience. By making customization clearer and use cases more tangible, the new imagery strengthened product storytelling at every touchpoint. Alongside broader category improvements, this contributed to a period of standout growth, including +68% Net Bookings, +92% VGP, and +45% new customers.