VistaPrint Introduces Vista Parent Brand, Represents Broader Service Offering

Waltham, Massachusetts-based distributor Vistaprint (PPAI 565755, D4) has launched Vista, a new parent brand that will encompass it along with 99designs by Vista, Vista x Wix and the company’s recently acquired Crello, a do-it-yourself digital design provider. Crello has been rebranded under Vista as VistaCreate.

“For more than 20 years, we have helped small businesses look and feel credible, and as their needs have changed, we have evolved with them,” says Robert Keane, founder and chief executive of Vista and its parent company Cimpress. “We’re excited to announce our new parent brand Vista, which reflects our ongoing transformation into the expert design and marketing partner for small businesses around the world. The launch of VistaCreate is a critical part of this journey, providing small businesses with access to a world-class, social media, creative design solution.”

Vista reports that over the past two years it has made multiple strategic moves and major investments to serve small-business owners’ evolving needs and to drive customer value. The company’s research shows that 82 percent of small business marketing needs now span print, design and digital. In October 2020, Cimpress, the Dutch parent company of Vista, acquired Sydney, Australia-based 99designs to provide small businesses access to designers to craft their logo, website, packaging and more. In August 2021, it announced a partnership with cloud-based web development platform Wix to power the creation and management of Vista x Wix websites and related digital solutions for small businesses.

Through the acquisition of Crello and its rebranding as VistaCreate, Vista now provides small-business customers with a library of professionally designed, user-friendly templates that enable them to create social media and digital marketing assets within minutes using the VistaCreate website and mobile apps available for both iOS and Android devices. As part of the acquisition, Vista has also acquired Depositphotos, a stock content marketplace with more than 200 million royalty-free images, videos and music options.

Vadim Nekhai, the former CEO of Depositphotos, joins the Vista team and will continue to lead VistaCreate and Depositphotos, reporting to Florian Baumgartner, EVP and president of international for Vista.

Nekhai says, “Over 20 years ago, VistaPrint invented online design and publishing tools for print marketing materials to empower small businesses to create attractive designs without having to learn complex software. VistaCreate brings the same simplicity to social media and other forms of digital design, and Depositphotos brings a vast library of high-quality imagery, videos and music. We look forward to being part of the Vista team as we continue to innovate together to help small businesses look and feel professional both online and offline.”

filed under November 2021 | Vistaprint
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