With the goal of elevating Vistaprint's promotional products portfolio and enhancing differentiation from the core site, I defined the new creative direction, photography guidelines and tiers, for a more consistent and impactful customer experience. I led the global photography team to roll out the new look and feel and project managed the expansion of our image library to include lifestyle shots, which encompassed model selection, location scouting and shot stylisation. To enable an easier experience for stakeholders, I also created new processes to enable product owners to request shoots more efficiently.