Shutterfly Holiday 2022

If there’s one thing synonymous with the holidays, it’s Shutterfly.​​

Because you know that when it comes to truly unforgettable cards and gifts, there’s a better way than off-the-shelf.​ All eyes are on holiday cards—a rich tradition for many families—and gifts—like ornaments, photobooks, and calendars to preserve the years’ memories. The brand had experienced a transformation over the year leading up to the holidays, so channel marketing needed to follow the evolution, deviating from the visual look and strategy from the previous holiday.

Process

I worked on a ‘tiger team’ to generate concepts, land a direction, and ultimately deliver a tool kit that could be used as guidance for the creative team. We worked with marketing partners to understand the strategy, product priorities, consumer landscape and communication plan. We asked for and used relevant data to ground decisions.

Concepts

A few directions were proposed where rich color themes, texture and humanity were front and center. I pushed wink type, color and texture to fruition from concept B.

Concept A Board

Concept B Board

Direction

Shutterfly’s next evolution of holiday is creatively consistent, thoughtfully curated, and customer first. It is embodied in a singular color palette that flexes through the season; a photography style that balances lifestyle and product; a paring back of graphic elements to keep photo front and center. It’s all the creativity you love about Shutterfly and the holidays — with a refined touch.

Toolkit

A comprehensive style guide was implemented on our brand site, serving as the prime resource for designers, writers, creative directors, and marketing partners when creating or evaluating deliverables. I wrote rules and guidelines for most deisgn elements. The live style guide Holiday section saw a 3x lift in traffic/mo vs the numbers the brand section saw each month Jan-Dec.

Impact

Holiday executions were consistently executed. A retrospective revealed these wins:

  • “Consistent Look and feel throughout all channel touchpoints”

  • “The holiday tool kit! Was super great to have a flushed out guidance from color and type to messaging and graphic elements”

  • Overarching creative approach to Holiday felt cohesive and held together through beats and promos, creative a strong branded experience for the customer.

Design: Jennie Soucheray, Sam Kollash, Alisa Messing // Writing: Merritt Bamrick // Creative Direction: Susan Dreiling, Gabe Pattison