20 Years of Shutterfly
Direct to consumer business, producing personalized gifts, photo books and home decor.
ROLES
LEAD DESIGNER
WEB DESIGNER
THE CHALLENGE
For the 20-year anniversary, Shutterfly wanted to celebrate in a way that resonates with its audience and shows the value of personalized products, beyond just decoration.
THE SOLUTION
We made a campaign that puts customers into the spotlight, celebrating these 20 years together.
We collaborated with Argonaut, who brought the insight to us:
"Anything you can share, we can make worth giving.”
We kicked it off with a UGC campaign featuring the stories behind the most personal products created by customers. Any memorable thing, any fun thing, any everyday adventure thing, we can make worth giving. Anything flys, with Shutterfly.
After the launch, the campaign continued the rest of the year on social, e-mail, and web.
"The campaign is having fun with the societal norms of what it means to send a holiday card or gift...We want to invite everybody into that world and get away from the stereotypical image of this is the type of family that you have to have."
-Mickey Mericle, CMO via AdAge
MY ROLE
I was the lead designer on this project, establishing the initiative's visual direction, designing the 20th Anniversary logo, and creating the dedicated landing pages.
20th anniversary logo design
campaign visual toolkit
Photography
Behind every Shutterfly creation is a personal story, so we asked our customers to share any of their Shutterfly stories for a chance to win big.
We received many touching stories, from fun to soul-touching, and we built a moving, dedicated landing page to collect the best ones, proving that photo customization can keep us close to our cherished memories.
