SHUTTERFLY 2025 GRADUATION
creative director Levi Lowell // editorial director Caitlin Kenney // associate creative director Alea Toussaint // lead copywriter Adam Ridgeway // senior art director Katelyn McDonough // stylist Anna Avery
SHUTTERFLY 2023 BRAND REFRESH
To reach a new audience and reestablish our relevance, we first needed to reimagine our brand strategy, position and visual design. A new system that differentiated our core brands from one another + the competition, modernized their look + feel, put our amazing products front + center and embraced the mobile first nature of audiences today.
My role was focused on how to move our photo style to a more modern, product focused language. I spent a month at our in-house studio shooting 20 setups, exploring the details of our new photography look and feel — testing, evaluating, and documenting everything from surface materials to propping to lighting to IPP and more.
creative vp Adam Kennedy // creative director Susan Dreiling // associate creative director Bobbie Huckleberry // photo art director Katelyn McDonough // senior designer Jennie Soucheray // stylist Juli Hanssen
SHUTTERFLY 2023 GRADUATION
I owned the concept and photo art direction for this campaign that first came to life in print. As lead AD, I continued to own campaign-specific guidance for fellow designers executing on various channels like email, web, and social media throughout the quarter.
Grew Revenue: Increased revenue across all key categories year-over-year, with a notable 4% boost in Cards.
New Customer Growth: Achieved a substantial +9% YoY growth in new customers.
Site Conversion Lift: Implemented creative repositioning and optimizations for the Grad Landing Page, resulting in a remarkable 31% increase in conversion rate year-over-year.
Behind the Scenes: From Sketch to Final
Here are some of the concept illustrations I drew for presentations leading up to our photo shoot. It's always fun to look back at them and compare them to the final photography.
Site Landing Page
App Takeover and E-mail
creative director: Maddy Hague // associate creative director: Anne Heike // lead designer + art director: Katelyn McDonough // lead copywriter: Shauna Younge // channel designers: Erin Molstad, Nidal Koteich, and Sam Onken // photographers: Kyle Johnson-MacPherson and Abe Holte // stylist: Kirki Schultz
AMAZON 2022 HOLIDAY
The Holiday Kids’ Gift Book is a high quality gift guide that allows families to discover and highlight their favorite gift ideas together. Known for it’s illustrative charm, I have always looked forward to receiving this in the mail. I couldn’t have been more excited to collaborate with the team for this project.
In my role, I worked closely with CD + illustrator, Lisk Feng, to develop unique hand lettering typeface featured throughout the book. I created 25+ custom hand lettered headlines in three different languages. Vectorized separate hand lettered alphabet, including symbols + numbers, for company-wide production use. All while demonstrating rapid creative output while maintaining attention to detail.
The 2022 Holiday Kids Toy Book was most interactive catalog yet.
In addition to English, there were also mailers in Spanish and French.
creative director Mia Pizzuto // designers Eva Grate, Alaine Field, Samantha Yang // photo art director Julianna Schulte // copywriter Matthew Schnirman // illustrator Lisk Feng // handletterer Katelyn McDonough
SHUTTERFLY x KRIS JENNER
Teamed up with Shauna Younge, Merritt Bambrick, and Sam Onken to create and pitch several concepts for a holiday partnership with influential momager, Kris Jenner. The campaign included tv, web, app, and radio/podcast content. (Creative Director: Maddy Hague)
Impressive ROAS: Achieved an outstanding average Return on Ad Spend (ROAS) of $13.11, surpassing the channel benchmark of $2.
SHUTTERFLY 2019 BACK TO SCHOOL
Pitched five concepts for Shutterfly’s first ever back-to-school campaign, including the winning concept that came to life across all channels.
Behind the Scenes
CONCEPT PITCHES
Before there was a winner, there were a lot of concepts presented. Take a look at “how it all started” in our initial concept presentation deck.
creative director Timothy Jones // associate creative director Christina Clugston // lead copywriter Alex Peterson // photo art director Meghan Pakes // designer + illustrator Katelyn McDonough