SHUTTERFLY 2024 HOLIDAY

For Shutterfly’s 2024 holiday campaign, we used our biggest spot for cards and gifts to launch a larger brand platform ‘Make something that means something,’ which debuted first in catalog.

I was heavily involved from the book map stage in April to file hand-off in July. I helped to develop overall art direction and layout design with a team of 3. My role owned the pre-pro, photoshoot and oversaw the retouching of all assets. Leading the photography was one of my biggest challenges yet. We faced compressed project timelines, limited resources and new leadership when this project kicked-off. Despite the challenges, it performed well, driving $19.6M in revenue.

What I love most about direct mail is the visual impact it makes on other channels of the brand due to the nature of it’s advanced lead timing for print deadlines. In 2024, catalog lead the way for look and feel in Q4. From propping and color palette to tone of voice, see below a few examples of catalog spreads translated to social assets.

the team! creative vp: Laura Fegley // creative director: Susan Dreiling // editorial director: Caitlin Kenney // senior designers: Erik Herberg and Katelyn McDonough // senior art director: Katelyn McDonough // social ACD: Bobbie Huckleberry // social designer: Jennie Soucheray // videographers: Jeff Kesterson and Ben Muller // photographer: Kyle Johnson-MacPherson // stylists: Libby Marshall, Mickie Clark and Anna Avery

HOLIDAY CATALOGS + GIFT GUIDES

I have helped lead the design on 4 holiday catalogs, 3 holiday gift guides and contributed to countless other direct mail pieces for Shutterfly and Tiny Prints that support campaigns cross-functionally since 2017. See below a few of my favorite holiday covers where brand and campaign shine the most!

FROM PRINT TO DIGITAL

Great design has the power to inspire, engage, and tell a story. I love to think strategically, push creative boundaries, and bring a high level of craft to every touchpoint – print, digital, and beyond.

I geek out about the end-to-end customer experience opportunity with a digital catalog. In 2023, I conceptualized + art directed animated gifs for Shutterfly’s first-ever digital catalog experience featured on-site. We used Publitas to support functionality rather than building an experience ourselves in order to reduce LOE so the project could be more viable.

There are countless opportunities to translate static images to a GIF where we see RTBs and product features come to life visually, not just through copy: an ornament rotating so you can pay off the quality of customization details on the back, or better showcasing the personalized foil on a card by providing a stop motion of the shine happening.

the team! creative director + lead designer: Maddy Hague // designer + art director: Katelyn McDonough // lead copywriter: Merritt Bamrick // photographers: Kyle Johnson-MacPherson and Abe Holte // stylist: Kirki Schultz 

TINY PRINTS HOLIDAY GATEFOLD

Tiny Prints is Shutterfly’s sister brand — just more elevated. I chose to keep this piece in my book because it’s an all-time favorite project of mine. I enjoyed conceptualizing the highly stylized look-and-feel of the paper cut outs alongside stylists Kirki Schultz and Tony Vu.