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.

GRAD CARDS MINI CATALOG

BEHIND THE SCENES (FROM SKETCH TO FINAL)

Here are some of the concept illustrations I drew for presentations leading up to our photo shoot.

 

GRAD HEADQUARTERS SITE LANDING PAGE

The campaign team redesigned the core cross-category landing page for graduation. This overhaul extended to other key areas like the Cards + Stationery category page as well as the marquee other modules on the home page, amplifying the Grad messaging experience throughout peak periods.

 

APP TAKEOVER + EMAIL

These examples highlight dynamic on-load takeover messaging that ran throughout peak Grad season, prompting users to explore the Grad experience.

the team! 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