SHUTTERFLY 2023 BRAND REFRESH

While waiting for a final brand toolkit from our external agency partners, there was a desire from leadership to do an internal rebrand exercise. A small team of us had roughly 4 months to reimagine our brand strategy, position and visual design system focusing on four pillars.

1. PHOTOGRAPHY: Move our photo style to a more modern, product focused language.

2. TYPOGRAPHY: Bring a new display font to our design system to give a more distinctive, modern, feminine feel.

3. ICONOGRAPHY / ILLUSTRATION: Add iconography and illustration to the system to better tell services stories.

4. MOBILE DESIGN SYSTEM: Modernize our CRM and mWeb design system to be beautiful, simple and mobile first.

In my role, 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 in product photography and more. Additionally, I helped to support in the typography and iconography selections.

the team! creative vp: Adam Kennedy // creative director: Susan Dreiling // associate creative director: Bobbie Huckleberry // senior designers and art directors: Katelyn McDonough and Jennie Soucheray // stylist: Juli Hanssen