graphic design + art direction

I participated on the Pride Campaign Development and Guidance as lead designer. Together we developed Shutterfly’s first ever Pride campaign! Pride Month was an important time for our customers, especially Experiential Explorers. By strengthening Shutterfly’s presence in these meaningful moments, we connected on a deeper level with our current customers, and reached NEW customers.

In my role, I independently developed the exploration for the Pride campaign expression by bringing my ideas to team check-ins in the form of mood boards, type lockups and treatments, color palettes, and more. I created the Shutterfly Pride logo for our site, CRM and social channels to be used through the month of June. I came to the table with ideas that consisted of inspiration pulled from other brands mixed with my own sketches— we narrowed it down from there. Bouncing these ideas off each other often led to great conversation and productivity. Once we had a couple solid directions, other designers helped co-concept and support me with digital mockups to show further in depth how Pride would look holistically across channels.

My team faced many strategic challenges throughout the process, the biggest being our focus to be truly authentic in Pride. I helped brainstorm ways to make the campaign feel more purposeful and community-driven. I contributed to part of the conversations across many groups such as creative, channels, GM/Merch, and communications. We eventually pitched the winning idea, #CapturePride, which made its way to 15 LGBTQA+ influencers who shared their #CapturePride story across Tik Tok (and a few on IG Reels/IG). Each influencer infused Shutterfly product as part of their moment in an organic and human way.  

As for results, according to Kristen Goldberg, Senior Director in Brand and Planning, “We tracked via revenue, but know that wasn’t the intent of the campaign. It was really an opportunity for the brand to show up in an authentic way during a culturally relevant moment that mattered to our customers, and potential new ones. We did deliver $25K in revenue. Beyond that, this campaign did receive a lot of internal chatter and recognition and was well respected and appreciated by the ERG group.”

See creative asset examples below: homepage, awareness media, Shutterfly Pride logo, emails (including dedicated Pride email with a letter from President, Jim Hilt, to kick off Pride Month), organic social support, SEO ideas pages, and the influencer #CapturePRIDE campaign.

Graphic Design and Art Direction by Katie McDonough. Creative Management and Art Direction by Diana Saez.
Copy by Michele Kamenar. Creative Direction by Em Z. Swenson. Design support by Alexie Malloy and Dustin Pumarlo.