Graphic Design + Art Direction

As lead designer and art director for the 2021 Tiny Prints Gatefold direct mail, I developed a new artisticly crafted photo style that feels more elevated for Shutterfly’s premium brand. My concept consisted of tone-on-tone paper cut winter botanicals and ornaments to create texture and dimension for product to pop off of. Shutterfly’s signature medium sets the stage for a sculptural environment for holiday product. The art direction I provided in swipe, descriptions, and sketches was inspired by nature and the colors and shapes of snow drift. In addition to my role in the overarching art direction for this piece, I assisted in the actual creation of the paper botanical shapes and patterns. These were brought to life on a precise Cricut machine.

Art Direction for new brand photography

Paper cutting process:

Design, Photo Concepts, and Art Direction by Katie McDonough. Creative Management and Illustrations by Maddy Hague.
Photography by Kyle Johnson-MacPherson and Abe Holte, Styling by Kirki Schultz, Copy by Nick Ewertz.