Shutterfly is loved for its customizable greetings and giftable goodies, but the overflowing creative sandbox of joy that made up the brand was hidden away behind a generic outwardly facing canvas. We helped Shutterfly open the flood gates and express their true selves through a vibrant, imaginative and inspiring brand identity that focused on their brand promise, because they’re more than customized products—they’re a creative playground.

Consumer testing on brand concepts helped drive user desires and push the identity to serve not only Shutterfly’s core pillars but also key audience mindsets. New vivid colors, fun fonts and expressive patterns came together to form a visual playbook that didn’t just read as creative, it lived it. Mix it, match it and overlap it, the new brand offered endless opportunities to create and play, all while maintaining a cohesive appearance.