Bringing the brand to life

From insight to identity, we moved fast—translating strategy into a system that feels human by design. We pinpointed where Shutterfly’s ecosystem needed warmth and personality, without slowing down the digital experience.

To power everything from their iOS app to e-comm and marketing, we built custom libraries of handwritten marks and expressive icons—tactile, ownable elements that bring emotion to every click, swipe, and scroll.

Getting the tone just right

From day one, it was clear: while Shutterfly may be rooted in imagery, its future would be just as verbal as it is visual. Voice plays a vital role in expressing the brand’s value—delivering a tone that’s equal parts helpful and heartfelt.

We crafted a conversational style that inspires without overreaching, guides without overwhelming. It’s emotionally resonant but always clear—designed to reflect the ease of Shutterfly’s experience and the warmth of the memories it helps preserve.

Infusing beauty into the functional

In a world of constant promotions and performance marketing, utility can often overshadow craft. For Shutterfly, elements like the dot whack—those bold, often disruptive promo stickers—had long been treated as necessary evils. Effective, but rarely elegant.

Rather than reject it, we reimagined it. By softening the form, refining the palette, and infusing it with warmth, we transformed the dot whack into a brand-forward moment. What once felt intrusive became a subtle, nostalgic nod—still driving action, but now aligned with the heart of the brand.

Always prototyping the brand

For a brand to live and breathe in digital, it can’t stop at the moodboard. We moved quickly from concept to component, prototyping the identity across web and product to pressure-test it in real contexts.

This rapid, iterative approach ensured that every visual and verbal element not only looked right—but worked right—across Shutterfly’s digital platforms. Because in today’s world, a modern brand isn’t built in theory. It’s built in motion.