When Shutterfly was founded in 1999, the company was all about digital prints; more than a decade later, it’s evolved into a business that’s about more than photography. With the development of photo books, personalized cards, photo gifts, home decor and share sites, the company realized it was now in the business of people’s memories and stories. It needed a brand identity to match the company’s mission and values.
Through collaborative brainstorm meetings with brand managers, product marketing managers and the creative teams at Shutterfly and design firm MUH-TAY-ZIK | HOF-FER, Shutterfly put a stake in the ground about what it truly stood for; what emerged is “Your life’s stories. Your way.” This idea of transforming memories into something to be enjoyed and celebrated required a new look and a new voice. The brand refresh began with a new logo, a new creative strategy and a new way of talking to customer and from the Shutterfly ignite color emerged and a new brand book, website and packaging.
The new brand expression is soulful, helpful and imaginative. It’s a modern, energetic look with marketing collateral that reflects the company’s commitment to innovation and the creative strategy placed the focus on the customer’s memories and stories.
// From our friends at Communication Arts