challenge
Shutterfly wanted to keep up with social networking trends and build a community called ‘the Gallery’ for their users.

creative solution
I helped position the Gallery as a younger sister to Shutterfly.com. To bring this brand personality to life, I created a clear positioning strategy and developed the voice of a friend. I introduced the Gallery to customers and prospects as a place where they could explore, create and interact. I developed the brand story, voice & tone guidelines, content and tagline strategy. The language was intended to treat customers with respect and build mutual trust. 

results
Shutterfly is synonymous with sharing life’s joy.  The Gallery is the fun-loving younger sister: outgoing, creative and always ready to show off photos.  Shutterfly will launch this distinctly different personality in 2008.