challenge
Shutterfly needed to create a verbal identity and refine their voice and tone across all marketing channels. Our goal was to differentiate Shutterfly from competitors like Kodak and Snapfish.

creative solution
I conducted a voice audit of Shutterfly’s competitors and created a voice and tone that complemented photography and art direction. Deliverables included a new content structure, as well as concept and headline strategy. The Creative Director and VP of Consumer Marketing welcomed and implemented the new flow of content on the web site.

results
The recommended positioning and verbal representation communicated ‘feel the joy’ – the essence of Shutterfly. Subheadlines directed users to creation paths, resulting in higher click through rates on the homepage and positive customer feedback.