GETTING PURPOSEFUL
Shutterfly Tone & Voice Repositioning
Role: ACD Brand Design & Systems
Core Partners: Katie Klingbeil (copywriting), Susan Dreiling (CD), Adam Kennedy (VP)
Partnered in brainstorming sprints and workshops with the copy team and leadership to define and reposition Shutterfly messaging. Lead the development of guidelines, designed illustrated examples, and partnered closely with copywriters and design teams as they rewrote and launched new messaging across an array of touchpoints including site, app, CRM, social, and display over the course of just 1 month.
GOALS:
Redefine our messaging to align with the shift in the Shutterfly brand positioning and visuals. Workshop how we sound now, how we don’t sound now, and how we want to sound in the future. Define the way we speak to our customers, build the rules and guidelines for using the new tone and voice, and consult on the rollout across channels.
INSIGHTS:
The brand repositioning work during 2022 transformed our brand visuals from young and playful led by handdrawn elements to a more mature and simple system led by lifestyle product photography. The brand tone and voice needed to transition as well to compliment this new elevated, product-centric visuals. Testing showed that more direct language, informative product details, and clear messaging hierarchy drove more action with our customers over our playful and friendly editorial messaging.
SUCCESSES:
The systems and copy teams worked across the organization, from Creative and Marketing to Product and Ecom Ops, to implement the new messaging approach. The update to messaging on site was a particularly heavy lift requiring the coordination of hours and timelines between multiple contributors. The site messaging across Homepage, Category, and Sub-Category pages was updated in a matter of days, in time for some of our biggest sales of the season. Shutterfly saw record sales numbers in December.
