GOALS:

Create a concept (look, feel, photography, and messaging) for Shutterfly Wedding that can be used throughout 2023 and 2024 as a toolkit for channel teams to pull from to build consistent content. Business objectives included driving traffic to the Shutterfly Wedding landing page and increasing revenue for the wedding occasion.

INSIGHTS:

The stress of planning a wedding nearly eclipses the joy of being engaged. Customers want their wedding to be memorable and personal, and they crave a planning process that is clear, helpful, and trusted.

SUCCESSES:

We took a look back at “The Wedding Shop” branding, messaging, and photography assets that hadn’t been refreshed since 2019 to begin our ideation. We brought “The Wedding Shop” under the Shutterfly brand mark and style, evolving it into “Shutterfly Wedding” with a simplified, elevated look and feel. We developed brand and product-level messaging guidance that spoke to finding what you need in a clear and helpful way from a brand you know and trust. We removed stressful barriers to purchase by implementing direct RTB messaging styles, intuitive content layouts, product photography that focuses on quality, and lifestyle photography to inspire.