Objective:
To redefine our tone and voice to better align with the shift in Shutterfly’s more mature brand positioning and visuals in 2022; to begin positioning Shutterfly as more of a product company that sells the unique value of its products. Based on customer insights… All this tone and voice work would go on to inform and ground Shutterfly’s 2023 Messaging Blueprint project which I also wrote.

Role: Lead writer

The Team: Megan Kerber (ACD), Susan Drieling (CD), Jennie Souchery (Senior Designer), Adam Kennedy (VP)