PROJECT: Shutterfly 2017 Holiday Campaign

OBJECTIVE: Create a holiday campaign that will surprise and delight our customers while creating a reason to “make” joyful holiday cards and personalized gifts.

ROLE: Concept and creative direction across all channels (Catalog, Site, App, Social, Display and Email)

PROJECT: Tiny Prints 2018 Holiday Campaign

OBJECTIVE: Establish Tiny Prints as the online solution for creating premium holiday cards. Inspire customers to want to create meaningful holiday cards with luxe designs that are easy to create.

ROLE: Creative Direction across all channels (Catalog, Site, Social, Display and Email)

Home Décor is one of Shutterfly’s fastest growing categories. In an effort to accelerate new customer acquisition through awareness and new offerings, Shutterfly conducted a rebrand of its Home Décor segment.

I led the design refresh and concepting for the annual campaign supporting direct mail, print advertising, site, email, social and video. In addition I helped concept, art direct and produce the two week lifestyle photoshoot.

The success of the new strategy and campaign resulted in 20% annual category growth.

Wedding Paper Divas saw an opportunity to reinvent itself as the "New Way to Wedding". Through a strategic refresh we captured a new brand platform focused on “Your Big Day, Your Way”.  I led the design and creative strategy including: new logo design, color palette, packaging, copy tone, typography, photo direction and cross-channel execution.

By focusing on the uniqueness of each couple and giving the brand a more contemporary and editorial look, we were able to capture a vision at Wedding Paper Divas which allowed our targeted audience to create an original wedding experience, and one that promoted an individual and distinctive experience.

The print ad series captured beautiful, romantic designs and successfully promoted the message of how our product is "unique to you", winning an award and recognition by Communication Arts magazine.

In 2007 Gymboree launched a new value brand – Crazy 8, focused on casual children's fashion that would support kids "crazy" and active lifestyles.

As part of the in-house team I was responsible for leading design for the brand launch including: logo design, visual design, photo strategy, packaging, window and in-store graphics, on product packaging (creative near 300 skus), press kits, signage and storefront logo. 

The brand grew from 1 original flagship store to 290 stores.

In 2017, Shutterfly Inc. set a company wide goal to move all existing brands to a single platform in order to create a more seamless customer experience. I led the design for migrating the current Tinyprints.com site to its “New Home” on the Shutterfly platform. This included updating the main nav to a two tab system, developing a new wireframe in partnership with UX/Engineering and design of the final page for both desktop and mobile. The goal was to create a premium stationery “boutique” that had an elevated aesthetic and would stand out from the Shutterfly brand.

I have a passion for branding and creating premium packages that stand the test of time. I began my career in packaging and over the years have worked with big brands like Geyser Peak Vineyards, to small boutique wineries like White Rose Estate,

Developed visual identity, business system, packaging and website.

Design and photo direction 

Shutterfly is a lifestyle ecommerce brand focused on helping people "Share Life's Joy" through personalized gifts. As the biggest company in it's category, Shutterfly is on target to net over $1 billion in sales this year.

I was responsible for leading the Direct Mail, Print and Photo team, overseeing all brand photography, print art direction as well as concepting and implementing seasonal campaign guidances.

In 2014 Tiny Prints conducted a brand refresh in an effort to broaden it's customer base and transition from being known as a baby announcement provider to a premium stationery brand.

I had the privilege of leading the design and art direction. This included new logo design, color palette, packaging, copy tone, typography, photo direction and creative marketing execution.

The project was a great success in pushing the brand forward. Upon completion, we created a beautiful 60 page standard guide to help the internal team execute the new branding elements.

I managed and art directed the in house team at Gymboree for six years. During that time, we created all of the in-store marketing, from the shopping bags and gift boxes to window banners and point-of-purchase displays. In addition, I concepted and art directed all of the on body photoshoots.

Nothing beats being on set with a talented crew and watching your concept come to life. From creating an environment in studio to working on location I have been art directing lifestyle photography for years and still love every minute of it. 

Here is a sampling of some of my most recent work. I am fortunate to work with a vast array of very talented stylists, photographers, set designers and producers both locally and coast to coast.