VICTORIA R. SCAVO

Shutterfly is known for its bright orange logo and colorful photo products. When we created The Wedding Shop, we wanted to honor the brand’s vibrant spirit, but put an elegant spin on it. To differentiate from the main brand, we designed a softer pastel palette with metallic accents. And since weddings are all about the couple, we chose white as the main color so the couple’s photo along with the product would really pop in marketing. As for the tone and voice of The Wedding Shop, our goal was to be her best friend, maid of honor and wedding planner all rolled into one. The copy was guiding, inspiring, approachable and imaginative to support the bride’s dreams for the big day.

Concepting

Final