Our 2024 brand refresh or as we called it ,“project great,” was a unique and fun project as I was both creative producer and photo art director. The workload was doubled and I enjoyed every part of it. By having a background and degree in photography, I was able to offer my creative skill set to this new brand refresh and develop the production process. This project gave me an opportunity to showcase my creative vision while maintaining my passion for an organized and highly productive creative project. The intersection of those two roles, creative producer and photo art director, is where my years of multifaceted experiences truly shine. My team and I worked closely with our CMO and vice president of creative to research trends, competitor aesthetic and upcoming design focuses. These finding along with my original creative choices gave us a new and elevated look and feel rebranding Shutterfly to new audiences while maintaining attainable and inspirational elements enjoyed by our existing customer base.