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Live in the Moment A rebranding project for Shutterfly
Visual Strategy Guide
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First Published in 2016 © Chelsea Yi Wen Chen www.livinginthemoment.org
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Live in the Moment : Shutterfly Visual Strategy Guide
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TABLE OF CONTENTS Live in the Moments 01 : Shutterfly Visual Strategy Guide
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THE ORIGIN
STRATEGY
10 :
Overview
26 :
Our Mission
16 :
History
26 :
New Direction
22 :
Timeline
28 :
Visualization
32 :
Competition
39 :
Audience
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moments are “ Great born from great opportunities.”
—Herb Brooks, American ice hockey player and coach
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THE ORIGIN : 1.1 Overview 1.2 History
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1.1 OVERVIEW
Shutterfly is an Internet-based image publishing service based in Redwood VISUAL STRATEGY GUIDE
City, California. Shutterfly’s flagship product is its photo book line. The company was founded in 1999 and is currently led by Christopher North. The company went public in 2006. The customer base is heavily skewed toward women, who accounted for 80% of customers as reported in 2013.
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CHAPTER ONE
THE ORIGIN OVERVIEW
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SHUTTERFLY
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CHAPTER ONE THE ORIGIN
Shutterfly, Inc. is a manufacturer and digital retailer of personalized products and services offered through a family of lifestyle brands. The Company offers a range of personalized photo-based products and services. The Company’s segments include Consumer, Enterprise and Corporate. The Consumer segment sells the Company’s photo-based OVERVIEW
products, such as photo books, stationery and greeting cards, other photo-based merchandise, photo prints and also ships, as well as rents the BorrowLenses brand of products. The Enterprise segment is engaged in printing and shipping of direct marketing and other variable data print products and formats. The Company’s products and services are offered through a family of lifestyle brands, including Shutterfly, Tiny Prints, Wedding Paper Divas, ThisLife, MyPublisher and BorrowLenses. The Shutterfly brand includes photo books, announcements, as well as custom home decor products and photo gifts. The Shutterfly brand also includes online photo service.
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CONSUMER The Company’s Consumer segment sells the Company’s photo-based products, such as photo books, stationery and greeting cards, other photo-based merchandise, photo prints and also ships, as well as rents the BorrowLenses brand of products. Its photo-based merchandise VISUAL STRATEGY GUIDE
includes items, such as mugs, iPhone cases, mouse pads, desktop plaques and puzzles. Its photo prints consist of wallet, 4x6, 5x7, 8x10, square and large format sizes. It also provides Website services, which include the Company’s share platform called Share Sites and its cloud service, ThisLife. ENTERPRISE The Company’s Enterprise segment is engaged in printing and shipping of direct marketing and other variable data print products and formats. The Company provides Enterprise services to the direct marketing industry. The Company is also focused on building a platform that enables its clients to optimize their integrated marketing campaigns. The Company competes with Snapfish, Vistaprint, Facebook, Twitter, Pinterest, Snapchat, Google+, Google Photos, Flickr, Wal-Mart, Costco, Sam’s Club, Target, Walgreens, CVS/pharmacy, PaperSource, Crane & Co., Papyrus, Dropbox, Box, Amazon Cloud Drive, Hallmark, American Greetings, Minted, Invitations by Dawn, Picaboo, Blurb, Mixbook, Zazzle, CafePress, Postable, Artifact Uprising, Apple, Microsoft, Adobe, Paperless Post, Evite, Animoto, PicCollage, Hewlett-Packard, Epson, RR Donnelley and Sons Company, O’Neil Data Systems, Inc., Quad/Graphics, Inc., Viatech Publishing Solutions, Inc., Ritz Camera, LensRentals.com, LensProToGo, Cameralends, AbelCine and Adorama.
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CHAPTER ONE THE ORIGIN
COMPANY DIVISIONS Tiny Prints and Wedding Paper Divas: In March 2011, Shutterfly acquired
BorrowLenses: Mark Gurevich and Max Shevyakov launched BorrowLenses in 2007 as a way for individuals to rent high-level camera
company Wedding Paper Divas for $141 million in cash and 3.9 million
equipment and avoid making an expensive purchase. The company
shares. The total transaction was valued at $333 million. The company
delivers to all 50 states and offers over 30 “pick-up” locations at local
has received multiple celebrity endorsements including Kelly Ripa, Jason
camera shops in 12 different states. The company has two headquarters
Priestly, and Tori Spelling. Their products have also been highlighted on
in San Carlos, California and Waltham, Massachusetts. In October 2013,
the Rachel Ray Show and in InStyle Magazine. Wedding Paper Divas
Shutterfly acquired BorrowLenses. Terms of the deal weren’t released.
OVERVIEW
personalized card and stationery seller Tiny Prints, Inc. and partner-
has been highlighted on ABC news. In September 2014, the company launched “Tiny Prints for iPad” in September 2014, a mobile version of their online stationery boutique the company acquired in 2011. This Life: In 2013, Shutterfly acquired ThisLife, a cloud-based solution for organizing and sharing photos and videos. ThisLife was initially launched in 2010 by husband-and-wife team Matt and Andrea Johnson. ThisLife has raised a $2.75 million seed round led by Madrona Venture Group, with Madrona Managing Director Greg Gottesman joining its board. The company was acquired by Shutterfly in January 2013 and the purchase was reported to cost $25 million.ThisLife lets you pull in all your photos from different sources such as social networks, mobile devices, personal computer, or stored online into one place. Treat: In April 2012, Shutterfly Launched Treat, a service to create completely customized greeting cards. Unlike other divisions of Shutterfly that were acquired, Treat was developed internally. The site has 4,500 fully customizable card designs and has a partnership with Hallmark. In February 2015, Shutterfly announced it would shut down Treat.
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1.2 HISTORY
Shutterfly was founded in December 1999 as an internet-based social VISUAL STRATEGY GUIDE
expression and personal publishing service. Its corporate headquarters are located in Redwood City, California. The company’s flagship product is its photo book line. In 1999, Shutterfly, Inc. began as a company that helped people print 4”x 6” photographs from their digital cameras. Today, Shutterfly has grown into the industry leader, expanding our services to include photo and video storage, award-winning photo books, gifts, home decor, premium cards, invitations, stationery, and much more. Throughout our history, the company has remained at the forefront of innovation, introducing new technology, expanding product offerings and making it easier for our customers to share life’s joy.
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CHAPTER ONE
THE ORIGIN OVERVIEW
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: TIMELINE
SHUTTERFLY
2000
2005
2007
Partnered with Kodak to offer their customers film developing and scanning services
Provided free online photo storage
Announced partnership with Target—customers can order and print pictures from the local Target stores Launched the Shutterfly Foundation, led by a team of employee voluntee
VISUAL STRATEGY GUIDE
1999
2004
2006
2008
Shutterfly was founded
Launched flagship product, award-winning photo books
Went public on the NASDAQ under the symbol SFLY
Aq u i re d N exo s Sy s te m s , enhancing online sharing, collaboration and community technology Announced a premium baby stationery collection Launched Shutterfly Share sites, a service that combine photo sites, blogs and social networks
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CHAPTER ONE
2011
2013
2015
Opened manufacturing facility in Phoenix, AZ
Acquired Tiny Prints and Wedding Paper Divas
Introduced their first free photo sharing iPhone app
Launched the all new Custom Path photo book tool, giving customers more options in telling their stories
Acquired ThisLife, a unified solution for customers to organize, store and share digital products across mobile devices and the web
Released TripPix a mobile app that makes it easy to turn your favorite photos into an epic travel photo book in just 5 minutes
Launched Shutterfly Video, where users can safely upload and post videos on Shutterfly Share sites
THE ORIGIN
2009
Acquired MyPublisher, offering a full line of premium photo books and products
Launched Simple Path, a tool that creates photo books in one click
Future TIMELINE
2010
2012
2014
Developed a way for customers to instantly create Simple Path photo books wih Facebook photos
Acquired Photoccino, whose technology allows customers to organize and select their best photos
Created hundreds of jobs with new manufacturing plant in Shakopee, Minnesota
Introduced a free photo sharing Ipad app
Acquired Penguin Digital, whose technology lets customers share and purchase photo merchandise directly from their mobile devices
Expanded our commercial print business through the acquisition of WMSG. former digital direct marketing company
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STRATEGY : 2.1 Our Mission 2.2 New Direction 2.3 Visualization 2.4 Competition 2.5 Audience
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2.1 OUR MISSION
Brand Soul : Strengthening connections and keepVISUAL STRATEGY GUIDE
ing memories alive with people you care about. The Brand Soul As we know, the original Shutterfly helped people connect with their families and friends by sharing memories and photos in a creative and innovative way. The main idea was to share joyful moments through printing photos. In this case we think the brand soul is “strengthens connections and keeps memories alive with people you care about�.
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CHAPTER TWO
STRATEGY OUR MISSION
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Shutterfly helps people share life’s joy, and experience precious moments by being together to deepen connections with those who matter most.
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CHAPTER TWO STRATEGY OUR MISSION
MISSION STATEMENT We hope Shutterfly can keep the good ideas of helping, sharing and making memories alive. Connecting with the people you care most about should not only be delivered through photos, but through experience and physical connections. Our vision is to help people share life’s joy, and experience precious moments by being together to deepen connections with those who matter most "Shutterfly helps people share life’s joy, and experience precious moments by being together to deepen connections with those who matter most."
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2.2 NEW DIRECTION
Rebranding objective : expand the idea “sharing life’s joy” to VISUAL STRATEGY GUIDE
provide an opportunity for experiences that create memories. Shutterfly is innovative, category-leading digital retailer of personalized photo products and memory management services. The idea "helping people sharing life's joy" has potentials to be expanded. People always like to tell stories and sharing some important moments. However, people are busy nowadays. Our life is full of information, and everything happens instantly. We are sharing too much for someone not important and those we share are just our feelings. Stories make memories last forever. Therefore, our new expansion will be helping people create unforgettable memories. Shutterfly will become an organization that provides family activities for everyone who wants to have fun and enjoy the moment with the people they care most. The goal is to strength family relationships and give parents good chances to educate and learn together with children. People not only can enjoy the moment to be together but also can solve problems and complete missions together to create memorable stories.
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CHAPTER TWO
STRATEGY NEW DIRECTION
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2.3 VISUALIZATION
VISUAL STRATEGY GUIDE
OUR PAST LOOK The original Shutterfly is a digital oriented brand for sharing different forms of photos. The visualization is determinate, material and not like daily life. Keywords : _Sharing _Storage _Social Connection
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CHAPTER TWO
STRATEGY VISUALIZATION
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CHAPTER TWO STRATEGY VISUALIZATION
OUR NEW LOOK The new Shutterfly is dedicated to providing physical connections for people who want to create memories with someone who is important to them (e.g. family). The visualization will be life like and vivid; we want to express joyful moments and continue sharing and connecting. Keywords : _Inspiration _Participation _Embracing
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2.4 COMPETITION
Current Competitors : Shutterfly provides online photo-shar-
SNAPFISH Snapfish is a web-based photo sharing and photo printing service. Members can upload files for free, and are given unlimited photo storage.
VISUAL STRATEGY GUIDE
ing, customizable scrapbooks, greeting cards and stationery. In this category the main competitors are websites that offer to print digital photographs and ship them to customers.
LUMAS LUMAS, where people can experience and acquire exceptional art photography.
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CHAPTER TWO STRATEGY
PRESTO PHOTO
PICABOO
ADORAMAPIX
VISTAPRINT
PrestoPhoto is the place where you
Picaboo enables people to easily cre-
AdoramaPix uses the most tech-
Vistaprint empowers you to design and
can share your life and the wonderful
ate beautiful photo products such as
nologically advanced printers, top
customize affordable marketing materi-
journeys that color your living.
photo books, cards, calendars and
quality papers, and state-of-the-art
als for your business.
canvas prints.
software to provide you with the best product possible. COMPETITION
BLURB
COSTCO PHOTO CENTER
FEDEX OFFICE
STAPLES
Blurb is a self-publishing and marketing
Costco Photo Center lets you save
FedEx Office Print & Ship Center offers
Staples Copy & Print serves customers
platform that unleashes the creative ge-
and share photos from your comput-
a full range of photo printing services
with copy and print projects of all sizes.
nius inside everyone.
er, phone, and social media sites, and
that can help you make the most of
uickly order high quality prints, or create
your photos.
eye-catching personalized photo gifts.
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Adjacent Competitors : Shutterfly provides online photo-
FACEBOOK Facebook’s mission is to give people the power to share and make the world more open and connected.
VISUAL STRATEGY GUIDE
sharing, customizable scrapbooks, greeting cards and stationery. In this category, the main competitors are companies that help people to deliver their messages, photos or greetings.
FLICKR Flickr helps people make their photos available to the people who matter to them.
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CHAPTER TWO STRATEGY
SNAPCHAT
SKYPE
Snapchat empowers people to express
WhatsApp is free and offers simple,
Instagram is an online mobile pho-
Skype is an application that provides
themselves, live in the moment, learn
secure, reliable messaging and calling,
to-sharing, video-sharing, and social
video chat and voice call services.
about the world, and have fun together.
available on phones all over the world.
networking service that enables its users to take pictures and videos, and share them either publicly or privately COMPETITION
on the app
YOUTUBE
GIFTS.COM
HALLMARK
PAPYRUS
YouTube allows billions of people to
G i f t s . co m h e l p s yo u t o s e n d
Hallmark makes the world a more car-
Papyrus offers an ever-expanding array
discover, watch and share original-
personalized gifts for every occasion
ing place by helping people laugh, love,
of products including custom printed
ly-created videos.
and recipient.
heal, say thanks, reach out and make
announcements, products for enter-
meaningful connections with others.
taining, greeting cards, gift wrap, gift bags, stationery, note cards, journals and unique gift products.
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Aspirational Competitors : The new Shutterfly provides oppor-
ALL PRO DAD All Pro Dad is on a mission to help people love and lead their families well. Be a hero to your kids.
VISUAL STRATEGY GUIDE
tunities for memories to happen. In this category, the main competitors are companies that help people to improve family relationships or plan events and activities to create important memories. EVENTBRITE Eventbrite builds the technology to allow anyone to create, share, find and attend new things to do that fuel their passions and enrich their lives.
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CHAPTER TWO STRATEGY
US FAMILY GUIDE
RED TRICYCLE
FAMILYFUN MAGAZINE
DISNEY FAMILY
US Family Guide is the nation's
Red Tricycle helps every parent feel
FamilyFun is the magazine for parents
Disney Family provides information
largest network of family guides and
like a rock star by inspiring them to do
with children ages three to twelve. Family
about craft s, recipes, DIYs, and
professional bloggers. US Family Guide
fun things with their kids.
Fun is an ideabook for all the exciting
activities for the whole family.
provides a single resource for all your
things families can do together.
family needs. COMPETITION
AVOLLUSION Avollusion is a technical event pro-
BLACK SNOW PROJECTS & EVENTS
NCFR
MAKE A WISH
The National Council on Family Rela-
T h e M a ke -A-Wi sh Fo u n d at i on i s
d u c t i on co m p a ny t h at p rovi d e s
Black Snow Projects & Events’ is an
tions, is a multidisciplinary profession-
a n n o n - p rof it o r ga n iz at i o n t h at
technical equipment and design to
events company whose personalised
al association focused solely on family
a r ra nge s exp e r i e n ce s d e sc r i b e d
the events industry.
event management services give you
research, practice and education.
as "wishes" to children with life-
exactly what you want and help create
threatening medical conditions.
relationships that last.
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CHAPTER TWO
“
STRATEGY
2.5 AUDIENCE
A smile is the light in your AUDIENCE
window that tells others that there is a caring, sharing person inside.” —Denis Waitley
OUR AUDIENCE The new Shutterfly will target all busy parents who want to enjoy their time with their families.
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BAKERY BLOGGER :
Marina Beck VISUAL STRATEGY GUIDE
Marina is a homemaker who spends all her time taking care of her family because she wants her husband and children to be healthy. Although her husband is little bit lazy and overweight, she believes she has a sweet and happy family. She loves to bake and cook delicious and healthy food for her family. After her older children started school, she decided to be a bakery blogger in her free time. Sometimes she feels lonely staying at home alone, but she get confidence when she interacts with her readers. GENDER_ Female AGE_ 38 CAREER_ Housewife, Bakery Blogger
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are eating the food she makes.
MARITAL STATUS_ Married
Her living style is simple, neat and regular. She sets up
CHILDREN_ 2 : 5 and 7 year-old
her goals and meets them every day.
INCOME_ 22, 600
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She enjoys the moment when her husband and kids
CHAPTER TWO STRATEGY
GENDER_ Male AGE_ 28 CAREER_ Industrial Designer MARITAL STATUS_ Married CHILDREN_ 2 : 5 and 7 year-old INCOME_ 78, 000
COMMITTED PARENT :
Luis Harris AUDIENCE
Luis is an industrial designer who adopted a daughter with his husband two years ago. Before he had his daughter, he liked to travel as a backpacker, but now he enjoys being a parent. He is an outgoing person who likes to make friends with everyone. He joins a lot of events with his colleagues and friends. He is a kind and enthusiastic person who likes to help everyone. Because of that, he sometimes ignores what his partner needs. When he is free, he likes to take pictures. He wishes to capture the every important moment with his daughter. Luis and his husband are still learning how to take care of their child. They joined a chat group for gay families. Also, his husband always shares some information on the Internet. Luis believes gay parents can give the same love to their children, and wishes the world could be more open minded and accept them.
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SINGLE DAD :
Jonathan Carlson VISUAL STRATEGY GUIDE
Jonathan divorced with his ex wife a few months ago, because they argued and couldn’t communicate. He has a son who lives with his ex wife now. He can only see him on the weekend. Jonathan forgot he was a dreamer. He wanted to have adventures when he was young. Now he only has his work and video games. He is not satisfied with his company and he thinks he could make it better, if he were the manager. He is a person who has no confidence in himself, especially after his failed marriage. He wants to have his GENDER_ Male
own business, but he thinks he has no chance.
AGE_ 32
He wants to be a good father. He wishes he could have
CAREER_ Marketing Manager
more connection with his son.
MARITAL STATUS_ Divorced CHILDREN_ 1 | 3 year-old INCOME_ 72, 500
He doesn’t really understand his son, but he enjoys going toy stores with him. In those moments, he feels close to him.
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GENDER_ Female AGE_ 30 CAREER_ Dancer MARITAL STATUS_ Married CHILDREN_ 1 (2 year-old) INCOME_ 31,200
X-SPORTS LOVER:
Kayla Norris AUDIENCE
Kayla is expecting and already has a 3 year-old daughter. She is a modern and independent woman. She likes exciting activities, such as skydiving. Also, she is a healthy and positive person. She enjoys doing exercise and sweating. She believes exercise helps to remove all negative feelings. She is little bit forgetful and careless about small things. Sometimes she might forget her daughter. She believes and hopes her children can learn from life experience, because she was born in this kind of family and she really appreciates it. She insists on joining family events with all family members, because she thinks spending time with family is important. She enjoys making crafts with her daughter, Which makes her think about her childhood.
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RETIREE:
Sean Townsend
VISUAL STRATEGY GUIDE
Sean was a busy businessman and jus recentlyt retired. He had no time to spend with family, because of that, he has not seen his youngest grandchild yet. He talks little at home, but is addicted to social media and his iPad. He enjoys getting information about his relatives and old friends through the Internet. After he retired, he was bored, so he started going hiking with his wife. He is hard of hearing, so it is sometimes difficult to join in conversations. GENDER_ Male AGE_ 62 CAREER_ Retired MARITAL STATUS_ Married CHILDREN_ 5 Children and 2 Grandchildren INCOME_ 35,000 (Pension)
Recently, he has made a plan to bring his wife to travel around and visit his children. He hopes he can try more new things with his wife before he becomes too old. Now he is learning to relax and slow down. His wife always complains that he walks too fast, and asks him to enjoy life.
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GENDER_ Male AGE_ 10 CAREER_ Elementary Student MARITAL STATUS_ — CHILDREN_ — INCOME_ —
YOUNG SCIENTIST:
Jasper Hayes AUDIENCE
Jasper is a creative 10 year-old kid who likes to record everything he sees by drawing some sketches. He is always inspired by movies and his dream is to be a scientist who can create everything in his imagination. Once he went to his friend’s house and saw a dog, he started to like animals. He wants to have a dog someday so he will not be bored. His parents are busy and most of the time he has to take care of himself. This has made him independent and more mature than other kids. Most of the time he wants to talk with people. He likes to share everything with his friends. He wants to grow up fast and move to a big city to have his own life with his lovely dog. He believes city life is more interesting than country life.
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Live every moment and cherish what you have. VISUAL STRATEGY GUIDE No
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This book is a non-commercial project for education purposes and is not intended to represent the Shutterfly brand. DESIGN: Chelsea Yi Wen Chen CLASS: Nature of Identity INSTRUCTOR: Hunter Wimmer PHOTOGRAPHY: LibreStock.com All rights are reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without prior permission of Chelsea Yi Wen Chen. Copyright 2016 Chelsea Yi Wen Chen
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