Shutterfly came to Instrument looking to move beyond the polished, predictable visual language of the category. I helped translate a new brand direction into digital, building a system that brought more character into the experience while still working within the demands of a high-volume e-commerce platform.
We explored how the brand could show up in the details, from handwritten marks and custom iconography to promotional UI, typography, and motion. We prototyped those ideas directly across web and product, creating a digital system that felt unmistakably Shutterfly without compromising how people shop, create, and move through the experience.
