Shutterfly x KonMary
A collaboration that brought together Shutterfly and Marie Kondo’s KonMari brand to celebrate intentional living, blending personalized memories with the clean, harmonious design philosophy that sparks joy in every home.
Strategic Approach
The Shutterfly x KonMari partnership was built on a natural alignment between both brands, uniting Shutterfly’s customizable home and photo products with Marie Kondo’s philosophy of intentional living.
By connecting Shutterfly’s world of personal expression and home decor with KonMari’s clean, mindful aesthetic, the collaboration positioned Shutterfly as part of a lifestyle rooted in simplicity, beauty, and meaning.
Marie Kondo, a globally recognized figure in organization and design, embodied the values Shutterfly sought to express. Her influence helped spark conversation and cultural relevance, making the partnership both timely and emotionally resonant.
The campaign came to life across photo, video, and brand art direction, achieving a ROAS of $3.35, an email open rate of 34%, and a click-through rate of 12%, surpassing its $1M revenue target within 3 months.
Digital Ecosystem
The Shutterfly x KonMari campaign came to life across email, on-site banners, and social platforms, creating a cohesive digital experience that reflected Marie Kondo’s calm, intentional aesthetic.
Custom iconography inspired by the KonMari brand was introduced to enhance the visual identity, paired with a refined color palette inspired by KonMari’s signature neutrals and soft gold accents. These elements embodied her philosophy of simplicity and mindfulness, while aligning with Shutterfly’s warm and personal tone.
Promotional Email
Website Marquee Banner
Pinterest Ad
On-site banner placement (internal promotion)
Pinterest Ad
Digital Banner
Social Sustainment Content
A multi-frame story combining product imagery with Marie Kondo’s quotes, visually connecting each piece to her philosophy of sparking joy.
A step-by-step story showing how easy it is to personalize the collection with your own photography, highlighting both customization and functionality.
A launch post introducing the collaboration, using KonMari-inspired textures, colors, and icons to reflect the spirit of the collection.
An alternate launch post featuring a darker, high-contrast palette to add visual variety while staying on brand.
From Sketch to Product Shoot
The video showcases the process behind the early sketches I created to explore different product settings and compositions, which helped define the clean, intentional tone of the Shutterfly x KonMari campaign.
These concepts guided the photography direction and inspired the final visuals, which can be seen in the Gallery section below.
My Role in the Campaign
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My Role in the Campaign 〰️
Motion & Editing – Edited and created the intro animation for the campaign’s video, establishing the visual tone and rhythm from the start.
Art Direction – Collaborated with the Associate Creative Director to shape the visual direction of the campaign, ensuring consistency across all visual touchpoints.
Concept Development – Helped define the creative tone and visual identity of the collection, from early sketches through final execution.
Social Content Development – Led the art direction for social assets, working closely with the team to align storytelling and design across platforms.
Visual Alignment – Supported photography direction and creative approvals to maintain consistency between product imagery, lifestyle photography, and campaign tone.