Wedding Paper Divas (WPD) is a sub brand of Shutterfly. WPD was an online stationery store that focussed solely on wedding print essentials. They offered a vast variety of designs and products for the big day. The selection included wedding invitations, save the dates, custom napkins, bridal party invitations, and so much more.
As the lead designer for the WPD CRM channel (e-mail marketing) — I was responsible for every email that reached our subscribers. This process consisted of working closely with the marketing team on their strategy initiatives, identifying the challenges of each email, presenting concepts with solutions, after which collaborating with the Creative Director and photo team to execute each design.
Sale campaigns were an integral part of Shutterfly and WPD YOY revenue growth. It was up to the creative team to come up with campaigns that showed our products in new and exciting ways each season. Below, is just one execution example of the many sale campaigns our team worked on. Each campaign would start with a brainstorm, concept creation, photoshoot and finally — an extensive rollout across various channels, such as print, social, web, and email.
I also took part in a few print collateral projects. The first one shown below was an invitation sample mailer. The concept was to "Say YES to Wedding Paper Divas" — playing off the wedding theme of saying yes to the engagement, yes to the dress, and finally, yes in the vows.
The design that follows, was a full page advertisement for Martha Stewart Magazine. The idea was to create impact with just words, while marketing our save the date cards. I worked with the copywriter to accomplish a stacked approach of words that painted an exciting and emotional picture of the big day — leading to a note that reminded the consumer that it all "Begins with a Save the Date".