Tiny Prints Holiday Campaign 2011

Situation
A subsidiary of Shutterfly Inc., Tiny Prints is a successful online boutique offering personalized cards, invitations, stationery and other gift items. Tiny Prints' emphasis on premium quality, stylish designs, and exceptional customer service has built them a strong reputation and a leading rank in their category. To promote their new line of holiday stationery, Character was tasked with developing their 2011 holiday season campaign.

Strategy
One feature that distinguishes Tiny Prints from its competition is their use of premium paper. To highlight this distinction, Character developed a campaign that celebrated paper, creating a highly differentiating approach within their category.

To elevate the Tiny Prints brand, Character developed a look that felt both premium and aspirational while maintaining a comfortable resonance for the Tiny Prints audience.

Result
The resulting look was a multi-layered "Paper World" that captured a sense of the imagination and wonder of the holiday season. Traditional festive settings, including a magical winter wonderland and a log fireplace, were rendered as layered paper illustrations that brought a three-dimensional, tactile quality to the executions. In place of conventional holiday colors, the look employed subtle hues of gold and silver that reinforced the elegant, aspirational feel while complementing the card designs.

Character considered all elements of the visual system, from typography and color palettes to whimsical iconography and textured wallpapers. The product was a flexible system of graphical elements that fostered a myriad of on- and offline executions, including print advertising, catalog cover, catalog spreads, product and promotion e-mailers, web banners, product website elements, and packaging. In addition, Character developed a campaign "voice tone" and messaging strategy, which was articulated through the headline and body copy featured in the final print ad. The project culminated with the development of holiday brand guidelines.

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