Tiny Prints Holiday Campaign

Background

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 has given them a strong reputation and leading rank in their category.

To promote their new line of holiday stationery, Character was invited to develop Tiny Prints’ 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, a differentiated approach within their category.

Character considered all elements of the visual system, from typography and color palettes to whimsical iconography and textured wallpapers.

 

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

 

The product was a flexible system of graphical elements that fostered a myriad of online 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 tone and voice as well as 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.