JOB 2 OF 3 : REARCHITECT A FAMILY OF BRANDS
As Shutterfly was being rebranded, it became clear we needed to communicate the new business strategy of Shutterfly, Inc. being the distinct “family of brands”, with a clear understanding of differentiation between each brand. This was just as much about communication and relationship building across all new brand acquisitions as it was about the branding itself.
Working with our internal and Human Resource partners, the “On/For” principle was coined to help internal (legacy and new) employees understand not just a tactical team architecture, but a frame of mind as well. The frame of mind that no matter what role we’re in, we all work for Shutterfly, Inc. (that’s what the circle in the logo represents). We are one family, and like a family, we help each other and share knowledge while reminding each other that we are all in this together, working toward a common goal.