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.