The intention of this project was to select a brand and identify its essence. 

Revive the brand by developing a new brand identity and by creating new brand extensions that open the company to a whole new audience while still remaining true to its original purpose. Comprehensive brand standard guidelines need to be made for this newly redesigned brand. For this project, I decided to rebrand Shutterfly. It is an American image publishing service based out of Redwood City in California. Shutterfly’s flagship product is its photo book. The new Shutterfly mission is to help people reconnect with their loved ones by creating and preserving memorable moments to cherish for a lifetime.