an update on project 52
Project Life® is designed to simplify your approach to scrapbooking. That’s it. (I mean… that’s not it… but it really is that simple.) Having said that, I want to clarify that Project Life is not about chronology or themes. Project Life is about whatever you want it to be.
I know so many of us enjoy using Project Life in a current, in-the-moment sort of way. My personal approach for the past several years has been to document our family’s photos and memories in a weekly format (two pages per week). I call this our “family yearbook” and it makes me so, so, so happy. You can learn more here if you missed my whole very-detailed approach to how I did it in 2015… and why I’m doing that again this year.
So let’s back up with a quick review on the history of “Project 52.” Back in December of 2014, we announced the first version of Project 52 that was designed and produced exclusively for our shop. We were thrilled by the reactions and excitement surrounding this collection and knew we’d struck a cord with many of our customers with a specialized way that made sense for them to document their year. Again — Project Life doesn’t have to be about chronological documentation, but that approach does work for a lot of people.
After the launch of that first Project 52 collection, we knew that we would want to design a new collection for 2016, but seeing how the sales of the physical product in 2015 had gone – a bit slower than we originally anticipated and having to sell a lot of inventory at reduced prices through a variety of sales – and knowing that producing it exclusively for our shop also meant assuming all of the financial risk of production, we decided on the idea of offering it exclusively in digital format and in the app for 2016. This decision significantly cut production time as well as cost while knowing that customers would still have the option to print the cards at home if they wanted to use them in physical albums. In our minds, we wanted to try something new + different in providing this product in 2016.
Upon announcement of Project 52 2016, we heard a lot of excitement again but also heard from many of you who were frustrated that we did not choose to offer it as a physical product. We read all of your comments and appreciate the insight that you offered as to why you were disappointed in our decision. A few common ideas shared were:
- Having to print and cut cards takes away from the simplicity that Project Life is known for and adds expense.
- Part of the joy of scrapbooking is disconnecting from technology.
- Why create this product in one format and not all?
- In our fast-paced technology driven world, we need time to be “quiet” and allow our minds time away from devices.
- Concern that Project Life is going the way of “all digital.”
We wanted to write this follow-up post to let you know that we listen to our customers and do not take your feedback lightly. We do understand that digital scrapbooking + using the app is not going to be the “right” option for everyone and we have no intentions of doing away with Project Life in physical format. For real. We appreciate that many of you choose scrapbooking as your source of creativity and “disconnecting” from the world of technology! However, we also want you to understand that we do plan to offer additional products that will be exclusive to digital + app formats in the future. This is not to exclude those who prefer to create physical albums. We continue to produce lots of products in physical format! The idea behind offering products as digital + app exclusives is that it will allow us to produce products that have a more niche or smaller audience but that we continue to hear that our customers want. These collections will typically be smaller – more like a set of themed cards – so if you do want to use them in physical albums, the option to print is still there (even if it is less convenient). Exclusives like this will not become the “norm” for our product line, but we do have plans for them.
So what about Project 52 for 2017? We’re already working on that — yay! And it WILL be available in physical format along with both digital and app options. We can’t go into specifics, of course, because … hello. It’s barely February. But we wanted you to know that we listen and we’re responding to your feedback. As for Project 52 2016, it will remain exclusive to the app + digital market since the timeline for physical production is long and because we still stand behind our decision to try a different approach for this year. We’ve learned a lot of lessons from business decisions over the years and this is one that we are learning from while making the necessary adjustments as we move forward.